fbpx
Why Marketing Automation is Vital for Your Business Growth

Why Marketing Automation is Vital for Your Business Growth

By | cloud, marketing automation | No Comments

The number of enterprises which adopted or plan to adopt marketing automation is constantly growing. A report by Social Media Today shows that nearly 75 percent of marketers use at least one tool for automating marketing activities. And according to Statista, the size of global marketing automation market is expected to hit 25.1 billion U.S. dollars by 2023. Hence, it’s no wonder that conversations about marketing automation are quite common among marketers, CEOs, and CTOs.

Yet, as we see from the practice, not all of those people really understand what it is and why a company needs it. Even fewer of them know how to automate marketing processes right. We bet you have also heard of so-called marketing automation failures when someone invested lots of money in automation software and received no positive results at the end of the day.

In this article, we will try to sort thing out so you can do everything correctly to make your business grow with the help of marketing automation.

What is marketing automation?

In general, marketing automation is the utilization of software aimed at automating the company’s marketing activities. However, such definition is oversimplified and it does not take into account some crucial aspects. So let’s look at the whole concept in greater detail.

The foremost thing you should understand about marketing automation is that it’s not limited just to purchasing the software that would do all the work for you. To receive the expected return on investment, you should use the right tools in the right way. Otherwise, such tools can do more harm than good to your business.

Example:

Let’s take a typical situation when a company decides to automate its email marketing process. With the help of automation software, a sales team can send out promotional emails to the whole customer list in a simple and fast way. But would it help them close more sales? Well, maybe, but only in a short-term perspective. At the same time, it’s much more likely that a lot of people would want to unsubscribe from the company’s emails not to receive irrelevant information in the future.

So the main purpose of marketing automation is to deliver the right messages to the right people at the right time rather than just automate marketing activities. Hence, marketing automation software should help you nurture leads and, as a result, turn them into customers rather than do the hard sell automatically.

Key functions of marketing automation software

people in the office

When it comes to marketing automation, the first thing that comes into mind is email marketing. Sending out thousands of emails in one click can indeed free up a significant part of your team's working time. However, marketing automation software can do much more than that. The exact feature-set of such software will depend on the provider. But let’s take a look at the most basic features and functionality most of them offer.

SEO optimization

To get more leads, you need to get more traffic to your website in the first place. Marketing automation software usually offers a set of Search Engine Optimization tools. For instance, it can provide you with some recommendations for keywords and let you compare your keywords with the ones your competitors have.

Personalization tools

Personalization is probably one of the greatest benefits marketing automation brings. It creates the feeling that the company knows you by name and this helps brands build loyalty. For example, personalization tools will allow you to personalize email content and subject lines so your customers will get highly-targeted information tailored to their needs and product interests.

A/B testing

Marketing automation is not something you set and forget. It’s a continuous process that helps you get to know your customers better and learn from their behavior. That’s why we recommend you to opt for the software that allows for A/B testing of landing pages and emails.

Tracking customer behavior

Tracking behavior is essential in terms of providing customers with the most relevant content and spotting the hottest leads. This function will let you build strong relationships with customers and properly target your marketing efforts.

Segmentation

By dividing your customers into groups with some common characteristics you can talk to each of them individually but in an automated way. It’s worth mentioning that the segments are dynamic, meaning that a customer can migrate from one segment to another based on his or her behavior. Also, one person may belong to several segments.

Analytics

To get the most out of your marketing activities, you need to always measure and analyze. The analytics function will help you see what works and what doesn’t by allowing you to create reports, calculate your marketing ROI, monitor campaign performance, etc.  

Benefits you get with marketing automation

a laptop with analytics on the screen

Now, it’s high time to speak about return on investment you may expect after adopting marketing automation. Of course, everything will depend on a variety of factors, for instance, your business goals and inbound marketing strategy, software you’ll choose, and the way you’ll use different tools. But we hope the numbers and statistics below will allow you to see the full potential of marketing automation.

Higher revenue

This is the number one reason why companies need marketing automation software. Because let’s be honest: the ultimate goal of any business is making money. And if something can help you earn more, ignoring it is not a reasonable decision. The statistics show that companies which implemented marketing automation managed to increase their revenue by up to 77 percent.

Improved targeting

According to the survey, 70 percent of marketers believe that improved targeting of messages is the most essential benefit marketing automation brings. This is because it allows you to deliver personalized and relevant information to every customer. As a result, you build strong relationships with customers and don’t spend time and money on advertising to people who are not interested in your products.

Increase of conversion rate

If you have good website traffic but close only a few sales a month, investing in a marketing automation platform is the best business decision you can make today. Nearly 80 percent of companies that use marketing automation software said that their number of leads increased. On top of that, 53 percent of such businesses saw the higher conversion rate of leads into paying customers.

Stronger customer engagement

As we already mentioned, marketing automation lets marketers learn from customer behavior and track the performance of campaigns. This naturally results in more refined and targeted marketing strategies that allow brands to build loyalty and stronger relationships with the target audience. According to the survey by Liana Technologies, 45.9 percent of respondents believe that the opportunity to serve customers better is the critical advantage of marketing automation.

Enhanced productivity

Besides all those awesome things we mentioned above, marketing automation helps marketers work more efficiently. By using automation tools, your marketing and sales teams do not have to waste time on routine tasks and can focus on other priorities. A study shows that both business owners (33 percent) and marketers (74 percent) consider saving time a significant advantage of marketing automation.

Top providers of marketing automation software

If you decide to adopt marketing automation, you will quickly find out that the market is full of automation platforms. The good news that you have the opportunity to pick the software that fits you best and has necessary functions to cater to your specific business needs. But the bad news is that not all of the vendors are reliable and not all of the platforms offer the functionality you require to implement your inbound marketing strategy.

To stay on the safe side, we recommend you to choose among market leaders. The quality of their platforms is proven by the huge number of satisfied users. And they are always improving their products to keep the bar high.

Let’s take a brief look at some of the leading providers of marketing automation software you may want to consider.

1. Marketo

marketo screenshot
Image source: Jenna Molby

Marketo is a versatile marketing automation platform that offers rich functionality. Basically, you cannot go wrong with this software because it covers literally everything a modern marketer needs. Among other things, Marketo has a reputation for its analytics and email automation features. It lets users create large customer bases and manage complex marketing processes. So if you expect your business to grow and search for the solution that allows for scalability, Marketo is the best choice for you.

2. HubSpot

hubspot screenshot
Image source: HubSpot Blog

Hubspot is also a popular platform commonly used by marketers. Like Marketo, it offers a wide range of functions that are necessary for running inbound marketing campaigns. The main advantage of HubSpot is its intuitive design. The platform is indeed user-friendly so you don’t need to have any coding background to take advantage of all the features. However, the drawback is that HubSpot may not be as good as Marketo for large enterprises since it’s more focused on small and medium-sized businesses.

