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Design for a 24-Hour Experience40:24 with Jon Setzen
With today's users experiencing content across multiple platforms anytime, anywhere, designers have a great opportunity, and a great challenge, to better connect with them. However, with constant connectivity comes the prospect of constant noise, so how do you offer relevant content and experiences to your users (and their own audiences)? It comes down to fully understanding when, where and why a user interacts with your responsive website, app or product throughout their day. In this session, Jon Setzen will look at both physical and digital projects that have successfully anticipated users' needs and wants while creating user behaviour that set them apart.
[MUSIC] 0:01 >> [APPLAUSE] >> Good Morning, hello. 0:15 >> Thanks for the intro, Ian. 0:22 And thanks for having me back here in Las Vegas. 0:24 I'm John. 0:26 I'm a designer. 0:28 I live in Los Angeles. 0:28 As Ian said, I spend my days working as the creative director and 0:30 UX director at Media Temple, a web hosting company based in LA. 0:33 I also have a small design studio on the side that's essentially just me, 0:36 and I do select branding and identity work for clients that are really nice people. 0:40 Before that I worked in advertising for a long time, more than a decade or so 0:46 as a creative director, and today I'm here to talk about designing for 0:50 the 24 hour user experience. 0:55 And this is about designing in this hyper connected world in which we live in that's 0:57 really changing the way that we think that we work, that we ultimately create things. 1:01 And it's about reaching people who are connected all the time on 1:06 a variety of devices. 1:10 And companies that are not thinking about this are brutally and 1:12 quickly getting left behind. 1:16 So if you go back and you think about life before the Internet, if you were trying 1:18 to promote a brand or doing work for a brand and you wanted to reach customers. 1:23 And you couldn't afford to take a, pay for a television commercial, 1:27 you'd take an ad out in a newspaper or something like that. 1:29 And you had to adhere to the format that they gave you, either a banner at the top, 1:31 maybe a full page ad, a little three by three box, something like that. 1:35 And the Internet changed this because it gave us websites, and 1:38 websites were relatively free form. 1:42 And it gave us the ability to connect with people maybe daily, a few times of week. 1:45 And with the advent of all these devices that we have now, 1:50 we're connecting with people throughout the day. 1:54 And it's an incredible opportunity for us as designers, and developers, and 1:56 product creators, to reach people like we've never reached them before. 2:01 So before I get too deep into this, 2:05 I was hoping you would indulge me in a quick research project. 2:07 How many people currently, right now, on their person, have a laptop? 2:11 All right, what about a smart phone? 2:17 A tablet? 2:19 Any iWatches? 2:21 A couple, fancy, nice. 2:23 All right, thanks. 2:25 Yeah, I did that in London about a couple months ago. 2:26 And I think there were more watches here, and 2:29 you guys are a little bit more connected, so, nice. 2:31 Okay, so today we're gonna talk about a handful of things. 2:34 First is designing for people. 2:38 Returning our design thinking into the origins of design, and 2:39 really solving problems for people. 2:42 Talking about our connected audience, really understanding just how 2:45 dependent people are becoming on these devices we're all carrying around. 2:48 Three is the marriage and beauty and functionality, and 2:52 the fact that functionality doesn't need to sacrifice beautiful design. 2:55 Giving people a reason to come back. 3:00 Doing more than to extend that post purchase relationship with people that 3:02 are interacting with our brands. 3:06 And finally, designing behaviors, designing for and 3:08 anticipating user behavior. 3:11 So, I am not a developer at all. 3:13 And this is not a talk about web development. 3:16 So I'm not gonna be coding, and you're lucky. 3:19 And this is also not a talk about responsive design, and 3:21 if you're not working responsively, you're in a lot of trouble. 3:24 But I'm just not the guy to talk about it. 3:27 There's a ton of people here that can talk to you about that, and 3:29 this isn't just about selling things, 3:32 because it's really easy to convince people to buy stupid shit. 3:34 >> [LAUGH] >> So, 3:37 this is really to talk about people right? 3:38 We all know what people are. 3:40 These are people who have needs and wants and dreams and challenges, 3:43 what we generally refer to as a life. 3:47 And in our worlds we refer to people often as users, customers, clients, donors, 3:49 whatever else you may call them, some words that I can't say here probably. 3:54 And people who connect with laptops, desktops, phones, tablets, watches, 4:00 televisions, and whatever was invented this morning or 4:04 last night while you were all gambling. 4:08 So, and it's easy to get people to look at your website on a phone or 4:10 wherever they are going to be. 4:15 I think what's really challenging is to make a connection with them. 4:17 And I think right now the fundamental challenge with any fundamental brand or 4:20 service is to connect with people on an emotional level. 4:23 And forming that emotional connection can be difficult, but it's really, 4:26 really beneficial. 4:31 If you create something that is memorable and 4:32 you give someone an emotional experience, there's great benefit there. 4:34 And they will come back, and they'll also bring their friends. 4:38 So let's talk about connectivity. 