designing revenue | fresh tilled soil
DESCRIPTION
A presentation by Richard Banfield, Co Founder of Fresh Tilled Soil, presented as part of the Fresh Tilled Soil Labs series July 2012. Covers how to leverage UX design to boost revenues and generate growth in business.TRANSCRIPT
/50
creating useful &
profitable products
Presented by
richard banfield
1
designing
revenue
/502
/503
/504
/505
same performance
but significant price difference
25%
/50
what we’ll learn today
Best Practice& More
The Empirical Evidence
Customerknow how
The Emotional Animal
product design is hard
unless you have an awesome team with a plan
Research &Analysis
The Behavioral Science
Execution& Planning
The Roadmap to Success
6
/50
introduction
why is a biologist
teaching user
experience design?
7
/50
/50
your customer
9
The Emotional Animal
/50
homo-sapiens
10
Another useless measurement
Som
e be
havi
oral
m
easu
rem
ent
/50
irrational
Are we really in
control of our
decisions?
11
/5012
the same but different
/50
information
data is not enough
13
/50
information
data is not enough
14
/50
information
data is not enough
15
/50
information
data is not enough
16
/50
storytelling
people remember
stories that have an
emotional connection
17
/50
happiness
people are more
likely to make
decisions when happy
18
/50
making happy
Make it easy
19
Mak
e it
mot
ivat
ing
/50
emotions
Emotions are often irrational
...this means...
Emotions drive decision making
Information is not enough, and...
Happiness leads to better decisions
Happiness can be manufactured
Significantly more work for product designers
But, higher adoption and deeper loyalty
20
/50
RESEARCH & ANALYSIS
21
The Behavioral Science
/50
persuasion
let’s start with how
emotions lead to action
22
/50
persuasion
“persuasion requires...
...motivation, ability and
a trigger.”
BJ Fogg
23
/50
persuasion
In other words...
successful product design
meets our goals, our
expectations and is easy to use
24
/50
triggers
Rejection
25
Acceptance
PainPleasure
FearHope
/50
double duty
Easy to Do
26
Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
Make it motivating
Make it easy to do
/50
pathways
Easy to Do
27
Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
/50
starting point
storytelling
scenarios
storyboards
personas
interviews
prototypes
the 5 whys
28
/50
starting point
geoff’s story
29
Geoff wants to join a gym to get fit but he’s intimidated by the other gym members, who all seem to be fitter and
stronger. How can he improve his experience?
What if Geoff could work out at home with all of the benefits of a personal trainer at the gym?
Geoff feels if he could track his progress and communicate with a trainer without having to go to the gym he’d be able
to reach his fitness goals with less stress.
What other tools will Geoff need to accomplish this goal? Are these tools reducing the stress Geoff feels?
/50
audience
jane
smith
Business Owner
Steve
hollister
Retired Lawyer
sarah
chang
Single Mom
who else looking for a solution to their problem?
30
/50
audience
31
/50
3d matrixWho: What type of customer?
Where: In which places do they access their information?
What: Why are people accessing their information?
Financial Advice OnlineHome (desktop/laptop)
ASPIRING
ASPIRING
RECOVERING
MONEY MINDER
IMMATURE CREDIT
OFFICE (desktop/laptop)
CC/ LOAN (MOBILE)
CAR DEALERSHIP (MOBILE)
OPEN HOUSE (MOBILE)
home making
Financial repairs
Financial planning
insight / education
32
/50
Aspiring Recovering Money Minder Novice / Immature
Credit Report CardBest Matches
Educational Articles
Credit Report CardBest Matches
Educational Articles
Credit Report CardFraud Risk
Credit Report CardEducational Articles Products
Want to get a handle on their credit to plan out next financial
steps
Credit is in bad shape - need to see their current situation and
seeking help to fix it
Want to keep an eye on their credit to make sure they are
secure going forward
Needs to be educated on credit and how it effects them Triggers
Home pageEducational articles
Find a Loan
Home pageEducational articles
Products for Bad Credit
Home pageProducts for Good CreditIdentity Theft Protection
Home pageProducts for Students
Products for No/Low Credit
Content(top traffic pages)
lifestyle articlesexpert blog articles
estimators and calculatorsproduct comparisons
topical partner articlesEducational articles
planning tools
CRC widgetforum widget
expert blog articlesestimators and calculators
partner offerscrc widget
planning toolsproduct comparisons
Tech Tools
Home Loans/MortgagesCards for Good Credit
Cards for Bad CreditBalance Transfer Cards
Personal LoansCards for Excellent Credit Student Cards
Cards for No/Low Credit Partners
2D matrix
33
/50
mobility
34
recovering
money mindernovice aspiring
1. reduce debt quickly2. improve credit score3. control debt and credit
goals:
bottom line:move from managing debt to eliminating debt
1. manageable level of debt2. improve credit score3. find lower interest products
goals:
bottom line:get in control of finances, debt and credit
1. monitor good credit2. prevent new risks3. find high-reward products
goals:
bottom line:maintain the status quo and finish strong
1. find out credit score2. find qualified products3. understand their credit
goals:
bottom line:get started and learn how to stay in control
/50
Current FLOW
Home Page
Step One Step Two Step Three
Dashboard
tools
Signup Process
35
/50
RECOMMENDED FLOW
Home Page
Step 1-3
Dashboard&
tools
Signup Process
Signup steps are combined into a single
modal to reduce bounces
Tools now function as the dashboard with fraud risk
features integrated
36
/50
user journeys
forum
credit estimator
Dashboard
article
signup
widget
Money Minder
Monitor good creditPrevent new risks
Find high-reward products
Goals:
Credit Card Vendor
Pre-qualify low-risk clientDevelop brand loyaltyReduce cost of service
Goals:
product offers
37
/50
sketching
38
/50
wireframes
39
/50
designs
40
/50
BEST PRACTICE &
connections
41
/50
good design matters
Humans make emotional decisions
Humans are irrational
Humans prefer happiness
Happiness drives better decisions
Good design leads to happiness
42
/50
connecting dots
how do we connect our ideas
with what really works?
