Design to Convert. Design for emotions
•
4 likes•342 views
Emotions are a powerful tool towards increasing your digital conversion rates. Find out more. For marketing, online and communcation professionals
Recommended
More Related Content
Similar to Design to Convert. Design for emotions
Similar to Design to Convert. Design for emotions (20)
More from Pentia
More from Pentia (20)
Recently uploaded
Recently uploaded (20)
Design to Convert. Design for emotions
- 1. . DESIGN TO CONVERT DESIGN FOR EMOTIONS
- 2. . Agenda Design to convert - Design for emotions Peter Kræmmer, Designchef Design for all senses Karsten Kjems, Sonic Minds Kom godt i gang - pluk de lavthængende frugter Tobias Andreasen, Senior Art Director
- 4. . WHY?
- 5. . Source: Forrester. Understanding the impact of emotion on customer experience EMOTION
- 6. . EMOTION Customers who feel an emotional connection to the brand are more loyal than those who are merely satisfied times as likely to choose an emotionally brand 5 times as likely to recommend an emotionally brand 2as likely to churn 1 2/ Source: www.whatech.com hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
- 7. . Source: Forrester. Understanding the impact of emotion on customer experience EMOTION Percentage of companies scoring 75 or higher for this dimension in 2014 Effectiveness Ease Enjoyability 67% 69% 23%
- 8. . 3.000 Australian consumers rated 34 of Australia’s largest brands. SATISFIED CUSTOMERS ARE LOYAL CUSTOMERS Source: www.whatech.com hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered Unsatisfied 47% Satisfied 22% Indifferent 31% Loyalty 17% Unsatisfied 73% Satisfied
- 9. . Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience -34% LAGGARDS +43% LEADERS MONEY MONEY MONEY Top 10 CX Leaders and bottom 10 CX Laggards
- 10. . Source: Walker, Customers 2020 BY 2020 EXPERIENCE TOPS PRIZE Companies that believe they provide a superior experience 80% Companies whose customers agree 8% Source: www.bain.com/bainweb/pdfs/cms/hottopics/closingdeliverygap.pdf)
- 11. . HOW?
- 12. . 3.000 Australian consumers rated 34 of Australia’s largest brands. Cohesive, integrated and simple Available any time on my terms Respectful and dedicated to my needs Fits in with my life and is effortless Relevant offers without infringing on privacy Predicts my preferences Makes me feel unique Associates with my identity Customised and tailored to my preferences Makes me feel important Excites and engages me Responsive and interactive EMOTIONS DEFINED Source: www.whatech.com hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered Makes me love the brand
- 13. . Makes me love the brand
- 15. . EMOTIONAL PROCESSES Analysis Feeling Reaction Visceral Behavioral Reflective 1st Impression Source: Don Norman, Emotional Design / www.youtube.com/watch?v=jS1tyRMviXY m/sec.17
- 16. . EMOTIONAL PROCESSES Visceral Behavioral Reflective Source: Don Norman, Emotional Design / www.youtube.com/watch?v=jS1tyRMviXY
- 17. . EMOTIONAL PROCESSES Favorable product expectations boost subjective usability ratings Low High Easy Hard Usability rating High expectations Source: www.sciencedirect.com/science/article/pii/S095354381100035X Low expectations Unbiased Tasks
- 18. . Sight 58% EMOTIONAL PROCESSES Source: Nigel Hollis. Smelly Business, The dollars and scents of brand building SENSES Smell 45% Hearing 40% Taste 31% Touch 25%
- 19. . 20% Number of positive senses recalled0-1 2-3 4-5 40% 60% Loyalty EMOTIONAL PROCESSES SENSES Source: Nigel Hollis. Smelly Business, The dollars and scents of brand building
- 21. . NEGATIVE VS POSITIVE EMOTIONAL PRINCIPLES Humans reacts faster, more intensely and for longer periods 2-5 times more influential Customers often experience a mix of different emotions Source: Forrester. Understanding the impact of emotion on customer experience
- 22. . Negative Positive Neutral Touchpoints ? ? ? ? ? ? ? ? ? ? ? NEGATIVE VS POSITIVE EMOTIONAL PRINCIPLES
- 23. . Negative Positive Neutral ? ? ? ? ? ? ? ? ? ? NEGATIVE VS POSITIVE EMOTIONAL PRINCIPLES ? Touchpoints
- 24. . Negative Positive Neutral ? ? ? ? ? ? ? ? ? NEGATIVE VS POSITIVE EMOTIONAL PRINCIPLES Touchpoints ?
