Find out how to create a buying experience that builds loyalty and increases long-term profitability.

1. @okdg
@_schnee_

2. Getting customers to part with their money—
and not with your brand
The UX of Buying
and why it matters

3. NEWLY
REVISED
Getting customers to part with their money—
and not with your brand
The UX of Buying
and why it matters

4. How to Sell Something
~ And Not Be ~
Remembered as a Jackass
alternate title:

5. a problem,
5 ideas
and a solution

6. A bit about Clint
• Born. Raised. Diverse
interests.
• Believes Comic Sans will
curdle milk
• Makes a mean loaf of bread,
and a 1-match fire. But does
not bake the bread over the
fire.
• Hates when people refer to
themselves in the third
person.

7. The problem:
People buy something, then
never come back.

9. Buy online in 3 simple steps:
1. Ooooh...sweet deal! (impulsive click)
2. How many steps to buy this thing...
3. What's my postal code again?
4. Shipping costs are wha...?! I could walk
there and bring it back—oh, screw it.
5. (3 weeks later) UPS is holding it
hostage at customs for 3x its original
value...

10. previous
Bad Experience
is the number one cause of
“People Don’t
Like You”

11. ...which is bad for
repeat sales.
(and word of mouth, publicity etc.
etc.)

12. 5 ideas:
Buying is a behaviour
—not a decision
how loyalty is lost in
the sales cycle
Branding =
sensory
shorthand
Advertising builds
emotional memory
The mind has
three layers

13. your mind has
three layers

14. reflective
where thinking happens
(cognition)

15. reflective
where thinking happens
(cognition)
affective
where the action is:
behaviour & emotion

16. reflective
where thinking
happens (cognition)
affective
where the action is:
behaviour & emotion
visceral
andrenaline &

17. reflective
where thinking
happens (cognition)
affective
where the action is:
behaviour & emotion
visceral
andrenaline &

18. branding =
sensory shorthand
branding relies on recognition and
emotional recall

22. advertising builds
emotional memory
(good) advertising builds up positive emotional memory
towards a brand

23. Budweiser | TNT | Google
Examples:

24. delight
& desire
(emotional memory)

25. buying is a behaviour
(not a decision)
it's driven by subconscious processes
and emotional memory

26. 95%+
of brain activity
is sub-
conscious

27. you’ve already decided
7 seconds
before you know it

28. how to get it wrong
bypassing people's judgement by impulse or
trickery produces resentment

29. impairment
(confusion, overstimulus, jargon)
fear

30. fear
impairment
(confusion, overstimulus, jargon)
manipulation,
impulse
(use of insecurity, emotional
hot-buttons, snap decisions)

31. a negative
emotional
memory
$plus
resulting in

32. worst-ever TV ad?

33. The solution:
honesty &
convenience

34. easy to
justify
• relevant facts
• pictures
• no inconsistencies
• don’t make them
work for it

35. convenien
t,
rewarding
• no bad surprises
• short path to
purchase
completion
• affirmation built-
in

36. no alarm or
frustration
• test, test, test
• respect time &
effort of the user
• easy on the
stimulus
• resolve issues
quickly

37. $plus
resulting in
brand loyalty
(future
$$$

38. Done right:

39. Done right:

40. Done right:

41. In practical terms:
• invest in emotionally positive, branded
experiences everywhere you can
• avoid anxiety-inducing marketing
tactics (confrontational communication
style, pressure tactics, all caps etc.)
• don’t just measure clicks—actually get
to know what makes your customer
happy
• your product is your number one
branded experience: make something
awesome

42. the end
(You are an awesome audience)

43. the end
(You are an awesome audience)

44. More reading:
• Don Norman: Emotional Design
• Fogg: Stanford Persuasive Tech
Lab
• Bloomberg article: brain science
not ready to replace Mad Men
• 7 second gap
• The Psychology of Economic
Decisions
• Smashing: excellent checkouts