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Designing for a 24 Hour Experience42:04 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 [APPLAUSE] >> Thanks a lot. 0:04 Hi, thanks a lot. 0:08 I'm also your last speaker before you get to eat, so yes. 0:09 Thanks a lot. 0:15 I'm excited to be here. 0:16 I love London. 0:17 I think it's my favorite city in the world, and 0:17 I'm honored to be at this conference. 0:19 I'm John. 0:22 I'm a designer. 0:22 I live in Los Angeles, for the last, almost four years I've worked as 0:23 the creative director and user experience director at Media Temple, 0:27 which is that web hosting and creative hosting company based in LA. 0:31 Before that, I worked in advertising as the creative director for 0:37 too long and it made me get out of client services. 0:42 But no, I still do some work on the side, 0:45 I have a small studio where I do branding and brand development. 0:47 And today, 0:51 I'm here to talking, I'm here to talk about Designing for a 24-Hour Experience, 0:52 which is designing in this really hyperconnected world that we live in. 0:55 That's really changing the way we work, the way we think, the way we create, 0:59 and it's really about reaching people who are connected 1:04 all the time on a variety of devices. 1:07 And companies who aren't thinking about this are getting left behind and 1:09 getting left behind very, very quickly. 1:13 I mean, if you go back and you think about life before the Internet, 1:14 if you were doing, design work, I use to do a lot of print work. 1:18 And if you had a brander service, your way of generally connecting, 1:21 if you couldn't run a TV spot, was to put an ad in a newspaper or magazine. 1:25 And your communication and your connection was largely dependent 1:30 on how much money you had, and what kind of ad you can buy. 1:33 If you were buying a small one on the rail, or 1:35 a quarter page ad, or a half page ad or whatever. 1:37 And hopefully someone, once a week when they're flipping through, 1:40 would see your company and have a connection. 1:42 This all changed when we put the internet in people's homes, and 1:45 everyone knows this. 1:47 We could log on, and we can look at a brand, and learn about them. 1:48 And maybe it was once a day, and 1:52 now we have this ability to connect with people all the time. 1:53 Which is good and it's bad, but it's a great opportunity and challenge for 1:57 us as designers and creators of content and experience. 2:00 So I've given this talk a few times and 2:04 each time I like to do a very informal survey. 2:07 So could you, if you on your person right now, with you, have a phone, 2:10 can you raise your hand. 2:14 [BLANK AUDIO] Okay, most people, what about a laptop? 2:15 Okay, not that many people with laptops in here, interesting. 2:22 All right. 2:24 Tablets. 2:25 Pretty good, watches, some kind of smart watch I should say. 2:27 All right, the watches keep getting more and more each time I do this. 2:31 So this is a pretty connected audience with multiple devices which is 2:33 really becoming the norm, so today I want to focus on five main things. 2:38 One, designing for people. 2:42 Returning our design thinking to the origins of design and 2:45 really designing to solve problems for people. 2:47 Our connected audiences. 2:50 We all know that we're connected but there's been some really interesting 2:51 studies and stats on this lately that I think are a little mind blowing. 2:54 Beauty and functionality. 2:58 That marriage and advantage of creating beautiful and 2:59 functional solutions and experiences. 3:02 Number four is, give people a reason to come back. 3:06 Be more than just a one time purchase and extend that post purchase relationship. 3:09 And number five is designing behaviors, understanding and 3:14 anticipating user needs that help us create and dictate user behavior. 3:17 So I just want people to know I'm not going to talk about web development. 3:22 You don't want me to talk about web development. 3:27 I haven't coded a website in a long time but 3:29 I have an amazing team of people that I work with and there's a lot. 3:31 Of other people here that can talk about codes. 3:34 I'm not going to talk about code, 3:35 I'm not going to talk about responsive which is everything we do. 3:36 My work is responsive and hopefully for you guys it is too, 3:39 but I'm not the right person to talk about it, there's great resources out there. 3:42 And just because I say brand doesn't mean it's 3:45 a talk about just selling things cause it's pretty easy to just sell things. 3:48 So, this is really like a talk about people and users and behaviors and 3:51 connecting with them engaging, creating behavior, and designing for people, and 3:56 in our world we often call people things like users, customers, clients, 4:00 and donors, things like that, and they connect with us via laptops, desktops, 4:06 phones, tablets, watches, televisions, and whatever else got invented this morning. 4:13 And it's pretty easy to put up and ad or if you have money, 4:20 put something up with the URL and get someone to go there. 4:23 But what's difficult is getting them to come back and 4:26 to actually connect with them. 4:29 And I really do believe, and it's been like this for a while. 4:30 The fundamental challenge of any brand or 4:33 service today is to connect with people on an emotional level. 4:35 Connecting Is pretty tough in that way. 4:38 If you can create a memorable and emotional experience that's beneficial to 4:42 people, they'll come back and they'll bring their friends with them. 4:47 And as I was saying and as you all know, today we all have an amazing 4:50 opportunity to do this more often than ever. 4:54 Cause people are more connected then ever. 4:59 This is from a, there's a great clip on the daily show of, 5:01 they were parodying the google glass thing. 5:04 But anyway, we all know that everyone is connected, and 5:08 as everyone is online all the time to the point that there's not even, it's not even 5:12 a thing being online anymore, and there's been a lot of interesting data on this and 5:15 I've been kind of endlessly fascinated by some of this stuff. 