This document discusses how website and mobile app design can influence business success or failure by appealing to users' emotions. It argues that emotions drive brand adoption and loyalty, so designers should focus on meeting users' goals, expectations, and ease of use. The document presents a case study of a fitness company that saw a 300% increase in customer signups by designing around emotional triggers like motivation, rewards, and social proof. It advocates removing administrative debris to improve the customer experience and focusing on user needs rather than sales and marketing metrics. Designing with both data and emotion in mind can highlight problems and lead to solutions that solve user problems and drive business results.

1. WINNING
AND
LOSING
BY DESIGN
How website and mobile app design
can make or break your business.
fresh tilled soil

2. My dad is
obsessed
with cars

4. You might be thinking...
“I would never let my
emotions overrule my
overeducated brain”

9. Same engines
Same features
Same performance
So, why the 25% price difference?

10. INFORMATION

11. EMOTION

12. Emotions are
problematic for
businesses

13. Emotions
drive brand adoption
and loyalty

14. Good data
=
Good design

15. So, how do we design
for emotions?

16. Let’s start with how
people behave...

17. Meets or goals; Meets our
“Persuasion models
expectations and is easy
require three
to use
things...”
BJ Fogg

18. Meets or goals; Meets our
expectations and is easy
“...motivation, ability
to use
and a trigger.”
BJ Fogg

19. pleasure/pain
Meets or goals; Meets our
expectations and is easy
to use hope/fear
acceptance/rejection
BJ Fogg

20. High
Motivation
Make it
rewarding
Get off Make it
your butt!
easy
Low
Motivation
Low Ability High Ability
BJ Fogg

21. Success web experiences...
• meet our goals,
• meet our expectations,
• and are easy to use.

22. “Successful UX leads to
delight. Delight isn't a
bunch of cool features,
it's having the user reach
their goals.”
Richard Banfield

23. Repeat after me...
“I am not my customer”

24. Case Study:
Fitness Product
How designing around emotions
lead to a 300% increase in
customer signups.

25. Baseline
Existing site and apps
Some analytics
Customer feedback

26. Baseline
$30/m
($360/yr)
65 customers/day

27. 80%
Abandon

28. Step 1:
Who, why and where?

29. How they use product / service
(where is it applied to the real world?)
an
om
Fitness training
”w
ng
lo
s
om
s
or
ide
General diet and health
rs
m
tf
ine
br
no
e
om
ra
e
-b
ut
lt
-h
“b
-to
na
at
so
Event based
gle
on
-
ay
r
Sin
So
Pe
St
Who uses
product / service
Office on a desktop/laptop (how are the users
segmented into roles?)
Home on a desktop/laptop
In the gym with smartphone
Where they use
product / service
(what is the location of
where this is used?)

30. Step 2:
What emotional drivers
trigger action in the
target market?

31. High
Motivation
Make it
rewarding
Get off Make it
your butt!
easy
Low
Motivation
Low Ability High Ability

32. High
Motivation
Gamification
tools to
encourage
progress
Different
“This could
funnels for
“You’re
be you” not alone”
different
confidence
“No risk, levels
Low
free trial”
Motivation
Low Ability High Ability

33. High
Motivation
“This could “You’re
be you” not alone”
Low “No risk,
free trial”
Motivation
Low Ability High Ability

34. Start Finish

35. Big breakthrough!
Different people want
different experiences

36. $100,000
300%
195 customers/day
ROI in less than 1 month

37. That was only half
their problem

38. 20% churn
25,000
5,000
= $1.8M

39. Engage and delight Re-engage and encourage
Start Old New
Finish Finish

40. $100,000
50%
= $900,000

41. ...But wait, there’s
more...

42. Call center costs
Direct sales costs
Marketing costs

43. - Typical Approach-
High cost of
customer and tech
support
High-touch
Support Product
(Tech and UI)
Customer
experience
overlooked
Sales &
Long sales cycles, Marketing
High CAC

44. - User Centric Approach -
Reduced costs to
support client
requests & content
development
Product
(Tech and UI)
High-touch
Support
Improved client
Sales & loyalty & LTV
Marketing
Short sales cycles
& CAC

45. How do you get there?

46. “...remove
administrative
debris...”
Edward Tufte

49. B B C Return to Front Page
NEWS SCIENCE & ENVIRONMENT
Herschel telescope revisits cosmic classic
Other Stories
Wikipedia in anti-Sopa 'blackout'
Republican debaters target Romney
Radical cleric cannot be deported
EU in legal move against Hungary

50. B B C Return to Front Page
US & Canada
NEWS SCIENCE & ENVIRONMENT Asia
Africa
Herschel telescope revisits cosmic classic South America
Middle East
Australia & NZ
Other Stories
Wikipedia in anti-Sopa 'blackout'
Republican debaters target Romney
Radical cleric cannot be deported
EU in legal move against Hungary

55. Back down to earth

56. 1
2
3
4 5
6
7 8

58. 1
2
3
4
5
6 7
8

59. How does this
help you today?

60. Go create
beautiful things.
alluring, appealing, exquisite

61. You’ll know it’s
beautiful...
because it feels beautiful

63. EMOTIONAL
AND
intellectual

64. Data is important
but
it can’t solve the problem

65. Data highlights the
problem and
design solves the
problem

66. Data highlights the
problem and
design solves the
problem

67. - Thank You -
Questions?