Design for a 24-Hour Experience (Jon Setzen)

Design for a 24-Hour Experience

JON SETZEN // @JONSETZEN

Today.

Designing for people.

Our connected audiences.

Beauty + functionality.

Give them a reason to come back.

Designing behaviors.

This is not a talk about web development.

This is not a talk about responsive design.

This is not a talk about just selling things.

This is a talk about people.

A Life.Needs.Wants.Dreams.Challenges.

People who have:

Users.Customers.Clients.Donors.

People who we call:

Laptops.Desktops.Phones.Tablets.Watches.Televisions.????.

People who connect with:

The fundamental challenge of any brand or service today is to connect with people on an emotional level.

People are more connected than ever.

Nearly 2/3s of Americans are now smartphone owners.

For many these devices are a key entry point to the online world.

SMARTPHONE OWNERSAMERICANS Pew Research Center, April 1, 2015

The average person checks their mobile 150 times per day.

PHONE CALLS MADETIMES ACCESSING SMARTPHONES

But, they rarely make phone calls.

25% of young adults are connecting from 4+ devices each week.

Theyre doing important things.

62%GET INFO ABOUT A HEALTH CONDITIONDO ONLINE BANKING

LOOK UP REAL ESTATE OR RENTALS

LOOK UP INFORMATION ABOUT A JOB

LOOK UP GOVERNMENT SERVICES

TAKE A CLASS / EDUCATIONAL CONTENT

SUBMIT A JOB APPLICATION

57%44%

43%40%

30%18%

Pew Research Center, April 1, 2015

67% of smartphone owners use their phone at least occasionally

for turn-by-turn navigation.

31% do it frequently.


54% say their smartphone is not always needed.

Dependency.


46% say they couldnt live without their smartphone.

CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION


Dependency.

How does this look on

Designing for people using devices.

What are they trying to do?

Who are they?Where are they?When are they connecting?Why are they connecting?

Super Obvious Statement:Being online is not a dierentiator anymore.

Information Superhighway

Connecting in the real world.

This is the real world.

Functionality doesnt need to sacrifice beauty.

Brain scan studies reveal that the sight of an attractive product can trigger the part of the motor cerebellum that governs hand movement. Instinctively, we reach out for attractive things; beauty literally moves us. - Gary Hamel

Visually beautiful

Beauty in function.

Why did I buy this?Beautiful & functional.

Its more than a transaction.

What happens when people leave the store?

They took a one-time transaction and turned it into a 360 experience.

Knowing your customers is knowing your road map.

Understanding Our 24-Hour Customers

DAY ONE DAY 335

9am-5pm

8pm-11pm

24-Hour User Journey

24-hour user questions

Where is your phone when you wake up in the morning?

What do you eat for breakfast monday - friday?

What do you do on the way to work?

Where are you when you have an awesome idea?

6:15am checks email

8:30am Attends (mt) sponsored event

10:22am Creates a new FTP user

for new employee11:04am

Stages new WP install for a client

1:41 Upgrades DV to level 3

3:06pm Gets security notice

while at coffee

6:34 Reads (mt) blog on the train

during evening commute

4:55 Chats with (mt) support

about a DNS issue

10:50 Checks sites stats on

iPad before bed.

12:18pm Buys a new domain name

while at lunch

24-Hour User Journey

LETS TAKE THIS OFFLINETake this oine.

Dont make assumptions.

Better Booch Brand Assessment

Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL

Target Markets

Active Women

Active women who work out approx. 3 times a week. Theyre health conscious, social, and they care about how they look, what they wear, and what they eat.

Healthy Hipsters

They may not work out three times a week, but they care about fashion, trends, and eating well. Lets replace their juices and coconut waters with Booch.

Guys Who Care

They, too, care about being healthy and looking good. They gravitate towards good packaging design - and could be influenced to try Booch by the females in their lives.


Made in Los Angeles Everyday Health Premium Choice


Three Pillars

Made in Los Angeles

Los Angeles is to health, what Portland is to coffee. Better Boochs Los Angeles is not tinsel town and valet parking, but casual, bohemian, and explorative. Its the creative, industrious, trend-setting, and considered side of Los Angeles. Booch is made right here in Los Angeles in small batches and delivered fresh all around the city.


Everyday Health

Better Boochs customers are people that are making a conscious choice to be healthy. Whether its yoga, jogging, or even choosing stairs over escalators. Theyre health conscious eaters who care about premium ingredients. Better Booch positions itself as another element into their daily repertoire and aides the consumer on choosing the right Booch for the right time of day.


Premium Choice

When you drink Better Booch youre not only doing something good for your body, but youre enjoying the taste. Better Booch is the most drinkable and refreshing of all Kombuchas out there. Its cold, crisp, and full of the most premium ingredients. The bottle tells the story of differentiation.


Identity and Packaging: CollateralOverall aesthetics done well by Moon Juice and Caravan.

X

Photo shoots - becoming a lifestyle brand

Show people with the product in believable scenarios. Someone probably wouldnt work out with a bottle of Better Booch, but

Its very possible someone may carry one with them on a leisurely bike ride around the city. It can be for the active person any time, anywhere.X


Where to now?

Good designers have always designed with people in mind.

The really great designs not only solve problems, but create behaviors.

You do not want to be a one-o.

Go beyond the time of purchase.

Anticipate and influence behavior.

Shift the need to do something to a want to do something.

There is a lot of crap out there.

Beautiful.Functional.Helpful.Time-saving.Enjoyable.

As designers we can make things:

How well do you know your audiences 24-hour journey?

Thank you!@JONSETZEN [email protected] JONSETZEN.COM

FONTS: Tiempos Text + Avenir Next Condensed