5:18 So I think it's important to grasp the enormity of our dependency on devices 5:22 nowadays before we really dive into talking about this, so I just want to show 5:28 you a couple of things, and this is from a study that came out just this past April, 5:30 that's pretty American-centric, but I think it translates. 5:33 Nearly 2/3's of Americans are now smartphone owners. 5:37 For many, these devices are a key entry point to the online world. 5:41 There are a lot of people out there looking at the things that you 5:45 create that will only ever look at them on a phone. 5:48 So, if you're not ready for it on the phone, you're pretty much fucked. 5:50 Scientifically speaking. 5:53 The average person checks their mobile about 150 times per day. 5:57 But, they rarely make phone calls. 6:02 I mean, the phone is hardly a phone anymore. 6:04 But we have so many opportunities today to connect with people, and 6:06 connect with them in the right way, and offer them some kind of value. 6:10 And to me as a designer, that's staggering and it's also exciting. 6:14 It's a great opportunity. 6:18 25% of young adults are connecting from 4+ devices each week and 6:19 this really makes sense. 6:25 Maybe you have a work computer, you have a home computer, tablet phone. 6:26 A lot of people in this room are connecting with four devices right now. 6:29 It's not so much that they're changing devices but 6:33 it's understanding where they are, what time of day it is, what they're doing, 6:37 why they're choosing one device over the other. 6:41 And is what we're giving them on their phone what they want at time or 6:43 are we just taking the desktop experience and shoving it into the phone. 6:47 And what are they doing? 6:50 Well, they're doing important things, right. 6:52 They're doing mundane things. 6:54 If you're a hypochondriac, you're on there searching ailments all the time. 6:56 They're doing banking. 7:01 They're looking for places to live. 7:02 They're looking for jobs. 7:03 They're looking up government services. 7:04 They're taking classes. 7:07 And these are core fundamental life things. 7:08 It's not only just the SnapChatting of photos from Burning Man and 7:11 stuff like that. 7:14 There's a great dependency on this. 7:15 Getting around. 7:17 67% of smart phone owners use their phone at least occasionally for 7:18 turn by turn navigation. 7:22 31% do it frequently. 7:23 I live in Los Angeles. 7:26 It's probably no surprise to you that I'm in the car lot. 7:27 And I can't, I've been there for five years and 7:30 I can't get from point A to point B without using my phone to direct me or 7:33 figure out what's the best way into traffic. 7:38 And it's great but it is kind of connectivity at a cost. 7:40 Like I can't tell you anyone's phone number anymore 7:43 cuz it's all built in to my phone. 7:44 It's making things easier But 7:47 it's making me way more dependent on this, on this device. 7:48 54% say their smart phone is not always needed, but 7:53 46% say they couldn't live without their smartphone. 7:56 And this just keeps changing and becoming more and more dependent. 7:59 I don't know if you guys have seen this, but I thought this was awesome. 8:03 So this was 2005, the inauguration of Of the Pope. 8:06 And you'll see there's a couple guys. 8:10 There's this guy right here. 8:13 I don't know if this laser is working with it. 8:14 One of those little digital cameras we used to have. 8:15 And then eight years later there was a new Pope. 8:18 And someone took a similar picture. 8:21 And this is what it looked like. 8:22 Which is crazy, right? 8:24 I mean, I think the most insane thing about this is this 8:27 was almost three years ago. 8:32 There's no more digital cameras really, there's phones. 8:34 I mean there's generations that will never know what it's like to carry a camera. 8:37 They'll only know what it's like to carry a phone. 8:40 There was this great tweet I don't know if you guys saw this. 8:42 My daughter just asked me why we say hang up the phone and now I feel ninety. 8:47 I can completely relate to this. 8:50 My kids have no understanding of what commercials are. 8:53 If we're somewhere like in a hotel and they're watching TV, 8:57 they ask me to fast forward through the commercials but or pause it or whatever. 9:00 Things are very, very different and. 9:04 And we often say in my line of work, and 9:07 your line of work is, how does this look on, right? 9:11 How does this look on this device or that device, or whatever? 9:14 We have a little safe at our work that's filled with everything that's new and 9:16 old and we constantly care about what these Experiences look like on devices. 9:20 And it's really important that they look good on devices. 9:26 But I think it's more important to step back for a minute. 9:29 And remember that on the other end of the devices is someone holding it. 9:32 And it's important to understand who these people are. 9:36 And where they are, when they're connecting, 9:39 why they're connecting, what are they trying to do? 9:41 And this isn't just young cool hip people, this is my dad. 9:43 He's 67, we're on the train from London to Manchester, and 9:47 he had his iPad which I don't know what he was doing on there, and his iPhone. 9:50 This is becoming the norm and you need to be ready For these people and 9:54 they need to be ready for you and so here's a super obvious statement. 10:00 Being online is not a differentiator anymore. 10:05 It hasn't been for a really long time. 10:09 It was back here and, you remember this noise and this experience. 10:11 I've been involved with this stuff since the mid 90s and 10:19 this was the greatest noise ever. 10:23 And you would sit down and you would plug in and you would connect. 10:26 What are you doing? 10:29 Oh, I'm about to get online. 10:29 And then you would. 10:31 And then, boom. 10:32 You're coming to this world. 10:34 And it was awesome back then, and the experience was just being online, and 10:36 the experience was just getting information and being in control, and 10:40 saying I want to go learn about what's going on there. 