If we focus too much on content, we ignore what we know about how our associative brain comes to makes sense new information. Think about how many people respond before reading past the first sentence of an email, or how a magazine article doesn't get the same reaction when displayed in HTML. Or consider how knowing the author of a publication influences your judgement of that content.
Picking up from the session Stephen P. Anderson gave last year on "The Stories We Construct" (a biological look at the narratives that influence behavior), this session focuses on how we come to perceive—and respond to— information. From phantom limbs to magicians fooling our senses, Stephen proposes a model that makes sense of how we truly experience information. Practical? You'll leave with a deep understanding of everything UX is about and an awareness of common practices that don't account for this knowledge.
Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that’s more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: our content is stuck in the past. Locked into inflexible pages and documents, our content is far from ready for today’s world of apps, APIs, read-later services, and responsive sites—much less for the coming one, where the web is embedded in everything from autos to appliances.
We can’t keep creating more content for each of these new devices and channels. We’d go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that can travel and shift while keeping its meaning and message intact. Content that’s trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it’s being consumed.
Responsive. Adaptive. Mobile first. Cross-channel. We all want a web that’s more flexible, future-friendly, and ready for unknowns. There’s only one little flaw: our content is stuck in the past. Locked into inflexible pages and documents, our content is far from ready for today’s world of apps, APIs, read-later services, and responsive sites—much less for the coming one, where the web is embedded in everything from autos to appliances.
We can’t keep creating more content for each of these new devices and channels. We’d go nuts trying to manage and maintain all of it. Instead, we need content that does more for us: Content that can travel and shift while keeping its meaning and message intact. Content that’s trim, focused, and clear—for mobile users and for everyone else, too. Content that matters, wherever it’s being consumed.
How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)
Let’s be honest: for most content strategists and other people working with online content, SEO is The Worst Part Of The Job.
It’s hugely technical, it’s shrouded in mystery, it seems to be focused on robots instead of people, there are unspoken rules, everything can turn on a dime, and it never, ever seems to end.
But SEO doesn't have to be this way. It’s time to begin a conversation between these two disciplines – they’re far more alike than you might think. And when they work together on behalf of users and customers, amazing things can happen that will drive your organisation forward.
I can’t promise to change your mind about SEO, but you’ll leave this session understanding how to build the essentials into your work in ways that are simple, make sense, and are pain-free. You’ll see what business impacts and wins for the customer SEO and Content Strategy have had at REI, a major retailer in the US. And you’ll have the vocabulary, understanding and tools that you need to talk with your SEO... or to take it for yourself.
Drive traffic, amaze your visitors, and Win the Internet -- with SEO and Content Strategy working together.
Originally presented at the 2012 Content Strategy Forum in Cape Town, South Africa.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
This presentation was part of a workshop held at Arvetica. It is a general introduction to strategic thinking for those unfamiliar with the field and guides through the schools of strategic thinking, gives a better understanding of dateless strategy icons and management gurus of our time. Learn how their ideas apply to your business setting and your daily work in order to improve your strategic performance.
WordStream founder, Larry Kim, will reveal the strategies you MUST implement if you want to get 10x MORE VALUE from your paid social media advertising efforts!
Join the webinar to learn:
-How to drive exponentially more traffic to your content
-Tips to convert 3-5x more clicks into leads & sales - all for less than $50 per campaign
-Critical insights into how the algorithm of Paid Social Media REALLY WORKS
24 Awesome Infographic Ideas to Inspire Your Next Beautiful CreationPiktochart
Infographics are awesome, simply because they can capture and hold our attention so well - if done right. The best part is, there are so many great examples out there that we can draw inspiration from. Here are 24 infographic ideas that you can use to create your next beautiful creation.
How to Create and Use Snapchat's New Custom GeofiltersGary Vaynerchuk
Less than a month ago, Snapchat opened custom on-demand geofilters to everyone. Compared to other mediums, a custom Snapchat Geofilter is a branded impression on steroids.
Here's a guide explaining why this is such a great opportunity for your brand and a step-by-step guide on how to create one yourself. ;)
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNSunfunnel
http://unfunnel.com/facebook-ads-guide
A successful Facebook Ad is made of 2 components: a great design, targeted to the right audience. By analyzing over 100,000 real world ads we’ll show you what’s trending right now.
We not only provide you with the science and data behind a successful Facebook ad, but we also give you actionable best practices and highlight examples of companies doing it right.
Download this guide from Adspresso and HubSpot to learn how to create perfect Facebook ads based on real data on headlines, popular words, numbers and sentiments, and more!
Why Social Media Chat Bots Are the Future of Communication - DeckJan Rezab
Social media chat bots are the future of communication, if its WhatsApp, Facebook Messenger, Kik, Skype, or Telegram - you can use their bots and bot stores to easily access new services - easier you could ever do it with apps.