4:41 We know that people are a lot more connected than ever. 4:43 Everyone is online all the time. 4:47 We know this. And there's so 4:48 much interesting data on this, and I kinda love the stats about it. 4:50 And I think it's really important to grasp 4:54 the enormity of our dependency on devices these days 4:57 when we're thinking about how to engage with people across the 24 hour experience. 5:00 Nearly two-thirds of Americans are now smartphone owners. 5:06 For many, these devices are a key entry point to the online world. 5:10 So that means there's a lot of people out there that will only ever experience 5:13 the website that you're working on, on a phone. 5:17 The average person checks their mobile 150 times per day, but 5:21 they rarely make phone calls. 5:26 So, this is an incredible opportunity for us, as designers, to give people actual 5:27 quality stuff that they can use to benefit their lives and how they're working. 5:32 And we probably have more than 140 opportunities a day. 5:38 So if you go back to the idea of putting a newspaper ad out, 5:42 this is quite an improvement for us. 5:46 25% of young adults are connecting from four plus devices each week. 5:49 And I think this makes sense if you think about it, 5:52 maybe you have a work computer, a home computer, a phone, a tablet. 5:56 And, what's really interesting is not that they are connecting with devices, 6:00 but why are they choosing a specific device at a specific time? 6:03 Where are they? What are they doing? 6:06 Why are they choosing this device? 6:08 And, what are they doing on these devices? 6:09 They're actually doing important things and really boring things. 6:12 They're getting info about a health condition, 6:15 what is this thing growing on my back? 6:17 They're doing online banking, they're looking for places to live. 6:20 They're looking up information about jobs, trying to get a new job. 6:23 They're taking a class, they're looking at government services. 6:27 This is really boring, mundane, core life stuff. 6:31 This is not just Snapchatting, photos come from a Coachella or something. 6:34 This is really core important stuff that people are doing, and 6:38 there's a great dependency on these devices to give 6:42 them the tools they need to get this information. 6:45 And as far as dependency goes, 67% of smart phone owners 6:48 use their phones at least occasionally for turn by turn navigation. 6:52 If you're like me and you live in Los Angeles, I'm in the 31%. 6:55 I do it frequently. 6:59 I don't know how to get anywhere without Waze or Google Maps. 7:00 And it's that kind of connectivity at a cost, 7:04 which is the same reason why I don't know anyone's phone numbers anymore. 7:07 And 54% say their smartphone is not always needed, 7:11 whereas 46% say they couldn't live without their smartphone. 7:15 It's kind of amazing if you think about it, and 7:19 there was this great sort of photo comparison. 7:23 I don't know if you've seen this. 7:27 Some of you I'm sure have. 7:29 So, this is the inauguration of the Pope in 2005. 7:30 And, you'll notice there's a guy, oh sweet, I get to use the laser. 7:33 I don't know if you can see this, right there. 7:37 This maybe 3 megapixel, awesome, 7:39 old digital camera taking probably a really blurry photo. 7:42 And so eight years later, they swore in a new Pope, and this was the photo. 7:45 And it's kind of amazing, right? 7:51 No digital cameras, just really all like phones and tablets. 7:53 And the staggering thing about this is this was two years ago. 7:57 So, you can imagine what it would be like now. 8:01 This whole section here would probably all be lit up. 8:04 So, the fact that everyone has these devices, 8:06 I'm sure in your world and you say this a lot in your teams. 8:09 How does this look on? 8:14 And we say this a lot in my team. 8:15 We have a safe that's full of devices, and we always want to know, 8:17 how does this look on an iPad? 8:19 How does this look on Nexus? 8:22 How does this look on a TV? 8:23 And so we're constantly thinking about what our designs look like on these 8:25 devices, which is really important. 8:29 But I think what's even more important is to step back and remember that there 8:31 are people, ghosts maybe, designing for people using the devices. 8:36 Who are these people that are using the devices, right? 8:42 Because that matters. 8:45 Who are they, where are they? 8:46 When are they connecting? 8:48 Why are they connecting, and what are they trying to do? 8:49 This is as important if not more important than the device itself. 8:51 So here's a super obvious statement. 8:56 Being online is not a differentiator anymore. 8:59 I'm sure you know this. 9:01 It hasn't been for a long time. 9:02 Let's go back to when it was. 9:04 Do you guys remember the Information Superhighway? 9:06 And it sounded kind of like this. 9:08 And that noise, as ear-piercing and terrible as it was, 9:11 was the most exciting noise of the 90s. 9:14 And then that you were going to be blown away. 9:16 You were taken to another dimension, and 9:19 then you were going to see some seriously awesome shit. 9:21 And this is what you saw. 9:24 And at the time, this was great. 9:26 I mean, man, I'm on the Apple site. 9:28 You remember that QuickTime logo? 9:30 And they were doing the stuff with Mars at the time. 9:32 Anyway, these designs were all about information. 9:34 It was about just giving users information, and it was exciting. 9:38 And the experience was being online. 9:41 And then, at some point, someone, Macromedia perhaps, 9:43 decided that the experience should be even better. 9:46 >> [NOISE] >> Okay, 9:49 now I worked on some of these sites. 9:54 I know you did too. 9:55 And this is what is often recalled too as the skip intro era of websites. 9:57 [MUSIC] 10:02 Let's just watch. 10:04 It's so good. 10:06 [MUSIC] 10:06 The navigation's loading right now. 10:11 So we're gonna have an awkward silence. 