design to engage and delight people | marcus mustafa – global head of user experience architecture...
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How to delight your audience
Marcus Mustafa – Global Head of User Experience at LBi
[email protected] @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
