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Design for a 24-Hour Experience37:26 with Jon Setzen
People are connecting with brands, products, and services like never before. As designers, this increasing connectivity pattern presents both an amazing opportunity and a great challenge. How can your brand embrace the ever-present customer and, not only connect with them, but give them the valuable content they desire? In this session, Jon Setzen will look at how to examine, understand, and design for the always-on user. He’ll cover relevant case studies, in both the digital and physical space, that illustrate how designers are creating for the relevant moments you may not be thinking about.
[MUSIC] 0:00 I'm Jon, I'm a designer, I live in Los Angeles. 0:04 And like he was saying, I work as a Creative Director at Media Temple. 0:08 Where I've been for a few years, 0:12 I also run a small design studio on the side doing clients resources and stuff. 0:13 And my background is in advertising, I rent a studio for 0:18 awhile I worked as a creative director in advertising and 0:22 then left to not deal with clients all the time anymore. 0:25 And I'm here to talk about designing for a 24 hour experience. 0:29 About designing in our hyperconnected world that we're living in today. 0:36 And how this has changed the way that we work that we think that we create. 0:40 Really about reaching people who are connected all the time on 0:44 a variety of devices, and we all know that this is happening, right? 0:46 This is the norm now and 0:50 companies who aren't focusing on this are really getting left behind. 0:51 And before the internet, 0:54 we were only engaging with companies and brands maybe like once a week. 0:59 Unless you were running TV commercials, and 1:02 putting the internet in people's homes really changed that. 1:05 And now with this persistent connectivity, we have so 1:07 many opportunities all day long to interact with people. 1:11 And so, that's what I wanna talk about today, 1:15 I wanna cover really five main topics. 1:18 One is designing for people, returning to the origins of design, 1:21 and designing to solve problems for people. 1:27 Second, our connected audiences, 1:29 we know that people are connected and there's been some really interesting 1:34 studies lately that I find fascinating so I just wanna talk about that for a minute. 1:37 The marriage and the advantage of creating beautiful and functional solutions. 1:42 Giving people a reason to come back, being more than just a one off purchase and 1:47 one off experience with your audiences. 1:51 And finally designing behavior, understanding and 1:54 anticipating needs which helps us create and dictate behavior. 1:56 So, I wanna just state that this is not a talk about web development, okay? 2:01 I am not a developer. 2:07 Last time I coded a website was 2001. 2:10 I design a lot of websites, but I work with a lot of great developers. 2:13 So, I'm not gonna sit up here and talk about code or performance, or 2:17 anything like that, cuz there's way more qualified people to do that here. 2:21 And this is also not to talk about responsive design, 2:24 which we all should be working in anyways. 2:27 But again, so 2:29 many more qualified people to talk about that, at this conference and beyond. 2:30 And this is not a talk about just selling things because it's really, 2:34 really easy to convince people that they need something, at least one time. 2:39 And this is a talk about people, it's about connecting, it's about engaging. 2:44 It's about creating behavior and designing for people, right? 2:48 These are people who have needs, wants, dreams, 2:52 challenges, what we call a life, and we can relate to that. 2:56 And in our world, we often refer to people as users, 3:00 customers, clients, donors, whatever else. 3:05 And these people interact with us daily from a variety of different devices, 3:09 right? 3:13 Laptops, desktops, phones, tablets, watches, televisions. 3:14 Who the hell knows what else has been invented in 3:18 the 3 hours that I've been awake this morning. 3:21 So, we have this great opportunity and there's a big challenge right now. 3:23 And the fundamental challenge of any brand or 3:28 service today is to connect with people on an emotional level. 3:30 If we can form these emotional connections, which is pretty difficult, 3:34 you can create a memorable experience and that's beneficial to people. 3:38 And they will come back and they'll bring their friends with them. 3:42 And the good news is, is that as designers we have such a great opportunity now 3:44 because people are really more connected than ever. 3:49 Everyone is online all the time, and there is so much interesting data on this. 3:52 And I find it endlessly fascinating, and I wanna share a few stats with you. 3:57 And I made some graphics, so you're not just looking at charts. 4:04 And I think it's important to grasp the enormity of our dependence on devices 4:07 when we think about how to engage with a 24 hour customer. 4:12 Nearly two-thirds of Americans are now smartphone owners, for 4:15 many of these devices are a key entry point to the online world. 4:20 There's a huge audience that is connecting with your brand 4:23 that will only ever experience your digital product on a smart phone. 4:26 The average person checks their mobile 150 times per day, but 4:31 they rarely make phone calls. 