- 25. . NEGATIVE VS POSITIVE EMOTIONAL PRINCIPLES Humans reacts faster, more intensely and for longer periods 2-5 times more influential Customers often experience a mix of different emotions ERADICATE PAIN-POINTS
- 26. . EMOTIONAL BIAS EMOTIONAL PRINCIPLES By nature humans are prone to confirmation bias Emotions influence our ability to focus Emotions are predictable due to the task at hand Source: Forrester. Understanding the impact of emotion on customer experience
- 27. . EMOTIONAL PRINCIPLES EMOTIONAL BIAS Inspired Impatient Buying Opportunities Education Tips and Tricks Support Product specifications Contact Price
- 28. . EMOTIONAL PRINCIPLES DESIGN FOR SPECIFIC EMOTIONS By nature humans are prone to confirmation bias Emotions influence our ability to focus Emotions are predictable due to the task at hand EMOTIONAL BIAS
- 29. . EMOTIONAL PRINCIPLES We don’t remember every detail of an experience Memory does not match reality People remember the most intence moment and the very end MEMORY VS REALITY Source: Forrester. Understanding the impact of emotion on customer experience
- 30. . 10 Pain intensity Time (minutes) Patient A 2 4 6 8 Time (minutes) Patient B Source: Daniel Kahneman, Thinking, Fast and Slow, Farrar, Straus and Giroux, 2013 MEMORY VS REALITY EMOTIONAL PRINCIPLES 10 20 10 20 0
- 31. . EMOTIONAL PRINCIPLES We don’t remember every detail of an experience Memory does not match reality People remember the most intence moment and the very end ALWAYS END WITH A POSITIVE EXPERIENCE MEMORY VS REALITY
- 32. . WHAT?
- 33. . e e eee
- 34. . e e eee
- 35. . FAVORABLE PRODUCT EXPECTATIONS BOOST SUBJECTIVE USABILITY RATINGS THE FIVE E’s OF CUSTOMER EXPERIENCE ENTICE
- 36. . THE FIVE E’s OF CUSTOMER EXPERIENCE EXTENT
- 37. . NICE ASS TRIANGLE SITUATION MEDIA MESSAGE
- 38. . DELIVER VALUE AND A REASON TO RETURN THE FIVE E’s OF CUSTOMER EXPERIENCE EXTENT
- 39. . EXPERIENCE ARCHITECTURE CHANNELS Capabilities 01 02 03 CUSTOMER SEGMENTS Needs and drivers B A EXPERIENCE STRATEGY BRAND PURPOSE AND PERSONALITY
- 40. . DETAILS MATTER
- 41. .
- 42. . DETAILS MATTER
- 44. . DESIGN WITH THE HUMAN MIND IN MIND CX ARCHITECTURE + STRATEGY DETAILS MATTER AUTHENTICITY
- 45. Audio, Emotions & Customer Journey Experiences
- 46. Click to edit Master title style Click to edit Master text styles Silence Visual Branding is a focal point in brand strategy Audio Branding is equally valuable for brand perception I love silence Silence is a scarce resource, and I believe that when we break it, it has to create more meaning and value than the silence itself Otherwise, we just create noise.
- 47. Click to edit Master title style Click to edit Master text styles HOW DOES YOUR BRAND SOUND?
- 48. Designing Your Customer Audio Experience Website Telephone Apps Social media Events In-store TVC/ Radio • Does the audio experience reflect your desired brand reputation? Your Brand
- 49. Click to edit Master title style Click to edit Master text styles The Value of Music
- 51. Value for people 0% 20% 40% 60% 80% 100% Brands Party Fashion Gaming Education Food Carrier Sport Travel Music Economy Family * 2000 participants in the age of 12-70 years
- 52. Click to edit Master title style Click to edit Master text styles The Power of Music
- 53. Same film – Different emotions
- 54. Same film – Different emotions
- 55. In A Digital World Visual Branding is a focal point in brand strategy Audio Branding is equally valuable for brand perception
- 56. Strongest Brands & Audio Recognizability “In 2007, as we were developing the ‘Open Happiness’ campaign, we wanted an audio branding device similar to the ones used by McDonald’s and Intel,” explains Nick Felder, Coke’s global director of film and music production.