Since opening up our publishing platform in February, we’ve been blown away by the amazing posts our members have shared every single day. We’re celebrating the incredible stories, thought-provoking debates, and eye-opening advice shared so far through a compilation of 2014’s most memorable posts.
We hope they inspire you as much as they've inspired us.
Share your own memorable moments of 2014: Write a post on LinkedIn and include the hashtag #My2014Moments somewhere in the body of the post. Start writing here: https://www.linkedin.com/pulse/article/new
20 Signs You're Probably Not Working For a Social BusinessPaul Taylor
*Note: Creative Commons attributions on this deck are incorrect - currently investigating/fixing!*
We all want to be a social , collaborative business. How do we know when we’ve achieved it?
Here are 20 signs that we’re probably not there yet. Special Star Wars Edition!
One of the most important elements of email marketing is writing subject lines that get people to open your emails.
How many times have you received a marketing email from someone and never opened it? Chances are more than once, and more than likely, it’s because the subject line didn’t grab you.
So, as you think about email marketing, how can you write effective email subject lines that get your subscribers to open your email?
This pioneering research redefines the way we market ice cream. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity.
Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards ice cream and proposes a way to build ice cream brands that engage people at a profoundly human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximised when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
Building Ice Cream Brands Through Intrinsically Engaging NarrativesBRAND AVIATORS
Did you know that ice cream acts as a formidable healer, irresistible transformer, edible nostalgia, instant felicity, blissful calm, forms of progenital innocence, uninhibited pleasure, preposterous overindulgence, exuberant madness, thrilling journey, violent envy, sinful mania? Understand the deep motives underpinning our ice cream buying behaviour and build ice cream brands and narratives that engage people at a profoundly human level. This pioneering research cracks the code of buying behaviour related to ice cream drinks and puts forward a framework for shaping brand strategy and for growing revenue.
How to make a website: discover, define, design, develop, deploy. It’s a familiar framework for most of our project processes. Now along comes this content strategy thing. Sure, it sounds like a great idea, but how does it fit in with what we’re already doing? Walk through a a typical website project to find out how content strategy fits (and why it will make you so happy!)
Let’s be honest: for most content strategists and other people working with online content, SEO is The Worst Part Of The Job.
It’s hugely technical, it’s shrouded in mystery, it seems to be focused on robots instead of people, there are unspoken rules, everything can turn on a dime, and it never, ever seems to end.
But SEO doesn't have to be this way. It’s time to begin a conversation between these two disciplines – they’re far more alike than you might think. And when they work together on behalf of users and customers, amazing things can happen that will drive your organisation forward.
I can’t promise to change your mind about SEO, but you’ll leave this session understanding how to build the essentials into your work in ways that are simple, make sense, and are pain-free. You’ll see what business impacts and wins for the customer SEO and Content Strategy have had at REI, a major retailer in the US. And you’ll have the vocabulary, understanding and tools that you need to talk with your SEO... or to take it for yourself.
Drive traffic, amaze your visitors, and Win the Internet -- with SEO and Content Strategy working together.
Originally presented at the 2012 Content Strategy Forum in Cape Town, South Africa.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Also see 200+ free Content Strategy resources at http://www.jonathoncolman.org/2013/02/04/content-strategy-resources/
How to Write a Content Marketing Plan Step-by-StepBuffer
A complete guide to building a comprehensive content strategy. Full post at http://blog.bufferapp.com/content-marketing-strategy (and a free template!)
This presentation was part of a workshop held at Arvetica. It is a general introduction to strategic thinking for those unfamiliar with the field and guides through the schools of strategic thinking, gives a better understanding of dateless strategy icons and management gurus of our time. Learn how their ideas apply to your business setting and your daily work in order to improve your strategic performance.
WordStream founder, Larry Kim, will reveal the strategies you MUST implement if you want to get 10x MORE VALUE from your paid social media advertising efforts!
Join the webinar to learn:
-How to drive exponentially more traffic to your content
-Tips to convert 3-5x more clicks into leads & sales - all for less than $50 per campaign
-Critical insights into how the algorithm of Paid Social Media REALLY WORKS
24 Awesome Infographic Ideas to Inspire Your Next Beautiful CreationPiktochart
Infographics are awesome, simply because they can capture and hold our attention so well - if done right. The best part is, there are so many great examples out there that we can draw inspiration from. Here are 24 infographic ideas that you can use to create your next beautiful creation.
How to Create and Use Snapchat's New Custom GeofiltersGary Vaynerchuk
Less than a month ago, Snapchat opened custom on-demand geofilters to everyone. Compared to other mediums, a custom Snapchat Geofilter is a branded impression on steroids.