3. Pardot

pardot screenshot
Image source: Salesforce

Pardot is another marketing automation platform that may help you increase conversion rate and drive sales. It’s a Salesforce solution so its reputation speaks for itself. On top of that, Pardot makes a great emphasis on lead generation by tracking anonymous users from landing pages. The main drawback of this software is its price — Pardot is one of the most expensive solutions on the market today.

Marketing automation success stories

The numbers we mentioned above sound quite impressive. But we also want to show you some real-life examples of marketing automation success. If you still have doubts, we hope these stories will help you make a wise decision.

Panasonic Europe

Panasonic is a global corporation that has millions of customers all over the world. In 2012, it merged its European subsidiaries into one company and the new challenge arose. The company wanted to improve the level of B2B services by integrating all customer databases into one unit. At that time, Panasonic Europe had about 72 websites with over 63,000 web pages in 22 languages. So, as you might have guessed, achieving that goal was not an easy task.

To implement its marketing automation strategy, Panasonic Europe chose Marketo platform. The results they received were profound. Marketing’s contribution to the total company’s revenue grew from 10 to 26 percent in just 18 months! On top of that, the marketing campaign output increased by 5 times.

Randstad

Randstad is a leading recruitment company, the second largest in the world. It was established more than 50 years ago but didn’t use any marketing automation software up until 2015. As a result, Randstad’s website contained lots of quality content, it showed excellent traffic but all the efforts made by the marketing team were fruitless. The company didn’t have effective tools to capture new leads and nurture them in order to convert in customers. After the adoption of marketing automation, Randstad managed to increase the number of leads by four time and conversion rate by 25 percent in just one year.

Schwab Advisor Services

Schwab Advisor Services is a network of investment advisors who provide wealth management services. Due to the specifics of this business sector, a personal approach to every customer is a crucial factor that defines the effectiveness of the company’s activity. Hence, the main goal of Schwab Advisor Services was to improve the level of personalization and better adjust its marketing activities to the customers’ needs and expectations.

With the help of Marketo, the company saw an increase of 500% in the engagement rate. It also reports a dramatic improvement of the team’s productivity.

The bottom line

The success of most modern businesses heavily depends on technologies, and marketing automation software is one of the most effective tools you can invest in. Like any other automation solution, it will help your marketing and sales teams work more productively. But not only that. With the help of marketing automation platform, you can also increase the revenue and conversion rate, generate more quality leads, close more sales, and build stronger relationships with customers. Hence, if your business is aimed at growth, there is no chance you can go without marketing automation.

Looking for a professional team to help you with marketing automation? Contact us!

Hottest IoT-based Solutions Transforming the World

By | customer experience, design, IoT, omnichannel | No Comments

With the emergence of smart home devices like Google Home, Amazon Alexa, and more, everybody is going nuts about connectivity. Wearables such as smartwatches and fitness bands are no longer something rare or unique – a lot of us have and use them on a daily basis. This is also the case with remote-controlled home appliances that are connected to the internet, industrial assets and transportation systems. It’s no wonder that the IoT market size is expected to grow to $457.29 billion by 2020.

The concept of connected devices, more commonly called the Internet of Things (IoT), is not brand new – it was introduced in the early 80s. However, tech experts and ordinary people alike are still excited to see where this is all going.

As professional designers and developers, we also keep track of the current IoT trends. In this article, we’ll take a look at some of the new IoT services and solutions which have the potential to become an integral part of our everyday lives in the near future.

Even more smart stores

It’s only been a year since Amazon opened its first no-checkout Amazon Go store to the public in Seattle. This automation solution has been made possible by the leaps in machine learning and IoT data processing. However, rumor has it that the company already plans its international expansion. As of today, the chain consists of nine smart stores located in the US but we can expect to have the first cashier-less store in the U.K in the nearest future. And, according to Bloomberg, Amazon will open about 3,000 other smart supermarkets by 2021.

Shopping in Amazon Go gif
Image source: giphy.com

The idea of doing shopping by just entering the store, grabbing the groceries and leaving without being checked out still sounds futuristic to a lot of people. Yet, Amazon is not the only company trying to take advantage of advanced shopping technology. Microsoft is already treading on its heels.

Recently, the company announced its partnership with Kroger, a large chain of US supermarkets. And many of the innovative solutions they created are based on IoT technology. Digital shelves, personalized ads and automatic alerts notifying store staff of low inventories are already redefining the way we think about supermarkets.

Reportedly, other retailers around the world will also have an opportunity to buy this solution. In other words, it’s just a matter of time before the smart store like Amazon Go will become an industry standard.

Smart fridges and the smart way of shopping for groceries

Smart grocery management is another category of IoT solutions which are going to take customer shopping experience to the next level. The main idea behind it is simple, yet genius. It is to make smart home products help us do grocery shopping in an easy and time-effective way.

The most famous smart device of this kind that already exists is Samsung Family Hub. Simply put, it’s a smart fridge that, among other things, can take photos of products stored in it. Users then can view such photos via their smartphones as they shop. On top of that, the fridge can mirror a TV, synchronize with calendars, share notes and messages. It can even help its owners control smart lighting, oven, front door video doorbells or security cameras etc. remotely.

Samsung Family Hub gif
Image source: Samsung.com

The smart home hub

Speaking about front door cameras, they’ll become smart too. At CES 2019, an IoT product called Door View Cam was announced by Ring company. The camera can be used as a regular glass peephole. But besides that, it can stream video to your smartphone and let you talk to anyone standing at your front door.

doors with Door View Cam
Image source: USA TODAY

As a side note, the smart home niche is expected to grow significantly in the near future (see the chart below). In short, the smart home niche can potentially become a gold mine for businesses that are ready to invest in IoT and new technologies. Among the many new products, you’ll find: the smart thermostat, smart speaker, smart plug, smart locks, and more.

Smart Home technology expected growth

Fairytales can come true with smart mirrors

Remember that episode from the fairytale about Snow White when she asks the magic mirror:  ‘Mirror, mirror on the wall, who is the fairest of them all?’ ? Well, it no longer sounds like a fairytale because a ‘magic’ mirror can actually answer that question. A smart mirror by Capstone Connected Home was introduced at CES 2019 and it’s expected to be released later this year.

a girl in front of a smart mirror
Image source: Capstone Connected Home

At first glance, this smart mirror looks like a regular mirror and can be used as such. But that is far from all it can do. Besides working as a mirror, this gadget also has Google Assistant built-in, so it can practically do all the things the latter does. For instance, you can check the emails while brushing your teeth, access social media, stream YouTube videos or even play games.

