win user loyalty by targeting logic and emotions
DESCRIPTION
This is the deck from my talk at the UXPA2014 Conference in London. A fantastic conference with some of the brightest minds and well known authors of the UX world in attendance like Steve Krug, Everett McKay, Tom Tullis, Bill Albert, Jeff Johnson, and Rolf Molich. I spent 10 minutes talking to Steve before I realized how I was talking to, at which point I blurted out "You the reason I went down this UX rabbit hole and never came up!" To which he asked me "Well, are happy with your choice?" Of course there is only one answer, absolutely. There are lots of other great folks in this rabbit hole with me and I have no desire to come out. Thank you Steven. Now about the deck, the short story here is that you absolutely must connect in a meaningful and deeply emotional level with users to create the kind of loyalty we usually reserve for family and sports teams. Loyalty is gift to be given and receive and needs to earned on a continuous basis. When you make that kind of connection your users will do your work for you. they will seek you and your products out making it easier to engage with them and cutting through noise created by all the business trying to steal their attention. they will become your best means of reaching potential new customers by evangelizing your brand, products and service. Loyal user help companies thrive in tough times. It's more important than ever to foster loyalty as key differentiator in business. This talk was recorded and as soon as I will provide a link. EnjoyTRANSCRIPT
Win User Loyalty By Targeting Logic & Emotions (but mostly emotions)
Mike DonahueUX Architect - CitrixJuly 2014
@mdonahue37 LinkedIn
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Pain!
Pain!Pain!
CoreSimplicity Factors Fogg Behavioral Model
Time Money Physical Effort Brain Cycles Social Deviance Non-Routine{
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Simple goal - drive thru burger
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Complex goal - Hell’s Kitchen
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Less pain!
Adjusted expectation.
authenticity:
concerns the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions; genuine.
“The essential difference between emotion and reason is that
emotion leads to action while reason leads to conclusions.”
Dr. Donald Calne
“People will forget what you said, people will forget what you did, but people will never forget how
you made them feel.” Maya Angelou
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StartFinish Reverse Engineer the Experience
Ask Yourself:
Will this {experience} significantly enhance the users state and have I made as simple as possible to attain?
DOUG DIETZ Principle Designer at GE
Transforming Healthcare for Children and their Families
“When you design for meaning, good things will happen.”
Doug Dietz, Principal Designer for GE Healthcare