WHAT YOU NEED TO KNOW ABOUT UXINTRO INTO UX FOR BUSINESS AND MARKETING

Some Facts About Our Brain The Sequence of information processing:

1. Reptilian – Fight or Flight

2. Limbic - Emotions

3. Neocortex – Logic

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WE MAKE OUR DECISIONS IN LIMBIC, NOT LOGICAL BRAIN

UX – Way To Communicate With Limbic Brain

UX is the non-verbal message product or service delivers to your customers’ Limbic Brain in the context and over the time

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… or UX is the Direct Marketing For Brain

UX IS GOING THROUGH WHOLE CUSTOMER LIFECYCLE - FROM EARLY MARKETING TO LATE SUPPORT STAGES

How to Approach UX: Treat It Like Maslow Hierarchy

UX contains:

Hygienic components or “Must Have” Features

Motivational components or “Desirable Business Behavior”

Hygienic Components

“Do not make me think”

Design for errors

“Do not distract me”

“Do not make me feel bad” or “3 good to 1 bad experiences” rule

HOW TO USE: ASK YOUR TEAM QUESTIONS LIKE “WHAT DID WE DO TO SUPPORT ”DESIGN FOR ERRORS”?

Motivational Components

Nudges

Addiction Loops (or “create customer pain”)

Variability (or “avoid patterns”)

Signature elements

HOW TO USE: ASK YOUR TEAM QUESTIONS LIKE “WHAT DID WE DO TO SUPPORT ”NUDGES”?

UX For Marketing: “Once Upon a Time…”

Tell a story, not the facts (10-15 min)

Create a positive feeling

Decrease the perception of risk

Talk values, not features

DO NOT TRY TO DESCRIBE YOUR PRODUCT, DESCRIBE THE POSITIVE CHANGES IN USER’S LIFE WITH IT

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