This two hour workshop is presented by Richard Banfield, Co Founder of Boston UI/UX Design firm, Fresh Tilled Soil. Richard teaches you how to deliver the best UX/UI design strategy for your startup or growing business– a lean version of the Fresh Tilled Soil Labs Workshop, Designing Revenue, & targeted for early-stage ventures.

1. designing
experiences
Presented by
richard banfield
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2. look around
everyone is a
designer
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3. design is not art
we designers, we don’t work in a
vacuum. we need business people.
we are not the fine artists we are
often confused with.
dieter rams
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4. qualities
innovative, useful, aesthetic,
understandable, unobtrusive,
honest, timeless, thorough,
environmentally friendly,
minimalist
dieter rams
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5. questions
the best designers ask
the best questions
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6. your customer
The Emotional Animal
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7. brains?
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8. brains
why do we have
brains?
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9. brains
brains move our bodies so
we can manipulate the
world around us
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10. movement
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11. brains
what else do we
need brains for?
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12. expressing emotion
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13. emotions
people can’t make
decisions without
emotions
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14. 14 /50

15. 15 /50

16. 16 /50

17. same technology
but significant price difference
25%
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18. irrational
Are we really in
control of our
decisions?
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19. irrational
source: dan ariely - The upside of irrationality
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20. irrational
Check the box if you want to
participate in the organ donor program
Check the box if you don’t want
to participate in the organ donor program
source: dan ariely - The upside of irrationality
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21. irrational
Check the box if you want to
participate in the organ donor program
Check the box if you don’t want
to participate in the organ donor program
source: dan ariely - The upside of irrationality
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22. irrational
Attribute 1
Attribute 2
source: dan ariely - The upside of irrationality
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23. irrational
Attribute 1
Attribute 2
source: dan ariely - The upside of irrationality
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24. irrational
Attribute 1
Attribute 2
source: dan ariely - The upside of irrationality
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25. choices
case study: bidsketch
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26. choices
case study: bidsketch
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27. happiness
people are more likely to
make decisions when happy
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28. game dynamics
“games are a container
for suspense”
source: gsn
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29. making happy
Make it motivating
Make it easy
source: bj fogg
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30. memory
people remember stories
that have an emotional
connection
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31. your customer
Information is not enough, and...
Emotions drive decision making
Emotions are often irrational
Happiness leads to better decisions
Happiness can be manufactured
...this means...
Significantly more work for product designers
But, higher adoption and deeper loyalty
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32. modeling behavior
The Behavioral Science
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33. data visualization
Some behavioral
measurement
Another useless
measurement
source: shawn achor 33 /50

34. opportunity?
Some behavioral
measurement
Another useless
measurement
source: shawn achor 34 /50

35. persuasion
let’s start with how
emotions lead to action
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36. persuasion
“persuasion requires...
motivation, ability and a
trigger.”
BJ Fogg
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37. persuasion
In other words...
successful product design meets
our goals, our expectations and
is easy to use
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38. triggers
Acceptance Rejection
Pleasure Pain
Hope Fear
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39. double duty
High Motivation
Make it
motivating
Low Motivation
Make it
easy to do
Hard to Do Easy to Do
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40. pathways
High Motivation
Low Motivation
Hard to Do Easy to Do
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41. starting Design
where do you start the process?
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42. starting Design
it doesn’t really matter
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43. tools to help
storytelling
scenarios
storyboards
personas
interviews
prototypes
the five whys
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44. storytelling
geoff’s story
Geoff wants to join a gym to get fit but he’s intimidated by
the other gym members, who all seem to be fitter and
stronger. How can he improve his experience?
What if Geoff could work out at home with all of the
benefits of a personal trainer at the gym?
Geoff feels if he could track his progress and communicate
with a trainer without having to go to the gym he’d be able
to reach his fitness goals with less stress.
What other tools will Geoff need to accomplish this goal?
Are these tools reducing the stress Geoff feels?
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45. sketching
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46. personas
detailed profile of the
demographic and behavior
of the customer types
jane Steve sarah
smith hollister chang
Business Owner Retired Lawyer Single Mom
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47. audience
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48. core motivations
apparent problem:
Need to loose weight
actual problem:
feeling lonely & scared
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49. modeling
High Motivation
Make it
motivating
Low Motivation
Make it
easy to do
Hard to Do Easy to Do
49 /50