10:13 And there it goes. 10:15 There's so many things I like about this. 10:16 In truth though, this is the most gratuitous, 10:21 self-serving design you could possibly do. 10:23 This is design that doesn't care about the user. 10:26 It's the equivalent of a giant fuck you to your user. 10:28 And the thing that I find the most shocking about this is, 10:31 see that purple circle with no navigation? 10:34 They've done this ridiculous thing. 10:37 Why wouldn't they just put some fake navigation line on there? 10:39 It doesn't really matter because they don't give a shit about who 10:41 the user is here. 10:43 And luckily, 10:44 we've got past that, and we've gone back to the idea of giving people information. 10:45 And we talk a lot about connecting in the real world. 10:50 People say, oh, let's get off your phones. 10:55 Let's connect with people. 10:56 But, the real world really does start online these days. 10:57 But, as people designing online products, 11:00 we can take a lot of cues from the real world. 11:03 And there are times and places and reasons why you connect with certain people. 11:07 And successful brands do this. 11:12 And it's really not rocket science. 11:14 I'm going to show you a slide about a 13-year-old who understands this. 11:16 Girl Scout sells cookies outside pot dispensary, 117 boxes in two hours. 11:21 That's amazing. 11:27 Selling Girl Scout cookies is a super competitive industry. 11:27 They sell $700 million worth of Girl Scout cookies every year. 11:31 That's probably considerably more than a lot of the companies that 11:36 you guys work for. 11:39 I mean, that's an amazing number, and it's really competitive, it's the same product. 11:41 And it's all about understanding the customer, and 11:46 what a brilliant move by this young woman to set up outside of a pot dispensary. 11:49 >> [LAUGH] >> She could basically have set up outside 11:55 of a grocery store, and she would maybe be there for 11:57 an entire weekend to sell what she sold in two hours. 12:00 And it's a great example of really understanding your customers. 12:03 And part of understanding your customers is understanding 12:06 also when they are not happy. 12:09 So has anyone been to Disneyland? 12:10 A couple people, all right, more here than in London. 12:13 So, Disneyland is amazing. 12:17 And the thing that is incredible about Disneyland is how much of your time 12:19 spent there you're spent doing nothing and kind of having a miserable time. 12:24 My kids love Disneyland. 12:27 I took this picture of them when we were there the last time. 12:29 >> [LAUGH] >> [LAUGH] They're pissed, 12:32 they're standing in line for hours. 12:34 And here's what's genius about Disneyland. 12:37 They know that when the line gets to a certain length, 12:39 they send out the characters. 12:42 So, you've been standing in line for 35, 40 minutes and 12:44 then a bunch of characters run. 12:46 And everyone freaks out and gets their pictures taken, and 12:47 then you're looking at the pictures on the phone. 12:49 And you forget that you've been standing in line for 40 minutes, and 12:50 you spend another 20 minutes in line. 12:53 You don't care, and you go back. 12:55 I don't know why I did this to myself, but I was thinking about our last trip there. 12:56 We were there for seven and 13:00 a half hours, which is actually a pretty short stay at Disneyland. 13:01 Just tickets and parking alone, $401, brutal. 13:05 And we spent 29 minutes on rides, and we're gonna go back cuz we're idiots. 13:09 And it's just the way it is, but they really understand. 13:15 The next time you go to Disneyland, think about that. 13:19 Think about the difference between going to Disneyland and 13:21 waiting in lines there and waiting in lines at other places. 13:23 Perhaps you have to wait in a long line to check in at your hotel here. 13:25 Maybe they brought you water or something like that. 13:28 I don't know, it's understand, and I think a lot of brands don't think about how 13:31 to interact with their customers when they're having a really bad experience. 13:33 Apple's a great example. 13:39 If you drop your iPhone and you crack the screen, 13:40 your reaction is to blame Apple, right? 13:42 But it's not their fault. 13:45 But it's, how do they make that experience better? 13:46 And making it easy to get your phone fixed is part of that. 13:49 So this idea of waiting in line, this is the real world right now, right? 13:52 Everyone on their phones, all the time. 13:58 Right here, this is also what is referred to as a captive audience. 14:00 These are people who just want some content. 14:03 And some places and companies are figuring this out. 14:07 Buzzfeed is an amazing example. 14:10 Buzzfeed are very open about the fact that a lot of their articles, 14:12 the listicles were all about the Bored at Work Network, and 14:16 now they're shifting to the Bored in Line Network. 14:19 And it's not hard hitting pieces about what's going on in the Middle East. 14:21 It's stuff like Olympics Pairs Figure Skaters Minus Men Are Totally Magic. 14:24 They Photoshopped the guys out of these photos. 14:29 And I took this, I don't know, a year ago or something. 14:31 It's been, and back then it had been shared and viewed almost 400,000 times. 14:34 It's the kind of content that people want at a certain time. 14:39 And their experience with the Buzzfeed brand really starts when they're in line. 14:43 And so if we think about something that I love talking about, which is air travel. 14:49 Cuz air travel is really, really interesting because you pretty much fly 14:53 from the same airport to the, you fly from one airport to another. 14:58 And all the airlines generally fly from the same airports. 15:02 They fly the same planes, and the flights generally cost about the same. 15:05 So it's really, you're choosing on experience. 15:09 And nowadays, your experience with an airline starts online. 15:12 No one goes through travel agents anymore. 15:15 Although, I did see a lot of people when I'm traveling to see Manchester, 15:17 which I thought was interesting. 15:20 But for the most part, your experience starts online. 