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Money is one of the most powerful drivers of decision-making in society. There are people who devote most of their lives to acquiring, growing, and keeping money. Money by nature is emotional to people at multiple stages in their lives. So when we are looking to build products and services around something that touches the very core of people, it’s imperative on us to understand the emotional connections that exist there, as well as the responsibility we have to respond in kind. …


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Which group of users can provide us with more excitement, passion, and raw emotion other than the wide world of sports? Very few areas of leisure and entertainment feature people pacing around in their living rooms yelling at a television. Sports fans are simply a different breed altogether. They are deeply connected to the game, the athletes, and the storylines. Therefore, designing a great digital experience that puts your product (or service) above the competition takes real care for your fans and their unique needs.

Start with “why”

Sports fans have tons of outlets already, digital and otherwise, to follow their favorite sports. You may be part of an organization looking to disrupt the competition for select offerings or a company looking to maintain your lead in the market. Getting the digital project off and running is the first step, and it begins with constructing an argument for what success looks like from a business standpoint. Is it to generate more revenue opportunities? Reach a new fan base? Encourage deeper engagement from fans with your product? Likely there are a few goals in mind. What is important is to stay true to why this project deserves the investment from stakeholders around you. Be sure to provide critical success factors and look to measure them throughout your process to know you’re on track towards real business value. …


How writing a love/hate letter to a product can uncover what is and isn’t working.

I wrote this a couple of years back, but this methodology still holds up today as a way of understanding the relationship between tech and human behavior.

Experience designers at Moment really enjoy writing, drawing, and explaining. In fact, we love it so much that we crafted a whole experience design lunch around writing letters to one of our products. These letters helped us to bring our product to life, and communicate our deep love or hatred for it. In essence, each of us wrote either the classic love letter or the bitter break-up letter to our product.

So, what’s the point?

Early on in the design process, product teams can ask current users to write a version of a love or break-up letter to their product in order to uncover what is working well and what is not resonating with users. This style of writing helps users not only tell a story of what features they connect with the most, but why they find them so helpful. In contrast, knowing what bugs a user the most about the product helps to uncover how severe an issue may be. …

About

Andrew Gold

Designer & Business Consultant. Co-founder of Grand Studio — a digital UX consultancy in Chicago

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