10:43 Apple was doing movies from Mars and Microsoft was one 10:45 of the first places to use a lot of iconography, and it was really exciting. 10:48 That was a great experience. 10:52 But then, some people decided that, that wasn't enough of an experience and 10:53 we went into this world. 10:58 I don't know anything about this company. 11:02 This was like one of the last great examples of a totally gratuitous Flash 11:04 site that I could find. 11:07 And I was 100% part of this, making sites for musicians and things like that. 11:09 And this is just, for me, the epitome of selfish design. 11:14 There's really nothing great here for the user. 11:20 It's just all shoving bells and whistles at people, except for 11:23 that last purple circle, which, it's just up there with no navigation. 11:28 [LAUGH] But, anyway, like, we moved away from that, and I think mobile has 11:32 helped us and it's really become kind of back into this idea about 11:37 creating convenience and starting thinking more about users in there wants and needs. 11:41 When we say connecting in the "real world", a lot of the real world is 11:46 starting on devices now, and with people holding devices. 11:49 But I think it's really important to look at some real world brands, so 11:53 to speak, that really understand real world experiences. 11:57 Because, connecting with customers at the right time, in the right place and for 12:02 the right reasons, is one reason that some brands are so successful, 12:06 and this is really not rocket science, 12:10 my first example is a 13 year old girl who's doing this. 12:12 Girl scout sells cookies outside of pot dispensary, 117 boxes in 2 hours. 12:17 That's amazing. 12:24 I mean, talk about, 12:24 she set up a table outside of a pot dispensary to sell Girl Scout cookies. 12:26 Not a pharmacy, not a grocery store, not a library, but 12:30 a pot dispensary, which just translates to this for her, right? 12:33 And this is an extremely competitive industry. 12:37 Girl Scouts sell $700 million worth of cookies and 12:40 this kid just crushed it by just really understanding 12:45 the particular needs of a particular customer at a particular place. 12:50 So good for her. 12:54 Has anyone been to Disneyland? 12:55 No? Couple of people. 12:59 All right, awesome. 13:00 I can't really tell you if you're missing anything but I've two small boys. 13:03 They love it, and when we go there a lot of it looks like this. 13:08 Because we're standing in line for a really, really long time. 13:13 And it's a really, really poor experience. 13:17 I think what's amazing about Disneyland is, how many people go there. 13:19 Every year, if not more than once a year. 13:23 And so much of the experience there sucks so bad. 13:26 You're just standing in line. 13:29 It's hot. 13:31 Everything's expensive. 13:32 And they're brilliant there. 13:34 They know when a line is getting too long. 13:36 Aside from all the set decoration stuff that goes on, 13:38 they know when a line is getting too long and they sent out the characters. 13:40 The characters interact with the families and you get your picture taken, and 13:43 you forget you've been in line for 40 minutes. 13:47 The next 15 or 20 minutes you wait in line doesn't really feel that bad. 13:48 So you've spent over an hour in line. 13:53 If you've spent an hour in line at security at the airport you know 13:54 that sucks. 13:57 If you've spent an hour in line with a three year old and 13:58 a seven year old, that's hardcore. 14:00 And so I thought about our day there and we were there for seven and a half hours. 14:04 I spent a little over $400 and we did 29 minutes of rides. 14:09 And since I took this picture we've been back twice, so I'm obviously a sucker. 14:13 But it's fun and I think the takeaway there is, 14:19 a lot of times we only really focus on making great experiences for people, but 14:24 a lot of times, when people interact with brands, they are having a poor experience. 14:28 And if I drop my iPhone, if I pull my iPhone out of my pocket and drop it, and 14:34 it cracks, I curse Apple, right? 14:37 And it's not Apple's fault, it's my fault, because I was holding four things. 14:40 But when I go into the Apple store, and 14:44 I have the interaction to get my phone fixed I'm reconnected with the brand. 14:46 I think it's really important to think about when people are having the lowest 14:51 possible experience with your brand, and that's a really, really great time to 14:55 start thinking about what you can do to bring them back and solve problems for 14:58 them, and you know, waiting in line is just something that happens. 15:03 This is the real world now, and you could talk to some people and 15:06 they would say well this is a captive audience. 15:09 And places like Buzzfeed know this. 15:12 And they put out this kind of content. 15:15 And they started, I had someone at Creative Mornings, or 15:18 I had someone from Buzzfeed, one of the editors speak at Creative Mornings and 15:22 they talked about how they went after the bored at work network, 15:24 with all these listicles, 35 reasons you know you're from Sussex or wherever, 15:30 and that was obviously a great entry point for them. 15:34 And so now they're focusing on the bored in line network, and a lot of people will 15:40 have their first experience with this brand through the mobile device in these 15:44 little things, and again it's I'm not saying it's the best content, but it is 15:49 the right content for the right audience at the right time in the right place. 15:53 And if we shift to something a little bit bigger like air travel which I find really 15:57 fascinating. 16:01 That has changed so much. 16:04 I can't think of the last time I booked a ticket through a travel agent and 16:05 I didn't just book it myself. 16:09 The whole process of travel used to start at the bookstore at the library 16:10 with travel books and looking at maps and now it's look you just go on your phone, 16:15 best places to go swimming in Iceland, or whatever. 