design to engage and delight people | marcus mustafa – global head of user experience architecture...

How to delight your audience

Marcus Mustafa – Global Head of User Experience at LBi

marcus.mustafa@lbi.com @dacrumb

Connecting Brands with People

Seduction design

INCREASE MOTIVATION

Psychology

REMOVING FRICTIONUsability

(from Joshua Porter)

Seduction design

Heuristics Tools Measure

Framing Techniques Analyse

Market inefficiencies Craftsmanship Act

Data that counts

Service Design

Behavioural

economics

SOME THOUGHTS

Adopt consumers

or

Adapt to consumer

1. Attitude to innovation

VS.

“If you want to surprise people, don’t ask them

what they want”

He of course meant that great brands

understand people, they understand

behaviours, how people want to do

things, what they lack in life and what would make them happy.

2. Size matters

Mobile phone Tablet Desktop/Laptop Widescreen monitor

3. Design for change

4. Social by design

5. It’s not bad, it’s just not finished

PRACTICALITIES

1# Your audience – will it encourage me to participate?

2# Connecting – does it help me do things better?

3# Old service/New medium – will it mix well with others?

4# Removing friction – is it delightfully simple to do things?

5# Entertain me – does it make you feel good?

1# It’s all about me – Encourage me to participate

What technology I useAbout me

Localisation Country & Language

Time of day

Season/Weather

Personal Unknown

Fan

Subscription

One-off

Free

Customisation

Device & Channel Web/Mobile/Social

Operating System

Browser or App

Connection Access speed

Wi-Fi

Data plan

Rules Personalisation

Collaborative filtering

WHO, WHY, WHERE, WHEN, HOW, AND

OTHERS

Think wwwwho

2# Connecting - Does it help me do things better?

IT’S NOT BAD, IT’S JUST NOT FINISHED,

YET

Prototype more

3# Old service/New medium - Will it mix well?

MULTI-CHANNEL CUSTOMER JOURNEY

MAPPING

Do a lot of…

4# Remove friction - Is it delightfully easy to use?

MAKE IT EASY TO…LOVE

Service Seduction design

5# Entertain me - Does it make you feel good?

DATA + PEOPLE = STORYTELLING

Knowing the data that counts

Thanks

marcus.mustafa@lbi.com

@dacrumb

marcus.mustafa