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How Experiences Sell Products (Lucy Blackwell)

Taken from Future of Web Design, London 2015 Conference.
http://futureofwebdesign.com/london-2015

Providing a great experience is now a standard requirement for any successful digital product. Listening to the users, gathering data and analysing every interaction is the foundation of solid UX, but is there more to the story…? This talk will explore how brands have evolved to understand not only what people say they want, but more importantly what makes them feel good, what they actually remember, what they really value, and what makes them share this experience with the world. Using a variety of examples from old and new brands, current research, and recent ideas we’ve explored at FutureLearn, I’ll tell the story of why savvy brands no longer sell a product, but now sell an experience…

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How Experiences Sell Products (Lucy Blackwell)

  1. 1. How experiences sell products @lucyblackwell | lucy.blackwell@futurelearn.com
  2. 2. Don’t eat me yet!
  3. 3. Feelings
  4. 4. Experiences make you feel alive.
  5. 5. Challenge Fear Risk RewardInspiration Achievement
  6. 6. Challenge Fear Risk RewardInspiration Achievement Maybe not?
  7. 7. Choose Register Inform WaitExplore Start
  8. 8. Choose RegisterExplore Inform StartWait 50%
  9. 9. Choose RegisterExplore Welcome Start
  10. 10. PART 1: FEELINGS By paying attention to the users emotional experience we can understand better the motivations driving users’ decisions.
  11. 11. You are more beautiful than you think http://realbeautysketches.dove.com/
  12. 12. PART 1: FEELINGS Experiences can change how people feel about themselves.
  13. 13. How does this make you feel?
  14. 14. Give me away!
  15. 15. Don’t eat me yet!
  16. 16. Sharing
  17. 17. Do you love anyone enough to give them your last Rolo?
  18. 18. http://www.dandad.org/en/cadbury-gorilla/
  19. 19. https://www.youtube.com/watch?v=CiZCW_lWW0M
  20. 20. PART 2: SHARING Every experience can be seen as a conversation, an opportunity to connect.
  21. 21. “Strong social connections… are essential ingredients to psychological well-being. Experiences, much more than material possessions, tend to encourage these types of social connections.” FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
  22. 22. https://www.flickr.com/groups/2615752@N24/pool/
  23. 23. PART 2: SHARING Experiences encourage social activity, which people like to share with others, so users end up selling your product for you.
  24. 24. Memories
  25. 25. "Don't bother with the Kings and Queens of England. All of you should learn these dates instead."
  26. 26. “A satisfying experience, often becomes even more positive over time as it is embellished in memory.” FROM A STUDY CONDUCTED AT CORNELL UNIVERSITY TITLED ‘THE RELATIVE RELATIVITY OF MATERIAL AND EXPERIENTIAL PURCHASES.’
  27. 27. PART 3: MEMORIES Experiences get better with age, as the story is retold again and again.
  28. 28. B A
  29. 29. PART 3: MEMORIES Surprises can make an experience very memorable.
  30. 30. Eat me*! Save the wrapper! *This may contain sugar, dairy & nuts!
  31. 31. Value
  32. 32. FROM ‘THE HIDDEN COST OF VALUE-SEEKING: PEOPLE DO NOT ACCURATELY FORECAST THE ECONOMIC BENEFITS OF EXPERIENTIAL PURCHASES’ “Survey subjects rated life experiences as making them happier and as a better use of money than buying objects… But they actually spent their cash on material goods, whose value is more easily quantifiable.”
  33. 33. http://www.nationaltheatre.org.uk/shows/the-drowned-man-a-hollywood-fable
  34. 34. PART 4: VALUE Physical mementos can enrich an experience and make the product feel more valuable.
  35. 35. PART 4: VALUE Customised mementos will make an experience feel more unique and valuable to the user.
  36. 36. FEELINGS Paying attention to the users emotional experience can help understand how they feel about themselves and the motivations driving their decisions. SHARING Experiences encourages people to engage socially, gets shared on their networks, and spreads the word about the product.
  37. 37. MEMORIES Surprises can make an experience more memorable, and memorable experiences get better with age. VALUE Physical, custom mementos can enrich an experience and make it feel more valuable.
  38. 38. Check the wrapper! @lucyblackwell | lucy.blackwell@futurelearn.com

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  • sbepstein

    Jun. 8, 2015
  • chiaraaliotta7

    Apr. 18, 2016
  • MariuszMuraszko1

    Nov. 6, 2017

Taken from Future of Web Design, London 2015 Conference. http://futureofwebdesign.com/london-2015 Providing a great experience is now a standard requirement for any successful digital product. Listening to the users, gathering data and analysing every interaction is the foundation of solid UX, but is there more to the story…? This talk will explore how brands have evolved to understand not only what people say they want, but more importantly what makes them feel good, what they actually remember, what they really value, and what makes them share this experience with the world. Using a variety of examples from old and new brands, current research, and recent ideas we’ve explored at FutureLearn, I’ll tell the story of why savvy brands no longer sell a product, but now sell an experience…

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