Another cool thing about Capstone Smart Mirror is that you’ll still be able to see yourself through the content shown on the mirror ‘screen’, so it’s not just a huge tablet. We believe that the idea behind this device is very promising and that smart mirrors will make our mornings more pleasant and productive very soon.

IoT provides the future of healthcare

Unlike the previous two types of IoT solutions which aim to make our lives easier, the Internet of Healthcare Things (or IoHT) also helps people feel better and be healthier. It even has the potential to save lives.

The list of ways you can implement this technology in practice is virtually endless. For instance, there are solutions that gather information about the patient’s health and send a notification to a doctor if something is wrong. Other apps help monitor user’s medication schedules, activities and sleep cycles. Some IoT devices can also automatically identify any glitches in medical hardware so they can be fixed in a timely manner.

E-Alert by Philips is a great example of the latter type of IoHT solution. This tool measures key parameters of magnetic resonance imaging and alerts if something in the system doesn’t work properly.

e-Alert by Philips chart
Image source: philips.com.au

Moreover, there are also IoT devices that help doctors train without the risk of doing any harm to bodies or patients. For instance, Osso VR is a training gadget for surgeons that combines IoT and VR technologies and allows doctors to perform realistic operations in a risk-free virtual reality space. The product was released a few years ago but is still actively discussed on different professional platforms, such as this year’s CES conference.

a surgeon using OSSO VR
Image source: Osso VR

Although some smart medical devices already exist, we expect even more are in development already. And the IoT technology is versatile and flexible enough to satisfy the needs of any medical organization or hospital.

Pets will live better too

Human beings are not the only creatures who can benefit from the innovative solutions you can create with IoT. With the help of IoT technology, the life of our four-legged friends can be more pleasant and safer as well.

Different pet trackers that utilize GPS technology appeared a few years ago and have already won the hearts of animal owners. You can attach a small sensor to a pets’ collars or embed the sensor into them. This makes it possible to easily find the location of your cat or dog via a smartphone.

People often treat their cats, dogs, hamsters, parrots etc. as family members. That’s why they seek out pet care products that will make their pets happier. One of the most innovative solutions in this regard is a smart bed such as Petrics Smart Pet Bed introduced at CES 2018. Besides controlling the key health parameters (weight, sleep time etc.), it allows for the remote thermostatic control to maintain the temperature that is optimal for a specific breed.

Dog on Petrics Smart Pet Bed

Another popular IoT product that has the potential to become a must-have for any pet parent is a smart feeder. This type of device remotely controls food supply for cats and dogs (portion sizes, feeding schedule etc.). Some also have a camera, allowing the pet owner to check in on the pet remotely.

Cat eating from smart feeder
Image source: HomeCrux

It’s worth mentioning that quite a few smart feeders have already been created. Yet, the niche is ever-growing so there’s plenty of room for new pet-caring products with more advanced features.

Hyperconnected businesses and IoT manufacturing

One can hardly find a business that will not benefit from IoT-fueled solutions. No matter what your company produces and sells there are always processes that can be automated and done faster and more efficiently.

As of today, a lot of businesses, especially in the manufacturing industry, are successfully harnessing the power of IoT technology. For instance, at the Siemens plants in Germany, 75 percent of the production process is automated. The figure is quite significant, however, Siemens is planning on taking it further by creating a smart plant that is entirely automated.

And Siemens is not alone with its intentions. According to Juniper Research, the number of industrial IoT connections is going to grow to 46 billion in the next four years. This means that all businesses must consider investing in IoT solutions to stay competitive.

IoT is revolutionizing our personal and professional lives

Many IoT solutions may seem revolutionary or even unbelievable to us. However, we have to come to terms with the thought that most aspects of our lives will include IoT devices in the very near future. At the same time, the Internet of Things provides fantastic potential for innovation for businesses. So if you have a brilliant idea for an IoT-based product that will either allow people to handle their routine tasks more easily or help you optimize your business activity, it’s the perfect time to turn it into reality.

Looking for a development team for your next IoT project? Just contact us!



The State of UX for 2019

The State of UX for 2019

By | design, interaction design, omnichannel, user experience, user interface, voice | No Comments

Keeping up with the current trends is important for any area, not to mention the UX design which directly influences the way your digital product is positioned and perceived by the users. In this article, we’ll take a brief look at what happened with 2018 UX trends and try to anticipate the emerging tendencies that have potential to become real big things in the coming year.

Read More

How to Conduct a Design Audit to Strengthen your Brand

By | design, user experience, user interface | No Comments

A design audit might sound a little intimidating, after all, the word audit doesn’t exactly scream fun. But, it’s actually a very beneficial exercise. A design audit is merely an analysis of the design elements and branding guidelines in use by a company. Its main purpose is to make sure that the branding is consistent across all channels and outlets. When we say branding we do mostly mean visual design elements, however, branding is also the written and verbal communication as well as the user experience.

A good design audit will also take those into consideration, to make sure that’s consistent as well. The truth is that the need for a design audit is a sign of good things. It means a company has grown a lot and now simply needs to re-align its design efforts. Briefly, let’s discuss the benefits of design audit for companies and then let’s get right into how to conduct one.

Benefits of a design audit

No matter if you run a smaller company or a large corporation, a design audit might be in order if your company is growing and evolving. It’s a great idea because it will help you manage your visual design material and written message. In turn, this will lead to a well-defined identity and brand.

 

 

When inconsistencies in either visual style or messaging start shining through, a brand is weakened. It no longer has a solid foundation, and it starts diverging into different directions. Consistency is key, and by conducting an audit you are creating a chance to once again strengthen your brand. Think of a design audit as an opportunity to check the quality of the designs, the products, the user experience, and the overall strength of your company’s brand.

The visual branding audit

First thing first, it’s time to gather all the design assets. And we’re serious when we say all of it. Gather all the ads, the social media posts, the website and its desktop and mobile versions, the mobile apps, the letterheads, and the business cards. Include lead magnets, content upgrades, master classes or webinar slides. Include any pitch decks too. Anything that is a touchpoint for a customer. Yes, we do mean everything.

What you want to do here is to study the different collaterals to the notice patterns and their deviations. For example, you may notice that the social media ads are using the wrong logo file, or the quality of the graphics is just not what it needs to be. You may notice that you have many functionally similar sections throughout your website, but they are all designed differently.

As a result, you’re now aware of the issues. Meaning that you can now provide the people who run your Twitter and Facebook ads with the correct logo file and render final ad images in higher quality. You also now know that you will need to sit down and make sure that the footer is the same on every page, or that the custom made graphics for Leadpages use the correct brand colors.

 

 

Additionally, this might give you ideas on how you and the design team might want to update the branding going forward. Maybe you have too many or too few colors to perfectly depict the vibe your company is going for.

