A presentation by Richard Banfield, Co Founder of Fresh Tilled Soil, presented as part of the Fresh Tilled Soil Labs series July 2012. Covers how to leverage UX design to boost revenues and generate growth in business.

1. designing
revenue
creating useful &
profitable products
Presented by
richard banfield
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5. same performance
but significant price difference
25%
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6. what we’ll learn today
product design is hard
unless you have an awesome team with a plan
Customer Research & Best Practice Execution
know how Analysis & More & Planning
The Emotional The Behavioral The Empirical The Roadmap to
Animal Science Evidence Success
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7. introduction
why is a biologist
teaching user
experience design?
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9. your customer
The Emotional Animal
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10. homo-sapiens
Some behavioral
measurement
Another useless
measurement
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11. irrational
Are we really in
control of our
decisions?
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12. the same but different
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13. information
data is not enough
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14. information
data is not enough
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15. information
data is not enough
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16. information
data is not enough
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17. storytelling
people remember
stories that have an
emotional connection
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18. happiness
people are more
likely to make
decisions when happy
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19. making happy
Make it motivating
Make it easy
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20. emotions
Information is not enough, and...
Emotions drive decision making
Emotions are often irrational
Happiness leads to better decisions
Happiness can be manufactured
...this means...
Significantly more work for product designers
But, higher adoption and deeper loyalty
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21. RESEARCH & ANALYSIS
The Behavioral Science
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22. persuasion
let’s start with how
emotions lead to action
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23. persuasion
“persuasion requires...
...motivation, ability and
a trigger.”
BJ Fogg
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24. persuasion
In other words...
successful product design
meets our goals, our
expectations and is easy to use
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25. triggers
Acceptance Rejection
Pleasure Pain
Hope Fear
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26. double duty
High Motivation
Make it
motivating
Low Motivation
Make it
easy to do
Hard to Do Easy to Do
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27. pathways
High Motivation
Low Motivation
Hard to Do Easy to Do
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28. starting point
storytelling
scenarios
storyboards
personas
interviews
prototypes
the 5 whys
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29. starting point
geoff’s story
Geoff wants to join a gym to get fit but he’s intimidated by
the other gym members, who all seem to be fitter and
stronger. How can he improve his experience?
What if Geoff could work out at home with all of the
benefits of a personal trainer at the gym?
Geoff feels if he could track his progress and communicate
with a trainer without having to go to the gym he’d be able
to reach his fitness goals with less stress.
What other tools will Geoff need to accomplish this goal?
Are these tools reducing the stress Geoff feels?
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30. audience
who else looking for a solution to their problem?
jane Steve sarah
smith hollister chang
Business Owner Retired Lawyer Single Mom
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31. audience
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32. 3d matrix
Who: What type of customer?
ASPIRING
RECOVERING
MONEY MINDER
IMMATURE CREDIT
Home (desktop/laptop) Financial Advice Online
OFFICE (desktop/laptop) home making
CC/ LOAN (MOBILE) Financial repairs
CAR DEALERSHIP (MOBILE) Financial planning
OPEN HOUSE (MOBILE) insight / education
Where: In which places What: Why are people
do they access their information? accessing their information?
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33. 2D matrix
Aspiring Recovering Money Minder Novice / Immature
Credit Report Card Credit Report Card
Credit Report Card Credit Report Card
Best Matches Best Matches
Fraud Risk Educational Articles
Products
Educational Articles Educational Articles
Want to get a handle on their Credit is in bad shape - need to Want to keep an eye on their
Needs to be educated on credit and
credit to plan out next financial see their current situation and credit to make sure they are
how it effects them Triggers
steps seeking help to fix it secure going forward
Home page Home page Home page Home page
Educational articles Educational articles Products for Good Credit Products for Students Content
(top traffic pages)
Find a Loan Products for Bad Credit Identity Theft Protection Products for No/Low Credit
lifestyle articles CRC widget partner offers
topical partner articles
expert blog articles forum widget crc widget
estimators and calculators
Educational articles
expert blog articles planning tools
Tech Tools
planning tools
product comparisons estimators and calculators product comparisons
Cards for Bad Credit
Home Loans/Mortgages Student Cards
Cards for Good Credit
Balance Transfer Cards Cards for Excellent Credit
Cards for No/Low Credit
Partners
Personal Loans
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34. mobility
goals: goals: goals:
1. find out credit score 1. reduce debt quickly 1. monitor good credit
2. find qualified products 2. improve credit score 2. prevent new risks
3. understand their credit 3. control debt and credit 3. find high-reward products
bottom line: bottom line: bottom line:
get started and learn how to move from managing debt maintain the status quo and
stay in control to eliminating debt finish strong
novice aspiring money minder
recovering
goals:
1. manageable level of debt
2. improve credit score
3. find lower interest products
bottom line:
get in control of finances, debt and credit
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35. Current FLOW
Home Page
Signup Process
Step One Step Two Step Three
Dashboard
tools
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36. RECOMMENDED FLOW
Home Page
Signup Process
Signup steps are Step 1-3
combined into a single
modal to reduce bounces
Tools now function as the
dashboard with fraud risk
Dashboard
features integrated &
tools
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37. user journeys
article widget
Money Minder Credit Card Vendor
Goals: Goals:
Monitor good credit forum Pre-qualify low-risk client
Prevent new risks Develop brand loyalty
Find high-reward products Reduce cost of service
credit
signup
estimator
product
Dashboard
offers
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38. sketching
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39. wireframes
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40. designs
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41. BEST PRACTICE &
connections
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42. good design matters
Humans make emotional decisions
Humans are irrational
Humans prefer happiness
Happiness drives better decisions
Good design leads to happiness
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43. connecting dots
how do we connect our ideas
with what really works?