16:20 And so you can start in a couple different places, right? 16:24 But so much of your experience, 16:27 like you can go through the entire travel planning process and 16:29 never talk to anyone until you hand someone your boarding pass at security. 16:31 So I hate United Airlines. 16:36 It's like I've had the worst experiences there and 16:39 I think their website is a good reflection of what it feels like to fly United. 16:41 And so your experience can start here or it can start here. 16:46 And this the Virgin America site and it's completely mobile first and 16:50 I think it just hits this beautiful point of design simplicity and usability. 16:54 And I think that mobile really helps us simplify. 17:00 And responsive sites make getting the info easy. 17:03 But this feels a lot more than just a website. 17:06 This is like an online ticket and experience. 17:08 There isn't any fluff it's where are you, where do you wanna go, what dates, 17:11 choose your seats and then my boarding pass is built into the phone. 17:15 And it's really beautiful and I think that it is very consistent with 17:19 the Virgin experience which is slick and clean, and different, and 17:22 I think that this is really solving a problem and presenting it beautifully. 17:25 And it's important that functionality doesn't need to sacrifice beauty. 17:30 Design can be too precious. 17:35 But it can also be too dull, and as user experience people, 17:37 we like things to work well and work fast and be easy and effortless. 17:41 But I started my career making rock posters and zines and 17:44 magazines and things like that and I wanna make things that are beautiful. 17:48 And I think in this really competitive world where there's 15 versions of 17:52 everything, the things that are beautiful and 17:56 functional are the things that rise to the top. 17:59 They've been doing this study in Germany and 18:02 there was a article in the New York Times about it. 18:05 About how we react with things that are beautiful and 18:06 I thought this quote was interesting. 18:09 Brain scans studies reveal that the sight of a attractive product can trigger 18:10 the part of the motor cerebellum that governs hand movement. 18:14 Instinctively we reach out for attractive things, beauty literally moves us. 18:17 And I think we all know that feeling of seeing something great. 18:22 Like there is a store around the corner here that has the most beautifully 18:24 packaged chips that are crisps, right? 18:28 And I just want to buy all of them because I'm like this in the store. 18:30 And I don't know what they taste like. 18:34 This beer, I don't know what it tastes like but [BLEEP], that bottle is amazing. 18:36 I just want it on my shelf, 18:40 I'm never gonna open it, it's gonna ferment in front of me, but I love it. 18:42 But you've seen this type a lot, but 18:45 there's something about the way that Vingelli did this, that's just, moving. 18:47 My kids are obsessed with this movie, The Fantastic Mister Fox. 18:52 Which I think is the most beautifully painstakingly awesome movie ever. 18:54 And even not far from here this painting, that if you ever took art history, 18:59 you wrote numerous papers about that mirror in the back. 19:02 I kinda just find myself being pulled through the gallery to this thing. 19:06 And then you talk about functionality and 19:10 you know maybe we can appreciate the beauty in the function of a light switch 19:12 where the universality of it is great. 19:14 You just know you flick it on. 19:17 It works. 19:18 We tend to complicate things. 19:19 I don't have the source for this picture, but it's great. 19:22 Someone posted this and this is a guy who optimizes remotes for 19:25 his parents because there's so much extraneous bullshit in here. 19:29 Now it's been taken to the next level. 19:35 Right? 19:37 And I don't have an Apple TV, but I kind of want to try this remote out. 19:37 But what I do have is this thing and sometimes I look at it and 19:41 I'm like why did I buy this? 19:44 And I know why I bought it. 19:46 It's beautiful and it's fun to use. 19:48 It is a marriage of beauty and function. 19:50 Now I had a thermostat, it worked great. 19:53 My house got cool, my house got hot. 19:55 I could adjust the temperature. 19:57 I never thought about it. 19:59 I can't even tell you what model it is. 20:00 This thing, I'm into. 20:01 I walk by it, it lights up, I'm like, that's cool. 20:03 I can control it with my phone. 20:06 I don't know, is that cool? 20:08 I guess. 20:09 It's just great. 20:12 But the one thing that's interesting about it is that compared to the other 20:13 thermostat, I really enjoy using it. 20:16 I think the experience of having to turn this dial and if you have one, the way you 20:18 enter a password, it's really interesting the way they've thought about it. 20:22 Is it superfluous? 20:26 I don't know, probably, but I love it. 20:27 They send me a newsletter with a bunch of stats that mean nothing to me but 20:29 it keeps connecting me, and I think about it. 20:32 I'm standing here at a design conference in London talking about a thermostat, 20:34 so I think that there is a statistical and 20:38 reciprocal nature to it that I really do enjoy. 20:40 It really is more than a transaction. 20:44 I use my fridge way more than that thing but 20:48 I can't tell you what kind of fridge I have. 20:50 I feel some kind of connection to this and 20:53 it feels very Fahrenheit 451 but when we talk about reciprocal relationships, 20:55 I think one company that's amazing with this is Nike. 21:01 A lot of brands study Nike and 21:05 the idea of just having a logo that never needs to have a name is kind of amazing. 21:07 It's just a symbol but they obviously are the number one maker of running shoes. 21:11 If Nike only made this running shoe for the rest of existence in different colors 21:14 and whatever, they would still crush everyone. 21:18 But great brands continue to innovate, and 21:21 they wanted to figure out new ways to reach customers, and so 21:23 they did this study and they looked at what happens when people leave the store? 