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WHAT YOU NEED TO KNOW
ABOUT UX
INTRO INTO UX FOR BUSINESS AND MARKETING
Some Facts About Our
Brain
The Sequence of information processing:

1. Reptilian – Fight or Flight

2. Limbic - Emotions
3. Neocortex – Logic

!
WE MAKE OUR DECISIONS IN LIMBIC, NOT LOGICAL BRAIN
UX – Way To Communicate
With Limbic Brain
UX is the non-verbal message product or service
delivers to your customers’ Limbic Brain in the
context and over the time

!
… or UX is the Direct Marketing For Brain
UX IS GOING THROUGH WHOLE CUSTOMER LIFECYCLE -
FROM EARLY MARKETING TO LATE SUPPORT STAGES
How to Approach UX: Treat
It Like Maslow Hierarchy
UX contains:

Hygienic components or “Must Have” Features

Motivational components or “Desirable Business
Behavior”
Hygienic Components
“Do not make me think”

Design for errors

“Do not distract me”

“Do not make me feel bad” or “3 good to 1 bad
experiences” rule
HOW TO USE: ASK YOUR TEAM QUESTIONS LIKE
“WHAT DID WE DO TO SUPPORT ”DESIGN FOR ERRORS”?
Motivational Components
Nudges

Addiction Loops (or “create customer pain”)

Variability (or “avoid patterns”)

Signature elements
HOW TO USE: ASK YOUR TEAM QUESTIONS LIKE
“WHAT DID WE DO TO SUPPORT ”NUDGES”?
UX For Marketing:
“Once Upon a Time…”
Tell a story, not the facts (10-15 min)

Create a positive feeling

Decrease the perception of risk

Talk values, not features
DO NOT TRY TO DESCRIBE YOUR PRODUCT,
DESCRIBE THE POSITIVE CHANGES IN USER’S LIFE WITH IT
THANK YOU
ANDREY.VERBITSKY@GMAIL.COM

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Into into UX for business

  • 1. WHAT YOU NEED TO KNOW ABOUT UX INTRO INTO UX FOR BUSINESS AND MARKETING
  • 2. Some Facts About Our Brain The Sequence of information processing: 1. Reptilian – Fight or Flight 2. Limbic - Emotions 3. Neocortex – Logic ! WE MAKE OUR DECISIONS IN LIMBIC, NOT LOGICAL BRAIN
  • 3. UX – Way To Communicate With Limbic Brain UX is the non-verbal message product or service delivers to your customers’ Limbic Brain in the context and over the time ! … or UX is the Direct Marketing For Brain UX IS GOING THROUGH WHOLE CUSTOMER LIFECYCLE - FROM EARLY MARKETING TO LATE SUPPORT STAGES
  • 4. How to Approach UX: Treat It Like Maslow Hierarchy UX contains: Hygienic components or “Must Have” Features Motivational components or “Desirable Business Behavior”
  • 5. Hygienic Components “Do not make me think” Design for errors “Do not distract me” “Do not make me feel bad” or “3 good to 1 bad experiences” rule HOW TO USE: ASK YOUR TEAM QUESTIONS LIKE “WHAT DID WE DO TO SUPPORT ”DESIGN FOR ERRORS”?
  • 6. Motivational Components Nudges Addiction Loops (or “create customer pain”) Variability (or “avoid patterns”) Signature elements HOW TO USE: ASK YOUR TEAM QUESTIONS LIKE “WHAT DID WE DO TO SUPPORT ”NUDGES”?
  • 7. UX For Marketing: “Once Upon a Time…” Tell a story, not the facts (10-15 min) Create a positive feeling Decrease the perception of risk Talk values, not features DO NOT TRY TO DESCRIBE YOUR PRODUCT, DESCRIBE THE POSITIVE CHANGES IN USER’S LIFE WITH IT