Effectively Improving Touchpoints - 3 functions of User Experience - Igor Farafonow - UxCamp Europe 2015
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1. The document discusses the importance of understanding users at different touchpoints of their experience. It emphasizes understanding their motivations, abilities, expectations, and emotions to ensure the right triggers are used. 2. Three key functions of experience are outlined as being value-driven, personalized, and positive. Companies should understand the values of users and create emotional connections. 3. A behavioral model is presented that states behavior is determined by motivation, ability, and triggers. Motivation and ability can vary by context, so triggers need to account for the user's state.
Effectively Improving Touchpoints - 3 functions of User Experience - Igor Farafonow - UxCamp Europe 2015
- 1. 3 functions of User Experience Igor Farafonow
- 2. I never liked theories….
- 3. UX Designer UI Designer Information Architect Visual UX DesignerInteraction Designer
- 4. UX Designer UI Designer Information Architect Visual UX DesignerInteraction Designer
- 6. I’m not a heuristics fan or other checklists quantifying usability
- 7. And I don’t like usability sus even though I run UX testing company
- 8. I like to synthesise cause we need tools and indicators to measure our work
- 9. 3 functions of experience
- 11. It’s me… back in 2007
- 12. Sportscar fan knowing everything about suspension, exhaust and many more…
- 13. pelicanparts.com What doesn’t mean that my wife will know, how to buy new car carpets for my car
- 14. The same with the computers – how do help our clients choose the best laptop
- 15. komputronik.pl Resolution, processor, RAM… How to choose the right one?
- 16. dell.com Isn’t it a good segmentation?
- 17. dell.com Home and home office, high performing game, fast web access.
- 18. aliorbank.pl The same with the polish bank websites: Main navi shows: Individual clients, corporate clients, etc…
- 19. noblebank.pl Here’s my favourite – navi gives: Products, Services, About us.
- 20. bankofamerica.com Isn’t it 99% of all the scenarios on a website? To create a bank account, to take a credit card, take a loan or invest.
- 21. Cause our business works this way – now how to make our clients understand it… Splash it!
- 22. It’s not our goal to make client understand our business. Our goal is to make our business understand our clients.
- 23. So what matters from the informational point of view?
- 24. Context Give mainly those information your client needs at the moment
- 25. cinema-city.pl Availability All important informations should be considered „How much is a cinema ticket?” – You want get that info until you choose a film, choose a date and a place… Too much afford just to find out one of the most important things about going to cinema – how much is it?
- 26. versus.com Language We need to use the same language as our clients When I was suppoused to buy a camera I had the best known difficulty – Nikon or Canon. Noone else but versus.com could provide me not only the information about the differences between those two, but what these informations mean. BTW: finally I bought Nikon
- 27. infusionsoft.com Form Respect the way your clients consume content
- 28. infusionsoft.com Time We have only 2 seconds to make our client understand us, 90 sec to make him buy
- 29. Summary 1. Context– are the informations you provide helpful at the moment? 2. Availability – are the important information provided? 3. Language – are you sure your client speaks the same language 4. Form – are you qual in what you say and how you say 5. Time – how long it takes your client to understand your purpose? How long it takse to convince him to buy?
- 31. BadBoys – love this quote: - Hey man where’s your cup holder? - I don’t have one. - What the fuck d’you mean you don’t have one? Eighty thousand dollars for this car and you ain’t got no damn cup holder? - It’s $105,000 and this happens to be one of the fastest production cars on the planet. Zero to sixty in four seconds, sweetie. It’s a limited edition. - You damn right it’s limited. No cup holder, no back seat. Just a shiny dick with two chairs in it. I guess we the balls just draggin’ the fuck along
- 32. Usability and technology are not the only influencers of our products. We often forget about the emotional experience http://www.smashingmagazine.com/2012/07/18/the-personality-layer/
- 33. And these are very important – because buying decision comes from the Limbic Brain – responsible of emotions and feelings
- 34. startwithwhy.com We are driven by the same values
- 35. about 400E Example of one of the most prior values – honesty… This is Gorenje oven – cool, isn’t it?
- 36. about 300E And there is also a microwave – from the same series.
- 37. about 300E about 400E But putting those two together… The color doesn’t really match. Same as design.
- 38. about 300E + about 200E about 400E So buy additional upgrade front – only another 200E!
- 39. Is this company driven by the same values?
- 40. versus.com I tried Sales Navigator – gave my credit card number, etc. After my trial expired I didn’t get a single email about charging my credit card
- 41. versus.com After not using Sales Navigator for another 4 months I was being charged monthly 99E. So I asked them if they can give my money back, or maybe provide me a free plan for another few months (I haven’t used it single once). I got the robot answer ‘Sorry – it’s auto renewal’.
- 42. Sorry Linkedin – I respect your influence in social network history of Internet. But you suck. Especially when you compare LinkedIn with Apple and their Customer Service.
- 43. Being driven by the same values comes from understanding me as a personality – not only by the process of sales and retention, but mostly by understanding who I am.
- 44. pixlr.com We believe in what matters to you Check out the best claim ever – starting with ‘why’. It’s also beautiful because of using the ‘family’ word towards their apps – great move!
- 45. basecamp.com We believe in what matters to you. Simple symbols, simple claim. Not talking about their functionalities, but what matters to you – to have a project done… TOGETHER!! Love it!
- 46. iphone.com We believe in what matters to you. Biggest value of our product is provided by our clients – respect clients and how they use your product. BTW: Great photos at this gallery – just check’em out!