4:36 So you probably have more than a 140 chances a day to connect with someone. 4:37 25% of young adults are connecting from 4 plus devices a week. 4:43 Makes sense, maybe with your work computer, 4:46 your home computer, tablet, phone. 4:48 And the real thing here is not the variety of devices, but 4:51 why are they changing devices. 4:55 What is the time, what is the place, what is the reason? 4:57 And people are doing important things, right? 5:00 Any other other hypochondriacs out here that Google why things hurt and 5:02 whatever all the time. 5:07 So they're looking up health stuff, they're online banking, 5:08 they are looking for places to live, they're applying for jobs. 5:12 These are core life elements, this is not just 5:15 snapchatting photos from Coachella, this is like the real deal stuff. 5:19 And along those lines 67% of smart phone 5:24 owners use their phone at least occasionally for turn by turn navigation. 5:29 If you're like me and you live in Los Angeles, 5:34 you're in the 31%, you do it frequently. 5:36 And I've been in LA for more than four years, 5:39 I have no idea how to go get around anywhere. 5:41 Because I'm so dependent on the phone which is connectivity to costs. 5:43 And it's in this same relation that I don't know anyone's phone number anymore. 5:47 And so this dependency is so real and 5:52 we know this, 54% say that their smart phone is not always needed. 5:55 Whereas, 46% say they couldn't live without their smart phone. 5:59 So this is real, right? 6:04 And there's this great photograph, I don't know if you guys have seen this. 6:06 This is 2005, I don't know if you could bring the front light down just a little 6:10 bit so that it's a little bit more clear. 6:13 In 2005, this is the inauguration of the pope, and 6:16 you'll notice in the front there. 6:19 Some people have some badass old digital cameras, 6:21 three megapixels getting some really awesome blurry photos. 6:24 And eight years later there was a new pope and this is what it looked like then. 6:28 No more digital cameras really, all iPhones and tablets. 6:33 And kinda the most staggering thing about this whole, 6:37 this visual image is that this was more than two years ago. 6:40 So it's just getting more and more and more. 6:45 And that's why in the world of design today, 6:47 we often say things like, how does this look on? 6:52 And this is something we say a lot in my team, 6:54 where we have a little safe that's full of all these different devices. 6:57 How does look on iPhone, iPad, Nexus, Galaxy, whatever. 7:00 And we're constantly talking about designing for devices. 7:06 But I think it's really important to remember what's on the other end of this 7:10 device, and these are people, right? 7:14 And there's reasons why people are picking up certain devices at certain 7:16 times of day. 7:19 And where they are and it's important to think about place, right? 7:20 Because everyone's connecting for a different reason at a different time. 7:23 And so, you have to ask yourself, are you ready for this and are they ready for you? 7:27 Here's a super obvious statement. 7:32 Being online is not a differentiator anymore. 7:37 Sometimes I'll speak with a client and they think that their website is going to 7:41 change your life but really being online is not a differentiator. 7:44 Last time, it was was when we connected through this, right? 7:46 Everyone has a website, your website is not as special as it used to be, and 7:52 if we go back in time. 7:56 To when we got on the information super highway, and 7:59 let's see what this sounds like, no. 8:04 Is their any audio? 8:08 There we go, [NOISE] just to take you back, you would sit down, 8:09 you would connect, you'd get it ready. 8:14 We're gonna see a new world of things, and you got this, right? 8:17 And back in the day this is amazing, Apple had movies from Mars. 8:22 This was all about information, 8:27 it was really giving people this chance to connect with brands in a new way. 8:28 This is also about the last time I actually coded a website. 8:32 And then people thought we needed more of an experience, 8:36 we need to differentiate more. 8:38 [SOUND] So this stuff happened, right? 8:40 And I don't know what this website is, but I'm sure you all remember this. 8:44 And I'm guilty of making some of these websites over the years. 8:48 [MUSIC] 8:53 And this is extremely selfish design, right? 8:58 This is design that doesn't give a fuck about the person using the site, right? 9:03 So much so, that they didn't even do anything with that last purple circle, 9:09 it is left there. 9:13 And it's gratuitous, it's selfish, and luckily it went away, right? 9:15 And the Internet get started becoming more about convenience, and 9:19 we started thinking more about users, and giving them their wants and needs. 9:22 And we started thinking about what people were doing in the real world, 9:26 and how could we improve that online. 9:29 It's connecting with customers at the right time, and for the right reasons. 9:32 And brands that do this in the real world, they get it, 9:37 and it's really not rocket science. 9:39 Here's a great example, 13 year old girl. 9:41 Girlscout sells cookies outside a pot dispensary, 117 boxes in two hours. 