• There is an intended behavior we want to
• We have no direct control over user behavior.
• Design gives us means to control the
contextual environment and evaluate the
“Customers don’t care about your solution.
They care about their problems.”
First Touchpoint Experience
Customers are increasingly using the web as
*Winning the Zero Moment of Truth (ZMOT)
First impressions are 94% design related;
positive first impressions lead to higher
*Persuasive Design of Destination Web Sites: An Analysis of First Impression
*Users love simple and familiar designs – Why website need to make great first impression
“Powers of 10”
0.1sec: Form first impression about a website.
1sec: Stay focused on their current train of thought.
10sec: Often leave the website.
1min: Able to complete simple task.
10min: Long visit to a website.
*Powers of 10: Time Scales in User Experience
Starting Point of Journey
*User Experience Journey Map
Make An Assumption of Your Customers
Name and Picture
What does the persona look like? What’s the persona’s name?
What are the persona’s relevant characteristics?
Need and Pain
Why the persona want to use the product ?
First thing read for customers to search for
specific solution to their problem.
Big Picture Hypothesis = Solution Hypothesis = Value Proposition
How does your product or service benefit
Image high-lighting product and conveys
happy customer experience.
Social networks to establish credibility and
trust by building multi-touchpoints.
Solicit one clear action that tests your
Total number and ratio of early adaptors, interests, etc.
Questions to be answered
Stimulus Awareness Relevance Confidence Satisfaction
Who is this for?
How long will this take?
What should I do next?
Where should I go next?
How should I do it?
Don’t blow it
• The headline is everything and will probably have
the biggest impact on conversions—A/B Split Test
• Don’t be lazy about the page design. Polish =
• People don’t read. Keep copy clear & concise.
3 Pillars of Emotional Design
Makes you feel… Helps you do… Says about your…
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