- 47. withgoogle.com We believe in what matters to you. With google.com is a master of showing, how people use Google Products in everyday life – just to show advantages for their b2b customers.
- 48. We believe in what matters to you. Sephora is a premium seller – not the cheapest. So even their package is beautifully designed and even the invoice is set in a beautiful envelope – to show their clients, that they really respect the value of beauty.
- 49. withgoogle.com We are here for you We are personalised, we know who you are and what you do – to bring you advantage of it
- 50. http://blog.getvero.com/6-lessons-you-can-learn-from-amazons-killer-email-marketing/ We are here for you I just stole these to screenshots from the blog above – see how amazon is personalised! Beautiful!
- 51. We are here for you. Even if it’s not functional, just please – mention my name! tumblr, pinterest
- 52. I really don’t care about the Hungarian language (however it’s beautiful). I will never know it. However it’s so great to say ‘Szia!’ flickr
- 53. We are positive You don’t need to say much more – it’s a good choice to choose Brand24 brand24
- 54. We are positive We see smiles and people looking positively. evernote.com
- 55. We are positive And you are also positive – awesome! mailchimp
- 56. We are positive We are funny. plus.pl/wpisz-cokolwiek-przyjdzie-ci-do-glowy
- 57. We are positive After choosing a flight you get a cool message – I don’t like bad weather either. virginamerica
- 58. We are positive We wish you a good day! basecamp
- 59. Don Norman – Emotional Design http://alistapart.com/article/visual-decision-making Last (but not lease) – remember about three layers of emotions
- 60. Summary 1. We are value driven – people love us because they know that we understand them as units and we believe in the same values 2. We personalise – to create a bond – even small details matter 3. Positivity – we show that we really like our jobs
- 62. rozklad-pkp.pl This is Polish trains. And me in the morning trying to book a ticket – Warsaw to Cracow.
- 63. rozklad-pkp.pl After I choose a ticket, I got 1,5 min to end the transaction (tic-tac). I tried to create account (because on an option without creating they added signature: less additional options)
- 64. rozklad-pkp.pl Great! Next level – now I have 8 minutes… After signing up I had to wait for the confirmation link….
- 65. rozklad-pkp.pl Which came after about 1 hour – while I was already standing on a platform. To do something, I need to be able to do something.
- 66. onet i yahoo dawno dawno temu… Check the old websites – all of them used to find other websites.
- 67. google dawno dawno temu… Who won? The simpliest. Not because only they had search. Just because they were the simpliest.
- 68. behavioralmodel.com Behavior = Motivation * Ability * Trigger
- 70. behavioralmodel.com Motivation changes in time and depends on a context
- 71. behavioralmodel.com Ability comes from simplicity Simplicity is a function of your scarcest resource at the moment ≠ most elegant ≠ innovative ≠ prettiest ≠ most useful = fastest = cheapest = most routine = expectable = brain cycles ≠ complex
- 72. People are able to do hard things when they are motivated. Example? This professional Coca Cola stand at the Pendolino train
- 73. behavioralmodel.com Trigger activate the behavioral need.
- 74. behavioralmodel.com Triggers should depend on person’s motivator.
- 76. behavioralmodel.com Behavioral model and learning curve • After signing up people are not able to do hard things – they don’t know the system and motivation is not big • After seeing the first effects of their actions (which is considered as a reward) motivation rises and person wants to learn more about the system functionalities • After a while person is gettin bored of repeating the same functionalities – the reward is not that attactive any more • Solution – find new rewards – like in a game
- 77. Summary 1. The behavior is a function of motivation, ability and triggers 2. Motivation isn’t constant and it affects at the ability to perform behavior 3. Highly motivated users can perform difficult tasks, less motivated users will perform easy tasks 4. Triggers facilitate the behavior and should include the level of customer motivation and level of task. 5. The trigger can cause another trigger and so on - triggers and rewards define a learning curve.
- 79. Persona
- 80. At each touchpoint our clients have different expectations at the level of information, behaviors and emotions
- 81. Touchpoint Is our client able to find all the important information at the certain touchpoint? What kind of action our client wants to perform? How difficult it is? How much is he motivated? What will trigger him? Which emotions define our client at this touchpoint? What kind of emotions we want to arouse?
- 82. Touchpoint 1. Context 2. Availability 3. Laungage 4. Form 5. Time 1. Value driven 2. Personalised 3. Positivite 1. Motivation 2. Ability 3. Trigger 4. Learning curve
- 83. Touchpoint What kind of information he already has? What kind of information he needs? What’s important for him? What kind of questions he has? How deeply he wants to get to the info? What kind of language he uses? What is his worry? What is he afraid of? What he believes? Does he know we will help him? How can we positively surprise him? Will he understand our values? What triggers him to do it? What does he want to do? How motivated he is? Does fast does he expect to do it? Does he expect anything more?
- 84. But the most important thing is to focus on reaching each function at each touchpoint
- 85. Negativity bias –3 to 1 rule You need to provide three positive emotions to beat one negative
- 86. And last but not least: Sometimes it’s not about fixing the website conversion rate by just a little. For example – Orange website is really cool. Of course it can be cooler, but…..
- 87. Why to fix something to be just a bit better, when another touchpoint is really bad. This is an example of Orange invoice which needs a true detective to understand, why each month I pay about 10 E more than I was suppoused to?
- 88. So remember kids – important things can also be pleasant. This is an example of boarding pass of Virgin America which can be simply hidden in my pocket.