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Effect Management Made simple! What is good digital design, and how to do to be sucessful. Effect management (TM) is about brindging business to buttons, or making design that generates business values. This presentation is a short introduction with examples.
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EFFECT MANAGEMENT ™
THE MANY CHOICHES OF DESIGN
& HOW TOMANAGE THEM
Contextual
Easy interaction
Touch
Self-repair
Smart code
Brand
Good design
Bad design
• Digital design
• Service design
• Strategic design
• 10, +70
• SEMC, SAAB, IKEA
#1 consumer is king
#2 choices everywere
#3 in use3 miljon dollar button300 million $!
Who shall we please to get there?How do you do it?
1. Define the purpose
Online salesMore visitors in storeStrengthen the brand
Contribute to increased usage of ACME products by facilitating to choose ACME.
Choose to buy ACME products. Choose to buy other ACME products as well. Choose to use ACME products (when they are available). Choose to recommend ACME products. Choose to evaluate a ACME product. Choose to try to convince my manager about ACME products. Choose to promote ACME to others. Continue to choose ACME
The web presence should:
Effect Map ™
2. Understand your users
The impatient
The comfortable
The sceptical
Carl the CuriousChallenge: Convince him to make contact
“I want to use products that are safe and efficient for both me and my patient”
The Curious has heard about a ACME product that he is curious about. He wants to know if the product meets his expectations.
Even though The Curious are open to the possibility that a ACME product might suit his needs, he still need solid scientific evidence as well as recommendations from independent experts in the field before considering the product.
If the call to action is clear and easy, Carl doesn’t mind taking the next step as long as his visit to the web has made him even more interested. Carl is a busy man though, so he need to decide on what next step he is willing to take. Meeting a sales rep takes a lot of time, looking at a short recorded detailing is less time consuming.
”I usually have limited time, and want to quickly find out if my curiosity is true.”
Usage Goals• Want to take a stand about a
product, solution or treatment.• Want an answer to a specific
question about the product• Shall take the next step
Important Actions• Clear call to actions• Easy and luring overview over
product USP:s, benefits etc.• Possible to find products based on
what he knows.
Typical Tasks• Find a specific product based on
what he knows about it.• Figure out if the product matches
his needs and his standards.• Learn about additional benefits
apart from the once that made him curious.
Effect Map ™
3. Prioritize
v/s
3. Functionality
3 manweekscreating an Effect Map after build
Savings: 1/3 of incoming CR inappropriate 1,5 yrs of development
4. Concept design & testing
5. Detail design & testing
Sketch Conceptual design
Detailed design
Knowledge & ExpertiseTechnically feasable Development
Background material
Usage test Decision
Usage test
Aim & Usage Result
Goal : From 9 to 7 minutesResult: From 9 to 3 minutes
6. Keep track and adapt
Effect goals are easily transformed to measurement points on web pages / web actions. KPI are defined to keep track over time and make appropiate changes
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