9:44 And this is absolutely knowing your customer, 9:50 knowing your location, and just killing it. 9:54 So and it's no joke, 9:59 do you know how much money girl scouts make selling cookies each year? 10:00 $700 million. 10:05 I mean, that is an outrageous amount of money. 10:07 It's worth it though, the cookies are amazing, but 10:09 this is a perfect example of knowing when to connect to a particular customer. 10:11 Right? She killed it compared to 10:15 the kids standing outside the Vaughns are safely in my neighbor hood, right? 10:16 Same product, different demographic different time. 10:21 And it's not just selling stuff, 10:24 it's knowing when your customers need a good experience. 10:26 A place that's really good at this is Disneyland, right? 10:30 If you've been in Disneyland, you've waited in a long ass line. 10:33 Like a really long line, like a JFK taxicab line, but much longer. 10:35 It's the only place where you go and you wait in line for 10:40 an hour to do something for 90 seconds and they know it is. 10:43 And so 30 minutes into that, you're hot, you're tired. 10:46 If you have kids like mine, they're hanging off of you. 10:51 They're fighting and you're at your low point, as far as what your experience 10:52 is as a Disneyland customer and they unleash the characters. 10:57 The characters come out, they engage with you in the line. 11:01 They engage with your children, you have a great time, you're taking pictures of 11:04 them, you forget that you've been standing in line for half an hour. 11:07 They've taken that low experience of that and 11:10 they've brought me back to a happy place, considering I'm at Disneyland. 11:13 A happy place and my kids are happy and they really, 11:18 really about how to fix that bad situation I was having. 11:21 And then I forget that I've been waiting in line for a half an hour and 11:25 the clock starts over and even a company like Hertz, I mean, 11:29 there's really few things worse than having to rent a car. 11:31 They are dipping their toe into the digital pond with their free Hertz 11:34 gold service, which sends you a text message, 11:38 a carfirmation that tells you where your car is parked. 11:41 You get to bypass the line, you see your name on the board, you get in the car, 11:44 you drive away. 11:47 You never have to talk to anyone or wait in a line. 11:48 It's genius and it's made me a loyal customer. 11:51 So, it's really thinking about how to solve problems when it happens in the pain 11:54 points and things are getting crazy. 11:57 I think, I don't know what to think about some of this Amazon Dash stuff right now, 11:59 bringing sort of the physical into the digital worked. 12:03 Are we going to live in a time where we have all these buttons over our house and 12:06 we click it and get more tide, but this is the world. 12:10 Right? 12:13 When was the last time you saw people waiting in line not looking at 12:14 their phones? 12:17 This is a captive audience and it doesn't mean that you have to give them crap, 12:18 you can create for the and you can create things that are useful. 12:22 And there's companies, like BuzzFeed that are famous for 12:25 their bored at work network. 12:29 And a lot of the content they were creating was for 12:31 the bored at work network and they are very upfront about this. 12:33 So now on their mobile stuff, they've switched it to bored in line. 12:35 That is the audience they're going after and 12:39 it's the audience that's sharing things like this, Olympics pairs. 12:41 Figure skaters minus men are totally magical, 12:44 where they Photoshop guys out of these pictures, so that women are just 12:47 flying across the screen and it's been shared almost 375,000 times. 12:51 So I think the one thing that I like to think about a lot is not just air travel, 12:55 but air travel has changed so much and 13:01 I can't think of the last time I booked a flight that wasn't just online. 13:04 And now I'm just doing it on my phone all the time, so 13:10 my experience with the brand that I'm choosing to travel with starts there. 13:14 That's where my travel experience starts. 13:19 And so I can start it here, right? 13:21 With United, but I don't wanna fly United. 13:25 And I think the United web experience, not to dog them is very 13:28 representative of what the United Plane experience is like. 13:32 Whereas the virgin experience, I think it is that, 13:37 it is an experience it is part of the experience of traveling. 13:41 Right? 13:46 This device that I start my journey with, I use it all the way from 13:48 booking my ticket to going through security to using it as a boarding pass. 13:52 And it's beautiful and it's simple and it's slick and it's clean and it's 13:57 different and it feels like what Virgin feels like to me when I fly it, right? 14:00 And it's kinda this beautiful point of design, simplicity and usability. 14:04 And I don't think functionality doesn't really need to sacrifice beauty and 14:09 design can be too precious, but it can also be too dull. 14:15 And I got into this, because I used to like to make rock posters and 14:19 I like designing stuff and I want things to be beautiful and I think in this really 14:23 competitive landscape we're working in, the beautiful stuff really does rise 14:27 to the top, especially things considered beautiful and functional. 14:31 There was recently a study about how we are attracted to beautiful things and 14:35 this a quote it. 14:40 The brain scan revealed that the sight of an attractive product triggered a part of 14:41 the motor cerebellum that governs hand movement. 