Here's a guide explaining why this is such a great opportunity for your brand and a step-by-step guide on how to create one yourself. ;)
THE SCIENCE BEHIND EFFECTIVE FACEBOOK AD CAMPAIGNSunfunnel
http://unfunnel.com/facebook-ads-guide
A successful Facebook Ad is made of 2 components: a great design, targeted to the right audience. By analyzing over 100,000 real world ads we’ll show you what’s trending right now.
We not only provide you with the science and data behind a successful Facebook ad, but we also give you actionable best practices and highlight examples of companies doing it right.
Download this guide from Adspresso and HubSpot to learn how to create perfect Facebook ads based on real data on headlines, popular words, numbers and sentiments, and more!
Why Social Media Chat Bots Are the Future of Communication - DeckJan Rezab
Social media chat bots are the future of communication, if its WhatsApp, Facebook Messenger, Kik, Skype, or Telegram - you can use their bots and bot stores to easily access new services - easier you could ever do it with apps.
Since opening up our publishing platform in February, we’ve been blown away by the amazing posts our members have shared every single day. We’re celebrating the incredible stories, thought-provoking debates, and eye-opening advice shared so far through a compilation of 2014’s most memorable posts.
We hope they inspire you as much as they've inspired us.
Share your own memorable moments of 2014: Write a post on LinkedIn and include the hashtag #My2014Moments somewhere in the body of the post. Start writing here: https://www.linkedin.com/pulse/article/new
20 Signs You're Probably Not Working For a Social BusinessPaul Taylor
*Note: Creative Commons attributions on this deck are incorrect - currently investigating/fixing!*
We all want to be a social , collaborative business. How do we know when we’ve achieved it?
Here are 20 signs that we’re probably not there yet. Special Star Wars Edition!
One of the most important elements of email marketing is writing subject lines that get people to open your emails.
How many times have you received a marketing email from someone and never opened it? Chances are more than once, and more than likely, it’s because the subject line didn’t grab you.
So, as you think about email marketing, how can you write effective email subject lines that get your subscribers to open your email?
This pioneering research redefines the way we market ice cream. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity.
Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards ice cream and proposes a way to build ice cream brands that engage people at a profoundly human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximised when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
Building Ice Cream Brands Through Intrinsically Engaging NarrativesBRAND AVIATORS
Did you know that ice cream acts as a formidable healer, irresistible transformer, edible nostalgia, instant felicity, blissful calm, forms of progenital innocence, uninhibited pleasure, preposterous overindulgence, exuberant madness, thrilling journey, violent envy, sinful mania? Understand the deep motives underpinning our ice cream buying behaviour and build ice cream brands and narratives that engage people at a profoundly human level. This pioneering research cracks the code of buying behaviour related to ice cream drinks and puts forward a framework for shaping brand strategy and for growing revenue.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
This pioneering research redefines the way we market sweets. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity.
Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour. Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards sweets and proposes a way to build confectionery brands that engage people at a profound human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximized when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
This pioneering research redefines the way we market ice cream. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards ice cream and proposes a way to build ice cream brands that engage people at a profoundly human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximised when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
This pioneering research redefines the way we market confectionery products. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Summarising the results of our research, this presentation analyses the fundamental motives underpinning consumer behaviour towards sweets and proposes a way to build confectionery brands that engage people at a profoundly human level.
Our fundamental human motives are like bare patterns in any language. Successful brands infuse the pattern, fertilising the basic forms, in a unique and profoundly human way, enabling people to experience deep patterns that make them feel alive.
There is a direct correlation between our fundamental human motives, the most direct way to engage people, and the level of sales and profit. The efficiency of communication budgets is maximised when the authentic codes of the brand germinate the deepest motives driving sales and profit in the category. Today we have no excuse for saying that “we waste half of our advertising budget but we don’t know which half”.
Above all, by satisfying the most fundamental of our human motives the brand is deeply humanistic in that it offers holistic, universal experiences that no longer satisfy some individual needs but the needs of the species.
AKQA New York challenged us to develop a social media campaign targeting guys with the objective of getting them to drink more Smirnoff vodka.
Strategists:
Eva Sciave, Jessica Collins, Pankaj Rawat, Rachel Stallworth and Krystal Plomatos
Art Direction by Rachel Stallworth.
From the moment we’re born, our senses make up the fabric of our experiences. They’re entwined with our emotions, anchored in our memories, and according to new research that’s challenging the tenets of Western philosophy, our experience in the physical world has an unconscious effect on how we think, feel and behave.
It’s no surprise then our senses have the power to shape our perception of brands, affecting how intuitively we connect with them, and how credible we perceive their messages to be, whether it’s at a single touchpoint or across the entire customer journey. What is surprising is that many brands quite literally take leave of their senses – and the resulting disconnect between what a brand says and how it feels can leave a bad taste in our mouths.