21:26 So they looked at people, and they're like, all right, we're doing pretty well, 21:31 people are buying the shoes, they're also buying the pants. 21:34 They're also buying the shirts and the hats, and whatever else, 21:36 and they were looking at people's running and 21:38 they looked at their behavior and this is obviously years ago. 21:40 They noticed everyone was wearing these white headphones and 21:43 this is soon after the iPod came out. 21:45 They wanted to figure out a way to shift and work with this device and 21:48 they didn't really know what to do and you all know where this is going. 21:53 They come up with this thing called Nike+. 21:55 The thing that's genius about this is people that have bought Nikes, 21:58 when you go for a run, you put on your Nike shoes, you don't think about it. 22:01 You put on your Nike shorts, whatever. 22:05 This thing you think about. 22:07 You connect with it, it gives you statistical readout, 22:08 you keep coming back and back and back to the brand. 22:11 It's a really, really conscious connection 22:15 that is a little bit more beneficial than just putting on a pair of shoes. 22:18 They really took a one-time transaction and turned it to a 360 experience. 22:22 Getting people to reconnect is more difficult than 22:27 even getting them to just connect the first time. 22:30 Obviously, Nike is an enormous company. 22:34 That initiative took a long time. 22:35 It was an investment in time, in money, in manpower, 22:39 and so what can we do, those of us who don't have those large teams? 22:43 I have about 10 or 12 people on my team, 22:47 which I think is a pretty decent sized team. 22:49 I think part of it is knowing your customers cuz that will help you 22:52 dictate your road map. 22:54 I want to talk a little bit about a couple of things that my team's been working on 22:56 at Media Temple. 22:59 I was a customer there since like 2006. 23:00 When I went to work there, I had no idea why they needed a creative director and 23:03 then they told me that they kinda wanted to redo the brand and 23:07 a lot of the UX stuff. 23:10 This was the old website when I started there. 23:11 It was also the website that made me and 23:13 pretty much all the other designers I knew customers. 23:15 But when I talked to customers, 23:17 it was not an adequate reflection of who the company was. 23:20 The company basically was known for great support with real people you get on 23:24 the phone and all the designers hosted there. 23:27 So it was like the community was there. 23:30 So we went through this large process. 23:31 We redid the site about 18 months ago. 23:33 No one had ever seen inside the company before. 23:36 We put lots of pictures of people, of our customers, of our process. 23:39 It kind of helped shift from just being a faceless tech company to more 23:43 of a people service-based company, which is really what it was. 23:46 At the same time, we had this thing called the Account Center, 23:49 which is where everyone goes in to manage their services. 23:51 We didn't have the bandwidth at the time to redo it, even though it drove 23:55 me crazy that we didn't have that consistency between front and back end. 23:58 But in the market, it still looked and worked better than most of 24:01 the other control panels and no one ever really complained about it except us. 24:06 But anyway, we went in to redesigning it and 24:11 we knew one of the things is that we needed to make it responsive. 24:13 It was gonna be a massive, 24:16 massive project because the code base hadn't changed in a long time. 24:17 And one of the things we looked at was, no one was visiting us between 8:00 and 24:22 11:00. 24:27 People are only going in maybe once a week, 24:28 when they have to do something cuz most of the time that green line, 24:30 if you can see it, is Internet usage, and that's when it's at the highest. 24:34 In the evenings, people on their tablets, 24:38 longer sessions and we weren't getting any of those people. 24:40 So, we kind of threw around this idea of thinking about a 24-hour user journey for 24:43 people and focusing the stakeholder interviews more on what people were doing. 24:49 Not necessarily with Media Temple products but a little bit more behavioral, 24:55 like what were their days like and when were they using different devices? 24:58 Where was the dependency on the devices? 25:01 What could we really do with these different 25:03 things that we have that people are really dependent on running their business? 25:07 So, I changed up kind of the questions that I usually ask and 25:10 I asked some stuff like where is your phone when you wake up in the morning? 25:13 I will tell you, of all the people I talk to, 25:17 100% of the people I talk to said it was next to their bed and most of them said 25:20 that after their alarm goes off or they wake up, they look at their email. 25:25 What do you eat for breakfast Monday through Friday? 25:29 If people were grabbing coffee or an apple and running out the door, 25:33 there's less than five minutes that maybe they'd spend on an iPhone. 25:36 If they're having a proper breakfast, sitting down, 25:40 then they usually had more than 15 minutes of screen time checking email, 25:43 either they were using a tablet, a laptop, a phone. 25:46 And so there's little housekeeping things that we could do to make easier for them, 25:49 so they didn't have to do it when they got into the office. 25:52 How do you get to work? 25:56 Were you walking, maybe looking at a phone, biking to work, 25:58 hopefully not looking at a phone. 26:01 Driving, hopefully, not looking at a phone but 26:04 we found out most people were listening to podcasts and stuff or 26:07 their phone was active with some kind of navigation. 26:09 But I drive to work everyday and 26:12 sadly, everyone around me is looking at their phones. 26:13 It's incredibly scary. 26:15 Public transit, they were on tablets. 26:17 There were all these different areas where we could give them something 26:21 that they could use, and it's not just shoving needless stuff at them, 26:24 it's actually giving them something that's useful. 