Tone, voice, and message branding elements

While you’re taking a look at all the visual elements, you should also consider the content itself. In the previous example, the only thing we didn’t mention was audio/radio ads because it’s the only thing that inherently doesn’t automatically come with a visual aspect too, as opposed to video.

Once again, it’s important to evaluate the actual content when performing your design audit. Read everything, listen to everything. Again notice what patterns you see, or should see but don’t. Just like with the visuals, you’re looking out to make sure that the tone, voice, and message is correct and consistent. As with all your marketing materials, it’s important to keep meticulous notes.

 

 

Pay attention to what no longer sounds like the company or any evolving patterns that just don’t seem right fit anymore. You might find that your company needs to have a more authoritative voice, be more playful, or use a softer vocabulary. Maybe you and your team realize that you can improve the overall tone, voice, and message of the company to be even stronger, better and relevant to the target audience.

The heuristics for usability and accessibility

Another thing a good design audit will include is a heuristic evaluation. This one focuses on the design process, examining usability and accessibility of a website or app. Usability and accessibility are crucial for a good user experience as these are the touch points between yourself and your customers. Those also help make your company and brand shine. Usability problems will affect people’s perception of your company too. They can be something simple, like a broken link, or complicated, like a confusing online order form. Accessibility problems, like missing alt tags, or low contrast between text and background, also mater.

Nielsen created a thorough heuristic evaluation guide – a standards manual if you like – back in 1994 that is still popular and reliable today. We recommend that you check out Nielsen’s heuristic evaluation guide here.

Next, you go through your website, web app, or mobile app, and little by little make a note of where the experience falls shorts of these heuristics.

For the best possible results of a heuristic evaluation, it’s best to have at least 10 people (ideally some of them should be web designers) who objectively evaluate your designs.

Utilize a design system

You can tie all of this together into a design audit system. Once you’re done with the audit it’s important to regroup. From there you can figure out what needs to go, what stays and what needs to be updated. When it comes to the visual design and brand messaging, consider implementing a design system. We’ve written a couple great pieces on how to build a design system to scale and what best to include in one. Keeping your styles in a design system will ensure ongoing consistency so that you don’t have to do a design audit every few months.

The value of a well-performed design audit

As you can see, a design audit can be extremely helpful. It will boost consistency for your company’s branding and improve the user experience. Don’t forget, the truth is that a design audit is a branding recalibration, which means that your company and brand are growing. With a professional design audit, you now know what you must do in order to tighten up your brand’s visuals and message.

Have you done a design audit before? Did you find it helpful for your company? Share any tips you might have for us in the comments!

How to Design an Outstanding and All Inclusive Design System

By | design, user interface | No Comments

A design system is there to help a team keep the visual, written and even coded designs of its brand consistent throughout. A proper design system is much larger and more in-depth than a typical style guide. In this post, I’ll explain the different elements that go into creating an outstanding and all inclusive design system that will serve your team’s needs. Let’s go!

The anatomy of a design system

A design system must explain what elements can be used, when those elements can be used, and how they should be used.  The “what” is the introduction of the actual design elements, such as a button, along with its properties like size, colour, and font. , The “how” dictates the particular usage of each design element. For example, links can never be red, CTA buttons must have a specific size and colour. The “when” describes the relationship of the design elements to others, including their hierarchy. It’s when to use a CTA specific button, versus a normal button, or a link. For example, you only use a normal button with a contact form but you must use only the CTA button for all the lead magnet email forms.

The structure of a design system

The actual structure of your design system will vary depending on the needs of your company. To give you an example, Atlassian’s design system is divided into three parts, Brand, Marketing, and Product. Under each section, you can find design elements and guidelines that are relevant to that specific area. Logos in a web app might have different requirements and restrictions than a logo on a Facebook ad or a free download file.

 

 

Shopify, on the other hand, has guides for their apps and for their admin designs as well as general design principles that apply to both. They have their design system include rules and instructions for Visuals, Components, Patterns, and Content. That’s right, a design system isn’t strictly visual. You should also consider including guidelines on tone, voice, and message, as the language is also part of the brand. MailChimp had a whole design system dedicated to tone and voice alone.

 

 

Basic design elements to include

Each design system will have to cover key basic design elements such as colours or typography. That’s a given. Additional elements like layout or illustrations will vary depending on your company needs. Below I am going over the most common design elements you should consider including in your design system.

Typography

For typography, you must include the typefaces in use and downloadable files. For sizes, whether you’re using pixels, pts, or rems, include the specific number and show the size of the text next to it. But, only include sizes that are allowed to be used. Include typographic treatments and design styles such as font weights. Additional properties to consider adding include line heights, line lengths, mobile breaking points if your typography is responsive, and whether or not headlines and links are sentence or title case.

At the very least, include the individual text styles starting with p, em, strong, and H1-6 to whatever else is in your designs, like subtitles. Include the relationship of padding, line height and margins between H1 and p, H1 and H2 and so on.

 

 

Use IBM’s Carbon design system typography section for inspiration. It’s very thorough.

Colors

When it comes to colors include every color that is allowed to be used. If ones are for special circumstances make a note. Explain how to use the colors in relationship to one another such as text on a background, and keep in mind accessibility as well. If there are specific color combinations or pallets to be used, explain them too. Provide both, HEX and RGB values as well as code variables for developers. Add CMYK if you ever print anything too.

Check out how Salesforce is handling colors in their design system documentation.

Icons, graphics, and images

When it comes to icons, graphics, and images you must include sizes such as minimum and maximum restrictions. If you’re running a blog, include specifications for author’s and commenters’ avatars. For inline images, you can include alt tag best practices, size recommendations, as well as recommendations on the image’s content. For example, you might want to use only photographs, no images with text, or to never use dark or cluttered pictures but only ones with natural light or with pink backgrounds. Provide actual examples of good and bad photographs for better clarification.

Atlassian goes into extensive detail in the marketing section of their design system for both illustrations and iconography.

 

Additionally, Estonia’s design system has a fantastic section for imagery where they meticulously talk about the quality of photographs and their content as well. They include information on lighting, colours, post-production, and compositions. This makes sure that the images used within their designs are the right essence for the brand. This is exactly what an outstanding design system ought to do!

Motion

I’m using motion as an umbrella term. It can also refer to animations, transitions, mobile gestures or other movable behaviors and feedbacks. Motion can be complex to express; it’s got a lot of different but important properties. It’s a good idea to explain when it’s appropriate to use motion, what specific choreographies are okay, and how are they best to be used. Speed, sequencing and movements need to be addressed too.

 

 

A great example of motion can be found in Google’s Material Design system. It goes into a detailed overview of how motion can and should be used within Material Design. It also provides many dos-and-don’ts, with short videos snippets to better understand the intention.