14:45 Instinctively, we reach out for attractive things. 14:48 Beauty, literally moves us. 14:50 I'm drawn to these beer bottles. 14:52 I don't know what it tastes like, but I really want one in my house. 14:53 This been set typography is just the be all and end all for 14:56 me, I could watch Fantastic Mr. Fox on mute or anyway, just over and over again. 15:01 This painting that I had to write paintings on and 15:08 anyone else who took art history probably had to, as well. 15:10 Any time I see it, when I go to London, it's as amazing as it was before, but 15:12 there's also beauty in function. 15:16 Right? Like something as boring as a light 15:17 switch. 15:19 We know that this is an incredibly usable device and at some point, maybe we'll get 15:20 beautiful and maybe as they beautify, they'll make it more complicated. 15:25 But I think that you can appreciate that, but 15:29 then I have something like this in my house. 15:31 Right? 15:33 And why did I buy this? 15:34 I had a thermostat, it worked fine. 15:36 I never really thought about it and they came out with this thing and 15:38 I was drawn to it and it's beautiful and functional. 15:41 It's really fun to use and I don't know why. 15:44 I mean, I'm standing here at a design conference talking about a thermostat, 15:47 which is kind of like a really random strange thing, but 15:51 it is this intersection of beauty and function. 15:53 Right? 15:56 And I connect with it daily, I think about it and 15:56 it sends me all kinds of emails that I don't really even know what it means. 15:59 But I really enjoy the experience of going back to it and 16:03 it is more than a transaction and I think that's really what the important thing is. 16:06 The regular thermostat I put in my house is a transaction I leave it forget it, 16:12 this thing I have this sort of like reciprocal nature about with it and 16:16 it's different than say your fridge, which you use all the time. 16:19 Right? 16:23 There is something that's going back and forth with us and 16:24 maybe it is the statistics. 16:28 And if we think about brands that are amazing at connecting with 16:29 customers over and over again. 16:34 Nike is kind of like at the top of that, right? 16:36 They are the number one retailer of running shoes and 16:38 they have the market on lock, they could just keep making amazing shoes and 16:40 shorts and pants and they would dominate. 16:44 But the great companies and the great brands, 16:46 really continue to innovate with the ways they interact with their customers and 16:49 so they looked at their products and looked at the people using them, right? 16:54 And so what happens when people use leave the store with a bag full of Nike stuff 16:59 and they go running. 17:03 Well, they've got Nike shoes and pants and tops, like what else could they do? 17:04 And they were looking at people, 17:09 this years ago and they noticed everyone was wearing white headphones. 17:11 And it seems like a no brainer now, but it was a big change when everyone started 17:14 running wearing white headphones, cuz they had iPods or iPhones. 17:18 And so was Nike gonna start making headphones? 17:21 Was that gonna be their big thing? 17:23 No, they wanted to interact more with their customers and bringing them back. 17:25 So they created Nike Plus, right? 17:29 And Nike Plus gave users a reason to come back. 17:31 So even though they were connecting with the brand daily by putting on their shoes, 17:34 now they're coming back and they're really engaging with the brand and it is fun and 17:38 it's beautiful and it's statistical. 17:42 And what they have done is they've turned that one time transaction and 17:44 they've taken that and they've turned it into a 360 experience, right? 17:48 Obviously, this is an incredible investment in time, 17:53 in money, in man power, but a really, really smart thing. 17:57 And I think a good way to think about if you are selling a product, what more can 18:02 you do to extend the lifeline and the relationship that you have with 18:06 your customers, so they just don't come into a store and buy a pair of shoes. 18:09 Wear them everyday, but don't really think about you and then come back in six or 18:13 seven months later and buy another pair. 18:16 So here's an example. 18:18 It's a little closer to home and 18:21 I fell that knowing your customers is really knowing, your road map. 18:22 And as Nike kinda pivoted their road map to make this investment in technology, 18:25 it's something that those of us that aren't working at massive global brands 18:29 can do as well. 18:34 And so I wanted to talk just for a minute about some of the work that we've been 18:35 doing at media temple, as far as trying to understand our customers better. 18:39 So our customers are generally designers, developers, creative professionals. 18:43 We help post their websites, give them support and what not. 18:48 And when I started there, this is the website that I inherited and 18:51 it's the website that made me a customer a long time ago and 18:54 it was very technical and that wasn't my experience at all with the company. 18:57 And the company, it's a place where, it's full of people that are very helpfully and 19:01 the community of people that host there are what I like to think of 19:06 as the creme de la creme of designers out there. 