How Apple, Target and About.me Used Design to Disrupt and Drive Super Growth
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The document discusses how design can disrupt businesses and drive growth. It provides examples of companies like Apple, Target, and About.me that used intuitive and engaging design to grow rapidly. It emphasizes that good design reduces customer acquisition costs, increases lifetime customer value, and is key to achieving profits. The document encourages focusing design on the user experience and pulling customers through the sales funnel.
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How Apple, Target and About.me Used Design to Disrupt and Drive Super Growth
- 1. Designing Revenue How Apple, Target and About.me Used Design to Disrupt and Drive Super Growth
- 2. Q What moves the needle?
- 5. 2010
- 6. 2011
- 10. 400,000 4 months $425,000
- 12. 850,000 2.5 years $32M $170M
- 13. Jason will work with Bessemer’s portfolio companies to help them build “simple, intuitive and engaging web sites,” Bessemer partner David Cowan
- 16. “If you make the user interface awesome from the beginning, you reduce the impact on your support requirements” Paul English, Kayak
- 17. 469M 7 years $22M $128M
- 20. “We focused on usability - simplicity trumps price” David Friend, Carbonite
- 24. “Cheap Chic” “Low Prices” 8.4 vs 7.6
- 25. March 22, 2001 – March 22, 2011 44.15% vs 10.22%
- 27. 4 million 4 years $7.2M
- 28. Design Can describe value at a glance
- 31. Crap Design Says “I don’t care”
- 32. 82 % Consumers will not come back if the experience sucks
- 33. Q What are you designing?
- 34. Bad News You cannot control every customer’s experience
- 35. Good News Design is in your control
- 36. Experience
- 37. Brand is an experience and it can’t be done in reverse
- 38. Q Why does design matter?
- 39. Dreamers Life-Time Value Customer Acquisition Costs
- 40. Reality Customer Acquisition Costs Life-Time Value
- 41. Cost of Customer Acquisition Freemium Inside Sales Field Sales
- 42. The Product Design should pull customers through the funnel
- 43. Design / UX (Product) Customer Support Marketing
- 44. Customer Support Design / UX (Product) Marketing
- 45. Design / UX (Product) Customer Support Marketing
- 46. Great Design reduces acquisition costs and increase LTV
- 47. Advertising is the price you pay for being boring
- 48. Bottom Line Great Design = Profits
- 50. www.makeovermachine.com Promo code: BOOTCAMP
- 51. Thank You! @freshtilledsoil richard@freshtilledsoil.com
Editor's Notes
- Thanks and show of hands “who has a business that relies on a website or web application to drive revenues?”
- Lot’s of things drive business but very few things will move the needle more than exceptional design.
- Senior Vice President of Industrial Design at Apple Inc. He is the principal designer of the iMac, titanium and aluminum PowerBook G4, MacBook, unibody MacBook Pro, iPod, iPhone, and iPad.
- Tony Conrad, founder of About.me
- Jason Putorti,
- Jason Putorti,
- Jason Putorti,
- record operating profit margin
- On the other end of the scale, design suggests your highest values and worthiness
- For you it’s mildly embarrassing but to the audience it says you don’t care
- You need to take this really seriously. Even after engaging them, over 80% of your efforts are pointless if you can’t keep them engaged or converting.
- Designing a way to leave a positive impression. Think of your website like a retail store or theme park. What will the last memory and emotion be when they are done?
- You can’t walk every person through the process. It’s an impossible task.
- Designing a smooth and remarkable experience is well within your control and not nearly as hard as you think.
- Emotions are powerful drivers of behaviors. Frustrating a user with poorly defined navigation translates into fear and ultimately anger towards your brand.
- But what’s a brand. You can’t design a brand but you can design the experiences that creates the memories and emotions that lead up to brand.
- Designing a smooth and remarkable experience is well within your control and not nearly as hard as you think.