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Good evening,
WebVisions!
Meagan Fisher
@owltastic on twitter
Previous “Clients”
Previous “Clients”
“Become a beloved
business with loyal
customer advocates.”
The Goal of Service
Industry Companies
Trying to create
that “Potato
Patch” feeling
Show customers
they are welcomed,
supported, &
valued.
But… service is
so annoying.
Software
• Consistent
• Streamlined
• Efficient
Software
• Consistent
• Streamlined
• Efficient
Software
• Consistent
• Streamlined
• Efficient
• Mundane
• Forgettable
• Joyless
“Become a beloved
business with loyal
customer advocates.”
Online businesses
Show customers
they are welcomed,
supported, &
valued.
“We must be more than
user-centered, we must
be human-centered—to
know people first as
people, not as users or
customers or...
Putting the humanity
back in software
• Have a welcoming personality.
• Put a face on your business.
• Speak like a human ...
Have a
welcoming
personality.
“Everything has a personality:
everything sends an emotional signal…
Even where this was not the intention of
the designer...
Accidentally
Horrible vs.
Beloved
Personalities
“The major dimensions of
personality are dominance
and friendliness… positive
emotions are associated
with a friendly deme...
Dominant vs. Friendly
Angular Curved
LightHeavy
Aa High Contrast Aa Low Contrast
Dense Whitespace
Bold Regular
Uppercase L...
Yikes.
Personality in
online travel
booking
services.
Dominant vs. Friendly
•Angular vs. curved
•Heavy vs. light
•High contrast vs. low
•Caps vs. lowercase
•Bold vs. regular
•D...
Dominant vs. Friendly
•Angular vs. curved
•Heavy vs. light
•High contrast vs. low
•Caps vs. lowercase
•Bold vs. regular
•D...
Dominant vs. Friendly
•Angular vs. curved
•Heavy vs. light
•High contrast vs. low
•Caps vs. lowercase
•Bold vs. regular
•D...
“Our main philosophy is that we
want you to spend as little time
on our site as possible with the
least amount of pain.”
S...
Does this design show
dominance or friendliness?
Is that what’s intended?
What is the user’s emotional
state? Does this de...
Put a face on your business.
“As we gaze at the world, we discover
ourselves looking back… This instinct
is guided by our primordial desire for
emotion...
twitter.com/facespics
Friendly
faces
create
trust and
belonging.
Cute mascots
aren’t right for
every business.
“We want people to think of Dropbox as a place to
collaborate, and a big part of that is elevating the people
you connect ...
You can start
small & keep
it simple.
Sprout, the
emotional
little video.
Speak like a
human being.
“How can we leverage
our content to identify,
target, and engage top
innovative
pinfluencers?”
cipsum.com
sansbullshitsans.com
“Publishing content that is self-
absorbed in substance or style
alienates readers… you might not see
the effects of narci...
“Publishing content that is self-
absorbed in substance or style
alienates readers… you might not see
the effects of narci...
This could
be any
business to
business
service!
✓ Take control of your
online channel
✓ Take advantage of
enterprise-class...
“Only NetSuite’s customer service
software gives everyone that
interfaces with the customer access
to complete, key custom...
what the hell.
Believe in
Something
“Words don’t always need to be
pressed into service for
functional needs; sometimes
they can be used simply to satisfy
our...
dribbble.com/mariusz
dribbble.com/
LumenBigott
“Let’s think of our designs not
as a facade for interaction, but
as people with whom our
audience can have an inspired
con...
Show people they are
welcome, supported,
& valued.
• Have a welcoming personality.
• Put a face on your business.
• Speak ...
Thanks!
@owltastic on twitter
owltastic.com
http://bit.ly/webvisions-nyc
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
Users are People Too
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Users are People Too

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Too often we create brands, experiences, and content that sacrifice humanity on the altar of conversion optimization. In this session, we’ll explore how to make our products feel less like a business transaction and more like a conversation through human-oriented brand, marketing, and experience design.

Published in: Design
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Users are People Too

