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Designing RevenueHow Apple, Target and About.me
Used Design to Disrupt and Drive Super Growth
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What moves the needle?Q
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2010
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2011
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400,0004 months$425,000
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850,0002.5 years
$32M$170M
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Jason will work with Bessemer’s portfolio companies to help them build “simple, intuitive and engaging web sites,”
Bessemer partner David Cowan
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“If you make the user interfaceawesome from the beginning,
you reduce the impact on your support requirements”
Paul English, Kayak
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469M7 years$22M
$128M
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“We focused on usability - simplicity trumps price”
David Friend, Carbonite
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8.4 vs 7.6“Cheap Chic” “Low Prices”
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44.15% vs 10.22%
March 22, 2001 – March 22, 2011
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4 million 4 years$7.2M
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Can describe value at a glance
Design
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Says “I don’t care”Crap Design
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Consumers82%
will not come backif the experience sucks
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QWhat are you designing?
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You cannot control every Bad Newscustomer’s experience
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Design is in your controlGood News
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Experience
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is an experienceBrandand it can’t be done in reverse
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QWhy does design matter?
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Life-TimeValue
CustomerAcquisition
Costs
Dreamers
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Life-TimeValue
CustomerAcquisition
Costs
Reality
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Freemium Inside Sales Field Sales
Cost
of
Cust
om
er
Acq
uis
itio
n
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should pull customersThe Product Design
through the funnel
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Design / UX(Product)
Marketing
CustomerSupport
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Design / UX(Product)
Marketing
CustomerSupport
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Design / UX(Product)
Marketing
CustomerSupport
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reduces acquisition costsGreat Designand increase LTV
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is the price you pay forAdvertisingbeing boring
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Great Design = ProfitsBottom Line
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@freshtilledsoilThank [email protected]