50. 3d matrix
Who: What type of customer?
ASPIRING
RECOVERING
MONEY MINDER
IMMATURE CREDIT
Home (desktop/laptop) Financial Advice Online
OFFICE (desktop/laptop) home making
CC/ LOAN (MOBILE) Financial repairs
CAR DEALERSHIP (MOBILE) Financial planning
OPEN HOUSE (MOBILE) insight / education
Where: In which places What: Why are people
do they access their information? accessing their information?
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51. 2D matrix
Aspiring Recovering Money Minder Novice / Immature
Credit Report Card Credit Report Card
Credit Report Card Credit Report Card
Best Matches Best Matches
Fraud Risk Educational Articles
Products
Educational Articles Educational Articles
Want to get a handle on their Credit is in bad shape - need to Want to keep an eye on their
Needs to be educated on credit and
credit to plan out next financial see their current situation and credit to make sure they are
how it effects them Triggers
steps seeking help to fix it secure going forward
Home page Home page Home page Home page
Educational articles Educational articles Products for Good Credit Products for Students Content
(top traffic pages)
Find a Loan Products for Bad Credit Identity Theft Protection Products for No/Low Credit
lifestyle articles CRC widget partner offers
topical partner articles
expert blog articles forum widget crc widget
estimators and calculators
Educational articles
expert blog articles planning tools
Tech Tools
planning tools
product comparisons estimators and calculators product comparisons
Cards for Bad Credit
Home Loans/Mortgages Student Cards
Cards for Good Credit
Balance Transfer Cards Cards for Excellent Credit
Cards for No/Low Credit
Partners
Personal Loans
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52. mobility
goals: goals: goals:
1. find out credit score 1. reduce debt quickly 1. monitor good credit
2. find qualified products 2. improve credit score 2. prevent new risks
3. understand their credit 3. control debt and credit 3. find high-reward products
bottom line: bottom line: bottom line:
get started and learn how to move from managing debt maintain the status quo and
stay in control to eliminating debt finish strong
novice aspiring money minder
recovering
goals:
1. manageable level of debt
2. improve credit score
3. find lower interest products
bottom line:
get in control of finances, debt and credit
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53. user journeys
article widget
Money Minder Credit Card Vendor
Goals: Goals:
Monitor good credit forum Pre-qualify low-risk client
Prevent new risks Develop brand loyalty
Find high-reward products Reduce cost of service
credit
signup
estimator
product
Dashboard
offers
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54. wireframes
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55. designs
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56. designing
the best preparation you can
make is be prepared to fail
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57. mini workshop
57 /50

58. ux design
step #1
create a vision for the solution
you’re going to design
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59. design the vision
step #1
create a vision for the solution
you’re going to design
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60. be visionary
be very descriptive
What do they touch?
What did they see?
What did they feel?
What motivated them?
What’s the real story?
What’s the irrational story?
what makes them happy?
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61. map it out
step #2
create a 3D MATRIX THAT
DESCRIBES WHO YOUr customer is
and where and how they will
interact with you
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62. 3d matrix
Who: What type of person is
your core customer?
z
y
x why: Why are people motivated to
seek and use this service or product?
Where: In which locations & devices
do they access their information?
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63. 3d matrix
Who: What type of person is
your core customer?
what is happening: a
young woman preparing
for her wedding; uses
app in gym and website at
home; seeks a companion
not a drill sergeant
Why: Why are people motivated to
seek and use this service or product?
Where: In which locations & devices
do they access their information?
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64. 3d matrix
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65. get in the flow
step #3
show the pathways that each
persona takes to get to their
destination/s
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66. get in the flow
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67. draw, draw, draw
step #4
sketch the primary pages or
page states that the customers
will interact with
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68. sketch
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69. rinse and repeat
step #5
get out of the building and ask
real customers about the
experience and refine
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70. finally
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71. Last thought
steve jobs greatest success
wasn’t designing products,
it was designing apple
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72. Thanks
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73. richard@freshtilledsoil.com
@freshtilledsoil
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