Download - Win User Loyalty by Targeting Logic AND Emotions

Transcript

Win User Loyalty By Targeting Logic & Emotions (but mostly emotions)

Mike DonahueUX Architect - CitrixJuly 2014

@mdonahue37 LinkedIn

WHAT DOES LOYALTY LOOK LIKE?

loyalty:

a strong feeling of support or allegiance.

HOW DO WE BECOME TATTOO-WORTHY?#

Logic & Language Conscious

Senses & Emotion Unconscious

THE 2 PART BRAIN

CONSCIOUS VS UNCONSCIOUS

Happens First Happens Faster Handle More

LOGIC VS EMOTIONS…

Assign Value More Powerful Last Longer Are Inevitable

The 4 Stages of Accomplishing Goals How we experience everything.

1: Awareness 3: Action 4: Association2: Assessment

The 4 Stages of Accomplishing Goals

Positive

Negative

Neutral

Emotional Response Wave

??

1: Awareness 3: Action 4: Association2: Assessment

risk reward will skill

goal:

the object of a person's ambition or effort; an aim or desired result.

GordonRamsey’s

Stage 1: Awareness

Logical AND emotional expectations get set.

Stage 2: Assessment

We always assess risks before rewards.

It’s about self-preservation

1: Awareness 3: Action 4: Association2: Assessment

Positive

Negative

Neutral

Emotional Response Wave

Pain!

Pain!Pain!

CoreSimplicity Factors Fogg Behavioral Model

Time Money Physical Effort Brain Cycles Social Deviance Non-Routine{

1: Awareness 3: Action 4: Association2: Assessment

Positive

Negative

Neutral

Emotional Response WavePositive

Negative

NeutralPositive

Negative

Neutral

Simple goal - drive thru burger

Positive

Negative

Neutral

Complex goal - Hell’s Kitchen

1: Awareness 3: Action 4: Association2: Assessment

Positive

Negative

Neutral

Emotional Response Wave

Less pain!

Adjusted expectation.

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: Action

Actions 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

CoreMotivation Factors Fogg Behavioral Model

Pain/Pleasure Fear/Hope Rejection/Acceptance{

Simple Solution: Scare users into action. Right?

Some people love gardening.

Some people, not so much.

Stage 4: Association

The 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

Make emotions the target of UX.

Positive

Negative

Neutral

Emotional Response Wave

??

1: Awareness 3: Action 4: Association2: Assessment

risk reward will skill

StartFinish Reverse Engineer the Experience

What causes us to focus on the negative or positive?

need or want?

Ask Yourself:

Will this {experience} significantly enhance the users state and have I made as simple as possible to attain?

DOUG DIETZ Principle 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

The End