19:10 I talked a lot about this project last year it generates, so 19:13 I'm not going to go too deep into it. 19:16 We did a big, bold, responsive site. 19:18 We brought in all thee people, pictures of where we work and we kind of like really, 19:21 try to transform a brand that had been around since 98 that had a good tech 19:26 following from like a company to a company that was there to help people. 19:30 And that was definitely more of an accurate reflection of what 19:36 the company was. 19:39 At the same time, we have this thing, which is called the Account Center and 19:39 the Account Center is where people go to manage their websites. 19:43 The Account Center hadn't been redesigned since about 2004, so 19:46 it was a long time and we didn't have the man power to do both at the same time. 19:50 And frankly, in the world of hosting this account center is still better than 19:54 most of the other stuff out there. 19:59 So as we approach this, we had a couple of things we wanted to do. 20:01 Mainly we wanted to bring design consistency between the front end and 20:06 back end, but we knew that we were missing customers. 20:09 We knew that we were missing time to interact with our customers. 20:13 Most people are coming in here once a week because they had to do something and 20:16 they were coming in during the day. 20:19 No one was coming in the evenings. 20:21 And we knew that people were using tablets. 20:23 And this wasn't responsive. 20:26 And so, we managed to help our 20:28 customers by really listening to them, and seeing where we weren't talking to them. 20:32 Because webhosting is like a lot of utilities that you have, right? 20:36 Day one, when you set it up, you'll have a lot of interactivity with the brand. 20:40 And then it, kind of, 20:43 you can go through almost the entire year without anything happening. 20:44 But let's say that something happens that you need a little bit of help, 20:48 because there's an error or you delete something or your database has this. 20:52 So then, you contact us. 20:55 Right? And then we help you, and 20:57 so then there's this context, so we are top of mind for these very little blips. 20:58 And then you don't think about us for a very long time, and 21:02 I know this is very common to a lot of other services that people have. 21:05 And this green line is suppose to show, 21:08 when people are connecting in general, right? 21:13 Nine to five, mainly desktop but not by much. 21:15 8 to 11 tablets, and we weren't getting any of these people. 21:18 And so, we wanted to start figuring out what we can do. 21:22 And so, most of my projects start with talking to lots of customers. 21:25 Doing a lot of stakeholder interviews. 21:30 Getting ideas of what people are doing, and what they want, but for 21:33 this one I did it a little bit differently, and I. 21:35 Sort of focused on more routine-based minutiae. 21:38 And I asked them these 24-hour user questions to 21:42 figure out how they're doing their job, and when they're connected, 21:45 and when they aren't connecting with us, right? 21:49 So I asked them things like, where is your phone when you wake up in the morning? 21:51 Because a lot of people that use their phones as alarm clocks will, 21:54 check their email right away, it happens, I know you've all done it. 21:59 What do you eat for breakfast Monday through Friday? 22:03 Sounds like a random question but if you're like me and 22:06 you grab an apple as you're running out of the door, you don't get any screen time. 22:08 Some of the people that work for 22:11 me have you know omelettes with veggie sausage because we're in L.A. 22:13 and toast or whatever else and they have a really good amount of screen time. 22:18 And what kind of content can we give them at this time, right? 22:22 And what do you do on the way to work? 22:26 I sit in the car, but in a city like New York, 22:28 people are on public transit all the time. 22:30 And where are you when you have an awesome idea? 22:33 And you'll find out that most people have awesome ideas when they're not 22:36 in front of computers. 22:40 Usually when they're at a bar or restaurant, or with friends, or 22:42 at someone's house, on a run. 22:46 And awesome ideas, and nowadays, tend to lead to domain purchases. 22:47 And, if you don't have a responsive site, 22:55 people aren't gonna be able to buy a domain. 22:56 So, we thought about all this stuff, and it was a lot more about people's 22:58 lifestyles, and when they were connecting, and how they were using their devices. 23:02 And the kind of things they were thinking about outside of when they were actually 23:06 doing the work. 23:10 And so we put together this 24 hour user journey that starts with checking email 23:10 at 6 in the morning and setting up a new FTP user at 10 o' clock and 23:15 maybe buying a new domain at lunch time. 23:21 Being out and getting a security alert, because we heard from a lot of customers, 23:24 I actually heard this last night at dinner from a customer, that their clients call 23:28 them and ask them if their site is up or if there's a security issue. 23:31 So what if you could check all this stuff on the phone, 23:34 because you couldn't do it before, right? 