15:21 So you have a couple of choices about where your experience can start. 15:23 It can start here, on the United website which is all about Untied. 15:27 It's ads, it's things like that. 15:32 And actually extremely on brand for what the experience of flying United is like. 15:34 >> [LAUGH] >> And 15:41 Virgin America is an example I use all the time. 15:43 This is Virgin America's online experience. 15:45 It starts on the phone, and it ends on the phone. 15:48 And the first, the homepage is basically how many people are going, 15:50 where do you wanna go, and search. 15:56 And it all happens on the phone. 15:58 You can go from the minute you plan your trip to the minute you have to show your 15:59 ID at security without ever having to talk to anyone, and that's just where we are. 16:03 And this is extremely consistent with the Virgin brand which is slick, 16:08 which is unique, which is different and modern. 16:12 And I think that this is really much more than a website. 16:15 This is really a ticketing and travel experience. 16:17 And it kind of hits that sweet point of beauty and functionality. 16:20 So, I truly believe that functionality doesn't need to sacrifice beauty. 16:25 Design can really be too precious. 16:31 We all know this. 16:34 We rip on people's fonts and all kinds of stuff all the time, cuz it's kind of fun. 16:35 But as UX folks, we want things to work. 16:41 We want them to work well, we want them to be quick. 16:45 But I got into design because I used to like making posters and zines and 16:47 drawing, and I like things that are beautiful. 16:51 And we, as people are drawn to things that are beautiful. 16:54 And in competitive landscapes like the ones in which we, 16:58 that we work, the beautiful things definitely come to the top. 17:00 And there was an interesting piece in The New York Times recently about a study 17:04 going on in Germany about how we see beautiful things. 17:07 And here's a quote. 17:10 Brain scan studies reveal that the sight of an attractive product can 17:12 trigger the part of the motor cerebellum that governs hand movement. 17:14 Instinctively, we reach out for attractive things. 17:18 Beauty literally moves us. 17:20 You may not have felt this recently at the Tropicana, but it's true. 17:22 So, sorry, that was a burn. 17:25 But we really are attracted to these things, right? 17:28 I don't know what this beer tastes, but I want it on my shelf. 17:30 I'm drawn to it. 17:34 l love restraint in design. 17:34 I think it's beautiful. 17:36 This Vignelli set type is so fantastic. 17:36 I can stare at it just over and over and over again. 17:40 Fantastic Mr. Fox, If you haven't seen this movie, you have to watch it. 17:43 The attention to detail is beautiful, all right. 17:46 This painting, that if you ever took art history you had to write a paper about 17:49 the mirror in the background and whatever. 17:52 I mean, every time I'm in London I go to the museum, I go straight for this. 17:54 I love looking at it. 18:00 And but as people that design functional products, we can also appreciate 18:01 the beauty and the function of something as simple as a light switch. 18:05 And at some point someone may come along and make this more beautiful, 18:09 but we can appreciate how universal this design is, right? 18:14 You walk in, you flip it on, you flip it off. 18:18 Generally they work. 18:20 So, this is kind of the next level of that, right? 18:23 So, why did I buy this? 18:26 I have this thing in my house. 18:28 Does anyone have this in their house? 18:29 A few people, okay. 18:31 So this is the Nest thermostat. 18:32 I had a thermostat in my house prior to this. 18:34 It worked fantastically well. 18:36 It was ugly. 18:39 And this thing came out. 18:40 And it was harder to get this than it was the iPhone when it first came out. 18:42 People really wanted it. 18:46 And why did they want it? 18:47 Cuz it's beautiful. 18:48 And I have this relationship with this thing that I really enjoy using it. 18:49 And it looks amazing. 18:54 It is beautiful, and it's functional, right? 18:55 And I think there is a reciprocal kind of relationship here where I tell it to do 18:58 something, it does it. 19:02 And I also am given an email from them that shows me stats. 19:03 And I don't know what it means, but I like it. 19:07 I like the relationship. 19:10 And I keep coming back, and I think about it, right? 19:11 This is more than a transaction for me. 19:13 I didn't just buy this and put it away. 19:16 I bought a fridge. 19:17 I use it more than the Nest, I never think about it, right. 19:19 So there's something there with that relationship that's going on. 19:21 And I think that this idea of a reciprocal relationship and 19:25 doing more post-purchase is really the future of where brands need to be, and 19:28 a great example of that is Nike. 19:33 So Nike, as everyone knows, is like the number one retailer of running shoes. 19:35 They could do nothing for the rest of eternity and make running shoes, and 19:38 they will be an incredibly profitable company. 19:42 But, they decided at one point, that they needed to do something else. 19:44 And they thought okay, everyone's buying our stuff, but what is happening next? 19:48 What's happening when people leave the store? 19:54 So they looked at this and they say okay everyone's buying our shoes, everyone's 19:57 buying our pants, everyone's buying our shirts, hats, headbands, whatever else. 20:01 What is it that other people, 20:06 what is it that people are doing while they are running? 20:08 And they looked and this is around the time the iPod and iPhone came out and 20:10 everyone had on white headphone. 20:12 This sort of triggered something there that they needed to do something for 20:15 this device, and this was basically the beginning of Nike Plus. 20:18 And Nike gave their users a reason to come back to the brand. 