45
Designing for Love and Money Fluxible 2013 Kitchener, Ontario, Canada Sep 14, 2013 Larry Cornett, Ph.D. Brilliant Forge

Designing for Love and Money - Fluxible Conference Sep 2013

Embed Size (px)

DESCRIPTION

Larry Cornett explores the battle between love and money as it applies to products, organizations, and even our own careers. Over the past 20 years, Larry has developed strategies to deal with this problem, both as an individual contributor and as an organizational leader. Regardless of where you happen to work, or in what context, it’s an unavoidable issue that every designer must face and resolve. Presented at Fluxible 2013, a user experience conference in Kitchener, Ontario, Canada. http://www.fluxible.ca/flux2013/program/designing-love-money/ Video of the talk is now on YouTube: http://youtu.be/qBJ4Y-3sHWU

Citation preview

Page 1: Designing for Love and Money - Fluxible Conference Sep 2013

Designing for

Love and Money

Fluxible 2013Kitchener, Ontario, Canada

Sep 14, 2013

Larry Cornett, Ph.D. Brilliant Forge

Page 2: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Page 3: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

LO V

E

$

Page 4: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Overview

• Designing for Love

• Designing for Money

• Product Challenges

• Organizational Challenges

• Career Challenges

• Closing Thoughts

Page 5: Designing for Love and Money - Fluxible Conference Sep 2013

Designing for Love

Page 6: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• What the user experience with your product really is about.

Creating value

Practical

Functional

Usable

Useful

Desirable

DelightfulMeh

Love

Page 7: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• Perceptions of warmth and competence produce feelings of admiration

• Admiration corresponds to increased willingness to buy

• High admiration gives way to awe

• Awe leads to insane loyalty

Does their love matter?

Source: http://www.sciencedirect.com/science/article/pii/S1057740812000290

Page 8: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

How insane?

Source: http://whoneedsbillboards.blogspot.ca

Page 9: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Engagement

Growth

Money

Love

Opportunity

Page 10: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Love helps you grow

Net Promoter Scores (NPS) explained 20-60% of the variation in organic growth rates among competitors

>2xCAGR

Growth (indexed)500

100

0

200

300

400

0 5 10 15 20

Loyalty Leader

Average

Source: http://www.netpromotersystem.com

Page 11: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

How do you design for love?

• Enable memorable, delightful experiences

• Obsess over the details and small touches

• Consistently solve pain; don’t cause it

• Be real, be human, be warm

• Listen, observe, & use data to improve

• Make it hard for people to hate you

Source: Jennifer Aaker http://faculty-gsb.stanford.edu/aaker/

Page 12: Designing for Love and Money - Fluxible Conference Sep 2013

Designing for Money

Page 13: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

“For four years we have offered the synchronization service for no charge, predicated on the hypothesis that a business model would emerge to

support the free service”

Todd Agulnick, co-founder, XMarks

Someone else is handling that

Source: http://www.pcworld.com/article/206479/Xmarks_Is_Gone_But_Browser_Sync_Lives_On_.html

Page 14: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

If you’re good at something

Never do it for freeWarner Bros. Pictures

Page 15: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Revenue cheese

Source: http://www.menshealth.com/

Page 16: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Revenue cheese

Source: http://www.yahoo.com

Page 17: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Inappropriate revenue

Source: www.nytimes.com

Page 18: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Creepy revenue

Source: http://ebay.com

Page 19: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• What the user experience with your product really is about.

I feel dirty

Advertising can feel dirty

Crippleware feels dirty

Hidden fees are dirty

It doesn’t have to be that way

Page 20: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Bake it in

Source: http://recipeshoebox.blogspot.ca

Page 21: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Good profits

• Fred Reicheld defines “bad profits” as earnings that come at the expense of customer relationships

• In the airline industry, it’s estimated that 50% of customers feel coerced, misled and ill-treated

• JetBlue only charges for a 2nd checked bag

• “Analysts like to remind us that we leave over $100 million on the table every year for that policy.” - Joel Peterson, Chairman, JetBlue Airways

Source: http://www.linkedin.com/today/post/article/20130827063031-11846967-a-common-sense-solution-to-slow-airplane-boarding

Page 22: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Virtuous cycle ecosystems

Product

Business

$

Customer Value

$

Page 23: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• What the user experience with your product really is about.

How do you design for money?

• Design for love first, but…

• Design revenue options into the experience

• Harness the power of money

• Encourage good behavior

• Discourage bad behavior

• Don’t be evil

Page 24: Designing for Love and Money - Fluxible Conference Sep 2013

Product Challenges

Source: http://blog.midillinicu.com

Page 25: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

•Agile and design ideation

•Perceptions of ROI

•Time pressure and validation

•Design not always quantified

•Designers aren’t vocal enough

•Knowledge and understanding

Page 26: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Learn Analytics

Source: http://dribbble.com/shots/902435-Website-Analytics-Dashboard

Page 27: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Talk the Talk

Source: http://blog.kissmetrics.com/actionable-google-analytics/

Page 28: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Intentionally DesignRevenue

The Creation of Adam brought to you by Coca-Cola™

Page 29: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• What the user experience with your product really is about.

Product strategy• Intentionally design for engagement and

harmonious revenue

• Make monetization enhance the experience

• Buy time for the creative process

• Earn a seat at the table, speak the language

• Quantify that design drives success

• Control your design destiny

Page 30: Designing for Love and Money - Fluxible Conference Sep 2013

Organizational Challenges

Source: http://www.bonkersworld.net/organizational-charts/

Page 31: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

•Perceptions of UX

•Where UX lives

•Ever-changing org models

• Support from your boss

• Involvement and influence

Page 32: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Show the Candy

Source: http://chocolatecandybusiness.wordpress.com/

Page 33: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Reach the Top

Source: http://snowbrains.com

Page 34: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Share the PainSource: http://www.bhmpics.com/

Page 35: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• What the user experience with your product really is about.

Organizational strategy• Have UX report as high as possible

• Control your organizational destiny

• Turn Design into a profit center

• Own Design projects and engineering

• Make HR and PR your allies

• Meet frequently with your detractors

Page 36: Designing for Love and Money - Fluxible Conference Sep 2013

Career Challenges

Source: http://sophmphoto.blogspot.ca/

Page 37: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• Choosing the right career path

• Politics, politics, politics

• 70% will eventually manage others

• Yet 95% said they enjoy designing

• Join companies, leave bosses

Page 38: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Be careful…

Title

$Design YourCareer Path

Source: http://www.fotosearch.com/ and http://snappygardening.com

Page 39: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Keep WhatYou Love

Source: http://natalieedgar.wordpress.com/

Page 40: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Be ConfidentBe Bold

Sou

rce:

http

://w

ww

.des

igne

rfoun

ders

.com

Page 41: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

• What the user experience with your product really is about.

Career strategy

• Intentionally design your career

• Choose your boss wisely

• Keep what you love (design!)

• Stay relevant and differentiated

• Find powerful and connected mentors

• Recognize and seize opportunity

Page 42: Designing for Love and Money - Fluxible Conference Sep 2013

Closing Thoughts

Page 43: Designing for Love and Money - Fluxible Conference Sep 2013

You Value

Cost

Colleagues

Business

Perc

eptio

n

Designing forLove & Money

Customers

Boss

Product

Org

Career

Page 44: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Design is your instrument

Design for love to be memorable

Design for revenue to control your destiny

Design your organization to have influence

Design your work to be successful

Design your own career to be happy

Page 45: Designing for Love and Money - Fluxible Conference Sep 2013

Brilliant Forge

Thank You