23:36 It seems like basic stuff, but when your company's been around for 23:38 a long time, this is a big shift, to get that done. 23:40 And on the way home maybe they're reading some content from our blog that is 23:43 curated by pieces of content from the creative community. 23:50 And finally at night. 23:53 How can we get in that status checking behavior? 23:55 People are checking Twitter. 23:57 They're checking Facebook. 23:58 They're looking at their stocks. 24:00 What are they doing? 24:01 Why wouldn't they want to check to see how their websites were performing? 24:02 So, after months and months we rolled out this new accounts center, 24:05 which is again responsive, beautiful works done on all the devices. 24:09 What started as kind of like a vanity aesthetic uplift, 24:14 turned into something a lot more. 24:17 Our goal was really to start shifting this behavior from needing to go into 24:19 the account center to do work, to wanting to go into the account center to do work, 24:23 and that's really the big distinction. 24:27 All the user data that we had put together, helped us to evolve this project 24:30 into something a lot larger and not only benefit us but really benefit the people 24:33 who are our customers, by making their lives a little more easier. 24:37 Saving them sometime, giving them some things like security monitoring on their 24:40 phone, which is easy to set up. 24:44 And so when their clients call them, they can quickly look. 24:46 And we kept hearing from people they wanted stats. 24:49 And we could have just sent them off to Google Analytics. 24:52 We could have pulled in all of the Google Analytics, but 24:55 we needed to differentiate a little bit. 24:57 And so we just focused on the things that people told us they really wanted. 24:59 How many people were coming to the site? 25:04 What kind of devices were they using? 25:06 Where they were coming from. 25:09 And you know, we see a lot of tablet usage now at the account center. 25:11 And they're short visits, right? 25:16 They're 15 to 40 seconds. 25:18 But that's 15 to 40 seconds that we didn't have before. 25:20 And when you have hundreds to thousands of customers That is a lot of time. 25:22 And the more that your brain can be top of mind throughout the day 25:26 the more loyalty you get and the more dependency your customers have on you. 25:29 And if you're doing something you believe in, then that is a positive thing, right. 25:33 We've heard from customers that two thirds of them like to get their stats through us 25:38 now because they look good and their easy to use, so 25:41 that goes back to being beautiful and functional. 25:43 So overall we've increased the time that people are spending there, and 25:46 the productivity. 25:50 So I want to show you one more case study that's completely different than that, and 25:52 it's completely physical and offline. 25:56 And, it's one of my favorite kind of projects which is identity and packaging. 26:00 And, I was approached by this company 26:04 in LA called Better Booch which is a small Kombucha company. 26:07 Is everyone familiar with Kombucha? 26:12 Right, okay. 26:15 People are pumped by it, awesome. 26:16 This product is really, really drinkable, and I really liked the people, I liked it, 26:20 it was all made in L.A., so I was really going to spend some time doing this. 26:24 Unfortunately, I felt like it looked like Shampoo. 26:26 And they had really bizarre names. 26:31 One of the names of their drinks is called Original Gangster, 26:32 which made no sense to me. 26:36 And they wanted to rebrand this, 26:38 they wanted to make it, they wanted to be in the fridge next to Stumptown, 26:39 next to Blue Bottle, they wanted it to look like one of those drinks. 26:43 They wanted to be the Kombucha at the H hotel. 26:46 So I liked the challenge I went to spend some time with them. 26:47 I went to a bunch of farmers markets, I watched their customers and 26:51 potential customers try the beverage and I also tried like 20 Kombucha's. 26:55 And here's something about Kombucha that I found out out, it kinda taste like shit, 26:59 it's pretty awful. 27:03 But their one is really drinkable. 27:04 So, for me, I thought that, that was a no brainer we're just going to talk 27:06 about this is the most drinkable Kombucha in the world. 27:11 But, turns out, when you talk to customers, that are Kombucha drinkers, 27:13 they don't care about the drinkability, because the worst it tastes, 27:17 the more they thin it's actually working. 27:20 So, and this is what we've heard from people. 27:22 So, we kind of shifted but a lot of the principles are still the same. 27:25 So when I start working with brands like the first thing that you have to 27:29 hone people in that have maybe started products that haven't thought about it, 27:32 is who is their target market, right? 27:36 It's like marketing 101, but you have to focus, because you can't design for 27:37 everyone, it doesn't work, right. 27:42 So the target for 27:44 them was active women, a group we called healthy hipsters and guys who care right? 27:45 It was very L.A. Active women they're working out three times a week, 27:50 they're health conscious, they're social. 27:54 Healthy hipsters, 27:55 these are people, just go to Brooklyn, that's healthy hipsters, right. 27:56 People riding around on bikes, buying organic, going to farmers markets. 