designing for surprise in ux & cx

THROWING THE CURVEBALL: DESIGNING FOR SURPRISE IN UX AND CX

AUBRIE PAGANO CEO + FOUNDER, @BOWANDDRAPE

@AUBRIEPAGANO

BOW & DRAPE Custom clothing for women with lots of personality

TODAY

•  Simple definition of surprise •  Why surprise is important •  The brand that’s best @ surprise •  What Bow & Drape does to surprise + delight •  Things to consider

WHAT IS SURPRISE?

THE UNEXPECTED

WHO CARES?

THE UNEXPRECTED = DELIGHT

DELIGHT = HAPPY CUSTOMERS

HAPPY CUSTOMERS = MAD CASHISH

THE GURU: JOHNNY CUPCAKES

•  Brand: Johnny Cupcakes •  Founded: 2001 •  Revenues: $70M •  Locations: 6 •  Growth: 915% YOY

THE UNEXPECTED IN THE FAMILIAR

SURPRISE IN PRODUCT DESIGN

SURPRISE IN PRODUCT DESIGN

“GREAT PACKAGING DOESN’T GET THROWN AWAY”

“GREAT PACKAGING DOESN’T GET THROWN AWAY”

“BEING” v. “HAVING”

BOW & DRAPE VALUES: •  Create WOW moments •  Embrace fun •  Take pride •  Disrupt and drive change •  Focus on 10x •  Be cheeky •  Be humble

GET STARTED

GET STARTED

GET INVOLVED

GOOD THINGS COME IN SMALL PACKAGES

GOOD THINGS COME IN SMALL PACKAGES

TAKEAWAYS FROM B&D

•  Surprises = the unexpected = delight = $$ •  Engineer the unexpected for your customer •  Be authentic •  Pay attention to packaging •  Allow customers to become a part of your story

THANK YOU!

@aubriepagano aubrie@bowanddrape.com