Guerric

In this post, you’re going to learn how to apply four frameworks to design better user experience.

In fact:

These are the frameworks that UX designers from companies like Facebook and Pinterest use to increase user engagement.

Today, I want to explore how they think about it…

…and how we can apply these frameworks.

1. B.J. Fogg’s Behavior Model: The UX Equation of B = MAP

Objective:

The Fogg Behavior Model helps you take into account behaviour change when you create the UX of a product or service.

We can all agree that:

– Creating something is easy.
– Creating something that people care about is much more difficult.

The problem?

Most attempts to launch new products are based on a “cool idea for a product”. And then, a marketing team has to figure out how to sell this new concept.

Products are born this way because it’s less demanding to start with an idea than with an audience.

That’s the wrong way to develop new propositions.

In the words of Seth Godin:

“You don’t find customers for your products. You find products for your customers.”

Who hasn’t heard about the marketing mix?

As you know, the 4 P’s aim to help define:

1. what a company offers — product and price;
2. and how it does this — place and promotion.

Unfortunately, this founding framework of marketing (created in 1960) no longer encompasses what marketing means today…

In this article, I suggest a better alternative that will help you define your marketing strategy.

But first, let’s give a good definition of what marketing means in 2018.

A Good Definition Gives Guidance

Defining what marketing stands for isn’t an abstract issue.

The jobs-to-be-done framework helps understand the reasons why someone buys a particular product.

I use this tool in two ways:
1. To understand what people want in a specific market;
2. To create a compelling customer experience.

In this article, you’ll see examples of jobs to be done.

This will help you understand how to uncover the needs and desires of a market using the job. And how to think about the benefits and customer experience that should shape your value proposition.

What does “Jobs to Be Done” mean?

The jobs-to-be-done framework uses “jobs” as a metaphor to explain what people are trying to achieve when they buy something.

In this article, you’re going to learn how to increase your gross margin.

Let me tell you two things:

(1) Why focusing on share of customer is actually better than increasing market share.

(2) What techniques you can use to boost your customer share.

(All of this illustrated with real-life examples.)

Marketing has changed

We’re in an era of hypercompetition.

Everyone competes for people’s attention and money.

In the 70s, Al Ries and Jack Trout were already talking about this in Positioning:

There’s something that the most successful brands do well:

They leverage existing beliefs to tell stories.

That’s because a person’s way of viewing the world is a major indicator of the decisions they make and the types of stories that resonate with them.

(Some call these beliefs “mindset”. In Positioning, Al Ries used the term “customers’ minds”. In All Marketers Are Liars, Seth Godin used the term “worldview” that I like the most, as the word is self-explanatory.)

As a marketer or innovator, using worldviews to look at your market helps you understand what stories resonate with your target customers, what products and services they consider buying, and why.