Deep Product Design (James Archer)

Deep Product DesignShaping Customer Behavior through

Carefully-Crafted Experiences

Future Insights Live, June 2015

James Archer (@jamesarcher)

@jamesarcher

@jamesarcher

@jamesarcher

@jamesarcher

@jamesarcher

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Good design is good business.

@jamesarcher

@jamesarcher

Every dollar invested in ease of use returns

$10 to $100.

(Source: IBM)

@jamesarcher

@jamesarcher

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SynergyCo

@jamesarcher

$100 million/year revenue

@jamesarcher

@jamesarcher

“We think the site just needs a fresh coat of paint.”

@jamesarcher

Site messaging is unclear.

@jamesarcher

Pricing is confusing.

@jamesarcher

Site doesn’t give the user enough information to be

willing to commit to buying.

@jamesarcher

Site talks about quality but doesn’t demonstrate it.

@jamesarcher

No clear calls to action or lead capture opportunities.

@jamesarcher

Contact form is difficult to find.

@jamesarcher

Using advertising to make up for weak customer interest.

@jamesarcher

@jamesarcher

“It’s already built…we just need someone to make it pretty.”

@jamesarcher

User has to go through training before they can use the app.

@jamesarcher

Common user goals require too many clicks to complete.

@jamesarcher

Important information isn’t given high enough visibility.

@jamesarcher

User doesn’t understand the full value of the product.

@jamesarcher

Product doesn’t provide feedback on user actions.

@jamesarcher

Displays error messages instead of interpreting user input.

@jamesarcher

Users have an underlying sense of confusion or frustration

when using the product.

@jamesarcher

High user abandonment.

@jamesarcher

Low word-of-mouth referral rate.

@jamesarcher

@jamesarcher

Losing existing users. Losing potential users.

Losing potential referrals. Losing perceived value.

Losing reputation. Losing search ranking.

@jamesarcher

@jamesarcher

$100 million revenue

($100 billion potential revenue)

@jamesarcher

start

end

15° (8%)end

60 miles

15 miles

@jamesarcher

start end$1.2M

@jamesarcher

@jamesarcher

start end$1.2M

end

15° (8%)

$300k

@jamesarcher

@jamesarcher

start end$1.2M

end

15° (8%)

$300k

@jamesarcher

start end

$1.2M

end

90° (50%)

$1.8M

@jamesarcher

“Nothing is more expensive than a cheap lawyer”

@jamesarcher

“Nothing is more expensive than a cheap designer.”

@jamesarcher

@jamesarcher

Design isn’t what you think it is.

@jamesarcher

@jamesarcher

@jamesarcher

“Uggghhhhhhh.…”

@jamesarcher

“You’ve got to be kidding me.…”

@jamesarcher

“Oh, come on!”

@jamesarcher

@jamesarcher

Design isn’t decoration.

@jamesarcher

Design isn’t decoration. Design is problem solving.

@jamesarcher

@jamesarcher

Design isn’t art.

@jamesarcher

Design isn’t art. Design is results.

@jamesarcher

Design isn’t opinion.

@jamesarcher

Design isn’t opinion. Design is proven.

@jamesarcher

@jamesarcher

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@jamesarcher

Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945)

@jamesarcher

http://www.lukew.com/ff/entry.asp?1945


@jamesarcher



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@jamesarcher

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Design isn’t magical.

@jamesarcher

Design isn’t magical. Design is methodical.

@jamesarcher

Prototype experience, interaction, visual design, language,

implementation, etc.

Study assumptions, goals,

perception, emotions, frustrations, etc.

Empathize models, stories, personas,

values, priorities, etc.

@jamesarcher

Design = empathy

@jamesarcher

@jamesarcher

“The main tenet of design thinking is empathy for the

people you’re trying to design for.”

@jamesarcher

@jamesarcher

“The responsibility of the designer is to step out of their own

perspective, to really exercise their empathy.”

@jamesarcher

@jamesarcher

“What’s more important than process is mindset. And when it

comes to interaction design, that mindset is having empathy.”

@jamesarcher

@jamesarcher

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“On the altar of action orientation and tough-mindedness, we’ve sacrificed the fundamentally human quality of empathy.”

@jamesarcher

It’s not “user-centered design” until you prioritize the user.

@jamesarcher

It’s not “user experience design” until you design for the user.

@jamesarcher

@jamesarcher #humanUX

@jamesarcher #humanUX@jamesarcher



@jamesarcher







@jamesarcher

Intuitiveness

Comfort

Functionality

Efficiency

Delight

@jamesarcher

A

B

B

@jamesarcher

A

C

B

m

6 ॐ

Study & Empathize

@jamesarcher

Q: How many designers does it take to put in a lightbulb?

A: Why a lightbulb?

@jamesarcher

A

C

B

m

6 ॐ

Study & Empathize 6

@jamesarcher


@jamesarcher

Design is a team sport.

@jamesarcher

Design is too important to be left to designers.

@jamesarcher

There’s no room for ego in great design.

@jamesarcher

@jamesarcher

Good design is good business.

@jamesarcher

“Nothing is more expensive than a cheap designer.”

@jamesarcher

Design isn’t what you think it is.

@jamesarcher

Design isn’t decoration. Design is problem solving.

@jamesarcher

Design isn’t art. Design is results.

@jamesarcher

Design isn’t opinion. Design is proven.

@jamesarcher


@jamesarcher







@jamesarcher

Intuitiveness

Comfort

Functionality

Efficiency

Delight

@jamesarcher

A

C

B

m

6 ॐ

Study & Empathize 6

@jamesarcher

Design is a team sport.

@jamesarcher

Design = empathy

@jamesarcher

@crowdfavorite | crowdfavorite.com

@fortydesign | forty.co

@jamesarcher jamesarcher.me [email protected]

http://deep.design

@jamesarcher jamesarcher.me [email protected]

@fortydesign http://forty.co

@crowdfavorite http://crowdfavorite.com http://deep.design

Questions?