Win User Loyalty By Targeting Logic & Emotions(but mostly emotions)Mike Donahue, UX Architect at Citrix

UXDEV Summit Feb. 2016

@UXDevSummit #uxdevsummit @mdonahue37

loyalty:a strong feeling of support or

allegiance.

WHAT DOES LOYALTY LOOK LIKE?

“Don’t brand the cattle. Brand the

buyer.”Captain Malcolm

Reynolds

HOW DO WE BECOMETATTOOWORTHY?#

Logic & Language ConsciousSenses & EmotionUnconscious

THE 2 PART BRAIN

UNCONSCIOUS VS CONSCIOUS

Happens FirstHappens FasterHandles More Info

EMOTION VS LOGIC

Assign ValueMore PowerfulLast LongerAre Inevitable

Entice the elephant AND satisfy the rider

Entice the elephant AND satisfy the rider

• Imply simplicity and ease of use

• Convey inclusiveness

• Created a sense of rapport

• They were authentic

• Create simple wheel interface and iTunes

• Connects to Mac and PC

• 18 targeted marketing campaigns

• Don’t show product or price

The 4 Stages of Accomplishing GoalsHow we experience everything.

goal:the object of a person's ambition

or effort; an aim or desired result.

The 4 Stages of Accomplishing Goals

??

1: Awareness 3: Action 4: Association2: Assessment

risk reward will skill

Emotional continuum

100%negative

100%positive

0Neutral

Stage 1: AwarenessLogical AND emotional expectations get set.

Our expectations are NOT always right.

Our expectations are NOT always based in reality.

Stage 2: AssessmentWe always assess risks before rewards.

It’s about self-preservation

CoreSimplicityFactorsFogg Behavioral Model

TimeMoneyPhysical EffortBrain CyclesSocial DevianceNon-Routine{

1: Awareness 3: Action 4: Association2: Assessment

Emotional Response Wave

Pain!

Pain!Pain!

risk reward will skill

1: Awareness 3: Action 4: Association2: Assessment

Emotional Response Wave

Less pain!

Adjusted expectation.

1: Awareness 3: Action 4: Association2: Assessment

Emotional Response Wave

Simple goal - drive thru burger

Complex goal – 5 star dining

Don’t set off the alarm.

Sidebar

authenticity:concerns the truthfulness of origins,

attributions, commitments, sincerity, devotion, and intentions; genuine.

Trust requires authenticity.

“A lack of transparency results in distrust and a

deep sense of insecurity.”Dalai Lama

Stage 3: ActionActions are more about will than skill.

“The essential difference between emotion and reason

is that emotion leads to action while reason leads to

conclusions.”Dr. Donald Calne

CoreMotivationFactorsFogg Behavioral Model

Pain/PleasureFear/HopeRejection/Acceptance

{

Simple Solution:Scare users into action. Right?

Some people love gardening.

Some people, not so much.

Stage 4: AssociationThe users process of evaluating and valuing the overall experience.

( assessment + action )expectationexperience

=

The experience equation

“People will forget what you said, people will forget what

you did, but people will never forget how you made

them feel.”Maya Angelou

Emotions-driven goal template

Our {visitors/customer/person} will feel {define the emotion or feeling to be evoked} because we will deliver {define what you will do that will evoke that emotion or feeling} so they can achieve {what’s in it for them, their goal}.

Design PersonaIf your site were a person what would they be like?

Meet ClaireDesign persona used for Citrix intranet redesign

Who is Claire?

DOUG DIETZPrinciple 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