Designing for Love and Money - Fluxible Conference Sep 2013
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Transcript of Designing for Love and Money - Fluxible Conference Sep 2013
Designing for
Love and Money
Fluxible 2013Kitchener, Ontario, Canada
Sep 14, 2013
Larry Cornett, Ph.D. Brilliant Forge
Brilliant Forge
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LO V
E
$
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Overview
• Designing for Love
• Designing for Money
• Product Challenges
• Organizational Challenges
• Career Challenges
• Closing Thoughts
Designing for Love
Brilliant Forge
• What the user experience with your product really is about.
Creating value
Practical
Functional
Usable
Useful
Desirable
DelightfulMeh
Love
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• Perceptions of warmth and competence produce feelings of admiration
• Admiration corresponds to increased willingness to buy
• High admiration gives way to awe
• Awe leads to insane loyalty
Does their love matter?
Source: http://www.sciencedirect.com/science/article/pii/S1057740812000290
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How insane?
Source: http://whoneedsbillboards.blogspot.ca
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Engagement
Growth
Money
Love
Opportunity
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Love helps you grow
Net Promoter Scores (NPS) explained 20-60% of the variation in organic growth rates among competitors
>2xCAGR
Growth (indexed)500
100
0
200
300
400
0 5 10 15 20
Loyalty Leader
Average
Source: http://www.netpromotersystem.com
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How do you design for love?
• Enable memorable, delightful experiences
• Obsess over the details and small touches
• Consistently solve pain; don’t cause it
• Be real, be human, be warm
• Listen, observe, & use data to improve
• Make it hard for people to hate you
Source: Jennifer Aaker http://faculty-gsb.stanford.edu/aaker/
Designing for Money
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“For four years we have offered the synchronization service for no charge, predicated on the hypothesis that a business model would emerge to
support the free service”
Todd Agulnick, co-founder, XMarks
Someone else is handling that
Source: http://www.pcworld.com/article/206479/Xmarks_Is_Gone_But_Browser_Sync_Lives_On_.html
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If you’re good at something
Never do it for freeWarner Bros. Pictures
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Revenue cheese
Source: http://www.menshealth.com/
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Revenue cheese
Source: http://www.yahoo.com
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Inappropriate revenue
Source: www.nytimes.com
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Creepy revenue
Source: http://ebay.com
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• What the user experience with your product really is about.
I feel dirty
Advertising can feel dirty
Crippleware feels dirty
Hidden fees are dirty
It doesn’t have to be that way
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Bake it in
Source: http://recipeshoebox.blogspot.ca
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Good profits
• Fred Reicheld defines “bad profits” as earnings that come at the expense of customer relationships
• In the airline industry, it’s estimated that 50% of customers feel coerced, misled and ill-treated
• JetBlue only charges for a 2nd checked bag
• “Analysts like to remind us that we leave over $100 million on the table every year for that policy.” - Joel Peterson, Chairman, JetBlue Airways
Source: http://www.linkedin.com/today/post/article/20130827063031-11846967-a-common-sense-solution-to-slow-airplane-boarding
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Virtuous cycle ecosystems
Product
Business
$
Customer Value
$
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• What the user experience with your product really is about.
How do you design for money?
• Design for love first, but…
• Design revenue options into the experience
• Harness the power of money
• Encourage good behavior
• Discourage bad behavior
• Don’t be evil
Product Challenges
Source: http://blog.midillinicu.com
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•Agile and design ideation
•Perceptions of ROI
•Time pressure and validation
•Design not always quantified
•Designers aren’t vocal enough
•Knowledge and understanding
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Learn Analytics
Source: http://dribbble.com/shots/902435-Website-Analytics-Dashboard
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Talk the Talk
Source: http://blog.kissmetrics.com/actionable-google-analytics/
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Intentionally DesignRevenue
The Creation of Adam brought to you by Coca-Cola™
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• What the user experience with your product really is about.
Product strategy• Intentionally design for engagement and
harmonious revenue
• Make monetization enhance the experience
• Buy time for the creative process
• Earn a seat at the table, speak the language
• Quantify that design drives success
• Control your design destiny
Organizational Challenges
Source: http://www.bonkersworld.net/organizational-charts/
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•Perceptions of UX
•Where UX lives
•Ever-changing org models
• Support from your boss
• Involvement and influence
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Show the Candy
Source: http://chocolatecandybusiness.wordpress.com/
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Reach the Top
Source: http://snowbrains.com
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Share the PainSource: http://www.bhmpics.com/
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• What the user experience with your product really is about.
Organizational strategy• Have UX report as high as possible
• Control your organizational destiny
• Turn Design into a profit center
• Own Design projects and engineering
• Make HR and PR your allies
• Meet frequently with your detractors
Career Challenges
Source: http://sophmphoto.blogspot.ca/
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• Choosing the right career path
• Politics, politics, politics
• 70% will eventually manage others
• Yet 95% said they enjoy designing
• Join companies, leave bosses
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Be careful…
Title
$Design YourCareer Path
Source: http://www.fotosearch.com/ and http://snappygardening.com
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Keep WhatYou Love
Source: http://natalieedgar.wordpress.com/
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Be ConfidentBe Bold
Sou
rce:
http
://w
ww
.des
igne
rfoun
ders
.com
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• What the user experience with your product really is about.
Career strategy
• Intentionally design your career
• Choose your boss wisely
• Keep what you love (design!)
• Stay relevant and differentiated
• Find powerful and connected mentors
• Recognize and seize opportunity
Closing Thoughts
You Value
Cost
Colleagues
Business
Perc
eptio
n
Designing forLove & Money
Customers
Boss
Product
Org
Career
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Design is your instrument
Design for love to be memorable
Design for revenue to control your destiny
Design your organization to have influence
Design your work to be successful
Design your own career to be happy
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Thank You