20:23 People were already coming back to the brand every day, putting on shoes and 20:27 shorts and going running, but they weren't really thinking about it. 20:30 Now they put on their shorts, their shoes. 20:33 And they connect. 20:35 They connect with the brand, they go on their run, they reconnect. 20:36 There's something about that statistical nature that happens, 20:40 that people really, really come back to. 20:44 When we talk to customers we hear all the time, people love stats. 20:46 And obviously, they took what really is a one-time transaction and 20:50 turned it into a 360 experience. 20:54 And this is obviously an incredible investment in time, in money, in manpower, 20:57 we all probably don't have the size teams that they have at Nike and the budgets. 21:01 So how can we do this a little closer to home with the brands that we work on? 21:06 And so. 21:10 I think it's important to understand who your customers are, what they're doing, 21:12 when they're doing it, because it will help dictate your road map. 21:16 And so I want to talk a little bit about the work that my team has been doing at 21:18 Media Temple over the years in getting to know our customers better, 21:23 and planning for devices. 21:26 Because when I started there and 21:28 we were putting this team together, none of our stuff worked across. 21:30 They only worked on desktops and laptops. 21:34 None of it was responsive. 21:36 So last year, I talked a lot about this redesign that we did of our website, 21:37 this is the website I inherited. 21:41 When I started there, 21:43 it was also the website that made me a customer back in 2007. 21:44 It's very technical, wasn't a really great portrayal of who the company was. 21:47 When we spoke to people about the company, they talked about the great people and 21:54 support, they talked about the great work that the company does, like, 21:58 at events and stuff like that. 22:01 And they also talked about how all their friends host there because 22:02 this is where most people in the design community were hosting. 22:05 And so we did a bunch of work. 22:08 I'm not gonna go through it all. 22:09 We made this new big beautiful bold responsive website 22:11 that my extremely talented, much more talented than me team put together. 22:14 It's, you know, we are showing our customers, we are showing our people, 22:19 we are still geeky enough to feel like Media Temple, and you know, 22:23 we started making this shift from a tech service company into a people service 22:27 company, and it's definitely a more accurate reflection of who the brand is, 22:30 and at the same time, we have this thing called the account center. 22:34 And the account center hadn't been redesigned in about 10 years, 22:37 and the account center is where people go to manage their website. 22:40 So it's really, you could say almost the core product of the company. 22:43 We didn't have the manpower at the time to do this at the same time as the redesign, 22:48 and we also had to do a lot of research on this, because when you use something for 22:53 a long time, you have a pattern and a workflow, and 22:56 we didn't wanna disrupt that. 22:59 You know what it's like when you are on the way to work, 23:01 if you're driving to work, if someone puts a building in the middle of 23:03 the street that you've been driving down, you're fucked, and what are you gonna do? 23:06 You have to figure it out, and you're frustrated. 23:08 We were really careful about not disrupting people's work flow and 23:11 really understanding some places where we can make big improvements. 23:15 And the biggest improvement we needed to make was to make this responsive, for 23:17 numerous reasons. 23:22 So, 9 to 5 most people are on desktops. 23:28 And in the evening, from 8 to 11, that's where internet activity is at the highest, 23:31 and most people are on tablets. 23:36 And you can look at our account center and managing your stuff on tablets, 23:37 and people are only going in really maybe one time a week when they had to go in. 23:41 And we wanted them to go in more, 23:45 because we thought we could give them, there were things that they wanted. 23:46 So in talking with the customers to figure out exactly what it is was that 23:50 they wanted I was very interested in this idea of this 24 hour user journey. 23:53 And thinking about, okay, if we're gonna make this responsive what are the things 23:58 that we can do to improve things for people? 24:01 So, usually with stakeholder interviews 24:03 I ask them how they're using the products and stuff like that. 24:07 And for this, and I've been doing this for a while now, I started asking them 24:10 questions that were more about behavioral minutia of people's days. 24:12 Like, where is your phone when you wake up in the morning. 24:17 I'll tell you that pretty much everyone's phone is next to their bed and 24:21 people that use their phone as an alarm generally look at email right away and 24:25 get onto status checking, news, that kind of stuff. 24:29 What do you eat for breakfast Monday through Friday? 24:32 And, what's interesting about this is if you're like me and 24:35 you're taking kids to school you may grab an apple on the way out the door. 24:37 I have no screen time. 24:39 Other people made a proper breakfast and when they're eating proper breakfasts, 24:40 they're generally on tablets. 24:44 And what do you do on the way to work? 24:47 Are you on the bus? 24:48 Are you on the subway? 24:49 Do you have a signal? 24:50 Are you in a car? 24:51 And where are you when you have an awesome idea? 24:53 So, I've been asking this question for probably five or 24:55 six years, to people, no one has ever sat in front of a computer. 24:57 Everyone is, generally, out with people, and talking, and 25:02 when you're in the business of selling hosting and domains, if you're not and 25:06 if people are out for a drink, and they have a great idea, 25:11 they generally wanna see if that domain name is available. 