Updated version - Covers the core concepts needed to build user loyalty. It addresses the need to provide the brain an emotional trigger to motive your user and a logical story to explain the user's actions. I continues with an overview of the 4 stages we go through to accomplish any goal. We have experiences when we accomplish goals, and every goal we try accomplish we do so because of how we believe we will feel when we're done.

1. Win User Loyalty By
Targeting Logic & Emotions
(but mostly emotions)
Mike Donahue, UX Architect at Citrix
UXDEV Summit Feb. 2016
@UXDevSummit #uxdevsummit
@mdonahue37

2. loyalty:
a strong feeling of support or
allegiance.

3. WHAT DOES LOYALTY LOOK LIKE?

9. “Don’t brand the cattle.
Brand the buyer.”
Captain Malcolm Reynolds

10. HOW DO WE BECOME
TATTOOWORTHY?#

11. Logic & Language
Conscious
Senses & Emotion
Unconscious

12. UNCONSCIOUS VS CONSCIOUS
Happens First
Happens Faster
Handles More Info

15. EMOTION VS LOGIC
Assign Value
More Powerful
Last Longer
Are Inevitable

18. Entice the elephant AND satisfy the rider

19. Entice the elephant AND satisfy the rider
• Imply simplicity and
ease of use
• Convey inclusiveness
• Created a sense of
rapport
• They were authentic
• Create simple wheel
interface and iTunes
• Connects to Mac and PC
• 18 targeted marketing
campaigns
• Don’t show product or
price

20. The 4 Stages of
Accomplishing Goals
How we experience everything.

21. goal:
the object of a person's ambition or
effort; an aim or desired result.

22. The 4 Stages of Accomplishing
Goals
risk reward will skill

23. Emotional continuum
100%
negative
100%
positive
0
Neutral

24. Stage 1: Awareness
Logical AND emotional
expectations get set.

25. Our expectations are
NOT always right.

26. Our expectations are
NOT always based in reality.

27. Stage 2: Assessment
We always assess risks before rewards.

28. It’s about self-preservation

29. Core
Simplicity
Factors
Fogg Behavioral
Model
Time
Money
Physical Effort
Brain Cycles
Social Deviance
Non-Routine

30. Emotional Response Wave
Pain!
Pain!Pain!
risk reward will skill

31. Emotional Response Wave
Less pain!
Adjusted
expectation.

32. Emotional Response Wave
Simple goal - drive thru burger
Complex goal – 5 star dining

33. Don’t set off
the alarm.
Sidebar

34. authenticity:
concerns the truthfulness of origins,
attributions, commitments, sincerity,
devotion, and intentions; genuine.

35. Trust requires authenticity.

36. “A lack of transparency results in
distrust and a deep sense of
insecurity.”
Dalai Lama

37. Stage 3: Action
Actions are more about will than skill.

38. “The essential difference between
emotion and reason is that
emotion leads to action while
reason leads to conclusions.”
Dr. Donald Calne

39. Core
Motivation
Factors
Fogg Behavioral
Model
Pain/Pleasure
Fear/Hope
Rejection/Acceptance
{

40. Simple Solution:
Scare users into action.
Right?

41. Some people love gardening.

42. Some people, not so much.

43. Stage 4: Association
The users process of evaluating and valuing
the overall experience.

44. ( assessment + action )
expectation
experience
=
The experience equation

45. “People will forget what you said,
people will forget what you did,
but people will never forget how
you made them feel.”
Maya Angelou

46. Emotions-driven goal
template
Our {visitors/customer/person} will feel
{define the emotion or feeling to be evoked}
because we will deliver
{define what you will do that will evoke that emotion or feeling}
so they can achieve
{what’s in it for them, their goal}.

47. Design Persona
If your site were a person
what would they be like?

48. Meet Claire
Design persona used for
Citrix intranet redesign

49. Who is
Claire?

50. DOUG DIETZ
Principle Designer at GE
Transforming Healthcare for Children and their Families

53. “When you design for meaning,
good things will happen.”
Doug Dietz,
Principal Designer for GE Healthcare