This eclectic, illuminating and interactive talk weaves together key strands of scientific research, from synesthesia to sensory metaphors, to reveal the three critical drivers of multisensory brand experience – and how you can harness them to create a more impactful, holistic experience that will ultimately change the way people feel – and behave – in relation to brands.
This is a session talk at bar camp UX 2015 in Hamburg. The talk is about how mass customization of spice mixes can be made feasable from a user perspective
Marc Connor, Chief Marketing Strategist, POSSIBLE
Going for the Gut: Building Emotionally Satisfying Digital Experiences
Probably one of the biggest issues digital marketers face is creating digital marketing that doesn’t look like, well, digital marketing. Particularly when it comes to linchpin categories such as Fast-Moving Consumer Goods (FMCG), where multi-billion brands have long been known for their stirring broadcast work and generation spanning brand mascots. Think Poppin’ Fresh (aka the Pillsbury Doughboy), Tony the Tiger, the Keebler Elves. Those friends (or enemies) you grew up with!
But when it comes to the digital space, that emotional connection all too often becomes one that is transactional, forgettable or unsustainable.
In this session we will examine how to build, maintain and nurture emotionally satisfying digital experiences for FMCG brands that leverage the unique qualities of the interactive space to create high-involvement consumer/brand interactions.
Using real life examples from brands such as ConAgra Foods, Smuckers and P&G, we’ll offer a detailed vision of how the smartest marketers are approaching this issue and provide a unique perspective on integrating the barrage of new technologies without losing focus on the bigger picture.
Did you know that chocolate acts as a love message, epitome of insatiable desire, provider of joy, invitation to childhood, instant redeemer, security blanket, edible luxury, a mood-altering food, and one of the most effective non-pharmaceutical antidepressants? This pioneering research cracks the code of buying behaviour related to chocolate and puts forward a framework for shaping brand strategy and for growing revenue.
Similar to What's Your Perception Strategy? (Why It's NOT All About Content) (20)
What Board Games can Teach Us about Designing ExperiencesStephen Anderson
There’s a reason so many board gamers show up UX events. The same skills that make us great information wranglers are the same things that make board games like Catan, Pandemic and yes, even Exploding Kittens so appealing! It should come as no surprise that we’ve seen prominent UX leaders cross over into board game design (Matt Leacock, Dirk Knemeyer).
If we scratch beneath the surface, there’s a set of shared skills (and struggles) common to these different professions. Specifically: the spatial arrangement of information, visual encoding of information, creating designed spaces, a systems view, playtesting / user testing, competing tensions, triggering emotional responses, and many more.
Okay, so what? Sure, it’s kind of neat that we have so much in common. But how might this change what I do at $largecompany? Here’s the honest truth: The game design profession is just a little bit farther down the road than us, and we have a lot to learn from this group if we can look past the superficial differences. We talk about designing for emotions, but let’s face it, game designers are actually winning at this. Processes? We talk about lean and agile, but game designers have mastered playtesting (and the design to playtest ratio should make us embarrassed at how little we actually iterate with users). And there’s plenty more. I’m confident that if we can look our our own profession through the lens of game design, we’ll see plenty of glaring opportunities for improvement, and a few tricks we might pick up, as well.
For all the attention given to design and UX in recent years, here’s the truth: Most companies are not set up to truly deliver an experience. Consider the rich, nuanced experiences we’ve come to expect from more mature mediums like film or game design. These experiences makes us feel, in deep and profound ways. But pulling this off requires a constant orchestration of things at the systems-level and a laser focus on incredibly fine emotional details. And speaking frankly, things like “feelings” “experiences” and “emotions” — these are intangible things. Businesses are trained to prioritize, quantify, and measure tangible things, that promise a clear payoff. We pit belief–about what will create a great customer experience— against data. Is there a reconciliation between these two mindsets?
In this session on design leadership, speaker Stephen P. Anderson will share his experiences, both as a consultant and as part of an executive team, trying to balance the needs of the business with needs of the customer. He’ll share a model — adapted from game design — that offers to balance theses kinds of “art and science” issues, promising to bring together cross-functional teams and reconcile competing interests. Taking cues from game design, this new model will give you a constructive way to think about everything from designing for emotional needs to tracking key metrics to discerning between “little e” experiences and the “Big E” experience. Walk away with a framework you can use to balance what’s right for the business with what’s right for the customer.
Place in Space (AKA "How to Design A Concept Model")Stephen Anderson
“How do you create a concept model?”