25:13 And if you don't have a responsive account center, you can't help them buy a domain. 25:15 So I've put together this idea of what this 24-hour journey was. 25:20 6 am, maybe they're waking up, checking their email. 25:25 Maybe at 10 o'clock they're adding a new FTP User or WordPress User. 25:27 At lunch they have a great idea. 25:31 They want to buy a domain. 25:33 In the afternoon they get some kind of security notice to let them know that yes, 25:35 we're aware that there is a virus out there, attacking WordPress sites but 25:39 your site is fine. 25:43 In the evening when they're riding home on the bus, 25:44 we're giving them some content that they can read on a device. 25:47 And late in the evening, when their status checking, they're looking at Twitter, 25:50 they're looking at Facebook, they're looking at their stocks, 25:54 let's get them to come to us to look to see how their website is doing. 25:57 So, we rolled out this account center, which is beautiful and responsive and 26:01 works across everything, and it's been really, really well received for us. 26:07 And you know, this project really started as kind of a vanity, aesthetic uplift, 26:11 but it turned into something that was a lot more. 26:16 And it was creating a place where our customers could connect with us 26:19 at times of days when they had never done before, 26:24 from devices that they had really never done before. 26:26 And we really were trying to shift this idea of needing to go into the account 26:28 center, cuz they have work to do, to want to go into the account center. 26:32 Even if they're going in 15 seconds a day, it's still incredibly valuable for 26:36 them or us. 26:40 And we listen to things that they wanted, security and monitoring was a big thing. 26:40 You know what it's like if you've made a website for someone, 26:45 you know they call you, they tell you that they're dad looked at the site on AOL and 26:48 it's not loading, and you're worried that something's going on, and if you don't 26:51 have this in the palm of your hand, you have to break what you're doing, you 26:56 have to go back to your office, you have to look, you have to make a phone call, so 26:59 giving them easy monitoring on the phone was huge for us. 27:01 And I mentioned stats, and people love stats. 27:04 There's a lot of value in stats and 27:08 some our products now integrate with Google Analytics. 27:11 And we could have just pulled in all the Google stats, but 27:13 it wasn't really what people wanted. 27:16 People wanted to just see certain things. 27:17 So we put a skin on this. 27:20 And we're giving them things that they wanna see. 27:23 Where are people coming from? 27:24 What kinda devices are they using? 27:25 And in some of the recent interviews I've 27:27 done in the last few weeks people that do Google Analytics through us, 27:30 this is where they come because they can get it on their phone. 27:33 And they can get it when they want and it's a valuable thing for 27:35 their clients too. 27:38 And I, there you go. 27:39 That's weird. 27:45 All right. So and 27:46 on the subject of trying to help people out when they're having a low point. 27:47 So we just recently pushed this. 27:51 This was the old knowledge base which is a community section. 27:53 So it's a self help section and this it what it used to look like. 27:56 It did not work on the phone. 27:59 So if, and you know what's it's like when you're having a problem. 28:00 You need help right away. 28:02 You want it to be easy. 28:03 [COUGH] So, we got rid of this thing. 28:04 And this is essentially what you see on the phone now. 28:08 What is the problem? 28:11 What product? 28:12 Hit search. 28:13 You get a result right away. 28:13 And we literally just rolled this out this out within the last two weeks. 28:15 I'm excited to see how it does. 28:18 It's really answering a big need for people. 28:20 And so with this design it's more than just putting on the phone. 28:23 It's trying to create behavior. 28:26 It's trying to give them a place to go and give them something that's enjoyable to 28:27 use, something that's functional and something that we think looks beautiful. 28:30 So I want to talk for a minute about how this works in the offline world. 28:33 So, on the side I do a lot of branding and identity work and 28:40 I think that, in trying to put some of this Idea of designing for behaviors and 28:45 designing for 24 hour customers into some of this work, right? 28:50 So I was approached by a company in Los Angeles called Better Booch. 28:53 Does anyone here drink kombucha? 28:58 Do you know what it is? 28:59 A couple people? 29:01 All right. So that was funny, 29:01 in London that was a flat zero. 29:03 So anyway, Kombucha is a probiotic drink. 29:06 It's like fermented tea. 29:09 And I didn't really know much about it, but when I looked at these bottles, 29:11 I kind of, I knew sort of the direction I wanted to go. 29:14 Because, to me, there really was no story here. 29:17 What they wanted to do is, they wanted to be seen as kind of a cool kombucha brand. 29:20 They wanted to be next to Some Town Coffee. 29:24 They wanted to be the kombucha of the Ace Hotel. 29:27 Essentially. 29:30 And first of all, to me, these look like shampoo bottles. 29:32 It doesn't look like something I really want to drink. 29:35 And they have really bizarre names like Fred Astaire Pear. 29:37 And so I was really interested in this and figuring out what the story was. 29:41 And this is a good example of not making assumptions. 29:44 We don't make assumptions when we design for users, we shouldn't design for 29:48 ourselves, and we shouldn't think everyone likes what we like. 29:52 I tried about 25 kombuchas and 29:55 my overall assessment is they generally all taste awful. 29:57 But their one was really delicious. 30:02 It was really drinkable. 30:04 It tasted like tea, or like a cider. 