win user loyalty targeting logic and emotion - uxdev summit 2016
TRANSCRIPT
Win User Loyalty By Targeting Logic & Emotions(but mostly emotions)Mike Donahue, UX Architect at Citrix
UXDEV Summit Feb. 2016
@UXDevSummit #uxdevsummit @mdonahue37
loyalty:a strong feeling of support or
allegiance.
WHAT DOES LOYALTY LOOK LIKE?
“Don’t brand the cattle. Brand the
buyer.”Captain Malcolm
Reynolds
HOW DO WE BECOMETATTOOWORTHY?#
Logic & Language ConsciousSenses & EmotionUnconscious
THE 2 PART BRAIN
UNCONSCIOUS VS CONSCIOUS
Happens FirstHappens FasterHandles More Info
EMOTION VS LOGIC
Assign ValueMore PowerfulLast LongerAre Inevitable
Entice the elephant AND satisfy the rider
Entice the elephant AND satisfy the rider
• Imply simplicity and ease of use
• Convey inclusiveness
• Created a sense of rapport
• They were authentic
• Create simple wheel interface and iTunes
• Connects to Mac and PC
• 18 targeted marketing campaigns
• Don’t show product or price
The 4 Stages of Accomplishing GoalsHow we experience everything.
goal:the object of a person's ambition
or effort; an aim or desired result.
The 4 Stages of Accomplishing Goals
??
1: Awareness 3: Action 4: Association2: Assessment
risk reward will skill
Emotional continuum
100%negative
100%positive
0Neutral
Stage 1: AwarenessLogical AND emotional expectations get set.
Our expectations are NOT always right.
Our expectations are NOT always based in reality.
Stage 2: AssessmentWe always assess risks before rewards.
It’s about self-preservation
CoreSimplicityFactorsFogg Behavioral Model
TimeMoneyPhysical EffortBrain CyclesSocial DevianceNon-Routine{
1: Awareness 3: Action 4: Association2: Assessment
Emotional Response Wave
Pain!
Pain!Pain!
risk reward will skill
1: Awareness 3: Action 4: Association2: Assessment
Emotional Response Wave
Less pain!
Adjusted expectation.
1: Awareness 3: Action 4: Association2: Assessment
Emotional Response Wave
Simple goal - drive thru burger
Complex goal – 5 star dining
Don’t set off the alarm.
Sidebar
authenticity:concerns the truthfulness of origins,
attributions, commitments, sincerity, devotion, and intentions; genuine.
Trust requires authenticity.
“A lack of transparency results in distrust and a
deep sense of insecurity.”Dalai Lama
Stage 3: ActionActions are more about will than skill.
“The essential difference between emotion and reason
is that emotion leads to action while reason leads to
conclusions.”Dr. Donald Calne
CoreMotivationFactorsFogg Behavioral Model
Pain/PleasureFear/HopeRejection/Acceptance
{
Simple Solution:Scare users into action. Right?
Some people love gardening.
Some people, not so much.
Stage 4: AssociationThe users process of evaluating and valuing the overall experience.
( assessment + action )expectationexperience
=
The experience equation
“People will forget what you said, people will forget what
you did, but people will never forget how you made
them feel.”Maya Angelou
Emotions-driven goal template
Our {visitors/customer/person} will feel {define the emotion or feeling to be evoked} because we will deliver {define what you will do that will evoke that emotion or feeling} so they can achieve {what’s in it for them, their goal}.
Design PersonaIf your site were a person what would they be like?
Meet ClaireDesign persona used for Citrix intranet redesign
Who is Claire?
DOUG DIETZPrinciple Designer at GE
Transforming Healthcare for Children and their Families
“When you design for meaning, good things will
happen.”Doug Dietz,
Principal Designer for GE Healthcare
