The Undertones Of Experience

Motives
What events led them to where they are today?
What are they hoping to gain out of using your software?
Who are they aspiring to be?
How do they want to be seen in the eye of the public?
How can we fuel these motives to keep customers moving forward?

Emotions
What is their level of confidence in your software?
What is their level of confidence in themselves?
What other emotional ventures are wrapped into the decision to purchase your software?

“It’s a new day and I’m excited to learn everything your software has to offer!”

We’ve found that a lot of customers pursue email marketing as part of a broader set of goals. Not only are they investing in our software, they are investing the commitment to better market their business.

Just like any major purchase in life, buyers actively seek to validate their purchasing decision. How as designers can we boost their confidence, reassure their commitments, and keep them engaged with that same vigor they had from day one?

Goals / Expectations
What did they set out to complete today?
Where do they hope to be in the not-so-distant future?
What did they expect to accomplish today?

Using a product has a lot of similarities to playing a game. The rush of winning is a powerful emotion that fuels motivation to play again. Everybody likes being good at something. A customers perceived success has a direct impact on how they feel about your product.



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