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Good Design is Good Business

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Deep Product Design Shaping Customer Behavior through Carefully-Crafted Experiences Future Insights Live, June 2015 James Archer (@jamesarcher)


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@jamesarcher


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@jamesarcher


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Good design is good business. @jamesarcher


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@jamesarcher


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Every dollar invested in ease of use returns $10 to $100. (Source: IBM) @jamesarcher


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@jamesarcher


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@jamesarcher


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@jamesarcher


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@jamesarcher


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SynergyCo @jamesarcher


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$100 million/year revenue @jamesarcher


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@jamesarcher


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“We think the site just needs a fresh coat of paint.” @jamesarcher


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Site messaging is unclear. @jamesarcher


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Pricing is confusing. @jamesarcher


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Site doesn’t give the user enough information to be willing to commit to buying. @jamesarcher


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Site talks about quality but doesn’t demonstrate it. @jamesarcher


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No clear calls to action or lead capture opportunities. @jamesarcher


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Contact form is difficult to find. @jamesarcher


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Using advertising to make up for weak customer interest. @jamesarcher


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@jamesarcher


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“It’s already built…we just need someone to make it pretty.” @jamesarcher


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User has to go through training before they can use the app. @jamesarcher


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Common user goals require too many clicks to complete. @jamesarcher


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Important information isn’t given high enough visibility. @jamesarcher


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User doesn’t understand the full value of the product. @jamesarcher


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Product doesn’t provide feedback on user actions. @jamesarcher


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Displays error messages instead of interpreting user input. @jamesarcher


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Users have an underlying sense of confusion or frustration when using the product. @jamesarcher


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High user abandonment. @jamesarcher


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Low word-of-mouth referral rate. @jamesarcher


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@jamesarcher


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Losing existing users. Losing potential users.
 Losing potential referrals. Losing perceived value. Losing reputation. Losing search ranking. @jamesarcher


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@jamesarcher


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$100 million revenue ($100 billion potential revenue) @jamesarcher


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end 15 miles 15° (8%) start end 60 miles @jamesarcher


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start end $1.2M @jamesarcher


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@jamesarcher


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end $300k 15° (8%) start end $1.2M @jamesarcher


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@jamesarcher


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end $300k 15° (8%) start end $1.2M @jamesarcher


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end $1.8M 90° (50%) start end $1.2M @jamesarcher


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“Nothing is more expensive than a cheap lawyer” @jamesarcher


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“Nothing is more expensive than a cheap designer.” @jamesarcher


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@jamesarcher


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Design isn’t what you think it is. @jamesarcher


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@jamesarcher


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@jamesarcher


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“Uggghhhhhhh.…” @jamesarcher


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“You’ve got to be kidding me.…” @jamesarcher


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“Oh, come on!” @jamesarcher


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@jamesarcher


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Design isn’t decoration. @jamesarcher


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Design isn’t decoration. Design is problem solving. @jamesarcher


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@jamesarcher


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Design isn’t art. @jamesarcher


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Design isn’t art. Design is results. @jamesarcher


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Design isn’t opinion. @jamesarcher


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Design isn’t opinion. Design is proven. @jamesarcher


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@jamesarcher


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@jamesarcher


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@jamesarcher


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@jamesarcher


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@jamesarcher


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@jamesarcher


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Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945) @jamesarcher


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Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945) @jamesarcher


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Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945) @jamesarcher


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Source: Luke Wroblewski, “Obvious Always Wins” (http://www.lukew.com/ff/entry.asp?1945) @jamesarcher


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@jamesarcher


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@jamesarcher


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@jamesarcher


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Design isn’t magical. @jamesarcher


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Design isn’t magical. Design is methodical. @jamesarcher


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Study assumptions, goals, perception, emotions, frustrations, etc. Prototype experience, interaction, visual design, language, implementation, etc. Empathize models, stories, personas, values, priorities, etc. @jamesarcher


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Design = empathy @jamesarcher


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@jamesarcher


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“The main tenet of design thinking is empathy for the people you’re trying to design for.” @jamesarcher


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@jamesarcher


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“The responsibility of the designer is to step out of their own perspective, to really exercise their empathy.” @jamesarcher


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@jamesarcher


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“What’s more important than process is mindset. And when it comes to interaction design, that mindset is having empathy.” @jamesarcher


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@jamesarcher


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“On the altar of action orientation and tough-mindedness, we’ve sacrificed the fundamentally human quality of empathy.” @jamesarcher


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It’s not “user-centered design” until you prioritize the user. @jamesarcher


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It’s not “user experience design” until you design for the user. @jamesarcher


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@jamesarcher #humanUX


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@jamesarcher #humanUX @jamesarcher


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@jamesarcher #humanUX @jamesarcher


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@jamesarcher #humanUX @jamesarcher


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@jamesarcher


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Study assumptions, goals, perception, emotions, frustrations, etc. Prototype experience, interaction, visual design, language, implementation, etc. Empathize models, stories, personas, values, priorities, etc. @jamesarcher


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Delight Comfort Efficiency Intuitiveness Functionality @jamesarcher


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A B B @jamesarcher


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A Study & Empathize B C m 6 ॐ @jamesarcher


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Q: How many designers does it take to put in a lightbulb? A: Why a lightbulb? @jamesarcher


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A Study & Empathize B C m 6 6 ॐ @jamesarcher


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Design isn’t magical. Design is methodical. @jamesarcher


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Design is a team sport. @jamesarcher


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Design is too important to be left to designers. @jamesarcher


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There’s no room for ego in great design. @jamesarcher


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@jamesarcher


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Good design is good business. @jamesarcher


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“Nothing is more expensive than a cheap designer.” @jamesarcher


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Design isn’t what you think it is. @jamesarcher


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Design isn’t decoration. Design is problem solving. @jamesarcher


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Design isn’t art. Design is results. @jamesarcher


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Design isn’t opinion. Design is proven. @jamesarcher


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Design isn’t magical. Design is methodical. @jamesarcher


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Study assumptions, goals, perception, emotions, frustrations, etc. Prototype experience, interaction, visual design, language, implementation, etc. Empathize models, stories, personas, values, priorities, etc. @jamesarcher


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Delight Comfort Efficiency Intuitiveness Functionality @jamesarcher


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A Study & Empathize B C m 6 6 ॐ @jamesarcher


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Design is a team sport. @jamesarcher


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Design = empathy @jamesarcher


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@jamesarcher jamesarcher.me james@jamesarcher.me @fortydesign | forty.co @crowdfavorite | crowdfavorite.com


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http://deep.design


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Questions? @jamesarcher jamesarcher.me james@jamesarcher.me @fortydesign http://forty.co @crowdfavorite http://crowdfavorite.com http://deep.design


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