27:59 And guys who care. 28:03 Like guys who care about design, and how they look. 28:05 And trying new products, right? 28:07 And the other thing was having these three pillars. 28:09 And something that I believe in a long time since old school advertising 28:13 days like you have to have these three pillars. 28:16 And everything you do has to align with these pillars, right? 28:19 So, for them it was. 28:21 Everything they talked about everything they design, all the products they made, 28:23 the way they positioned themselves, it had to feel like it was made in L.A., 28:27 it had to be everyday health, and it had to be premium choice. 28:30 And what I mean by those are, made in L.A., right? 28:33 If you're not from L.A., you haven't been there or you've only been there as 28:36 a tourist, you may have a much different idea of what Los Angeles is. 28:39 But where they are, and the people there are going after, 28:43 is the East side of Los Angeles, the creative, Bohemian, the explorative 28:46 side of Los Angeles, it's creative, it's industrious, it's trendsetting, right? 28:50 So we wanted to bring that aspect into the packaging. 28:55 Everyday health. 29:00 These are people making conscious choices, like whether they're running daily, or 29:01 maybe they're just taking the stairs instead of an elevator or escalator. 29:05 They're buying things with premium ingredients. 29:08 They're shopping at Whole Foods. 29:11 They're spending a little bit more money, right? 29:12 We want it to be synonymous. 29:14 We want it to be one of the products. 29:15 In their daily life cycle. 29:17 And also premium choice. 29:19 Looking like something that stood out, the world of Kombucha is a world of brown, 29:21 green, like yoga silhouettes, all kinds of 29:26 random like Easterny kind of clip art so we wanted to super simplify this. 29:32 And it was the other attempt was really to turn them into a lifestyle brand. 29:39 So the way that Smartwater shows people working out holding a bottle of water 29:44 doesn't really happen, it wouldn't really happen with this Kombucha product, but 29:48 you know maybe someone riding down the street holding the bottle is something 29:52 that was more. 29:56 That was more likely to happen. 29:57 So, again, here are the old bottles And after a lot of this user research and 30:00 sitting with customers this is the design that we came up with. 30:04 So this dark screen doesn't do it quite as much justice, but it's white and 30:08 vibrant and each flavor has a really, really nice pop of color, and it stands 30:14 out like a beacon within the shelves of the organic brown Kombucha world. 30:19 And I worked with a really talented illustrator called James Gulliver Hancock, 30:25 and I had him draw this mural of Los Angeles, of the creative, bohemian, 30:30 explorative, active side of LA. 30:35 And we do have someone doing yoga. 30:37 We have people surfing. 30:39 We have this whole network of pipes and whatever else was happening. 30:40 And then we have landmarks like the Capital Records building and 30:43 Griffith Observatory. 30:47 So there was this feeling of Los Angeles in all the packaging, right? 30:48 And when you're dealing with a customer base that is really there, 30:52 that means something to them and we extended it into six-packs, growlers. 30:56 We have a little pop-up shop. 31:01 And we're getting tons and tons of great press for it, and 31:02 we're putting the mural massive on the new shop that they have. 31:06 And it really cements them as a Los Angeles company. 31:10 And I think one of the most bold things that I was able to convince them to do, 31:12 which is hard working with clients, is I had them change the names of all their 31:16 flavors cuz I thought the names were really terrible. 31:20 So, and not to sound like a dick, but they didn't make any sense, 31:23 because part of designing beverages and designing packaging, 31:27 designing product, is giving people instructions sometimes. 31:32 And names like, for example, this one, Morning Glory, 31:35 used to be called Princess Peach, and it sounds stupid. 31:38 Not a lot of dudes buying Princess Peach. 31:42 But the Morning Glory at their shop is the number one seller in the morning time. 31:44 And it really doesn't have any other different properties to it than 31:50 anything else. 31:53 It was just that was one that they liked to drink in the morning, 31:54 so we changed the name. 31:56 And there's one called Daily Revival. 31:57 That one used to be called Original Gangster. 31:59 And that is now their most popular Kombucha. 32:01 And one of the use cases we heard from people is when they're hung over 32:05 they really want Kombucha the next morning, and so they revive with it. 32:09 So it kinda made sense and people love instructions. 32:12 If you give them instructions they will help promote for you, right? 32:15 Here's a great tweet. 32:18 What do you do after running in 80 degree weather? 32:20 Have a Better Booch revival time. 32:22 And it wouldn't work if it was called Original Gangster. 32:24 Have a Better Booch Original Gangster time. 32:27 It just doesn't work. 32:29 And people will create this for you. 32:30 And so one thing that I always talk to friends about is this idea of 32:32 message discipline versus message diversity. 32:37 Message discipline is just liking stuff, clicking hearts and 32:41 thumbs over and over again. 32:45 It's a number that doesn't mean anything. 