26:27 Oh, this was a good one. 26:29 Where are you when you have an awesome idea? 26:30 No one said that they were at their computer. 26:32 Most people were either at drinks, or lunch with friends. 26:35 That was the main thing we heard. 26:38 Some people were running and in the shower, which I think is pretty spot on 26:39 but if you're in the business of selling web hosting and 26:44 domains, you know the conversation. 26:47 Oh my God, that's a great idea, I wonder if that domain's available? 26:49 You go when you're at lunch to look to see if the place 26:52 you buy your domains from doesn't have a responsive site or 26:56 a way for you to buy it, then that's a problem for us. 26:59 So we put together this kind of chart. 27:03 Check email at 6:00, maybe they spin up a WordPress instance at like 10:30, 27:05 they come up with a domain name at lunch, 27:09 they get a security notification on their phone. 27:11 They're looking at some content from our blog on the way home. 27:15 And then trying to get them to come back at night, while they're checking Facebook, 27:19 and they're checking Twitter, and they're looking at stocks. 27:23 How can we get them to just jump in for just a few seconds so 27:27 we become part of that behavior? 27:29 And we try to be really conscious to not just shove shit at them, 27:31 like actually give them something they wanna use. 27:35 So, we went and redid the Account Center. 27:39 We cleaned it up a lot, it was fully responsive. 27:42 We did a lot of very slow beta roll out where people could go back and forth. 27:45 We had a ton of communication with our customers and 27:50 we made a lot of very quick changes to give them what they wanted. 27:53 People have been using this thing for years so 27:57 we didn't wanna completely screw up their workflows. 27:59 We're very conscious of that and we've seen a lot of the usage go up. 28:01 I feel like we are definitely shifting that usage of the Account Center from 28:08 needing to go into the Account Center to fix a problem, 28:13 to wanting to go into the Account Center. 28:16 We're getting people to go in multiple times a day. 28:18 We're seeing sessions in the evening and 28:20 some of it is because of things like we knew that they wanted security monitoring. 28:21 If anyone does client services, 28:25 then the worst thing ever is when there's a story on the news about a hack. 28:27 All your clients call you, hey, did you see that thing about the hack? 28:31 Is my site okay, and whatever? 28:33 Now the client could go on, and they could just look on the phone and see, 28:35 everything's good, green dot. 28:37 Then we put in stuff that we thought they may like but they didn't 28:39 explicitly ask for it, like PHP settings that people could do on the phone. 28:42 And this one dude just recently tweeted, 28:47 fixing a PHP server bug on the bus on my phone through Media Temple's awesome UI, 28:50 after spending four hours trying to fix it yesterday. 28:54 It was great that the phone was so much easier. 28:57 And this guy's on a bus in Australia and 28:59 that to me was one of the best pieces of feedback we have. 29:01 One thing we heard from people, 29:05 which you will hear from people when you talk to them, is people love stats. 29:06 People love statistics, clients love statistics. 29:10 So we put Google Analytics, right now, it's just in our WordPress product but 29:12 we're rolling it out through the other ones but 29:16 we didn't give them everything that was in Google Analytics. 29:17 We gave them things that they were asking for, like visitors, 29:20 what kind of devices they're using. 29:24 We designed these charts and we're seeing a ton of people going in and using this. 29:26 The more people go in, the better experience they have. 29:30 Our sales through the Account Center are up like 200%. 29:32 One of the other things we thought about, per the Disney model is, 29:36 how are we making our customer's 29:40 lives easier when they are having the worst experience with our brand? 29:43 A lot of that is when something doesn't work or 29:46 they can't figure something out cuz hosting a website can be complicated. 29:49 So this was our old self-help section, 29:53 which I will be totally honest with you, when I was a user I could never use, so 29:55 if you can't use that you call and the support volume goes up. 30:00 Also this wasn't responsive, so we burned this down and 30:04 we made the phone one super easy. 30:09 Just type in a question, you get a response. 30:12 And the iPad version has more categories and product basin, and it's been really, 30:14 really doing well for us. 30:19 And people appreciate it. 30:20 And I think, it's that thing when your customers 30:22 are having their lowest experience with your brand, you really can't panic. 30:25 You should figure out to really make them love you more. 30:29 And we're getting a lot of positive feedback on this, so that makes me happy. 30:31 So I got about ten minutes left, and 30:34 I'm gonna shift a little bit drastically to talk about. 30:36 Sort of creating behavior and design and doing this offline. 30:40 I love doing packaging design. 30:43 It's one of my favorite things and I was recently, about a year or so 30:46 ago, approached by a company called Better Booch. 30:51 Has anyone here drank Kombucha? 30:53 Is that a thing over here yet? 30:54 Not really? 30:56 Okay. 30:57 It wasn't a few months ago, when I was here talking about this doing a workshop. 30:58 It's kind of a fermented tea. 31:02 It tastes like vinegar. 31:04 It tastes as disgusting as it sounds. 31:06 But it's a really big deal in L.A and in the States, and 31:09 it's a very competitive industry right now. 31:13 It's kind of gonna be like the new coconut water, they're saying. 31:15 If cactus or maple water doesn't beat it there first. 31:18 So they wanted to redo this. 31:20 They said that, they didn't like their bottles. 31:22 So I looked at this thing, 31:28 the products had really silly names like Original Gangster, and Princess Peach, and 31:29 Fred Astaire Pear, and it just didn't feel refreshing to me. 31:34 It felt super medicinal. 