Layout and grids

Layout and grids are important for web pages, mobile apps, and responsive designs.  Think of layout as common patterns to arrange the different contents within a screen. It can include information about what patterns to avoid and how to arrange the content within your layouts in an acceptable manner. You could get a little bit more specific and address how to use the larger design elements like the card designs that we especially see in web apps or mobile apps (commonly associated with Material Design). You’re welcome to provide a standard screen layout as the base.

Shopify’s design system has a great example of how they approach layout in their web app. It’s filled with recommendations, and it talks about many variables such as screen types and small-scale layouts too.

With grids, talk about the size of the columns and gutters, include pixels or % (if they are fluid), and mobile breakpoints.

 

 

From a coding perspective, go ahead and include the different class codes for the gird, and whether or not it can only be used on divs or other elements like images too. If there is a clearfix class, explain how and when to use it or whether or not the grid uses border-box or content-box box model. Consider including a vertical grid if you have one.

Take a look at Mapbox’s grid section – it’s comprehensive. Buzzfeed’s design system includes a whole section on flexbox too.

UI elements

No design system would be complete without explaining the various UI elements out there such as inputs, button, and forms, errors, lists and tables.

 

 

MailChimp is doing a great job with these. They have a Form Elements section in their design system that details buttons, selects, inputs, field help, radio buttons, and checkboxes. One by one, they include the styles and code for each element and their variation. For example, they have 8 different button example from a typical button to a combo button. For each, there is a description to explain how to best use it within a design. Consider including how the messages should be phrased in addition to how they should look.

Errors and feedback

MailChimp additionally has a designated Feedback section which talks about how to provide feedback to a user who is using their app. This section does include errors, but also other forms of feedback such as callout tips or small badges for inline feedback and labels.

 

 

Don’t forget, an input error is not the only thing that can go wrong. Errors can also include the 404 page or the 503 page and that’s exactly what Heroku includes in their error section too.

More design elements to consider

At this point, I think you have a pretty good idea of what goes into a well-defined, outstanding and an all-inclusive design system. However, I wanted to put together a quick list of additional ideas for you to consider as there really is a lot you can do here.

Conversations

HelpScout has a section for both Conversation Lists and Conversation Threads. Their product is conversation based so it makes sense they’d detail this part of their designs as well.

Navigations

Ant Design includes a section for navigations. It contains more than just the top nav we see on every web page. Here they define navigation as anything that tells a user where they are and it includes tabs, breadcrumbs, and pagination.

 

 

Lexicon categorizes navigation in a similar way. They have sections under navigation which include the typical primary and secondary navigation. They also include breadcrumbs, nav bar, and vertical navigation there too.

Logo

No design system would be complete without the logo section either. Louder Than Ten has their logo ready to download atop the page. Next, they mention good and bad sizing and cropping, as well as padding and sample applications.

Accessibility

I’ve briefly mentioned accessibility before. But let discuss it in greater detail right now. You can have a designated Accessibility section in your design system the same way Quickbooks does. Under the Accessibility section, they cover a wide range of topics including alt texts, readability, colours, and contrasts. They also have a list of additional resources for anyone interested in learning more about the topic.

 

 

Because accessibility is so important, it wouldn’t hurt to have the content be redundant in multiple places. Include the contrast content in both typography and colour sections. But, on top of that, have a separate accessibility section as well just like Quickbooks.

Putting it all together

Now that you understand the autonomy of an outstanding design system it’s time to go and make your own. You can do them in a couple of different ways. All of the linked examples you’ve seen in this article today have been made by large teams who put time aside to create these custom design systems and publish them live. If your team has the time and the resources go ahead and make a custom one for yourself too.

 

 

However, there are a couple of apps out there that will also help do it for you. It’s a perfect solution for smaller teams or smaller design systems. UXPin has a design system feature that you can utilize to create one of your own. It’s both designer and developer friendly. Additionally, InVision has a similar app that comes with a Sketch plugin.

Conclusion

Design systems don’t have to be complicated beasts. They are informative platforms that make sure your teammates continue to use a consistent design style within your company’s brand. Design systems don’t have to be lengthy or over complicated; they just have to let everyone know what can be used, when and how. If you have made a design system, with this article’s help or not, share a link in the comments below. We’d love to check it out!

 

How to build Design Systems to Scale

By | ai, design, user experience | No Comments

In our ever-growing tech world, we need the design to scale as fast as other aspects of that world do. But design doesn’t scale easily since it’s a mixture of art and science, form and content. So how to achieve this?

Design Systems can be the answer.

Let’s dive deeper into this and see what they are and how they can help scale design.

Anyone who has ever played with Lego can understand what a design system is. It’s basically a Lego-like method+process that product teams need to make design and development more consistent. In fact, a lot of folks have already come to the idea that they need design systems. 69% of enterprise companies either use a design system or are currently working on one.

The core benefit of design systems is that they help establish consistency between the design and development processes and eliminate repetitive work. In a design system, everything starting with design patterns and ending with code references for each little bit of design are being documented. As a result, design and development go hand in hand.

 

If this still sounds unfamiliar to you and you still cannot grasp the idea of design systems, just take a look at Google, Spotify, Atlassian or any other big brand. They have got their very own design systems.

 

When Spotify’s Design Director Stanley Wood joined the design team in 2012, he was shocked at the lack of consistency between Spotify’s products and features from the design perspective. And since a redesign didn’t solve the problem, he decided to find a better solution. He knew that a team of distributed designers that is spread across different time zones should have a chance to work together to create a coherent experience.

 

So, in 2014 GLUE (a Global Language for a Unified Experience) came into life as Spotify’s Design Language System. It is available throughout the company and it has helped align design across all design teams within the company.

Version 1 of Spotify’s Guidelines | Stanley Wood

Google’s Material Design is another successful design system. Note that it evolved over the last few years to become what it is today. And it’s still evolving. Do you remember how in 2011, Gmail was redesigned with flatter buttons? Then in 2012, Google Now introduced layered “cards.” These elements are now all formalized under Material design but those design upgrades back then were a part of a larger, very purposeful and deliberate process.

What has been most impressive is Google’s ambition to unify the design across a set of varied products. Hence, Material Design can serve as proof that design is POSSIBLE to scale.

Image source

But how?

Well, there are a few steps you would want to take to be able to build a design system to scale. Here you go:

  1. Check if you really need a design system

There is always the possibility that you might be carried away by the trends, the hype. A lot of us often start looking for solutions for non-existent problems. Yes, this does happen. But then, it turns out that we have not checked the problem yet. So, if a simple redesign will work for you, then there is most probably no need for coming up with a design system.