- 57. Music is A Strong Identifier For Our Brand, Identity & Culture
- 58. Music Is an Identifier Of …
- 60. The Person & the Playlist – The President Playlist AUDIO & VIDEO 3 doors down Toby keith (countrysanger) Jackie evancho (america’s got talent participant) The mormon tabernacle choir Aretha Franklin Bruce Springsteen U2 Beyonce Jennifer Hudson
- 61. The President & The Playlist
- 62. Music Can Bring Recognizability
- 63. Meaning … • We choose with our ears as well as our eyes • It’s all about the emotional experience • Increases communication bandwidth
- 64. Emotional VS Rational Source: IPA dataBANK: Purely emotional content performed about twice as well (31% vs. 16%) as those with only rational content (and did a little better than those that mixed emotional and rational content).
- 65. How To Start …
- 66. Identify Primary Customer Journey Website Telephone Apps Social media Events In-store TVC/ Radio • Where do you use sound and music? • What feeling and effect do you want the sound to create? Your Brand
- 67. It’s all about creating meaningful & aligned audio UX Relevant for your Audience What you want to say Platform and context Engagement
- 69. Know your Communication Tiers Dominating form of appeal EMOTIONAL REASON FUNCTIONAL EMOTION CREDIT REASON CREDIT REASON EMOTION CREDIT REASON EMOTIONAL Type of film: Purpose, Big Events Primary Music Drivers : -Passion, winning, Hero Types of film: HR, Inspiration, Types of film: Interview, Documentary.
- 70. Expressional mapping – Mood profiling Optimized process Managed process Defined process Repeatable process Awareness of process Level 1 Level 2 Level 3 Level 4 Level 5 Validation of: • Brand Fit • Emotional Suitability • Expressional Perception Mood A Mood B Mood C
- 71. Take Ownership of your Audio Landscape Audible recognizability and consistency across communication channels. Website Telephone Mobile/ Tablet Social media Events Sponsorship TVC
- 72. Case: 3 kinds of expressions (flexible consistency)
- 73. Handle your Audio Assets - Custom Made Music Toolbox Brand Mood Length: 3 min. Brand Mood Editions Brand Mood Elements Brand Mood Particles Melodic HooksFills 30 sec. 60 sec. 90 sec.15 sec. PercussiveRiffs Sound FX Outro Loops LayersIntro Simple and fast application. Completed units compatible with Elements & Layers. Flexible layers and building blocks Easily extendible over time Musical particles for maximum customization Integrable in special composed music for videos or other needs. • The Music Toolbox is a collection of custom-made music pieces and building blocks, composed and designed to communication needs
- 74. Communicate to Stakeholders - Velux Audio identity movie
- 75. Sum Up
- 76. • Alignment across brand touch points • Capitalizing Audio as an Intangible • More Emotional Communication & r Branding Benefits With Deliberate Use of Sound and Music in your UX In-store Telephone Apps & Ringtones Radio Events TV SoMe
- 77. Click to edit Master title style Click to edit Master text styles Karsten Kjems Audio Branding Specialist M: +45 2221 0102 E: karsten@sonicminds.dk Thank You!
- 78. Kom i gang Pluk de lavthængende frugter
- 79. Tobias Art Director hos Pentia A/S
- 80. ? At plukke de lavthængende frugter “Der er måske tale om rugbrødsarbejde, som ikke umiddelbart er ligeså fagligt udfordrende som den visionære plan, som f.eks. udformningen af endnu en Power Point-præsentation” (kilde: kommunikationsforum)
- 81. Følelser
- 82. Kendsgerning
- 83. Og hvorfor ..?
- 96. CODAN
- 103. Genkendelighed
- 110. Tone-of-Voice
- 111. Vær autentisk
- 115. Vis humor
- 118. Vær konkret
- 120. The ima ge can not
- 122. Vær empatisk
- 125. Udvis kendskab
- 126. SWARM?
- 127. Eksempel på interessant tilbud
- 131. Engagement
- 140. BeoPlay
- 142. Det virker Stelton 300% forøgelse af online salg 22% forøgelse af brugerengagment 12% længere besøg
- 143. Anbefalinger
- 144. Lær at kende jeres brugere — som individer Brug gerne flere følelseskomponenter Design for at opnå handling — motivér brugeren Take aways
- 145. Tak for jeres tid! (Empatisk overskrift)
- 146. Pentia A/S Zeppelinerhallen Islands Brygge 55 2300 København S CVR 20 86 88 72 T +45 70 23 33 30 E sales@pentia.dk