31:38 And it tasted amazing actually. 31:39 I've tried about 20 of these different Kombuchas and 31:41 they all tasted pretty awful. 31:44 This one, tasted more like a cider, cuz it was made with tea. 31:45 So I thought the drinkability would be the thing to do. 31:50 But just like in designing, experience with people online, like you can't make 31:53 assumptions and you can't design for yourself, because it turned out that when 31:57 I want to farmers markets to do like this brand assessment for 32:00 them, the worst the Kombucha tastes, the more the Kombucha people liked it. 32:04 They felt like it was really working. 32:08 So we kind of had to pivot and 32:12 do something totally different, which was good. 32:13 Our three main target markets, and I believe, it's always 32:17 in the power of three for most stuff and it's great to have three markets. 32:21 You have to get the clients to focus. 32:24 Were active women, 32:26 most of the drinkers were women that our working out three days a week. 32:28 They were health conscious, social. 32:31 A group that we call healthy hipsters, which is very east side of LA. 32:33 They don't maybe work out all the time, but they're going to farmers markets, 32:36 they're buying organic, and we wanted to replace their coconut waters and 32:39 fresh juices with this Kombucha. 32:44 And guys who care, guys who influence by their partners and 32:46 were drawn to packaged design. 32:51 So we did a lot of investigation about this, a lot of talking to customers and 32:53 potential customers, and we came up with these three pillars and 32:58 on the branding side, I've always felt like having three pillars, 33:02 doesn't matter if the company was Toyota or if it was Better Boochs, 33:05 if you can get them to commit to three then you're golden. 33:09 And these are three things that the brand needs to stand for, and 33:13 everything they do needs to somehow, align with these pillars. 33:16 So made in LA, everyday health and premium choice. 33:19 So if you don't live in LA and 33:22 you think of LA, you probably think of smog, traffic, Hollywood. 33:24 And it definitely has that portion of it. 33:28 I grew up in San Francisco. 33:30 I hated it, I hated LA, but I love living there now. 33:31 It's amazing. 33:35 And there's a side of LA that is very considered. 33:36 It's casual, 33:40 it's Bohemian, it's explorative, it's trend setting, it's industrious. 33:41 And we wanted that feeling of LA, especially since they're 33:45 selling the product in that market, to come out in the packaging. 33:48 Everyday health. 33:52 People that were being healthy, that were hiking and walking, and riding bikes, 33:53 and buying organic, and going to Whole Foods, and going to Farmer's Market, how 33:57 can we appeal to them without just getting super cheesy with yogurt in a drink? 34:01 And premium choice, 34:05 like everything in this market was brown, every bottle was medicinal. 34:07 Nothing was simple. 34:12 Everything was super hippie, eastern looking and we wanted to be very refined. 34:12 And some of the direction are given, 34:19 there's a place here in London called Caravan. 34:20 I don't know if people have been there. 34:21 I love their ascetic, it's great. 34:23 It's just simple and clean, and a place in Silver Lake, in LA, called Moonjuice. 34:24 I've had that casual bohemian side. 34:30 What I didn't want it to be was like this. 34:32 Brown, yogay and 34:34 the usage and the art direction in telling the story is really important, 34:39 because no one works out holding a bottle like this. 34:42 Right, I understand this is a celebrity endorsement, but 34:46 something that made it feel like I could relate to it. 34:48 Like maybe I'd ride a bike and carry it, or maybe I'd be on a walk and 34:50 carry it, so these were the old bottles, and this is what we did. 34:53 It's all white, and it just pops off the shelf in this world of brown. 34:59 The colors are very saturated, really big pop, that really stands out and 35:04 has a lot of alignment with the flavors. 35:09 Turns out, another assumption I made is, that people hate these bottles but 35:13 they really love them. 35:16 They love the medicinal side of these bottles. 35:17 So we kept this bottle that I love and we called, the shampoo bottle. 35:19 I worked with an amazing illustrator called James Gulliver Hancock, who drew 35:23 this mural, and I asked him to just draw, like was the east side of LA feels like. 35:27 There's people doing yoga, there's people surfing. 35:32 There's all these easter eggs about LA built into them and 35:35 we're making a mural and putting it on the back of their shop. 35:38 We extend it across six packs, growlers this is their shop kind of in development. 35:41 It's been doing really well for them, they've been getting a ton of great press. 35:46 And I think, one of the best things we did and 35:50 most difficult is we changed all the names of the drinks. 35:54 And this was difficult because there was some brand equity but 35:57 the names were just bad. 35:59 Like Daily Revival used to be called Original Gangster. 36:03 And Daily Revival, I think solely based on the name, 36:06 is why it's their number one seller. 36:09 And at their bar in the morning, the one that they sell the most that people buy on 36:12 the way to work is called Morning Glory. 36:15 And that used to be called Princess Peach. 36:17 And when you do that, people love instructions. 36:20 People follow the instructions and they talk about them. 36:24 Here's a tweet. 36:27 What do you do after running in 80 degree weather? 36:28 Have a Better Booch revival time. 36:30 It doesn't work if it says, have a Better Booch Original Gangster Time. 36:31 It doesn't work. 36:35 I'm a big believer in diversity over message discipline. 36:36 I don't believe that hitting the Like button does anything for anyone. 36:42 It's just repetitive. 36:47 But message diversity, if you can put something out there and 36:48 allow people to tell a story based on their usage, 36:52 that diversity is what makes things interesting. 