Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
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This document discusses how website and mobile app design can influence business success or failure by appealing to users' emotions. It argues that emotions drive brand adoption and loyalty, so designers should focus on meeting users' goals, expectations, and ease of use. The document presents a case study of a fitness company that saw a 300% increase in customer signups by designing around emotional triggers like motivation, rewards, and social proof. It advocates removing administrative debris to improve the customer experience and focusing on user needs rather than sales and marketing metrics. Designing with both data and emotion in mind can highlight problems and lead to solutions that solve user problems and drive business results.
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Winning & Losing By Design: Web & Mobile App Design To Make Or Break Your Business | Fresh Tilled Soil
- 1. WINNING AND LOSING BY DESIGN How website and mobile app design can make or break your business. fresh tilled soil
- 2. My dad is obsessed with cars
- 4. You might be thinking... “I would never let my emotions overrule my overeducated brain”
- 9. Same engines Same features Same performance So, why the 25% price difference?
- 10. INFORMATION
- 11. EMOTION
- 12. Emotions are problematic for businesses
- 13. Emotions drive brand adoption and loyalty
- 14. Good data = Good design
- 15. So, how do we design for emotions?
- 16. Let’s start with how people behave...
- 17. Meets or goals; Meets our “Persuasion models expectations and is easy require three to use things...” BJ Fogg
- 18. Meets or goals; Meets our expectations and is easy “...motivation, ability to use and a trigger.” BJ Fogg
- 19. pleasure/pain Meets or goals; Meets our expectations and is easy to use hope/fear acceptance/rejection BJ Fogg
- 20. High Motivation Make it rewarding Get off Make it your butt! easy Low Motivation Low Ability High Ability BJ Fogg
- 21. Success web experiences... • meet our goals, • meet our expectations, • and are easy to use.
- 22. “Successful UX leads to delight. Delight isn't a bunch of cool features, it's having the user reach their goals.” Richard Banfield
- 23. Repeat after me... “I am not my customer”
- 24. Case Study: Fitness Product How designing around emotions lead to a 300% increase in customer signups.
- 25. Baseline Existing site and apps Some analytics Customer feedback
- 26. Baseline $30/m ($360/yr) 65 customers/day
- 27. 80% Abandon
- 28. Step 1: Who, why and where?
- 29. How they use product / service (where is it applied to the real world?) an om Fitness training ”w ng lo s om s or ide General diet and health rs m tf ine br no e om ra e -b ut lt -h “b -to na at so Event based gle on - ay r Sin So Pe St Who uses product / service Office on a desktop/laptop (how are the users segmented into roles?) Home on a desktop/laptop In the gym with smartphone Where they use product / service (what is the location of where this is used?)
- 30. Step 2: What emotional drivers trigger action in the target market?
- 31. High Motivation Make it rewarding Get off Make it your butt! easy Low Motivation Low Ability High Ability
- 32. High Motivation Gamification tools to encourage progress Different “This could funnels for “You’re be you” not alone” different confidence “No risk, levels Low free trial” Motivation Low Ability High Ability
- 33. High Motivation “This could “You’re be you” not alone” Low “No risk, free trial” Motivation Low Ability High Ability
- 34. Start Finish
- 35. Big breakthrough! Different people want different experiences
- 36. $100,000 300% 195 customers/day ROI in less than 1 month
- 37. That was only half their problem
- 38. 20% churn 25,000 5,000 = $1.8M
- 39. Engage and delight Re-engage and encourage Start Old New Finish Finish
- 40. $100,000 50% = $900,000
- 41. ...But wait, there’s more...
- 42. Call center costs Direct sales costs Marketing costs
- 43. - Typical Approach- High cost of customer and tech support High-touch Support Product (Tech and UI) Customer experience overlooked Sales & Long sales cycles, Marketing High CAC
- 44. - User Centric Approach - Reduced costs to support client requests & content development Product (Tech and UI) High-touch Support Improved client Sales & loyalty & LTV Marketing Short sales cycles & CAC
- 45. How do you get there?
- 46. “...remove administrative debris...” Edward Tufte
- 49. B B C Return to Front Page NEWS SCIENCE & ENVIRONMENT Herschel telescope revisits cosmic classic Other Stories Wikipedia in anti-Sopa 'blackout' Republican debaters target Romney Radical cleric cannot be deported EU in legal move against Hungary
- 50. B B C Return to Front Page US & Canada NEWS SCIENCE & ENVIRONMENT Asia Africa Herschel telescope revisits cosmic classic South America Middle East Australia & NZ Other Stories Wikipedia in anti-Sopa 'blackout' Republican debaters target Romney Radical cleric cannot be deported EU in legal move against Hungary
- 55. Back down to earth
- 56. 1 2 3 4 5 6 7 8
- 58. 1 2 3 4 5 6 7 8
- 59. How does this help you today?
- 60. Go create beautiful things. alluring, appealing, exquisite
- 61. You’ll know it’s beautiful... because it feels beautiful
- 63. EMOTIONAL AND intellectual
- 64. Data is important but it can’t solve the problem
- 65. Data highlights the problem and design solves the problem
- 66. Data highlights the problem and design solves the problem
- 67. - Thank You - Questions?