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44. best practice
humanization
Imagery with
human-focused
interactions
creates higher
emotional
connections
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45. best practice
humanization
Use of specific
personas and
situation further
emphasizes
personal story
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46. best practice
humanization
Context relays the
bigger picture
without the need
for explanation
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47. best practice
product positioning
‘How to’ imagery
or video reduces
the need for
lengthy text and
additional pages
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48. Execution &
return on investment
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49. DESIGN PRINCIPLES
CONTEXT IS EVERYTHING
Iterative Design Responsive Design
Short cycles of high impact Delivers the best UX for the
improvements to brand appropriate device & browser
UX/UI
User Centric Design Progressive Version n
Relationship and trust drive Enhancement
experience design decisions
Allows for accessibility across
all browsers and connections.
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50. process
design wireframing visual front-end
qa / testing
planning & flows design development
Research and planning Map user stories to flows Design exploration / concepts Code HTML5/CSS3 templates QA and internal testing on
target browsers / devices
Features and Validate user interactions Present, review and iterate Include interaction demos with
functionality jQuery/JS
Hand off detailed wireframes Ongoing stylistic refinement
User characteristics & Start QA and browser testing
stories Creation of high-fidelity
assets
SWOT analysis (internal)
User journeys & flows
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51. where we are
We Are Here
design wireframing visual front-end
qa / testing
planning & flows design development
Research and planning Map user stories Design exploration / concepts Code HTML5/CSS3 templates QA and internal testing on
target browsers / devices
Features and to flows Present, review and iterate Include interaction demos with
functionality jQuery/JS
Ongoing stylistic refinement
User characteristics & Validate user Start QA and browser testing
Creation of high-fidelity
stories interactions assets
SWOT analysis (internal)
Hand off detailed
User journeys & flows
wireframes
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52. schedule
We Are Here
wireframing & flows
Map user stories to flows
Validate user interactions
Hand off detailed wireframes
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53. real world
case study
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54. audience
apparent problem: Need to loose weight
actual problem: feeling lonely & scared
jane Steve sarah
smith hollister chang
Business Owner Retired Lawyer Single Mom
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55. 3d matrix
Who: What type of customer?
ASPIRING
RECOVERING
MONEY MINDER
IMMATURE CREDIT
Home (desktop/laptop) Financial Advice Online
OFFICE (desktop/laptop) home making
CC/ LOAN (MOBILE) Financial repairs
CAR DEALERSHIP (MOBILE) Financial planning
OPEN HOUSE (MOBILE) insight / education
Where: In which places What: Why are people
do they access their information? accessing their information?
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56. 2D matrix
Aspiring Recovering Money Minder Novice / Immature
Credit Report Card Credit Report Card
Credit Report Card Credit Report Card
Best Matches Best Matches
Fraud Risk Educational Articles
Products
Educational Articles Educational Articles
Want to get a handle on their Credit is in bad shape - need to Want to keep an eye on their
Needs to be educated on credit and
credit to plan out next financial see their current situation and credit to make sure they are
how it effects them Triggers
steps seeking help to fix it secure going forward
Home page Home page Home page Home page
Educational articles Educational articles Products for Good Credit Products for Students Content
(top traffic pages)
Find a Loan Products for Bad Credit Identity Theft Protection Products for No/Low Credit
lifestyle articles CRC widget partner offers
topical partner articles
expert blog articles forum widget crc widget
estimators and calculators
Educational articles
expert blog articles planning tools
Tech Tools
planning tools
product comparisons estimators and calculators product comparisons
Cards for Bad Credit
Home Loans/Mortgages Student Cards
Cards for Good Credit
Balance Transfer Cards Cards for Excellent Credit
Cards for No/Low Credit
Partners
Personal Loans
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57. matrix TO Flow
article widget
Money Minder Credit Card Vendor
Goals: Goals:
Monitor good credit forum Pre-qualify low-risk client
Prevent new risks Develop brand loyalty
Find high-reward products Reduce cost of service
credit
signup
estimator
product
Dashboard
offers
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58. finally
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59. designing
steve jobs greatest success
wasn’t designing products, it
was designing apple
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60. Thanks
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