Taken from Future of Web Design (#FOWD), London 2015 Conference. http://futureofwebdesign.com/london-2015 With today’s users experiencing content across multiple platforms anytime, anywhere, designers have a great opportunity, and a great challenge, to better connect with them. However, with constant connectivity comes the prospect of constant noise, so how do you offer relevant content and experiences to your users (and their own audiences)? It comes down to fully understanding when, where and why a user interacts with your responsive website, app or product throughout their day. In this session, Jon Setzen will look at both physical and digital projects that have successfully anticipated users' needs and wants while creating user behaviour that set them apart.

1. Design for a
24-Hour Experience
JON SETZEN // @JONSETZEN

2. Today.
Designing for people.
Our connected audiences.
Beauty + functionality.
Give them a reason to come back.
Designing behaviors.

3. This is not a talk about
web development.

5. This is not a talk about
responsive design.

7. This is not a talk about
just selling things.

9. This is a talk about people.

10. A Life.
Needs.
Wants.
Dreams.
Challenges.
People who have:

11. Users.
Customers.
Clients.
Donors.
People who we call:

12. Laptops.
Desktops.
Phones.
Tablets.
Watches.
Televisions.
????.
People who connect with:

13. The fundamental challenge of any
brand or service today is to connect
with people on an emotional level.

14. People are more
connected than ever.

15. Nearly 2/3’s of Americans
are now smartphone owners.
For many these devices are a key
entry point to the online world.
SMARTPHONE OWNERS
AMERICANS Pew Research Center,April 1, 2015

16. The average person checks their mobile
150 times per day.
PHONE CALLS MADE
TIMES ACCESSING SMARTPHONES
But, they rarely make phone calls.

17. 25% of young adults are connecting
from 4+ devices each week.

18. They’re doing important things.
62%GET INFO ABOUT A HEALTH CONDITION
DO ONLINE BANKING
LOOK UP REAL ESTATE OR RENTALS
LOOK UP INFORMATION ABOUT A JOB
LOOK UP GOVERNMENT SERVICES
TAKE A CLASS / EDUCATIONAL CONTENT
SUBMIT A JOB APPLICATION
57%
44%
43%
40%
30%
18%
Pew Research Center,April 1, 2015

19. 67% of smartphone owners use
their phone at least occasionally
for turn-by-turn navigation.
31% do it frequently.
Pew Research Center,April 1, 2015

20. 54% say their smartphone is
“not always needed.”
Dependency.
Pew Research Center,April 1, 2015

21. 46% say they “couldn’t live without”
their smartphone.
CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION
Pew Research Center,April 1, 2015
Dependency.

22. 2005

23. 2013

24. How does this look on…

26. Designing for people
using devices.

27. What are they trying to do?
Who are they?
Where are they?
When are they connecting?
Why are they connecting?

28. Super Obvious Statement:
Being online is not a
differentiator anymore.

29. Information Superhighway

32. Connecting in the “real world.”

35. This is the real world.

39. Functionality doesn’t
need to sacrifice beauty.

40. “Brain scan studies reveal that the sight of
an attractive product can trigger the part of
the motor cerebellum that governs hand
movement. Instinctively, we reach out for
attractive things; beauty literally moves us.”
- Gary Hamel

41. Visually beautiful

45. Beauty in function.

46. Why did I buy this?Beautiful & functional.

47. It’s more than a transaction.

49. What happens when
people leave the store?

53. They took a one-time transaction
and turned it into a 360º experience.

54. Knowing your customers is
knowing your road map.

55. Understanding Our
24-Hour Customers

59. DAY ONE DAY 335

60. 9am-5pm
8pm-11pm

61. 24-Hour User Journey

62. 24-hour user questions…

63. Where is your phone
when you wake up in the morning?

64. What do you
eat for breakfast monday - friday?

65. What do you
do on the way to work?

66. Where are you
when you have an awesome idea?

67. 6:15am
checks email
8:30am
Attends (mt) sponsored event
10:22am
Creates a new FTP user
for new employee
11:04am
Stages new WP install
for a client
1:41
Upgrades DV to level 3
3:06pm
Gets security notice
while at coffee
6:34
Reads (mt) blog on the train
during evening commute
4:55
Chats with (mt) support
about a DNS issue
10:50
Checks site’s stats on
iPad before bed.
12:18pm
Buys a new domain name
while at lunch
24-Hour User Journey

73. LET’S TAKE THIS
OFFLINE
Take this offline.

75. Don’t make assumptions.

76. Better Booch
Brand Assessment
© Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL

77. Target Markets
Active Women
Active women who work out
approx. 3 times a week.
They’re health conscious,
social, and they care about
how they look, what they
wear, and what they eat.
Healthy Hipsters
They may not work out three
times a week, but they care about
fashion, trends, and eating well.
Let’s replace their juices and
coconut waters with Booch.
Guys Who Care
They, too, care about being
healthy and looking good.
They gravitate towards good
packaging design - and could
be influenced to try Booch by
the females in their lives.
© Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL

78. Made in Los Angeles Everyday Health Premium Choice
© Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL
Three Pillars

79. Made in Los Angeles
Los Angeles is to health, what Portland is to coffee. Better Booch’s Los Angeles is not tinsel town and valet parking, but casual,
bohemian, and explorative. It’s the creative, industrious, trend-setting, and considered side of Los Angeles. Booch is made right here
in Los Angeles in small batches and delivered fresh all around the city.
© Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL

80. Everyday Health
Better Booch’s customers are people that are making a conscious choice to be healthy. Whether it’s yoga, jogging, or even choosing stairs over
escalators. They’re health conscious eaters who care about premium ingredients. Better Booch positions itself as another element into their
daily repertoire and aides the consumer on choosing the right Booch for the right time of day.
© Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL

81. Premium Choice
When you drink Better Booch you’re not only doing something good for your body, but you’re enjoying the taste. Better Booch is the most
drinkable and refreshing of all Kombuchas out there. It’s cold, crisp, and full of the most premium ingredients. The bottle tells the story of
differentiation.
© Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL

82. Identity and Packaging: Collateral
Overall aesthetics done well by Moon Juice and Caravan.
X

83. Photo shoots - becoming a lifestyle brand
Show people with the
product in believable
scenarios. Someone
probably wouldn’t work out
with a bottle of Better
Booch, but…
It’s very possible someone
may carry one with them
on a leisurely bike ride
around the city. It can be
for the active person any
time, anywhere.
X
© Jon Setzen Studio, LLC 2014 PRIVATE AND CONFIDENTIAL

93. Where to now?

94. Good designers have always
designed with people in mind.

95. The really great designs not only
solve problems, but create behaviors.

96. You do not want to be a one-off.

97. Go beyond the time of purchase.

98. Anticipate and influence behavior.

99. Shift the need to do something to
a want to do something.

100. There is a lot of crap out there.

101. Beautiful.
Functional.
Helpful.
Time-saving.
Enjoyable.
As designers we can make things:

102. How well do you know your
audience’s 24-hour journey?

103. Thank you!
@JONSETZEN
JONSETZEN@ME.COM
JONSETZEN.COM
FONTS: Tiempos Text + Avenir Next Condensed