It's a simple question without a simple answer. As wranglers of information, we routinely create visual artifacts to make sense of difficult subjects. Think service blueprints. Site maps. Clusters of sticky notes on walls. Venn diagrams. These are all external representations created to organize our understanding—concept models. And in team settings, these models allow us to communicate and collaborate; master these visual thinking skills and you can effectively frame the conversation. For as long as we’ve organized things into stacks (“my pile, your pile”) or into some continuum (letterforms carved into a clay tablet, sorting kids by height), we’ve used the *spatial* arrangement of things to assign meaning. Consciously or not, we're tapping into a powerful visual language to help us and others understand difficult concepts. But, what is this language we're using? And can it be taught?
In this session, speaker and author Stephen P. Anderson will share the fundamental elements behind every visual representation. Much like there’s a grammar behind the written word, there’s a grammar behind the visual display of information; once understood, you can easily create clear and concise visual representations of thought.
Best of all, this same approach extends into other kinds of external representations, such as custom data visualizations or novel interfaces. And, as we move into a connected world, where information is distributed into the physical environments around us, we can prepare now by having a fundamental vocabulary to describe this arrangement of information.
Whether on the page or screen, or in the physical space around us, understanding how to derive (and convey) meaning through the arrangement of information is and will become an essential skill for anyone designing information.
For all of the hype around “user experience” it often feels like we struggle with what it means to actually craft an experience. We build and ship products that are perfectly fine. We make things that are usable, attractive, responsive, reliable and whatever else has come to be expected. And yet, there’s something missing. Something intangible. It’s not obvious what’s missing, until we contrast our own work against other mediums more established than our own: Film. Game design. Storytelling. Advertising… These mediums know how to make us feel, in deep and profound ways. So how do we do the same? Are there processes we can change, or things we can do to create memorable and meaningful experiences? And who has reached this level of emotional engagement? In this session, Stephen P. Anderson will explore the subtle, but critical ways we can level up our work, bringing a depth and richness to the experiences we shape.
We all enjoy well-designed, well-crafted experiences, but all too often our development processes (Agile, Lean) and organizational cultures seem to pit deadlines and quick iterations against a thoughtful attention to details. Sacrificing quality on the altar of quick is a dangerous mistake, especially as the bar for “good enough” continues to rise in 2015.
We see an ever increasing attention to detail, specifically when it comes the careful use of animation, typography, communications with customers, and creating all-around frictionless experiences. This attention to detail isn’t limited to Apple anymore. Instead, we’re seeing this across industries—companies like Uber, Square, Virgin, and Nest are sweating the details to dominate their competition through design.
So, what does it take for a company to consistently deliver great customer experiences? And what exactly does it mean to be a “design-driven” company?
Speaker Stephen P. Anderson will share his experiences, both as a consultant and now as part of an executive team, trying to balance the needs of the business with needs of the customer. He’ll share the tools and processes he uses to reconcile “getting it done” with “getting it done right,” showing how you can create a culture that values both shipping and quality experiences. He’ll explore what craftsmanship looks like for (mostly) digital experiences, with numerous examples of companies and products that are raising the bar for UX professionals.
This presentation shares the journey I’ve been on, from trying to shape and influence a user’s path, to creating sandbox environments in which people can play and amaze us!
______
Designers are trained to guide users toward predetermined outcomes, but is there a better use of this persuasive psychology? What happens if we focus less on influencing desired behaviors and focus more on designing ‘sandboxes’: open-ended, generative systems? And how might we go about designing these spaces? It’s still “psychology applied to design”, but in a much more challenging and rewarding way!
In this talk, I’ll share the journey I’ve been on, from trying to shape and influence a user’s path, to creating these sandbox environments. You’ll learn why systems such as Twitter, Pinterest, and Minecraft are so maddeningly addictive, and what principles we can use to create similar experiences. We’ll look at education and the work of Maria Montessori, who wrote extensively about how to create learning environments that encourage exploration and discovery. And we’ll look at game design, considering all the varieties of games, especially those carefully designed to encourage play — a marked contrast with progression games designed to move you through a series of ever-increasing challenges, each converging upon the same solution. Finally, we’ll look at web applications, and I’ll share how this thinking might influence your work, from how you respond to new feature requests to how you design for behavior change in a more mature way.
The Architecture of Understanding (World IA Day Chicago Keynote)Stephen Anderson
Keynote for World IA Day, answering the question "When, Where and How does Understanding occur?" Specifically, this talk discussed (1) interactions (and embodiement) (2) how new technology is changing the "information environments" we design for, and (3) a bit about perceptions and cognition.
It’s easy to solve the wrong problems. Good design relentlessly questions assumptions and reframes the problem to be solved. We know this, and yet, HOW to actually reframe a problem is missing from our conversations.
