Evil Service design and how to become rich
•
36 recomendaciones•26,870 vistas
How can we use our design skills to become rich. Tips and tricks..... And my secret project! Presentation was given @Multi-mania conference
Recomendados
Recomendados
Más contenido relacionado
Destacado
Destacado (16)
Similar a Evil Service design and how to become rich
Similar a Evil Service design and how to become rich (20)
Más de Nascom
Más de Nascom (20)
Último
Último (20)
Evil Service design and how to become rich
- 1. MY SECRET LIFE AS AN EVIL UX EXPERT SENIOR INFORMATION ARCHITECT AT RIPMEOFFANDMAKEMEPAY.COM @BASTAAR ON TWITTER DAYJOB @NASCOM
- 2. SO YOU WANT TO BECOME RICH?
- 3. YOU GONNA NEED SOME SPECIAL POWERS FOR THAT
- 4. BUT FIRST I WANT TO TALK ABOUT SOMETHING MUCH MORE INTERESTING
- 5. ME! AND HOW DID I GET MY SUPERHUMAN POWERS
- 6. IN 1997
- 9. SO MY POWERLEVEL WAS LOW Communication sciences
- 10. I STARTED AS A USABILITY EXPERT
- 12. THEN I WANTED TO CREATE
- 14. YEAH MORE POWERS Communication science Usability Information architect HTML
- 17. YEAH MORE POWERS Communication science Usability Information architect HTML newbie Scientist Psychologist Marketeer ;-)
- 23. YEAH MORE POWERS Communication science Usability Information architect HTML Scientist Psychologist Marketeer ;-) Business dude DESIGNER!!!!! SEO SEA ANALYTICS PM EXPERIENCE TRENDWATCHER ;-) SOCIAL MEDIA GURU
- 24. CAUSE EVERY GOOD DESIGNER HAS TO BE A SUPERHERO NOWADAYS
- 26. BUT REAL DESIGN IS NOT ONLY ABOUT FONTS AND COLOURS
- 27. CAUSE DESIGN IS THE PROCESS OF DISCOVERING OPPORTUNITIES AND TURNING THEM INTO SOLUTIONS
- 28. AND THAT IS HOW I MANAGE TO BE A DESIGNER WITHOUT KNOWING PHOTOSHOP OR ANY TECHIE STUFF
- 29. WITH GREAT KNOWLEDGE COMES GREAT RESPONSIBILITY
- 31. BUT WAIT A SEC.
- 34. WHAT ABOUT WHAT I WANT
- 38. LET’S TRY SOME EVIL SERVICE DESIGN TODAY ! CREATE A NEED AND HAPPY CUSTOMERS THAT MAKE ME RICH
- 41. A PRODUCT THAT ALLOWED ME TO SHAPE THE WORLD ACCORDING TO MY NEEDS.
- 42. IT NEEDS TO BE SIMPEL AND UNIVERSAL
- 43. AND WHAT IS MORE UNIVERSAL THAN …….
- 46. “We used to laugh with people who tried to sell air. Nowadays we laugh with the buyers “ Jeff hoeyberghs
- 48. THEY NEED IT
- 49. HE NEEDS IT!
- 50. HE NEEDS IT!
- 51. WE ALL NEED IT!
- 52. IS IT POSSIBLE?
- 53. YES IT IS
- 57. HOW TO APPROACH THIS… SOME EVIL DESIGN TIPS
- 60. “If you want to win the race, you have to run the entire course.”
