Providing a great experience is now a standard requirement for any successful digital product. Listening to the users, gathering data and analysing every interaction is the foundation of solid UX, but is there more to the story...? This talk will explore how brands have evolved to understand not only what people say they want, but more importantly what makes them feel good, what they actually remember, what they really value, and what makes them share this experience with the world. Using a variety of examples from old and new brands, current research and recent ideas we've explored at FutureLearn, I'll tell the story of why savvy brands no longer sell a product, but now sell an experience.
37. PART 2: SHARING
Every experience can be seen as
a conversation, an opportunity
to connect.
38. “Strong social connections… are
essential ingredients to psychological
well-being. Experiences, much more
than material possessions, tend to
encourage these types of social
connections.”
FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
39.
40.
41.
42.
43. PART 2: SHARING
Experiences encourage social
activity, which people like to share
with others, so users end up selling
your product for you.
47. "Don't bother
with the Kings
and Queens
of England.
All of you
should learn
these dates
instead."
48. “A satisfying experience, often
becomes even more positive over
time as it is embellished in
memory.”
FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
58. FROM ‘THE HIDDEN COST OF VALUE-SEEKING: PEOPLE DO NOT ACCURATELY FORECAST THE ECONOMIC BENEFITS OF EXPERIENTIAL PURCHASES’
“Survey subjects rated life experiences
as making them happier and as a
better use of money than buying
objects… But they actually spent their
cash on material goods, whose value is
more easily quantifiable.”