Hi, I'm Bob Ricca.
I'm a User Experience designer located in suburbs of Philadelphia.
I've been doing UX, design, and front end development for about 8 years now.
During the day you can find me doing UX / Product Design for AWeber Communications.
In the evenings I teach Digital Experience Design at Philadelphia University.
Create something exceptional.
Motives, emotions, goals and expectations are at the core of every customer experience. Meeting these needs is a sure fire way to create a positive experience. Exceeding those needs leads to creating something remarkable.
Lately I've been working on a series of iterative projects aimed at improving a customer's first impression of AWeber. The ultimate hope is that through education and guidance customers will set up their accounts more thoroughly, gain more momentum, and therefore be happier with their purchase of our service. Not only do customers see the benefit of using email marketing for their business but they become invested. They want to help us build a better product.
Up to this point we've conducted numerous interviews diving into what it means to "set up" your account. We've worked hard to expose what our customers' perceive as end goals combined with the actions they have actually taken to complete them. We then isolate this information into essential steps, best practices, and motivators based on the customers desired outcome. A very literal approach.
So what about the not so literal?
Within each interview we conduct, we've found there are undertones that influence a customers perception of our brand.
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?
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?
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.
Exceed a customers expectations within any of the components above and you'll create a memorable experience.
Here I am, trying out Medium.com for the first time. I'm excited to be part of this website. Weeks ago I stumbled upon an article published here for the first time. I was impressed. It's become a recurring theme in my day to stumble upon quality content within these walls. Kudos to all the many authors publishing thought provoking content.
Accompanied by my morning coffee, I venture on to set up my account. "We'd like you to write on Medium" the email read. Clicking the link within presented me with a crisp white interface representing the blank slate of what would later evolve into this article. It wasn't until later that I received an email explaining to me that "There's nothing to set up or customize".
Simplistic interface design is a beautiful thing. As I type this article on my retina Macbook, the letters are so crisp and clean the article almost writes itself. However, perhaps do to the complexity of most web apps in today's culture it was hard for me to get to this point.
"Do I set up an author bio? I remember the other articles I read had something of that nature... or at least I think. Am I doing this right? Where is everything?... whatever, just keep going."
Between when I first responded to my invitation and the publishing of this very article there have been an array of complex emotions swirling through my head.
The Medium interface is beautiful, and I'm happy to report that while I continue to write this article my comfort level is rising. It reminds me that as designers and software engineers there is an interesting balance we must strike.
For every layer of expected UI we strip away from our interfaces, we're increasing uncertainty within our users and adding cognitive load.
I'll be the first to admit that I am not frequently an author and I'm sure many can sympathize with the anxieties of writing words publicly. Not only am I taking a leap into the unknown by writing, but I'm also tackling the learning curve of new software. If I'm being honest, it's humbling to be on the other side of the fence for once.
One of the largest projects of my career. This project contained everything required to turn a concept into reality: user research, usage statistics analysis, concept mapping, wireframing, prototyping, hi-fidelty comps, code implementation, and aligning efforts with marketing for release.
A personal blog that helped me explore my love for photography and music while gaining access to the backstage of Philadelphia's biggest venues.
From concept to completion AWeber Labs is one of the many projects I've conceptualized and shipped for AWeber.
This is one of the MANY wireframes created to test various concepts that eventually translated into our final product.
AWeber's Message Editor went through numerous variations before it's limited release to a beta audience in 2012.
Once QA was completed we continued to roll out our new editor to an increased percentage of our user base.
Designing a sales website for a huge beer convention... just as fun as it looks.