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So what is it that you’re
selling?
How UX can help you communicate your
product at the early stage of your startup.
Anna L...
7-38-55 rule
7%
38%
55% WORDS
VOICE TONE
BODY POSTURE, FACIAL
EXPRESSIONS, GESTURES
Mehrabian, Albert; Wiener, Morton, Dec...
Non-verbal communication wins!
7%
93%
WORDS
NON-VERBAL COMMUNICATION
Mehrabian, Albert; Wiener, Morton, Decoding of Incons...
You’d better be consistant!
Mehrabian, Albert; Wiener, Morton, Decoding of Inconsistent Communications, Journal of Persona...
Internet is social!
We are a very
innovative
company
We communicate
feelings and attitudes
on the Internet too!
When we se...
Simon Sinek’s reason why companies succeed
HOW?
WHAT?
$WHY?
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire...
BJ Fogg’s Behavioural Modelmotivation
ability
trigger
high
highlow
low
Behaviour is the function of 3
variables:
1. Motiva...
Landing page is the first contact with your product
PEOPLE SPEND ONLY 30 SECONDS ON
EXPLORING YOUR LANDING PAGE.
IF THEY D...
Common mistakes - Loads of text
People don’t read on the
Internet, they just scan the text
in a search for very specific
i...
Common mistakes - What is the product? + no CTA
The first impression is the most important. If you don’t explain what your...
Common mistakes - What is the product? + no CTA
There are two types of triggers:
1. Intrinsic (I feel I’m thirsty)
2. Extr...
Common mistakes - Fireworks
Fireworks are all functionalities and interactions on your website which weren’t
meant to acco...
Common mistakes – Too many forms
The less form fields there are to
fill out, the easier it is to submit.
Don’t ask for inf...
All of these mistakes influence the MAT indicatorsmotivation
ability
trigger
high
highlow
low
Motivation
Ability
Trigger
How to do it better? – One sentence pitch
’My product [product name]
is a [what?]
which helps [who?] with [what?]
using [y...
How to do it better? – Use visuals
Pictures, videos, icons, gifs etc. are always better than words.
All visuals have to be...
How to do it better? – Put your product out there!
If it’s possible, let your users try what your product is straight on t...
How to do it better? – Parallax
If you have to explain complex issues or show a few steps of the process – parallax
is ver...
Go and do it now!
1. Define what action you want to get from your users (buy,
leave contact info, sign up, share etc.) = M...
Don’t worry!
The first draft is always crap!
Show it to your users to find out what
can be done better.
Questions? Need help?
Anna Lankauf
sales@divante.co
www.divante.co
So what is it that you’re selling?
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So what is it that you’re selling?

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Check how UX can help you communicate your product at the early stage of your startup.

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So what is it that you’re selling?

