9. ―THE GOAL IS TO CREATE A PRODUCT THAT
PEOPLE LOVE‖
―…If people love it, they'll forgive a lot. They'll
talk about it. They'll promote it. They'll come
Lovable
back. They'll be less price sensitive. They'll
bring their friends. They'll work with you to
make it better.
…or you can just work on making your
product or service less annoying‖
Seth Godin’s blog
Less
annoying
10. WITH ECOMMERCE YOU NEED TO DO BOTH…
Lovable
Desirable
Loyalty
Responsive
Less
annoying
Efficient
11. TRADITIONALLY WE WORK ON MAKING THE
SITES LESS ANNOYING FIRST
Lovable
Desirable
Loyalty
Responsive
Fundamental to keeping
Less customers in the buying
annoying
process.
Efficient
20. TRADITIONALLY WE WORK ON MAKING THE
SITES LESS ANNOYING FIRST
Lovable
Desirable
Loyalty
Fundamental to keeping
customers in the buying
Responsive
process.
Less
Easy to copy.
annoying
Will soon become
Efficient
standard.
21.
22. AND LOVABLE IS SOMETHING THAT IS ADDED
… MAYBE
Differentiates.
Creates
Lovable
enthusiasm, inspiratio
n and most important
Desirable
Loyalty
– LOYALTY
Responsive
Less
annoying
Efficient
23. IN REALITY WE TREAT DESIRABILITY AS
MASLOWS HIGHEST LEVEL OF NEED
Desirability is at the top of a hierarchy
of needs —
and often goes unfulfilled.
Forrester Research
Desirable
Loyalty
Responsive
Efficient
24. IDEALLY WE CREATE MORE LOVABLE
WEBSHOPS IF WE WORK DIFFERENTLY
Desirable
Web teams integrate desirability into
design projects at their inception.
Desirability has equal weighting with
usefulness and usability.
Forrester Research
Useable
Useful
25. SO WHAT IS DESIRABILITY?
Engaging
Aesthetical
Interactive
26. ON-BRAND DESIRABILITY
What do your customers
appreciate?
What is your
How can you
competitive
differentiate from
edge?
competitors?
27. ENGAGING CONTENT AND FUNCTIONALITY
Engaging
Aesthetical
Exceed peoples basic needs
Interactive
Appeal to peoples personal interests
Allow people to customize
Help people share and connect
Above and beyond performance
Add extra value
28.
29.
30.
31.
32. AESTHETICAL APPERENCE
Engaging
Aesthetical
Make it visually appealing
Interactive
Let people design the undesigned
Do something new
Something that makes you and your service stand out
High quality photogrophy/film
Packaging
33.
34.
35.
36.
37.
38. INTERACTIVITY
Engaging
Aesthetical
Import elements of game design
Interactive
Encourage playfulness
Challenges and rewards
Create extra value