  1. 1. Good evening, WebVisions! Meagan Fisher @owltastic on twitter
  2. 2. Previous “Clients”
  3. 3. Previous “Clients”
  4. 4. “Become a beloved business with loyal customer advocates.” The Goal of Service Industry Companies
  5. 5. Trying to create that “Potato Patch” feeling
  6. 6. Show customers they are welcomed, supported, & valued.
  7. 7. But… service is so annoying.
  8. 8. Software • Consistent • Streamlined • Efficient
  9. 9. Software • Consistent • Streamlined • Efficient
  10. 10. Software • Consistent • Streamlined • Efficient • Mundane • Forgettable • Joyless
  11. 11. “Become a beloved business with loyal customer advocates.” Online businesses
  12. 12. Show customers they are welcomed, supported, & valued.
  13. 13. “We must be more than user-centered, we must be human-centered—to know people first as people, not as users or customers or clients. Our designs are conceived from a deep understanding of humanity and with the desire to help individuals accomplish their goals.” https://www.ibm.com/ design/language/ framework
  14. 14. Putting the humanity back in software • Have a welcoming personality. • Put a face on your business. • Speak like a human being.
  15. 15. Have a welcoming personality.
  16. 16. “Everything has a personality: everything sends an emotional signal… Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions… Horrible personalities instill horrid emotional states in their users, usually unwittingly.” Donald A. Norman, Emotional Design: Why We Love or Hate Everyday Things
  17. 17. Accidentally Horrible vs. Beloved Personalities
  18. 18. “The major dimensions of personality are dominance and friendliness… positive emotions are associated with a friendly demeanor… while negative emotions are associated with unfriendliness.”
  19. 19. Dominant vs. Friendly Angular Curved LightHeavy Aa High Contrast Aa Low Contrast Dense Whitespace Bold Regular Uppercase Lowercase abc abc XYZ xyz
  20. 20. Yikes.
  21. 21. Personality in online travel booking services.
  22. 22. Dominant vs. Friendly •Angular vs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
  23. 23. Dominant vs. Friendly •Angular vs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
  24. 24. Dominant vs. Friendly •Angular vs. curved •Heavy vs. light •High contrast vs. low •Caps vs. lowercase •Bold vs. regular •Dense vs. whitespace
  25. 25. “Our main philosophy is that we want you to spend as little time on our site as possible with the least amount of pain.” Steve Huffman, Hipmunk cofounder. via Forbes, “Why Hipmunk Is The World's Best Travel Site”
  26. 26. Does this design show dominance or friendliness? Is that what’s intended? What is the user’s emotional state? Does this design hurt or help it? Consider your personality.
  27. 27. Put a face on your business.
  28. 28. “As we gaze at the world, we discover ourselves looking back… This instinct is guided by our primordial desire for emotional connection with others. We are hardwired to seek emotion in human faces. For this reason… photos of human faces in a design can profoundly influence an audience.” Aarron Walter. “Designing for Emotion.”
  29. 29. twitter.com/facespics
  30. 30. Friendly faces create trust and belonging.
  31. 31. Cute mascots aren’t right for every business.
  32. 32. “We want people to think of Dropbox as a place to collaborate, and a big part of that is elevating the people you connect with. One way we're doing that is thinking about places we can surface user's faces on the web.” Daniel Eden, dribbble.com/shots/1972358-Faceholder
  33. 33. You can start small & keep it simple.
  34. 34. Sprout, the emotional little video.
  35. 35. Speak like a human being.
  36. 36. “How can we leverage our content to identify, target, and engage top innovative pinfluencers?”
  37. 37. cipsum.com
  38. 38. sansbullshitsans.com
  39. 39. “Publishing content that is self- absorbed in substance or style alienates readers… you might not see the effects of narcissistic content right away, but someone will eventually come along and eat your lunch by offering the exact same thing in a user-centered way.” Erin Kissane. “The Elements of Content Strategy.”
  40. 40. “Publishing content that is self- absorbed in substance or style alienates readers… you might not see the effects of narcissistic content right away, but someone will eventually come along and eat your lunch by offering the exact same thing in a user-centered way.” Erin Kissane. “The Elements of Content Strategy.”
  41. 41. This could be any business to business service! ✓ Take control of your online channel ✓ Take advantage of enterprise-class features ✓ Scale and grow your business – now and into the future ✓ Flexibility to meet your unique needs
  42. 42. “Only NetSuite’s customer service software gives everyone that interfaces with the customer access to complete, key customer data in real time empowering them to better support your customers while driving upsell and cross-sell.”
  43. 43. what the hell.
  44. 44. Believe in Something
  45. 45. “Words don’t always need to be pressed into service for functional needs; sometimes they can be used simply to satisfy our emotional needs. We’re emotional creatures… bringing a smile to your users’ faces can make a world of difference.”
  46. 46. dribbble.com/mariusz
  47. 47. dribbble.com/ LumenBigott
  48. 48. “Let’s think of our designs not as a facade for interaction, but as people with whom our audience can have an inspired conversation. Products are people too.” Aaron Walter, “Designing for Emotion.”
  49. 49. Show people they are welcome, supported, & valued. • Have a welcoming personality. • Put a face on your business. • Speak like a human being.
  50. 50. Thanks! @owltastic on twitter owltastic.com http://bit.ly/webvisions-nyc

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