  1. 1. So what is it that you’re selling? How UX can help you communicate your product at the early stage of your startup. Anna Lankauf, UX Strategist July, 2015
  2. 2. 7-38-55 rule 7% 38% 55% WORDS VOICE TONE BODY POSTURE, FACIAL EXPRESSIONS, GESTURES Mehrabian, Albert; Wiener, Morton, Decoding of Inconsistent Communications, Journal of Personality and Social Psychology 6 (1), 1967, s. 109–114 When someone communicates their feelings and attitudes, what a receiver of the message gets is in: • 7% words • 38% body posture, facial expressions and gestures • 55% voice tone
  3. 3. Non-verbal communication wins! 7% 93% WORDS NON-VERBAL COMMUNICATION Mehrabian, Albert; Wiener, Morton, Decoding of Inconsistent Communications, Journal of Personality and Social Psychology 6 (1), 1967, s. 109–114 A message receiver focuses in 93% on non-verbal communication.
  4. 4. You’d better be consistant! Mehrabian, Albert; Wiener, Morton, Decoding of Inconsistent Communications, Journal of Personality and Social Psychology 6 (1), 1967, s. 109–114 I am very sad. This tendency is very strong. Especially, when the words communicate something inconsistant with non-verbal expression. People focus more on what you do, rather than what you say.
  5. 5. Internet is social! We are a very innovative company We communicate feelings and attitudes on the Internet too! When we see an incosistant message like this one, there is no doubt, we would believe the picture rather than the words.
  6. 6. Simon Sinek’s reason why companies succeed HOW? WHAT? $WHY? http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action? Simon Sinek believes that companies succeed, because they communicate WHY they do what they do, rather than just stay focused on WHAT. This is great for very recognizable brands like Apple or Nike. If you are a startup, nobody knows you, and you have to answer all of these three questions What?, How? and Why?. They are equally important.
  7. 7. BJ Fogg’s Behavioural Modelmotivation ability trigger high highlow low Behaviour is the function of 3 variables: 1. Motivation 2. Ability 3. Trigger The easier it is for a user to buy, the less motivated he needs to be in order to do it. People who don’t know what your product is, can’t be motivated to get it, so you have to make it the easiest for them to buy it.
  8. 8. Landing page is the first contact with your product PEOPLE SPEND ONLY 30 SECONDS ON EXPLORING YOUR LANDING PAGE. IF THEY DON’T UNDERSTAND IT, THEY LEAVE.
  9. 9. Common mistakes - Loads of text People don’t read on the Internet, they just scan the text in a search for very specific information: WHAT? HOW? WHY? If there is a lot of text, they can’t find it quickly.
  10. 10. Common mistakes - What is the product? + no CTA The first impression is the most important. If you don’t explain what your product is in plain English, you make your user search for the answer about ’What is the product?’ Phrases like ’collaborative community’ are too complicated. You should use simpler words, like ’together’ instead. http://brainly.co/
  11. 11. Common mistakes - What is the product? + no CTA There are two types of triggers: 1. Intrinsic (I feel I’m thirsty) 2. Extrinsic (I see a sign ’Grab a coffee’) Since your users probably don’t know your product, they don’t realize they have a need for it (no intrinsic trigger), you have to create extrinsic trigger for them. No trigger means no Call-To-Action. http://themakermafia.com/
  12. 12. Common mistakes - Fireworks Fireworks are all functionalities and interactions on your website which weren’t meant to accomplish the main aim -> sell / share / sign up etc. Go to the https://www.gavick.com/ and look how much fuss there is around the cookie policy. It seems to be more important than CTAs and it definitely draws a lot of attention, which might have been used to sell the product instead. https://www.gavick.com/
  13. 13. Common mistakes – Too many forms The less form fields there are to fill out, the easier it is to submit. Don’t ask for information that is not crucial to achieve your goal. Ask only for the must-have information e.g e-mail (to contact your user). Don’t ask for usernames, unless this is a business-specific information to gather. Email can be a username. http://www.pearltrees.com/ http://ethn.io/
  14. 14. All of these mistakes influence the MAT indicatorsmotivation ability trigger high highlow low Motivation Ability Trigger
  15. 15. How to do it better? – One sentence pitch ’My product [product name] is a [what?] which helps [who?] with [what?] using [your secret sauce].’ Create your one sentence pitch and put it everywhere you can (business cards, website, presentations, pitches). Use simple words, as if you were explaining your business to your grandmother!
  16. 16. How to do it better? – Use visuals Pictures, videos, icons, gifs etc. are always better than words. All visuals have to be about your business: product, team, mission etc. Don’t put a picture with your cat just to have fun. https://squerb.com/ https://popapp.in/
  17. 17. How to do it better? – Put your product out there! If it’s possible, let your users try what your product is straight on the website. The less forms they need to submit, or buttons to click to actually see the product and its functionality, the better. https://redpen.io/
  18. 18. How to do it better? – Parallax If you have to explain complex issues or show a few steps of the process – parallax is very helpful. Users just have to scroll the page to get the information – easy and sleek. http://www.fiftythree.com/pencil
  19. 19. Go and do it now! 1. Define what action you want to get from your users (buy, leave contact info, sign up, share etc.) = MAIN AIM, 2. Answer What?, How? and Why? questions and communicate it on your landing page, 3. Look for UX mistakes that may decrease motivation, ability and trigger indicators and fix them, 4. Make your communication consistant and simple, 5. SELL YOUR PRODUCT!
  20. 20. Don’t worry! The first draft is always crap! Show it to your users to find out what can be done better.
  21. 21. Questions? Need help? Anna Lankauf sales@divante.co www.divante.co

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