30:05 And so my big idea was this is gonna be the most drinkable kombucha, 30:08 Pepsi challenge style. 30:13 We went to farmer's markets, I went to farmer's markets where they sell 30:15 this product, and I talked to kombucha drinkers. 30:18 Turns out, kombucha drinkers don't care how it tastes. 30:20 The worse it tastes, the more they like it, 30:22 because the more they think, it's working. 30:24 So, that whole idea had to be thrown out the window, and 30:26 then I actually had to do some proper work. 30:28 So this is some of the brand assessment that I put together for these guys. 30:30 And generally when I do these branding decks, 30:35 it's focusing on three types of audience, focusing on three brand pillars. 30:39 So I'll walk you through this kinda quickly. 30:43 So after talking to a lot of people, and 30:46 I think the resolution of this is a little funny. 30:48 So sorry if you can't read it properly. 30:49 We kind of honed on these three target groups. 30:52 The main one was active women. 30:54 Those were the people that were really, really buying the drink. 30:55 And then we came up with this group that we called healthy hipsters, and 30:58 healthy hipsters was like the very much east side of LA. 31:02 Maybe they're not working out three times a week, but they're riding bikes, 31:05 they're buying organic, they're at the farmers market. 31:08 What can we do to replace their pressed juices and coconut waters, 31:10 with kombucha, which actually they tell me, is better for them. 31:14 And then guys who care. 31:18 There were very few men buying this product. 31:20 And so it was trying to find these guys who are buying the Stumptown, 31:23 who do kind of care about design, that would gravitate towards nice packaging. 31:27 And the three pillars of the brand were, it's made in Los Angeles, 31:31 everyday health, and premium choice. 31:36 And if you can work with a client and get them to hone on three pillars, 31:37 these are things that, every decision they make about product and 31:41 experience has to kind of hit these pillars. 31:44 It makes for a very, very focused way to work. 31:46 So I'll dig into these a little bit. 31:50 If you haven't been to LA, or maybe you've just visited there, 31:52 you probably think it's full of traffic and smog and shitty people and 31:55 Hollywood and valet and whatever. 31:58 And parts of it are, that's a kind of on-brand assessment of part of it. 32:03 But there is a big part of LA that is creative, it's industrious, 32:08 it's Bohemian, it's trend-setting, and this is where this product is from. 32:12 This is where these people live, this is where their main demographic was. 32:16 We wanted to bring out this idea of Los Angeles into this packaging and 32:19 into the brand. 32:24 There was nothing else that felt like it was made in LA. 32:25 Everyday health. 32:29 LA is an active, pretty healthy city. 32:32 People are out walking, they're hiking, they're doing yoga. 32:35 And there's few things that I like less than seeing like yoga imagery on 32:37 packaging. 32:41 I just think it's like, 32:41 with the sort of Zen motif was exactly the direction I did not want to go. 32:43 So how would we make this feel like it was part of an active life 32:48 without getting really cheesy and looking like everyone else? 32:54 And finally premium choice. 32:56 How do we stand out? 32:59 Everything kind of looked the same in the marketplace, 33:00 it all kind of looked like this stuff down here. 33:02 Very brown, very green, very serif-y. 33:04 Whereas, at the top, I like this sort of bohemian idea, 33:10 of what they're doing with this place called Moonjuice. 33:13 And I like the restraint in the design of Caravan. 33:15 And then most importantly really was the art direction for 33:17 some of the photo shoots. 33:20 I think it's bizarre, I mean, I understand this is a celebrity, but 33:21 no one's gonna work out holding a bottle of Better Booch. 33:25 And I think it's important to create a story for 33:28 someone that they can see themselves in, right? 33:32 Maybe the bottle is in the studio and that's in the foreground and 33:34 you see people doing yoga in the background. 33:38 But it was more like to try and shift this to more of a lifestyle brand, and 33:40 less of a crunchy granola-y brand was to show people using it, 33:45 riding their bikes around the city with it. 33:48 So, old bottles, and then these are the new ones that we made. 33:50 And they're white, and they're bright, and they pop off the shelf, and 33:55 every flavor has a distinct color. 33:58 Big Futura Bold type in the middle and 34:00 I worked with a really talented illustrator called James Gulliver Hancock. 34:03 And my idea was to create this mural of Los Angeles and 34:09 there's lots of little Easter eggs in there for people that live in LA. 34:12 There's the Capitol Records building, there is LAX there's Griffith Observatory. 34:15 And it has some of the elements of the old design but 34:19 then we also got things in there, people surfing, people doing yoga, and 34:21 it doesn't feel cheesy and it feels different. 34:25 And we see so many people taking pictures of this. 34:28 And we're applying it across six packs and growlers and 34:30 the physical space that I redid for them that used to be all brown. 34:34 It's all white now. 34:37 It got a nice write up in Bon Appetit as being like a top ten 34:38 food destination in LA. 34:42 And we applied this across the whole brand. 34:43 And I think one of the best things we did, especially on the behavioral side, 34:46 is, one of the more ambitious things was getting them to change the names 34:50 of all their beverages. 34:53 Because as I mentioned, the names were really poor. 34:55 And we kept hearing from people that they're buying two or 34:58 three of these kind of drinks a day. 35:00 Coconut water, pressed juice, kombucha. 