In this session, Stephen P. Anderson will share tips that have helped him cut through the noise of requests and requirements, to focus on the real problem(s) to be solved. Specifically, you’ll pick up ways to see a problem from different perspectives, ways to ask why, how to draw upon seemingly unrelated experiences, how to separate real from perceived constraints, and most importantly, ways to keep yourself in check, so as not to solve the wrong problem (or if you do, you do so intentionally, for a strategic purpose!).
Whether you’re designing strategies or screens, you’re sure to pick up a few new mental hacks that you’ll no doubt use on a daily basis.
Euro IA Closing Plenary - What I'm Curious About…Stephen Anderson
What are you curious about? What do you want to know more about by this time next year?
Here's my answer to that question (c. 2012) and why I believe Curiosity is core to everything we do as a profession.
For all our accumulated information there's a clear absence of understanding. Are sensemaking tools the next big thing?
(Keynote give at Big Design 12: http://bigdesignevents.com/sessions/to-boldly-go-from-information-to-understanding )
How are stories constructed? // The things we buy, the decisions we make, how we spend our time— stories govern all these actions. But how are these stories constructed? Specifically, what have we learned about how our brains make sense of and integrate new information?
How do you extend a product vision statement such that it remains aspirational but is specific enough to clarify intention and make difficult decisions easy? Enter "Design Tenets"
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
7. Chocolate.
Can you recommend any
good chocolatiers in NOLA?
The first chocolatier that comes to mind is Sucre!
The owner/chef Tariq Hanna is considered one of
the top chocolate and pastry chefs in the USA and
is known for unique chocolates.
8. Mmm.
Chocolate.
At Sucré, it is our mission to share our passion for
the confectionary industry with the world through
exceptional products and uncompromising
customer service. Everything we create is
handmade in small batches and crafted from the
finest ingredients available, often inspired from
local, homegrown flavors.
9. Mmm.
Chocolate.
At Sucré, it is our mission to share our passion for
the confectionary industry with the world through
exceptional products and uncompromising
customer service. Everything we create is
handmade in small batches and crafted from the
finest ingredients available, often inspired from
local, homegrown flavors.
10. Mmm.
Chocolate.
At Sucré, it is our mission to share our passion for
the confectionary industry with the world through
named one of the country’s TOP TEN pastry chefs by Dessert Professionals Magazineproducts and uncompromising
exceptional
customer service. Everything we create is
handmade in small batches and crafted from the
finest ingredients available, often inspired from
local, homegrown flavors.
11. Mmm.
Chocolate.
Avery
Caramel milk chocolate ganache
coated in dark chocolate and
topped with a touch of salt.
Meuniere
Brown butter folded into
white chocolate ganache,
coated in dark chocolate
12. But, it’s not
just about the
Chocolate.
Avery
Caramel milk chocolate ganache
coated in dark chocolate and
topped with a touch of salt.
Meuniere
Brown butter folded into
white chocolate ganache,
coated in dark chocolate
13. your current
appetite
your opinion ratings
of chocolate
Chocolate.
packaging
the ingredients
appearance
the experience pricing
story my (and my friends)
recommendation
national
recogntion local connection
15. YOUR BRAIN CONSTRUCTS
(AN EXPERIENCE OF) REALITY
MY “EXPERIENCE”
CHOCOLATE SENSES OF THE CHOCOLATE
+ A WHOLE LOT MORE!
Reality Simulation
16. YOUR BRAIN CONSTRUCTS
(AN EXPERIENCE OF) REALITY
MY “EXPERIENCE”
CHOCOLATE SENSES OF THE CHOCOLATE
+ A WHOLE LOT MORE!
Reality Simulation
PERCEPTION IS NOT A PROCESS OF
ACTIVE ABSORPTION BUT OF ACTIVE
CONSTRUCTION, BASED ON PRIOR
EXPERIENCES AND MEMORIES
24. IN TERMS OF AN EXPERIENCE, IT IS
NOT “ALL ABOUT CONTENT”
25. IN TERMS OF AN EXPERIENCE, IT IS
NOT “ALL ABOUT CONTENT”
Content doesn't exist independent
of some presentation form. Even type
choice & delivery mode affects
perception of written content. (My 2¢)
content + presentation (+ other forms
of context) = perception / meaning.
(Meaning is constructed via prcptns)
27. CONTENT
What
EXTERNAL
CONTEXT
Who, Where,
When, Why
PRESENTATION
How
28. CONTENT
What
EXTERNAL INTERNAL
CONTEXT CONTEXT
Who, Where, Under what
When, Why circumstances
PRESENTATION
How
29.
30. brain scans confirmed that
people don't just think the
more expensive (but identical)
wine tasted better—it actually
really did taste better…
Changing the label on wine
bottles changes the taste
http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price
31. Changing the context
changes appreciation
http://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html
32. Effect of typefaces
on legal briefs?
http://www.ca7.uscourts.gov/Rules/Painting_with_Print.pdf , http://www.typographyforlawyers.com/ and http://www.amsciepub.com/doi/abs/10.2466/pms.106.1.35-42
33. Easily Pronounced Names May
Make People More Likable
Though it might seem impossible, and
certainly inadvisable, to judge a person by
their name, a new study suggests our brains
try anyway.
