winning & losing by design: web & mobile app design to make or break your business | fresh...

fresh tilled soil

WINNING

LOSINGAND

How website and mobile app design can make or break your business.

BY DESIGN

My dad is obsessed with cars

You might be thinking...

“I would never let my emotions overrule my overeducated brain”

Same enginesSame features

Same performance

So, why the 25% price difference?

INFORMATION

EMOTION

Emotions are problematic for

businesses

Emotions drive brand adoption

and loyalty

Good data=

Good design

So, how do we design for emotions?

Let’s start with how people behave...

Meets or goals; Meets our expectations and is easy to use

“Persuasion models require three

things...”

BJ Fogg

Meets or goals; Meets our expectations and is easy to use“...motivation, ability

and a trigger.”

BJ Fogg

Meets or goals; Meets our expectations and is easy to use

pleasure/painhope/fear

acceptance/rejection

BJ Fogg

High Motivation

Low Motivation

Low Ability High Ability

Make it easy

Make it rewarding

BJ Fogg

Get off your butt!

Success web experiences...

• meet our goals,• meet our expectations,• and are easy to use.

“Successful UX leads to delight. Delight isn't a bunch of cool features,

it's having the user reach their goals.”

Richard Banfield

Repeat after me...

“I am not my customer”

Case Study: Fitness Product

How designing around emotions lead to a 300% increase in

customer signups.

BaselineExisting site and apps

Some analyticsCustomer feedback

Baseline$30/m

($360/yr)65 customers/day

80%Abandon

Step 1:

Who, why and where?

Fitness training

General diet and health

Event based

Where they use product / service

Office on a desktop/laptop

Stay-a

t-hom

e mom

s

How they use product / service

Home on a desktop/laptop

In the gym with smartphone

Single

“but

not fo

r long

” wom

an

Perso

nal tr

ainer

s

Who uses product / service

(where is it applied to the real world?)

(how are the users segmented into roles?)

(what is the location of where this is used?)

Soon

-to-b

e brid

es

Step 2:

What emotional drivers trigger action in the

target market?

High Motivation

Low Motivation

Low Ability High Ability

Make it easy

Make it rewarding

Get off your butt!

High Motivation

Low Motivation

Low Ability High Ability

Different funnels for different

confidence levels

Gamification tools to

encourage progress

“No risk, free trial”

“You’re not alone”

“This could be you”

High Motivation

Low Motivation

Low Ability High Ability

“No risk, free trial”

“You’re not alone”

“This could be you”

Start Finish

Big breakthrough!

Different people want different experiences

$100,000300%

195 customers/day

ROI in less than 1 month

That was only half their problem

20% churn25,0005,000

= $1.8M

Start New Finish

Old Finish

Engage and delight Re-engage and encourage

$100,00050%

= $900,000

...But wait, there’s more...

Call center costsDirect sales costsMarketing costs

Product(Tech and UI)

Sales & Marketing

High-touchSupport

Long sales cycles, High CAC

High cost ofcustomer and tech

support

Customer experienceoverlooked

- Typical Approach-

- User Centric Approach -

Product(Tech and UI)

Sales & Marketing

High-touchSupport

Short sales cycles & CAC

Reduced costs tosupport client

requests & contentdevelopment

Improved clientloyalty & LTV

How do you get there?

“...remove administrative

debris...”

Edward Tufte

B B C

SCIENCE & ENVIRONMENT

Herschel telescope revisits cosmic classic

NEWSReturn to Front Page

Other Stories

Wikipedia in anti-Sopa 'blackout'Republican debaters target RomneyRadical cleric cannot be deportedEU in legal move against Hungary

B B C

SCIENCE & ENVIRONMENT

Herschel telescope revisits cosmic classic

NEWS

Other Stories

Wikipedia in anti-Sopa 'blackout'Republican debaters target RomneyRadical cleric cannot be deportedEU in legal move against Hungary

Return to Front PageUS & CanadaAsiaAfricaSouth AmericaMiddle EastAustralia & NZ

Back down to earth

12

4 53

6

7 8

12

45

3

6 7

8

How does this help you today?

Go create beautiful things.

alluring, appealing, exquisite

You’ll know it’s beautiful...

because it feels beautiful

EMOTIONAL

intellectualAND

Data is importantbut

it can’t solve the problem

Data highlights the problem and

design solves the problem

Data highlights the problem and

design solves the problem

Questions?

- Thank You -