35:02 So how could we try and get them to keep coming back to this brand and 35:05 this one called Morning Glory used to be called Princess Peach. 35:09 And we changed the name to Morning Glory, 35:12 and no surprise, it's the number one seller in the morning at their shop for 35:13 no other reason that it's called Morning Glory. 35:18 And Goodnight Rose is the number one seller at the end of the day. 35:20 Daily Revival used to be called Original Gangster. 35:24 That means literally nothing to anyone. 35:26 And, we wanted to call it Daily Detox, 35:29 but you actually can't use the word detox, FDA stuff. 35:31 So, we called it Daily Revival, and that's their number one seller. 35:35 When you give people a story, they connect with it and they tweet stuff like this. 35:41 What do you do after running in 80 degree weather? 35:50 Have a BetterBooch revival time. 35:52 Doesn't work if its called have a Better Booch Original Gangster time. 35:53 Just makes no sense. 35:57 And this is where I usually like to say that right now, 35:58 as designers, we have the ability to use a tool that is probably one of the most 36:03 powerful things that has ever existed to help us with products. 36:07 And that tool is Instagram. 36:11 If you can design something that's beautiful, that people wanna take pictures 36:13 of, and you create a story for it, you're gonna get the kind of personal marketing 36:16 that marketers have spent millions of dollars over the years to do. 36:21 I mean, here's two friends holding Better Booch after a fun run. 36:25 Great brand association for Better Booch, right? 36:30 Here's a family who went out for ice cream and the parents chose Better Booch. 36:33 And this woman in the middle is holding it up and it says it's true, 36:37 I drink it on the daily cuz it's called Daily Revival. 36:40 It's not, she doesn't say, I drink it on the gangster, 36:43 cuz it's called Original Gangster. 36:45 So, but it's also great for brand association and awareness. 36:47 So here it is in the fridge next to Stump Town, and 36:52 there it is next to this really popular breakfast place in LA called Egg Slut. 36:55 And they did end up becoming the kombucha of the Ace Hotel. 36:59 And it fits in and it looks great and 37:03 the Ace Hotel said they chose it purely on the packaging. 37:05 And I think that it is a really great project in the sense that the client had 37:08 some balls, they did have some brand equity with the names, and 37:12 I think changing the names was probably the best thing. 37:16 It really helped people, the design helped with awareness, but 37:19 the naming helped people buy more than one bottle a day. 37:23 And I think it's a good example of where functionality and 37:27 design meet, good things happen. 37:30 So I only have a few minutes left, so I'm gonna wrap up with a couple of ideas. 37:33 Good designers have always designed with people in mind. 37:41 This is not anything new. 37:44 Design is about solving problems people have, 37:45 whether it's getting from home to work or sending out an email newsletter. 37:48 But the really great designs not only solve problems, but they create behavior. 37:52 This is really about giving people what they want and 37:55 what they don't even know that they want. 37:57 Making it something they can't live without and 37:59 making it something that they want to share. 38:01 You don't wan to be a one-off. 38:04 You really, really need to go beyond that time of purchase. 38:06 Give them a reason to come back. 38:09 Maybe it's something statistical, like Nike or Nest or 38:10 even in our account center. 38:13 Maybe it's something time based, this is for the morning and 38:14 then do this is the evening. 38:18 People want instructions. 38:19 People love instructions. 38:20 Anticipate and influence behavior. 38:22 Understand why people are connecting. 38:25 We saw the slide about the four devices, but 38:27 what are they doing at 9:45 in the morning? 38:30 What are they doing at 11PM? 38:31 Understand what they're doing. 38:32 And you know what? 38:34 Ask your customers, talk to them. 38:34 Ask them questions that maybe seem personal. 38:36 I like to ask people how many days a week they eat lunch at their desk. 38:39 Shift the need to do something to a want to do something. 38:44 You know what that's like. 38:47 You need to go to the gas station. 38:48 You want to go to the movies. 38:49 What it is about your product that people would actually want to use? 38:51 And there's a lot of crap out there. 38:56 There's a lot of nonsense, there's a lot of things we don't need. 39:00 You know, 39:03 pop up banners, push notifications on stuff we don't care about. 39:04 Don't be someone who's taking advantage of people's connectivity. 39:08 Give them something that is worthwhile because as designers we can make things 39:12 that are beautiful, that are functional, that are helpful. 39:15 That save people time and that are enjoyable. 39:18 As designers, we like beautiful things. 39:21 Don't make anything that's ugly, that people aren't gonna like, 39:23 because someone's gonna make something that looks better than yours. 39:26 And make it functional, make sure it works. 39:28 And the things you should be creating are helpful, 39:31 they're things that save people time and really importantly, 39:34 enjoyable because no one wants to have any more laborious tasks in their day to day. 39:37 And so, I'll leave you with the question of, 39:43 how well do you know your audience's 24-hour journey? 39:45 Are you taking full advantage of your connected customers? 39:48 Are you creating worthwhile things for them? 39:52 Are you giving them what they want? 39:54 Are you anticipating what they need? 39:58 And where is the relationship failing and what you think you can do about it? 40:02 So I'm here pretty much the rest of the day, 40:06 you can contact me on one of these channels here, and thanks a lot. 40:08 >> [APPLAUSE] 40:12 [MUSIC] 40:16
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