Editor’s note: This guest post is written by Dmitry Dragilev, the lead marketer at ZURB, an interaction design firm whose clients have included Facebook, eBay, Yahoo, NYSE, Britney Spears, and Zazzle.
Ever read a great book? What do you remember about it? Maybe a few dramatic moments, some wild story twists, and most definitely the ending. Your product is just like a book. You’re telling a story to your customers and they’ll remember only a select few moments from what you tell them. What are these moments? Can you use these moments to plant a memory in a customer’s mind?
There are millions of books, courses and talks out there about building great products online. An awful lot focus on “user experience” as a silver bullet to delighting customers and driving revenue for businesses. Everyone gets caught up thinking it’s user experience they need to worry about, but it’s what they remember about their experience that’s critical. Their memory is what they’ll draw on to tell other people about it. Their memory is what they’ll project into the future. We should focus on making experiences happen that plant memories in people’s heads, like in Christopher Nolan’s film Inception.
It turns out there are three different kinds of moments in your story customers remember: transitions, Wow moments, and endings. Read more