32:47 Message diversity is what happens when people take your product and 32:49 they promote it for you. 32:52 And we're living in time right now where as designers, we can use Instagram 32:54 to our advantage, which is the most incredible marketing tool ever. 32:59 So if you design a nice-looking product with a decent name, 33:03 people will take photos of themselves with this product. 33:07 And marketers used to spend millions of dollars to try and do this, and 33:10 now there's an app, right? 33:15 So on the left we have some friends who just did a fun run, 33:17 and they're holding Better Booch. 33:19 So now we have this association with charitable organizations. 33:21 We have a family over here who are getting ice cream and Better Booch, and 33:25 this woman in the middle who is proudly proclaiming, it's true, 33:29 I drink it on the daily, cuz it's called Daily Revival. 33:31 And you get things like this brand association that they wanted, 33:34 being in the fridge with Stumptown, where it looks really great, 33:38 being paired with really popular eateries in downtown LA. 33:40 And also they did end up becoming the Kombucha of the Ace Hotel in downtown LA. 33:45 This was a good project, because the client definitely had some balls. 33:50 Getting them to change the names of their product was a big deal, but 33:54 talking to customers and understanding what they wanted throughout the day, 33:58 we were able to set this up, because we found that people were buying two to three 34:01 bottles of Kombucha a day from different brands. 34:05 So we basically, working with them, we tried to structure their product line 34:07 as a line where people would buy a few of theirs for the day and 34:12 they keep connecting. 34:16 And we actually had this idea which we're kind of working on now. 34:17 I thought it would be cool to have a seven-pack, so 34:20 you could get one for a day, 34:22 but trying to figure out how to actually build that package is a little tough. 34:24 So I'm almost out of time, so where to now? 34:27 I'm going to leave you with just a couple of thoughts. 34:31 Good designers have always designed with people in mind. 34:34 This is really nothing new. 34:38 Design is about solving problems, and generally problems people have, 34:39 whether it's getting to work or how to send an email newsletter. 34:43 And the really great designers not only solve problems, but they create behaviors. 34:46 This is about giving people what they want and what they don't even know that they 34:50 want yet, and making something that you can't live without and 34:54 setting up that kind of reciprocal relationship that you have. 34:57 You don't want to be a one off, right? 35:01 You don't want to be just a purchase and forget it. 35:03 Go beyond that time of purchase, so give them a reason to come back, right? 35:06 Give them a reason to connect and reconnect. 35:09 Maybe it's something like Nest, this idea of a thermostat that you actually 35:12 are going to interact with and think about. 35:15 Maybe it's Nike+, or it's even some of the work we did on 35:18 Media Temple Account Center, giving them something more. 35:20 Anticipated influence behaviors. 35:24 Understand not only what devices people are using, but when they're connecting and 35:26 why they're connecting at that time. 35:30 What are they doing at 11 o'clock at night and 35:32 what are they doing at 9:45 in the morning? 35:35 How can you structure valuable assets for them at those times? 35:37 And really shift the need to do something to a want to do something. 35:41 You need to go to the gas station. 35:48 You want to go the movies. 35:50 How can you make your product a want? 35:52 And you know there's a lot of crap out there. 35:56 People are using people's connectivity against them, right? 36:01 Push notifications you don't care about, pop-ups you don't care about, 36:05 LinkedIn connections from recruiters that just are nonstop and brutal. 36:08 People are taking advantage of this and so, as designers, we can try and 36:15 really care about the stuff we work on. 36:20 We can make things that are beautiful that stand out in a crowded, 36:22 congested marketplace. 36:25 Things that are functional, that actually have some useful properties behind them. 36:26 Things that help people, maybe help them do their jobs faster, 36:30 help them get where they're going quicker, save them time. 36:33 We hear from customers all the time at Media Temple, they just want to save time. 36:36 And so when we can focus on their pain points, we can figure out what we can do. 36:41 And maybe it's not even targeting them, but 36:45 maybe it's targeting the people that they are designing websites for. 36:47 And make things enjoyable, because we all want to have a good time. 36:50 These devices that we have are amazing. 36:54 They're life changing. 36:56 And make things that aren't laborious for people. 36:57 So I'll leave you with this. 37:01 How well do you know your audience's 24-hour journey? 37:03 What are your customers doing throughout the day? 37:05 Without getting really creepy about it, talk to them. 37:08 Find out what's missing. 37:12 Are you giving them what they want? 37:14 Where is your relationship with them failing, and 37:17 what are you going to do about it? 37:19 Thanks so much. [APPLAUSE] 37:21
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