The more pronounceable a person’s name is,
the more likely people are to favor them.
http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
34. Easily Pronounced Names May
Make People More Likable
Though it might seem impossible, and
certainly inadvisable, to judge a person by
their name, a new study suggests our brains
try anyway.
The more pronounceable a person’s name is,
the more likely people are to favor them.
http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
37. HEARING
TASTE
SMELL
TOUCH
VISION
(THE WORLD OUT THERE)
STIMULUS SENSORY ORGANS
BALANCE
Reality PAIN
TIME
TEMPERATURE
AND
MORE!
38. HEARING
TASTE
SMELL
TOUCH
VISION
(THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE)
STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN
BALANCE
Reality PAIN
Simulation
TIME
TEMPERATURE
AND
MORE!
39. HEARING
TASTE
SMELL
TOUCH
VISION
(THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE)
STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN
ICONIC SHORT-TERM LONG-TERM
MEMORY MEMORY MEMORY
BALANCE
Reality PAIN
Simulation
TIME
TEMPERATURE
AND
MORE!
40. (THE WORLD YOU PERCEIVE)
(THE WORLD OUT THERE)
Reality Simulation
44. From ‘user experiences’ to ‘The Experience
Economy’ to ‘designing for experiences,” not to
mention “brand experiences,” “customer
experience management,” and “experiential
marketing”— experiences are definitely the
topic du jour. But with so many different
perspectives, each with substantial merit, I
found myself asking
what creates a
great experience…?
45. IS A GOOD EXPERIENCE
SIMPLY ABOUT TASK
ACCOMPLISHMENT?
49. WHAT SHAPES AN
EXPERIENCE, REALLY?
“neuromarketing”
“...when you understand more
about how the human brain
works, and when you
understand more about how
your potential consumer’s
brain works, then you can
more effectively drive the
decision-making process of the
brain.”
50. WHAT SHAPES AN
EXPERIENCE, REALLY?
“...the brain was recalling
images and ideas from
commercials, and the brand
was overriding the actual
quality of the product.”
53. user experience
the experience economy
designing for experiences
brand experiences
experience design strategy
customer experience management
experiential marketing
...
Experiences are definitely the topic du jour.
But what creates a great experience…?
57. COMPANY
SPACE
communications layer
presentation
layer
The ‘thing’
itself
perceptions
PERSONAL
SPACE
58.
59. COMPANY
SPACE EM
PH
AS
S IS ON IS O
EMPHA BR
AND N
ECT communications layer BUI
DIR G LD
AGIN ING
M ESS
presentation
layer
TRANSACTIONAL The ‘thing’
itself
ENGAGING
perceptions
AP
PE
TO AL
RE S TO
AS A LS
ON PE S
AP T ION
E MO
PERSONAL
SPACE
60.
61. COMPANY
SPACE EM
PH
AS
S IS ON IS O
EMPHA BR
AND N
ECT communications layer BUI
DIR G LD
AGIN ING
M ESS
presentation
layer
The ‘thing’
itself
RATIONAL EMOTIONAL
perceptions
AP
PE
TO AL
RE S TO
AS A LS
ON PE S
AP T ION
E MO
PERSONAL
SPACE
68. THE WORLD “OUT THERE”
- +
THE WORLD YOU PERCEIVE
THINK ABOUT ASSOCIATIONS
(AKA “PATTERN MATCHING”)
69. Why do we know these are all the letter A?
A A A A
A A A A
A AA A
70.
71.
72.
73.
74.
75.
76.
77. “Message of Love from the Dolpins”
(Message d’Amour des Dauphins)
If you look at the vase you’ll probably agree
that it depicts a man holding and kissing a
woman from behind. What if I told you that
the image in fact depicts a number of
dolphins?
In fact it depicts both - it’s all a matter of how
your brain interprets it. Kids, who are
“inexperienced” tend to see the dolphins.
Grownups tend to see the loving couple, Some
grownups can’t even see the dolphins if they
try really hard.
It’s all about what the brain expects and
knows. If you know how to see a certain
pattern, you’re more likely to see that pattern.
78. “Message of Love from the Dolpins”
(Message d’Amour des Dauphins)
If you look at the vase you’ll probably agree
that it depicts a man holding and kissing a
woman from behind. What if I told you that
the image in fact depicts a number of
dolphins?
In fact it depicts both - it’s all a matter of how
your brain interprets it. Kids, who are
“inexperienced” tend to see the dolphins.