- 61. STAKEHOLDERS WHO WILL MAKE ME RICH
- 62. DEFINE PAINS AND GAINS senior Retail consumers parents professional Press Governement AIRCARE sick people construction health Cheap labour distributors marketing IT helpdesk Product development sales Suppliers Internal transport Air pubs ambassador stores general retail country responsibles lovers HR
- 63. Get to know your future customer Research techniques • Interviews • Analytics (web, search, AB) • Surveys • Usability testing Our deliverables • Stakeholdersmap • Empathy map • Personas • Customer lifecycle • Touchpoint analysis • Flow diagrams • Big excel sheet • ………… AND TURN THEM INTO CUSTOMER INSIGHTS
- 64. ⁃ lack of fresh air ⁃ bad air in passive houses ⁃ need for holiday ⁃ mis your partner ⁃ lack of sex ⁃ ⁃ consumers Pains Gains ⁃ make sure that have the cleanest air possible ⁃ easy system to keep air in houses good ⁃ relive your holiday through smell ⁃ smell the air of your partner ⁃ stimulate sexual behavior through air and smell ⁃ DEFINE THEIR NEEDS
- 66. DEFINE PAINS AND GAINS Carla Profiel: Independent female Leeftijd: 33 Years Gezin: Married 2 children Job: Marketing account HI CARLA ! CREATE PERSONAS
- 67. JOB DESCRIPTION LIFE IT Most visited digital channelsInteresting time events Carl works as an account with an advertising company. She has a busy job and works long hours. In her job she goes al the way. Because of her job she is very brand sensitive. She looks for added value en everything she does. Also she wants to be and early adopter. Being up-to-date with the latest stuff is important for her. Sure it is difficult to combine work and life for her. At home She has 2 kids. Sam (4 year's ) and Nell (2 years). Her husband leo also has a busy day job and travels a lot. Financially they don't have to worry much. But they are worried about the future, here families health and our climate. Her son Sam also has asthma and her husband smokes. They also just moved into a passive house just outside the city. They travel a lot but here favorite place is the provence (france). Sometimes when the weather changes she also gets pain in her joints. Carla should be one of the focus target groups for Aircare. She cares about health for her and her family , the environment and about brands. - move to new house - Marriage - valentine - birthdays - bad air days - …….. • Facebook.com • linkedin.com • mama.be • google.com • destandaard.be • newsinadvertising.com • fashion.be • Interieurblog.be ECO Income Brandable Social media XXX AND CARLA Product ideas - House air improvement - partner smell - valentine - birthdays - …….. Print touch points • Elle • flair • Nest • …….. See how we can make Carla into an ambassador Carla Profiel: Independent female Leeftijd: 33 Years Gezin: Married 2 children Job: Marketing account
- 68. CUSTOMER LIFECYCLE Awareness Consider Purchase Use Support
- 72. IS MY BUSINESS VIABLE ? Techniques • Business model canvas • Competitor analysis • Business plan • KPI’s • …….
- 73. THE COMPETITION • Government • Professional industry (health) • Nature • Scuba diving • Compressed air guys • ……. But actually there is no brand exploiting AIR commercially
- 74. HELL YEAH, I HAVE A PATENT
- 76. THE BRAND HOW DO YOU WANT TO BE PERCEIVED
- 77. Building a consistent brand Our deliverables • Brand positioning • Brand pyramid • Brand guidelines • Product packaging • ………
- 80. Who do you want to be ? THE TECH WE’RE TALKING ABOUT EVIL DIGITAL SERVICE DESIGN
- 81. Putting the technical foundations Techniques • Research • Interview • Platform analysis • …… Our deliverables • Enterprise architecture • Service blueprint • ROI models
- 83. LET’S DESIGN ONE TOUCHPOINT NOW THE WEBSITE
- 84. EVIL
- 85. JUST LIKE HIM
- 87. SELLING AIR IS ALL ABOUT PERSUASION CHECK IT OUT
- 88. “THEY ARE LAZY AND FOLLOW THE PATH OF LEAST RESISTANCE”
- 89. FROM PERSUASION
- 90. TO DECEPTION
- 91. ADD " EMOTION PERSUASIVE DESIGN TIP Emo;ons will make sure they remember you
- 97. CREATE STORIES PERSUASIVE DESIGN TIP Tell stories that are memorable • Changes • Significant moments • Endings (very important; see also the well-known peak-end rule)
- 99. SOCIAL PROOF PERSUASIVE DESIGN TIP When we see (many) others using a product, that confirms to us that the product is good.
- 101. COMMITMENT AND CONSISTENCY PERSUASIVE DESIGN TIP Warm them up step by step. If you can commit someone to one or more of these small steps toward your brand, they will stay with you when they need your premium product. It’ll be hard for customers to turn to an unfamiliar competitor.
