Businesses benefit from delivering engaging user experiences. Users are more likely to share meaningful experiences and triggering emotional responses also increase the amount of repeat customers. Providing a functional and reliable UX is no longer enough, since this level of service has become a standard expectation. Users now wish for their experiences to be engaging and emotionally pleasing. Use Fogg’s behavior model to engage the user. Fogg’s behavior model identifies three elements that are required to make visitors act. Namely, a trigger, motivation and ability. Only when each element is included in each touch point can engaging user experiences be created. Find more inspiring FrosmoX16 presentations, videos and photos on www.frosmo.com/frosmox16

1. From Conversion to
Engagement
FrosmoX16
Krista Jouhtimäki 25.10.2016

2. Content
2
• Why engagement?
• From functional to meaningful
• Trends in interaction design
• Model for designing engaging services

3. Why engagement?
3
• New visitors are both expensive and a limited resource
• 6x more likely to buy with a positive emotional experience
• Self-sustaining model of repeat purchases
• More flexibility in pricing
• Growth through recommendations

4. UX evolution from functional to meaningful
4
Meaningful
Pleasurable
Convenient
Usable
Reliable
Functional

5. Trends shaping interaction design
5
Data + Mobile

6. Conversion After conversionBefore conversion
Possible touch points
Touch points

7. Ability
Trigger
Motivation
Trigger

8. Dynamic content at the right time for Waze ads
Click-through-rates: -50%
Conversion (install) rates: + 865%
Boosting App Installs With Real-Time, Data-Driven Creative for Waze
(https://www.thinkwithgoogle.com/case-studies/app-installs-data-driven-marketing-waze.html)
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9. Ability
Trigger
Motivation
Motivation

10. Planning Booking ExperiencingDreaming
Motivation
Hope
Fear
Reminiscing
Journey moments

11. Ability
Trigger
Motivation
Ability

12. 88% of travellers with smartphones
would switch to another site or app if
yours doesn’t satisfy their needs.
Source: Google/Ipsos Connect, travel playbook omnibus, base: U.S. travelers 18+ who use a smartphone, n=1,304, Apr.
2016.
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13. Conclusion
• Future services adapt and shape around the needs of the
customers
• Is your service present in all touch points in a relevant way?
• Does your service engage visitors on these points of their
journey? If not, what is missing: trigger, motivation or ability?
13

14. Thank You
www.frosmo.com
Krista Jouhtimäki
UX Designer
krista.jouhtimaki@frosmo.com