Grownups tend to see the loving couple, Some
grownups can’t even see the dolphins if they
try really hard.
It’s all about what the brain expects and
knows. If you know how to see a certain
pattern, you’re more likely to see that pattern.
86. "Let’s take Susan Boyle. Her music
was irrelevant. She was irrelevant.
What sold her albums was her
story. Of course, the music has to
be good, too. But there’s a lot of
good music out there. But there
aren’t a lot of good stories."
87. "Let’s take Susan Boyle. Her music
was irrelevant. She was irrelevant.
What sold her albums was her
story. Of course, the music has to
be good, too. But there’s a lot of
good music out there. But there
aren’t a lot of good stories."
88. “How fast was the car going when
it hit the other car?”
“How fast was the car going when
it smashed into the other car?”
89. “How fast was the car going when
it hit the other car?”
“How fast was the car going when
it smashed into the other car?”
90. SURVEY QUESTIONS:
(1) How happy are you?
(2) How often are you dating?
low correlation (.11)
(1) How often are you dating?
(2) How happy are you?
(high correlation (.62)
94. Depth of Field:
Mimicking Your Biology
The closer an actual object is,
the more narrow your range of
focus becomes… Our brains
have spent a lifetime (or at
least youth, for the far-
sighted) associating a tight
depth of field with closeness.
http://uxblog.idvsolutions.com/2012/03/brain-hack-tilt-shift-hows-and-whys.html
95. LITERAL-METAPHORICAL CONFUSIONS
Volunteers would meet one of the experimenters,
believing that they would be starting the experiment
shortly. In reality, the experiment began when the
experimenter, seemingly struggling with an armful of
folders, asks the volunteer to briefly hold their coffee.
As the key experimental manipulation, the coffee was
either hot or iced. Subjects then read a description of
some individual...
Students who had recently been
cradling the warm beverage were
far likelier to judge the fictitious
character as warm and friendly
than were those who had held the
iced coffee.
http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/
96. Hey, it’s a video!
eos.html
http://www.theinvisiblegorilla.com/vid
.
99. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
100. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
Bouba-Kiki Effect
What do all these have in common?
101. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
102. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
103. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
104. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
105. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
106. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
107. Aesthetic Perceived Semiotics/ Conceptual Narratives
Associations Affordances Iconography Metaphor & Stories
(shapes, colors, movement) (shadows, reflections, etc.)
What do all these have in common?
123. TWO POINTS (SO FAR)
1. THE WORLD OUT THERE !=
THE WORLD WE PERCEIVE.
2.ATTENTION & AWARENESS
ARE HACKABLE.
(AND WE SOMETIMES HACK IT WITHOUT INTENDING TO!)
125. “ The core of
every trick is a
cold, cognitive
experiment in
perception.”
MAGIC!
Read more: http://www.smithsonianmag.com/arts-culture/Teller-Reveals-His-Secrets.html#ixzz1nbqB85k0
134. PERCEPTION STRATEGIES: (TAKEAWAYS?)
Equalize the Starting Point Explore the space “Between Design each “Micromoment”
We make sense of things based on prior the Lines” To isolate perception possibilities, think
experiences. What visual or narrative Consider a" possible associations, about each progressive state along the
anchors can you offer to orient someone’s intended or unintended. way, not just the overarching scenario.
experience? (Until it’s possible to meet
people where they are at)
Set the Mood Declare Why Arouse, Engage and Grab
Our emotional states contribute Want a better experience? Design based Attention!
significantly to how we perceive the on motivations and intent. It’s not What does the brain pay attention to?
world around us. Have you thought about what, but also why. Visuals, the unexpected or out of the
intentiona"y about the affective ordinary, stories…
experience?
Adjust the Fidelity of Design Whole Experiences, Context, Context, CONTEXT!
Information Shared not Parts. Where does the experience take place,
More fidelity equals less room for Human beings don’t subdivide their litera"y and emotiona"y? What’s going
interpretation. This is true of visual as experiences into pieces like “graphics” on in the background? What’s going on
we" as verbal or written fidelity. and “content.” UIs aren’t so complex interna"y, with that person?
that we can’t iterate quickly at a high-
level of visual and interaction fidelity.
135. Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
136. Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
137. Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
138. Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
139. Explore the space “Between
the Lines”
Consider a" possible associations,
intended or unintended.
142. MORE: Fantastic books to learn more about the inner workings of the brain
The prequel to this presentation:
http://www.sleightsofmind.com/
http://amzn.com/0061771295
http://amzn.com/0393077829
http://www.slideshare.net/stephenpa/the-stories-we-construct
Not mine, but a bril iant presentation on memory!
http://koenatclaes.com/
143. MORE:
Fascinating research on developing a new sense:
http://feelspace.cogsci.uni-osnabrueck.de/