- 102. Stolen on slideshare
- 104. YOU SHALL LIKE ME, I AM HUMAN PERSUASIVE DESIGN TIP We’d rather buy something from someone we like and know, than from a stranger or someone who isn’t that likeable.
- 105. SCARCITY PERSUASIVE DESIGN TIP If everyone has access and can buy as many items as they like, it’s not that interesting. If you limit access and have a limited number of items, people start getting interested.
- 108. AUTHORITY PERSUASIVE DESIGN TIP When an authority (institution or person) says something, people are more open to what they have to say, compared to when someone unknown would say the same thing. Where Social Proof is more about the quantity of people promoting a product (‘how many’), with Authority it’s more about the quality (‘who’).
- 110. YOU BELONG TO SOMETHING BIGGER ;-) PERSUASIVE DESIGN TIP If they believe they are part of something bigger they will gladly handover their money. WE ARE A CLEAN AIR MOVEMENT!!!
- 111. • And you will be remembered SURPRISE THEM PERSUASIVE DESIGN TIP
- 113. BE FASTAnd on topic PERSUASIVE DESIGN TIP
- 118. LET’S HIDE THE STUFF WE DON’T WANT “THEM” TO SEE
- 119. DID YOU KNOW !
- 120. GOTCHA!
- 121. REALLY SMART ;-)
- 123. 10,00 EUR /month 15,95 EUR Prices starting* from: 6 Month Subscription Fresh Air - Bottled with respirator. Item no: 2330456316 Dimensions(mm): 600x400x180 Volume: 500 ML Quantity: 1 L / month 0,00 EUR /month 15,95 EUR Prices starting* from: 12 Month Subscription Fresh Air - Bottled with respirator. Item no: 2330456316 Dimensions(mm): 600x400x180 Volume: 500 ML Quantity: 1 L / month PR O M O * Starting prices indicate protions for the first month. After the first month normal fees will apply. Kim clijsters says Maecenas faucibus mollis interdum. Integer All smelsls Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis mollis, est non commodo Special: AIR from the AMazone Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis mollis, est non commodo » health » sports » sex » everyday Particulier Home Professionals The scientific proof !! help | faq | jobs | contact Breathless© 2012 - Privacy - Cookies Our global team Breathless Only the best O2 for you our O2 networkFind a storeWhat are you looking for? (besides fresh air) 20,00 EUR /month 25,95 EUR Prices starting* from: 3 Month Subscription Fresh Air - Bottled with respirator. Item no: 2330456316 Dimensions(mm): 600x400x180 Volume(: 500 ML Quantity: 1 L / month * Starting prices indicate protions for the first month. After the first month normal fees will apply. 10,00 EUR /month 15,95 EUR Prices starting* from: 6 Month Subscription Fresh Air - Bottled with respirator. Item no: 2330456316 Dimensions(mm): 600x400x180 Volume: 500 ML Quantity: 1 L / month 0,00 EUR /month 15,95 EUR Prices starting* from: 12 Month Subscription Fresh Air - Bottled with respirator. Item no: 2330456316 Dimensions(mm): 600x400x180 Volume: 500 ML Quantity: 1 L / month 30,00 EUR 45,95 EUR Prices starting* from: Sample (No Subscription) Fresh Air - Bottled with respirator. Item no: 2330456316 Dimensions(mm): 600x400x180 Volume: 500 ML Quantity: 1 L / month PR O M O Fresh Air
- 124. THANKS" " " FOLLOW ME AND MAKE ME RICH @BASTAAR MY PARTNERS IN CRIME WORK @NASCOM DONATE MONEY TO CHARITY AT THIS NUMBER: 235-373362-3733
- 125. NO credits • Because on the dark side we just grab what we want from the internet Many examples were shamelessly stolen from hIp://wiki.darkpaIerns.org/ For now go there for evil inspira;on. I will NOT share my ideas anymore Prepare to be dominated !
- 126. “FORBEAR TO JUDGE, FOR WE ARE SINNERS ALL” WILLIAM SHAKESPEARE
- 127. “NO I WILL NOT SHARE THIS PPT” ROBBY REMMERIE
- 128. MY EMPLOYER IS NOT RESPONSIBLE FOR MY EVIL THINKING! ROBBY REMMERIE