 

The idea is that you should really do your homework and see if your company needs it or not. Building a design system or outsourcing it to a design and development company will take time and money. Estimate your needs properly before allocating resources to building a design system.

 

  1. Make sure your people know what to expect

Not everyone understands the value that design systems provide. So, your responsibility will be to teach your team what a design system is and how it can help make work easier. Be the influencer, the trend-maker in your company. Call it whatever you want.

 

If you have decided to build a design system, the company is going to pay for it. So you might want to make sure all the stakeholders are positive about the idea. With this in mind, maybe it’s worth involving someone from your team who has done this before or has helped someone earlier to build a design system? Think about it!

 

  1. Develop a game plan

Remember the famous quote? “By failing to plan, you are planning to fail.” It seems obvious that you need a game plan but a lot of people don’t plan the work in advance and then they get into trouble due to unexpected circumstance or force majeure. Of course, you cannot foresee a force majeure but you can at least have plan B if it happens.

 

So, basically, the idea is that you need to define your mission or goal or a set of values and go for them. Each company has got its own industry-specific challenges, so take your time to evaluate the situation, explore the opportunities, the pain points for your team and customer in order to build the right system for your needs. And most importantly, focus on creating a design system that is consistent and scalable.

  1. Review and adopt best practices

Don’t start from scratch, it might take too much time and resources. Review existing design systems and see which one is closer to your vision. Many companies have made their design systems publicly available. So, why not take a look at them?

 

  1. Conduct a UX/UI audit

You are conducting a UX/UI audit to know what you are working with. This whole thing is pretty much about documenting what exists. This can be time-consuming, but the game is worth the candle since through a UX/UI audit you will discover:

  • Why conversions are low
  • How to improve onboarding
  • Why retention rates might be low

In other words, you will get a clearer understanding of who is using your product and what problems they are facing. After the audit, you will come up with improvement strategy based on the things you have learned.

 

  1. Do it little by little

A design system is not a project, it’s more of a product. Hence, it needs to evolve and become more refined. It’s a living document. Make sure your design system has got a roadmap and all product-related stuff. Take it through a few iterations, talk to your team to clarify what’s coming next, and then set a new list of problems that you will be solving. Iterate as much as possible until you come up with something that makes sense.

  1. Stay organized

Creative people love the chaos but it should not be the case here. Document everything! Sounds simple, right? But it’s sometimes really hard to do things the “neat and clean” way rather than the “quick and messy” way. Staying organized reduces clutter in email or Slack and helps keep the team sane and happy. Otherwise, you might end up where you started – chaotic styles everywhere!

 

Most importantly, know where you will be storing all your creations and how you are going to make them accessible to your team members.

Conclusion

As soon as you feel the need to have a design system for your company, you will want to jump into building one. If you are going to do that in-house, then make sure you communicate with your peer designers and take into account the above steps to build the best possible design product ever. And if you are thinking about delegating the work to another company, then make sure to choose a team that knows how to do it right.

 

10 priming techniques Pro UX Designers should use

By | design, user experience, user interface | No Comments

When it comes to UX design, the looks are not the most important thing even though it may appear that way. There was a really annoying trend in the beginning of 2000s, when every website tried to look as extravagant as possible. Flash player was used as much as it could be. The result was that websites looked fantastic and had beautifully animated UI. Yet, it soon became apparent that people hated using such websites. Sure, they looked pretty, but they were horrible to use. Designers got smarter and instead started focusing on function.

The UX designers of today are very different than a decade or two ago. We were still in the nascent stages of UX back then. Now we know that UX can make or break an application or a website. Look at the uproar that is created if Facebook, Instagram, or Snapchat make a change to their UX. There are cries about how the app is now ruined and people want the old thing back. That is why the experience is the number one thing that pro designers focus on. However, the true top level designers aren’t trying to just make things easy to do – they are trying to influence the actions of the user.

This is something which salespeople have been using for a long time and designers are finally getting comfortable with. It is called priming, and it will change the way you think about UX.

Understanding Priming and Its Power

Before we get into how you can use Priming to make people do what you want, let’s focus on what it is. Priming is a term you may be aware of – it means something that is used to make an action happen. Priming, in psychology, can be understood as the act of subconsciously making a person behave in a way you want.

Basically, in the context of UX, it means designing user experience in such a way that it helps the users to complete actions you wish them to take. Note that priming isn’t about telling people what to do. If you see a sign that says ‘Caution – Wet Floor’, you are being told what to do. Priming is subconscious, it means you guide people the right way by giving their minds little hints which they can subtly pick up.

If you have ever played video games you will know priming. Ever played Doom or the countless games inspired by it? Ammo and guns were hard to find. However sometimes you would enter an area full of guns, ammo, and health. You weren’t happy – because you knew that this meant you will have to fight a huge monster now. It worked so well that you would dread it every time the game gave you some ammo and health. They primed you into understanding when you need to put up a serious fight. There were no signs, no videos, no captions – just elements that spoke to your subconsciousness.

The real power of priming is seen when people go against priming – because then you can see why priming is important. Imagine a shop had an exit sign and an entry sign, like many shops do. Now, imagine if the exit sign was green and the entry sign was red. This would cause everyone to do a double-take. Even though it still says Exit and Entry it feels wrong without priming. Our brains are primed to ‘’red means stop’’ and ‘’green means go’’, and these colors are used in this manner everywhere.

Why Priming is Important for Companies

Priming is important because of the impact it makes. Priming is based on the science behind how our minds work. We like to think that we are rational beings that make decisions based on facts, but we all know that we are beings of perception. What matters to us isn’t what is in front of us but how we perceive it, and the perception is based on observation. We often do things because we have been primed to do so, without even realizing it.

Priming has been used in brick and mortar stores for a long time. You may have noticed that the things you need to buy the most in grocery stores – things such as bread, milk, eggs – are almost always places in the back of the store. You may be annoyed by it – why don’t they place the most bought items near the counter, decreasing the time you need to spend in the store? The answer is simple. They have intentionally placed the goods people want the most far away, so they have to walk past everything else in the process. Most of us end up picking something else along with the necessities, such as a juice or a snack.

Priming is also very commonly seen in museums. You may have seen the ‘’Exit through the gift shop’’ sign in many museums. Museums literally build gift shops that need to be crossed to go to the exit. Now, you don’t need to buy anything from the gift shop, and you will have probably not even checked out the gift shop. By making you go through it they increase the chances of you liking something and buying it.

Priming in UX

In the context of UX priming means designing an interface which guides the customer, subconsciously, towards a certain action. It means giving a person the signals that subtly influence them into making a purchase, signing up for a service, or any other action you may desire.

