Richard Banfield, CEO & Co Founder of Fresh TIlled Soil, presented UX For Strategic Advantage during a Designing Revenue Fresh TIllled Soil Lab on October 15, 2012.

1. How to Make User
Experience Your Company's
Strategic Advantage

2. 1 How UX is used as a strategic
advantage by companies like Apple
2 How to blend UX planning into
your vision and strategic planning
3 How to lead the UX vision in your
organization/startup

3. Q
when you see this symbol
make a note of the question

4. 1
How UX is used as a strategic
advantage by companies like Apple

5. First, change your mind about design

6. Everyone is a designer
&
every experience is designed

7. “Design is not just
visual, design is
efficiency. Design is
making something simple.
Design is epic. Design is
making it easy for a user
to get from point A to
point B.”
Jack Dorsey

8. Next, understand that UX is marketing

9. experience & memory precede
brand and loyalty

15. Q
does your experience
reinforce your brand?

16. Finally, understand how it works

17. how the brain and body work
movement
emotions
memory
vision
...

18. 2
How to blend UX planning
into your vision and
strategic planning

19. What’s the
point of a brain
and a body?

20. Movement

21. The primary
reason have
evolved brains
to move our
bodies and
manipulate the
world around us.

23. Q
what about the
human form is
aligned with your
strategy?

24. Emotions

25. Without emotions
your brain is
incapable of
making decisions.

26. We’re unique in
the range of
emotions that
are recognizable
in the face.

31. Q
what are the
emotions you’re
creating in your
strategy?

32. Motivation

33. High Motivation
Make it
motivating
Make it
Low Motivation
easy to do
Hard to Do Easy to Do

34. High Motivation
Emotional Credible
Concrete
Story
Telling
Low Motivation
Unexpected
Simple
Hard to Do Easy to Do

35. “credibility plays a
particularly critical
role in the early stages
of an encounter, when
we, in a matter of
seconds, conclude
whether to invest
additional energy or
bluntly move on”
bj fogg

36. Q
how will your user
travel through your
experience?

37. Memory

38. Happiness
improves
learning and
memory
abilities.

39. “These two selves are
very, very different,
acting almost as
opposites... and
...all decisions are made
by our remembering
self. Our experiencing
self has no vote
whatsoever.”
Daniel Kahneman

40. experience self remembering self

41. Credible
Unexpected
Emotional
Concrete
Story Simple
Telling
experience self remembering self

42. Q
does your strategy
leave a lasting
memory or only the
experience?

43. Vision

44. Your mental
filters
determine the
impact of
what you see
and remember.

45. Fonts, colors,
images, faces,
words,
context and
associations
all play a part
in vision.

48. We’re the only
animal that
can ‘see’ the
future.

49. Q
does your vision for
the company match
the experience and
the memory?

50. Socialization

51. Ultimately it’s
about sex.
Being a
successful
human means
being
successful at
gene or meme
transfer.

52. Q
how does your
strategy connect
with this primary
human desire?

53. IRRationality

54. We can be
manipulated
into believing
something
different to
what we see
or hear.

56. Yes, I’d like to be a
organ donor
OR
Yes, I’d like to be a
organ donor

57. storytelling

58. Storytelling
is a powerful
way for memes
to transmit
across time
and speed up
knowledge.

59. peak–end rule, we
judge our experiences,
almost entirely, on how
they were at their peak
and how they ended
Daniel Kahneman

60. Create a “story about
an experience” that
lists the parts that
define a story in
memory:
Changes +
Significant moments +
Endings
Daniel Kahneman

61. Q
does your strategy
design an experience
with a positive peak
and positive end?

62. All together now

65. 3
How to lead the UX vision in your
organization/startup

66. “Make every single
detail perfect and
limit the number of
details.”
jack dorsey

67. UX/UI Expert Insights & Best Practice
Identify Tech Opportunities & Efficiencies
Dovetail Design & Development Plans
Front-end Development Tech
Design Process and Methodology
Cut Through Jargon and Hype

68. “simplicity is
extremely hard to
execute. It takes
discipline, team
alignment and strong
management to truly
remain focused on
the core essence.”
Daniel Kahneman

69. Q
is your strategy
designing a company
or a product?

70. Q
now it’s your turn

71. Thank you
richard@freshtilledsoil.com

72. best practice
Imagery with
human-
focused
interactions
creates higher
emotional
connections -
“these are
people just like
you”
Mirror neurons
seek familiar
people and
situations /
50

73. best practice
Use of specific
personas &
related data
confirms
connections -
“this data
matters
because...”
Our frontal
cortex seeks
to find
relationships
between
images & /
50

74. best practice
Other’s stories
reduce anxiety
and provide
credibility to
unknown
situations
Acceptance
and
community is
one of the
strongest
emotional
drivers /
50

75. best practice
For multiple
personas in
simple
interactions
use context
related images
to explain
usage patterns
Subtle context
and images
reduce clutter
and increase
learning speed 75
/
50

76. best practice
For complex
tools or
interactions
“how to” video
and imagery is
used
Combinations
of hands,
context and
symbology
speeds up
learning and
reduces
anxiety /
50

77. best practice
Providing
simple 1st
person
descriptions
feels akin to a
real
conversation
Humanizing
any
communicatio
n makes an
emotional
connection
and reduces /
50

78. Case Study
From Vision to Story

79. Original Story:
Woman want to be fit and
healthy so they can be
attractive and in control.

80. New Story:
Woman often feel insecure
and have low self esteem
when they are out of shape.
Personal training is more
about support,
companionship and
collaboration than
fitness.