36:55 And right now, as designers, 36:58 we have this amazing opportunity to harness this tool that marketing 37:00 companies have spent millions of dollars trying to get this kind of press from. 37:05 And this is Instagram. 37:09 If you can design something, like especially physical product that looks 37:10 beautiful, and resonates with someone, and has some kind of instructional behavioral 37:15 type of angle, people are gonna extend this for you. 37:20 All right, here's two friends that were on a charity run, and they're holding up 37:23 the bottles, no one asked them to do that, there's a family getting ice cream but 37:26 the parents are getting Kombucha and a woman in the middle that's holding this 37:30 thing up that says, it's true, I drink it on the daily. 37:33 Cuz it's called Daily Revival. 37:35 Doesn't work again if it says, it's true I drink it on the gangster. 37:37 It just doesn't make sense. 37:40 So, name matters and it's constructive and it's behavioral. 37:41 And this whole thing worked out great for them. 37:46 They got in the fridge, was stamped them where they wanted to be, 37:48 they became the Kombucha of the ace telling downtown LA, and it works. 37:50 And it's great brand association for them. 37:54 The client had balls, they were cool about changing all that stuff and 37:55 I think so much of the success is that kind of marriage of. 38:01 Of a beautiful unique packaging in the space and function. 38:05 The names really did create a behavior for people, 38:10 cause we found out out people were buying more than two of these drinks a day. 38:13 Which seems really harsh on your system, but they work, so why not buy ours. 38:17 So I just have like a minute left, so I'm gonna go through the last couple of slides 38:22 pretty quickly here, it was kind of a lot of stuff. 38:26 So, I believe that, good designers have always designed with people in mind. 38:31 A lot of people will say, that design is truly about solving problems and 38:37 these are generally problems people have, whether it's how to get from 38:41 home to work or how to send out an email or newsletter campaign. 38:44 The really great designs not only solve problems but they create behaviors. 38:48 They give people what they want and what they don't even know they want. 38:53 And it's trying to make something that really helps someone, 38:58 improves their lives and their workflows, and 39:01 gives them something that they feel that they can't live without. 39:03 And you don't wanna be a one-off. 39:07 You need to go beyond the time of purchase. 39:08 Give them a reason to come back. 39:11 Give them a reason to connect and reconnect. 39:13 Maybe it's something like Nike+, maybe it's something like NES. 39:15 Maybe it's the stats on our account center. 39:18 Maybe it's something that's more time based. 39:22 But give them a reason to come back. 39:24 Don't just get that one interaction and 39:26 barraging them with emails, doesn't always get them to come back. 39:30 Anticipate and influence behavior. 39:34 Understand why they're connecting. 39:36 Understand why they're interacting with your product at 11 PM. 39:38 And why they're interacting with it at 9:45 PM. 39:42 Where are they? 39:45 What are they doing? 39:45 What are they holding? 39:46 What are they trying to get done at those times of days? 39:47 Shift the need to do something to a want to do something. 39:51 You know the difference between need and want. 39:54 You need to do laundry. 39:56 You need to put gas in your car. 39:57 You want to go to the movies. 39:59 The things that you work on, should ideally be things that people want to use. 40:01 Can you think of reasons why people would really want to use what you're creating? 40:06 And there's a lot of crap out there. 40:10 There's a lot of nonsense and things we just don't need. 40:13 I feel like all the banner ad stuff happening on mobile is just so depressing. 40:15 And the pop ups and the push notifications and all that stuff. 40:21 There are companies out there who are really taking advantage of people's 40:25 connectivity, and you don't wanna be that person, right? 40:28 As designers, we have this amazing job, where we get to make things for people. 40:32 And ideally they're beautiful, they're functional. 40:38 Because the landscape is competitive. 40:41 If you can make something looks really great and 40:43 works really great, it's definitely going to come to the top. 40:45 It should be helpful, save people time with a lot of the work that we're trying 40:48 to with, some of the monotony that's associated around hosting websites 40:52 which I know you're all, we're trying to figure out ways to save people time. 40:57 Maybe it's integrating with software they already use. 41:00 Something that like just makes their day easier. 41:03 And they can spend less time doing maintenance and more time creating. 41:06 And make it enjoyable. 41:10 Life is rough at times. 41:11 Things are difficult. 41:13 Like. 41:14 If as designers, like we have a great opportunity to make things that 41:15 people enjoy and it doesn't mean it's silly copy, and animated gifts, 41:18 and all that stuff which is great, but give people enjoyable experiences. 41:21 I think that virgin ticketing experience is enjoyable and I think that, 41:25 that is a great nod. 41:30 If you haven't checked that out it's virginamerica.com. 41:31 I am not at all connected to that, 41:32 aside from being a frequent flier mileage holder. 41:35 So how well do you know your customers, your audience's 24 hour journey? 41:39 Ask yourself if you're taking full advantage or 41:42 may too much advantage of them. 41:44 Are you giving them what they want. 41:46 Can you do more for them. 41:48 Do they really have a reason why they want to use your product? 41:48 I'll be around for a little bit. 41:54 I am contactable on Twitter, and email, and everything, and 41:55 thanks so much for listening to me. 41:59 And have a great time here. 42:01 [APPLAUSE] 42:02
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