The reason these 10 priming techniques should be taken seriously is simple – they come from cognitive psychology. These techniques are based on scientific findings of trailblazing scientists trying to get a better picture of how the mind works. Each priming technique has been tested and proven multiple times.

Before we begin – The Ethics of Priming

It is important to understand that priming is very different from manipulation. Manipulating a customer into doing something is definitely unethical but that is not what priming is about. Priming means helping the customer make the right choice without explicit instruction. When you use priming correctly you do not end up fooling people into buying your products. Priming is used to make the user experience intuitive so you do not have to give instructions, which leads to people falling in love with the experience on your website or application.

We all go through this problem. When you sign up for a new service there is confusion in the beginning. It is the first time you are using the website; it makes sense that you will not know what option is where. If you use priming correctly you can guide people to do the right thing without them even knowing it.

One of our favorite examples of priming in real life is by Apple. There were a lot of complaints about the way the wireless Mighty mouse is charged. The charging cable connects to a port on the bottom of the mouse, making the mouse unavailable for use when being charged:

Now, when you look at it you can see that it looks very stupid. You may be wondering how Apple could make a design decision this bad. Well, they didn’t. The Mighty Mouse 2 is intentionally designed this way to prevent people from leaving it wired. Apple knew that people would just attach the charging cable and leave it attached, then be annoyed by it, which will lead to a dissatisfying experience. The mouse can go up to a month without being charged. Charging it for 2 minutes gives you enough battery for 9 hours. Leaving it on charge is also bad for it, since the battery used deteriorates if the mouse is needlessly left connected to the charger.

Apple didn’t write a warning on the mouse to not use it while it is being charged. They didn’t write it in the instruction manual – there are no warnings. They just made the design decision to make it inconvenient to leave the mouse on charge. The result? Everyone only remembers the great wireless experience and is never annoyed by the wire.

There are no ethical considerations here because the customer isn’t being defrauded or manipulated in any way. Yet the perfect user experience is maintained without giving any instructions. That is the ultimate aim of priming.

 

Priming technique 1 – Availability heuristic

Availability heuristic refers to our brain’s tendency to weigh easily and recently available information, more than old information. The memory that is the most easily available will be the most affective. We assume that the thing we thought of first may be the most important. For example, if you see a news story about an accident you start driving a bit more carefully. The chances of you being in an accident haven’t actually increased, but the memory of the news story of the accident is easily accessible in your brain, and it thus becomes important information.

Remind a user of a problem they face, and they’ll consider it a problem worth solving. Try these two things to keep their problem easily available to their mind and thought process:

  1. Designing a website make sure you will talk about the problems your product solves, not what it does. “Get wireframes build faster” is better than “Wireframes build online.”
  2. Manage users expectations, giving them a feedback when they solve a problem, and remind them what it was. “Congrats— only two questions left” is better than just “Congrats!”

Priming technique 2 – Attentional bias

Our thoughts aren’t as free as they seem – they are controlled by the other things we may be thinking about at the time. Attentional bias means that the recurring thoughts in our brains change how we perceive reality. You may have noticed that usually the person who hates something is the first one to notice it. The person most bothered by cockroaches will be the first one to see one. This happens because they consider cockroaches a threat and thus their brain is on the lookout for such things.

You need to look at what makes people think of the wrong thing and remove any mentions of it. For instance, do not talk about how you will not send a customer spam when they sign up for an email. Now you’ve planted the idea of you sending spam in their mind, and they perceive it as a threat and will not sign up.

Look at the difference between these two landing forms. Impact mentions the privacy policy, while the Wistia knows that mentioning it will make people think about it, and omits it. The same privacy policy applies to both, but Wistia knows there’s no need to bring attention to it:

On the other hand, Impact adds a special link to the privacy policy on the text box to enter your email address. This immediately brings you attention to the fact that giving them your email is different than giving them the rest of the info and makes you feel slightly uneasy. It makes you think about what they could do with your email.

Priming technique 3 – Illusory truth effect

The illusory truth effect is, quite frankly, a bit too powerful. The illusory truth effect is that a statement is considered the truth if it is repeated often – regardless of whether it is actually true or not. For instance most people will say that their country is the best. This isn’t dependent of their country actually being the best – it is just what they have heard repeated around them, and they believe it simply because everyone says it.

Using this for your UX is dead simple. You need to repeat the good things said about your company. If you keep calling your product ‘’The city’s favorite product’’ enough times, people will eventually just accept that it is. Simply saying something again and again makes it true in the minds of people.

Look at how Microsoft is using this technique to make people shift from Chrome to Edge. If you use Windows 10 on a laptop you may have seen the following notification:

They keep repeating it and you know what happens? One day you wonder if it is really true and try it. You find it to be good enough – note that you don’t actually measure the battery usage yourself. Yet, since Microsoft knows Edge is a good enough product if people try it, just getting you to try it is a victory for them.

 

Priming technique 4 – Mere exposure effect

The mere exposure effect is very important for UX. The mere exposure effect is a cognitive bias where we favor things which are familiar, even over a better alternative. People like what they like not because they have assessed it in any way but simply because it is familiar. UX can employ this priming technique in great ways. You can make your UX similar to UX with which people are already familiar, and they will love using your UI.

This is already how we do it, subconsciously. Most websites use a similar pattern, with menus on top or left and content in the center. Here’s something to ponder: imagine that you can rework the whole philosophy of web design and come up with a new template. As far as you can see, the new template you have come up with makes actions faster because one has to jump through fewer hoops to accomplish them. You make people try this system out and they will hate it and will accomplish the task in a much longer time. Why? Because as long as the design is familiar, their brain already knows what to do and how to do it, even if this is their first visit. Without that mental key, things are not going to be easy for them.

Priming technique 5 – Context effect

Everything is relative to us. The human brain doesn’t keep things in isolation – all pieces of information are stored in relation to each other. This means that simply by changing the relation you can change the way a thing is perceived. For example, you can have a great romantic dinner date at a restaurant which provides the right context. The seats are comfortable, the aroma is great, the service is good, and the food tastes fantastic as well. This will make you like the person you are on a date with more, because you are meeting them in the right context.

You can go on a date with the same person but in a bad context. Maybe it was too hot and both of you are sweaty now. Maybe the restaurant isn’t that good. You are on a date with the same person, but because the context isn’t as good, you may not like that person as much. This is why some of our best memories of our loved ones are from holidays or adventures.

Context matters a lot when it comes to UX as well. Want people to feel happy about something? Put up graphics of balloons, confetti, and cakes and people will feel good about it. Want people to be afraid of something? Add a few pictures and warning signs. Note that you do not even need to relate the things directly to what you want them to dislike – simply placing it in the right context will do the job.

