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Users are People Too
The document emphasizes the importance of creating a human-centered approach in online services, focusing on the emotional connection with customers through design. It advocates for businesses to showcase welcoming personalities, utilize human faces in marketing, and speak authentically to foster trust and loyalty. By incorporating these elements, companies can transform mundane interactions into memorable experiences that resonate with users.
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Users are People Too
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- 4. “Become a beloved businesswith loyal customer advocates.” The Goal of Service Industry Companies
- 6. Trying to create that“Potato Patch” feeling
- 7. Show customers they arewelcomed, supported, & valued.
- 8. But… service is soannoying.
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- 11. Software • Consistent • Streamlined •Efficient • Mundane • Forgettable • Joyless
- 12. “Become a beloved businesswith loyal customer advocates.” Online businesses
- 13. Show customers they arewelcomed, supported, & valued.
- 15. “We must bemore than user-centered, we must be human-centered—to know people first as people, not as users or customers or clients. Our designs are conceived from a deep understanding of humanity and with the desire to help individuals accomplish their goals.” https://www.ibm.com/ design/language/ framework
- 16. Putting the humanity backin software • Have a welcoming personality. • Put a face on your business. • Speak like a human being.
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- 18. “Everything has apersonality: everything sends an emotional signal… Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions… Horrible personalities instill horrid emotional states in their users, usually unwittingly.” Donald A. Norman, Emotional Design: Why We Love or Hate Everyday Things
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- 20. “The major dimensionsof personality are dominance and friendliness… positive emotions are associated with a friendly demeanor… while negative emotions are associated with unfriendliness.”
- 21. Dominant vs. Friendly AngularCurved LightHeavy Aa High Contrast Aa Low Contrast Dense Whitespace Bold Regular Uppercase Lowercase abc abc XYZ xyz
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- 28. Dominant vs. Friendly •Angularvs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
- 31. Dominant vs. Friendly •Angularvs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
- 33. Dominant vs. Friendly •Angularvs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
- 34. “Our main philosophyis that we want you to spend as little time on our site as possible with the least amount of pain.” Steve Huffman, Hipmunk cofounder. via Forbes, “Why Hipmunk Is The World's Best Travel Site”
- 35. Does this designshow dominance or friendliness? Is that what’s intended? What is the user’s emotional state? Does this design hurt or help it? Consider your personality.
- 36. Put a faceon your business.
- 37. “As we gazeat the world, we discover ourselves looking back… This instinct is guided by our primordial desire for emotional connection with others. We are hardwired to seek emotion in human faces. For this reason… photos of human faces in a design can profoundly influence an audience.” Aarron Walter. “Designing for Emotion.”
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- 44. Cute mascots aren’t rightfor every business.
- 45. “We want peopleto think of Dropbox as a place to collaborate, and a big part of that is elevating the people you connect with. One way we're doing that is thinking about places we can surface user's faces on the web.” Daniel Eden, dribbble.com/shots/1972358-Faceholder
- 49. You can start small& keep it simple.
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- 51. Speak like a humanbeing.
- 52. “How can weleverage our content to identify, target, and engage top innovative pinfluencers?”
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- 55. “Publishing content thatis self- absorbed in substance or style alienates readers… you might not see the effects of narcissistic content right away, but someone will eventually come along and eat your lunch by offering the exact same thing in a user-centered way.” Erin Kissane. “The Elements of Content Strategy.”
- 56. “Publishing content thatis self- absorbed in substance or style alienates readers… you might not see the effects of narcissistic content right away, but someone will eventually come along and eat your lunch by offering the exact same thing in a user-centered way.” Erin Kissane. “The Elements of Content Strategy.”
- 58. This could be any businessto business service! ✓ Take control of your online channel ✓ Take advantage of enterprise-class features ✓ Scale and grow your business – now and into the future ✓ Flexibility to meet your unique needs
- 61. “Only NetSuite’s customerservice software gives everyone that interfaces with the customer access to complete, key customer data in real time empowering them to better support your customers while driving upsell and cross-sell.”
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- 71. “Words don’t alwaysneed to be pressed into service for functional needs; sometimes they can be used simply to satisfy our emotional needs. We’re emotional creatures… bringing a smile to your users’ faces can make a world of difference.”
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- 77. “Let’s think ofour designs not as a facade for interaction, but as people with whom our audience can have an inspired conversation. Products are people too.” Aaron Walter, “Designing for Emotion.”
- 78. Show people theyare welcome, supported, & valued. • Have a welcoming personality. • Put a face on your business. • Speak like a human being.
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