43
/50
best practice
Imagery with human-focused interactions creates higher emotional connections
humanization
44
/50
best practice
Use of specific personas and situation further emphasizes personal story
humanization
45
/50
best practice
Context relays the bigger picture without the need for explanation
humanization
46
/50
best practice
‘How to’ imagery or video reduces the need for lengthy text and additional pages
product positioning
47
/50
Execution &
return on investment
48
/50
DESIGN PRINCIPLES
UX/UI
User Centric DesignRelationship and trust drive experience design decisions
Iterative Design
Progressive Enhancement
Responsive Design
Version n
Short cycles of high impact improvements to brand
CONTEXT IS EVERYTHING
Allows for accessibility across all browsers and connections.
Delivers the best UX for the appropriate device & browser
49
/50
process
Research and planning
Features and functionality
User characteristics & stories
SWOT analysis (internal)
User journeys & flows
Map user stories to flows
Validate user interactions
Hand off detailed wireframes
Design exploration / concepts
Present, review and iterate
Ongoing stylistic refinement
Creation of high-fidelity assets
Code HTML5/CSS3 templates
Include interaction demos with jQuery/JS
Start QA and browser testing
QA and internal testing on target browsers / devices
design planning
wireframing & flows
visual design
front-end development qa / testing
50
/50
where we are
Research and planning
Features and functionality
User characteristics & stories
SWOT analysis (internal)
User journeys & flows
Map user stories to flows
Validate user interactions
Hand off detailed wireframes
Design exploration / concepts
Present, review and iterate
Ongoing stylistic refinement
Creation of high-fidelity assets
Code HTML5/CSS3 templates
Include interaction demos with jQuery/JS
Start QA and browser testing
QA and internal testing on target browsers / devices
design planning
wireframing & flows
visual design
front-end development qa / testing
We Are Here
51
/50
scheduleWe Are Here
Map user stories to flows
Validate user interactions
Hand off detailed wireframes
wireframing & flows
52
/50
real world
case study
53
/50
audience
jane
smith
Business Owner
Steve
hollister
Retired Lawyer
sarah
chang
Single Mom
apparent problem: Need to loose weight
actual problem: feeling lonely & scared
54
/50
3d matrixWho: What type of customer?
Where: In which places do they access their information?
What: Why are people accessing their information?
Financial Advice OnlineHome (desktop/laptop)
ASPIRING
ASPIRING
RECOVERING
MONEY MINDER
IMMATURE CREDIT
OFFICE (desktop/laptop)
CC/ LOAN (MOBILE)
CAR DEALERSHIP (MOBILE)
OPEN HOUSE (MOBILE)
home making
Financial repairs
Financial planning
insight / education
55
/50
Aspiring Recovering Money Minder Novice / Immature
Credit Report CardBest Matches
Educational Articles
Credit Report CardBest Matches
Educational Articles
Credit Report CardFraud Risk
Credit Report CardEducational Articles Products
Want to get a handle on their credit to plan out next financial
steps
Credit is in bad shape - need to see their current situation and
seeking help to fix it
Want to keep an eye on their credit to make sure they are
secure going forward
Needs to be educated on credit and how it effects them Triggers
Home pageEducational articles
Find a Loan
Home pageEducational articles
Products for Bad Credit
Home pageProducts for Good CreditIdentity Theft Protection
Home pageProducts for Students
Products for No/Low Credit
Content(top traffic pages)
lifestyle articlesexpert blog articles
estimators and calculatorsproduct comparisons
topical partner articlesEducational articles
planning tools
CRC widgetforum widget
expert blog articlesestimators and calculators
partner offerscrc widget
planning toolsproduct comparisons
Tech Tools
Home Loans/MortgagesCards for Good Credit
Cards for Bad CreditBalance Transfer Cards
Personal LoansCards for Excellent Credit Student Cards
Cards for No/Low Credit Partners
2D matrix
56
/50
matrix TO Flow
forum
credit estimator
Dashboard
article
signup
widget
Money Minder
Monitor good creditPrevent new risks
Find high-reward products
Goals:
Credit Card Vendor
Pre-qualify low-risk clientDevelop brand loyaltyReduce cost of service
Goals:
product offers
57
/50
finally
58
/50
designing
steve jobs greatest success
wasn’t designing products, it was designing apple
59
/50
Thanks
60