Here is a mistake people often make: they give negative feedback to the users. We have all experienced this when filling out forms on the internet. You are choosing a username and the box goes red because you used the wrong character, or the password box goes red because your password appears to be too simple. Do not make customers feel punished. If they keep getting similar feedback from your form it quickly becomes frustrating. Instead of a harsh red go with a soothing orange which turns to green when corrected. Make it feel like you are guiding people, not correcting their wrongs.

Priming technique 6 – Cue-dependent forgetting

We have talked about how our memory works – it is all relative. Memories aren’t stored as individual objects, but as connections and relationships. You may have a tough time remembering an outing. Your friends will be talking about when you went to a club, and you won’t be able to remember anything. Then someone says ‘’Remember, we also ran into Dan outside the club?’’ You remember meeting Dan and suddenly all the memories of the club, which you couldn’t access a minute ago, come rushing into your head.

You can make people remember the things you want them to remember by giving cues. Does your client sell anniversary gifts? Add a lot of wedding cues, make the users remember the day they get married and feel the same way again. You just have to provide a cue and memories start rushing in.

Look at how Facebook now reminds you of specific days and events – it gives you cues which take you back to when you were a more active user of Facebook.

If you use Google Photos you get the same option. Often you are told to ‘Revisit’ a day. You are shown all the pictures you took at an outing. It creates a very positive emotional experience which in turn makes people more ardent users of Google Photos.

Priming technique 7 – Mood-congruent memory bias

Your mood affects how you perceive and remember things, much more than you may think. Our brains can be primed into feeling a certain way depending on factors and memories we may not even be aware of. For example, if something bad happens to you on a holiday, then every time the holiday comes back you will remember the bad thing. Eventually, everything that reminds you of the holiday will result in a bad mood, simply because of the connection that has been built in your brain. When you are enamored with someone new, they look like the most beautiful person in the world. When you think of them the feelings you get are positive.

If you break up with the same person in a few months, your memories of them will be very different. The same memories which resulted in a good mood will now result in a bad mood. It works the other way around too. When we are in a good mood our memories seem better. The same memory can seem worse if our mood is worse.

Thus, UX designers need to set the right mood. You need to pick a mood that goes well with the website you are designing. If you are designing a sports website you need to make it look frenetic and active. If you are making a spa website, you need to make it look comfortable. Set the right mood and capture people’s minds.

Look at Amazon during the 2 weeks before Valentine’s Day. Instead of highlighting specific products, they are highlighting general items and situations related to Valentine’s Day. They are putting user into the right mood, they are connecting to your positive emotions. In this moment, instead of rationally thinking about your budget you are thinking about your loved one. This eliminates the discomfort you feel about going over your budget.

Priming technique 8 – Frequency illusion / Baader-Meinhof Phenomenon

Have you ever noticed that once you read a new word and learn its meaning you end up seeing it used everywhere? It may be a word you have never heard before but once you read about it you start hearing it again and again. This is called the Baader-Meinhof Phenomenon, where something appears to be happening more frequently once you learn about it.

The reason this happens is very simple – our brain works at recognizing patterns. It picks up things it deems useful and ignores the rest. The word isn’t being used more often around you – it is being used as much as it was before. However, since you have learned about it only recently it remains a fresh mark on your brain. Thus every time your brain detects the pattern it highlights it to you.

You can use this to make people think the way you want. You can really get into the heads of users with this one. Introduce your product to them by highlighting the problem it solves. Every time they encounter the problem in real life, they will now think of your solution. It may be a problem they may have never even noticed, but you talked to them about it, and now they can’t help but notice it. In UX you can do great things by introducing new iconography or symbols and employing them in similar ways again and again.

This is especially important for SaaS providers. When you are a SaaS provider you cannot list your features – you need to convince people that your product is useful. Sure, you may have terabytes of storage and an unbelievable amount of computing power, but that doesn’t excite the user or tell them how you will be useful to them.

Priming technique 9 – Empathy gap

The empathy gap refers to our inability to understand how many factors affect our decision making. Sometimes when you are in a bad mood you do things which you regret once your mood is fine. You keep thinking ‘’Why did I do that?!’’, and there is no answer. This is because your brain in a good mood cannot empathize with your brain in a bad mood, and vice versa.

This is very important in priming. You can change the way people act by priming them with the right feeling. This is why politicians give such bombastic speeches. They get the people riled up and angry and then start talking about the opposition. In a similar vein, making a person feel better will make them more compliant. So, if your UX has elements that improve the mood of a person, it will result in them being more receptive to your marketing and content. You can use mood music, you can use pictures, or even soothing colors. You can also get people riled up when it comes to sports and other such events. You can make people feel the hype simply through visual cues.

Disneyland’s website is a masterclass in this. Now, their aim is to convince people to go to Disneyland. That is only happening if the customer is in the right frame of mind. That is why their website does everything to create the right mood. They did not build a functional website that easily lets you book a Disney vacation – if we were purely logical thinkers the functionality is rather poor. The functional parts of the website, which allow you to buy tickets and make reservations are all located in a small bar.

The rest of the page is designed to overload you with Disney magic. There is a video playing right on the main page which shows you the spectacle of Disneyland. Right below it is a picture of a father with his son on his shoulders, both happy. Each and every picture makes you feel the same way – my kids will love it when I take them here. Disney knows that Disneyland vacations are fueled by parents deriving happiness from giving the joy of Disneyland to their children. This is how you prime people. You don’t give them discounts, don’t write a 1000 word essay telling them you much fun they will have. You show it to them, you make them feel that way, and you make them imagine how much their kid will love going to Disneyland.  

Priming technique 10 – Base rate fallacy

When given general information and specific information people tend to value specific information even more, even when it gives the wrong answer. Here is an easy way to think about this – there is a competition going on where you win prizes hidden inside chocolates. You know that 10% of all chocolates have prizes in them, this is the base rate. Your friend comes to you later in the day and tells you that he bought 10 chocolates and 5 out of them had prizes in them.

Now, how much of a chance do you think you have of winning a prize if you bought 10 chocolates? Even though you know the base rate, you will assume that you will get better odds like your friend did. Even in the presence of actual facts, an anecdote can change the way you think.

The base rate fallacy is a great way of dealing with any bad statistics or press. All you need to do is provide them with a slice of information which suggests otherwise. You can tell the story of a customer who had great luck with your products – better than average. You don’t mislead people at all; you tell them the actual odds, and then tell them of a customer that beat the odds. You are telling people how much a chance there is that the same will happen to them but they won’t care. They will consider the anecdote to be a better barometer of how things will turn out instead of the base rate.

 

Conclusion

Priming techniques are a good way of understanding the full breadth of your users. And while they’re not the only techniques a designer should use in his/her toolbox, priming is a meaningful way to drill down into the microlevel of what makes users tick in regards to visual communication and design.