Real experience design is a trade-off.
Insight is decoding people's hearts, and landing is coding implantation.
Isn't personal brand the most important brand in each of our lives?
MOT is a very important and easy-to-use tool. It is not only used in business environment, but also suitable for workplace and life.
At work, you may often be busy, but the boss can't see it at all, and you may be scolded if you do something wrong. If you understand the principle of MOT, you will understand that as long as you do 90% of things without making mistakes, but the key 10% is excellent, the boss will praise you immediately, which is correct.
Our life is going through various critical moments. Grasping the critical moment, the experience can also be designed and set a peak.
Many things we do are not remembered, but they are all remembered as valleys and spread widely. This is the most common mistake made by enterprises.
So, what should enterprises do? The answer is, there can't be a trough, we should destroy it. Then, we should find the key moment that really affects consumers' decision-making and create the "highest" peak. Only by spending the enterprise's resources at these critical moments will consumers remember.
MOT influences consumer decision-making.
When your insight is not correct, there is no way to land.
Experience design is meaningless if it does not affect consumers' decisions.
Enter the mind and produce commercially valuable behaviors.
We should make consumers feel different at the critical moment, and at the same time produce a very important action, which is the business behavior we expect, such as entering the store, transforming, repurchasing and recommending.
Therefore, all experience design focuses on two things, one is to enter the minds of consumers at this moment, and the other is to produce behaviors with commercial value. It is meaningful to experience design in this way. What we need to do is to create a peak experience at a critical moment, let information enter consumers' minds, and produce behaviors with commercial value.
Generally speaking, experience design is:
Starting from confusion, let consumers enter the store;
Limited to routines, transformation occurs, allowing consumers to buy in buy buy;
Repurchase is to make consumers loyal to their habits, buy and buy;
Recommendation is to let consumers spread in the imprint and spread thousands of miles.
Excuse me, who can dig MOT?
How did we dig up these 300 mots from scratch? In fact, the method is very simple, just two:
First, how to write a correct MOT；;
Second, who should I look for to understand?
So, how to write a correct MOT? What is the definition of MOT?
MOT has three elements, "who, under what circumstances and what?" The MOT that satisfies these three elements is the correct MOT.
The correct MOT must be clearly written to let people know what to do next.
Tidy up, how to write a suitable MOT? First of all, there must be three elements, that is, "who, under what circumstances, and what feelings."
"Who is it", briefly describing the target consumers;
"Under what circumstances", this is the most important, you must describe the scene in detail;
"What do you feel" is how consumers feel at that moment. This must be written, this is your brand information, this is the consumer's mental label.