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How To Take Your Client's Pain Away

There are two kinds of experiences or products today: painkillers and vitamins. Painkiller products are vital.

by Nazarena Luzzi Castro — Posted on May 18th, 2018

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As a UX and UI designer that’s obsessed with the human mind and our psychology, designing experiences that stay with the user is a passion and a challenge at the same time.

There are two kinds of experiences or products today: painkillers and vitamins. Painkiller products are vital. Without them, we can’t really “live” or “move forward.” If you asked me what painkillers I take, my answer would be Amazon, Google and Google Maps, but I may be biased due to my lack of directional awareness and obsession with opening packages. Vitamins, on the other hand, are products that are nice to have, and they make us feel happy, but they aren’t necessarily NEEDED. Vitamins often make us feel good, but we don’t actually know if they’re working, and we can live without them.

Simply put: Vitamins are nice to have features, like process improvements. Your process worked already, but with a vitamin, it is easier. Painkillers allow your business to move forward. They make your life better.

At Muhlenhaupt and Company, we focus on taking the pain away with pain-killing solutions.

It’s important that when designing products and experiences, designers think not only of what makes the user or client feel good, but also about what makes their life better. With this said, designing painkillers isn’t a one-man job. Here’s how our team approaches it.

Our creative team works alongside our CRO experts, with Todd Staples spearheading the efforts. We focus on creating painkillers that help our clients to drive more revenue. We design processes that are sustainable, cutting-edge and most importantly, easy to implement. After all, a painkiller isn’t quite a painkiller if it requires our client’s blood, sweat and tears.

After devouring Grit: The Power of Passion and Perseverance by Angela Duckworth, a psychology professor at the University of Pennsylvania, I’ve become hooked on the notion that effort supersedes talent. As Duckworth explains, “Without effort, your talent is nothing more than unmet potential. Without effort, your skill is nothing more than what you could have done but didn't.” Perhaps more important is the conclusion made by Duckworth and her colleagues through extensive research that talent or IQ do not play a factor in success or achieving goals. Then what is the secret to success? According to Duckworth, the real key as to why some people succeed and others don’t is grit. Or in other words, perseverance and passion for long-term goals despite obstacles.

When we create pain-killing products, we create trust. If a client or user knows your service works, they’ll pay whatever they have to keep it. In the end, it is about making a difference for your clients and users, so in turn they can make a difference in their world. When they become a champion in their world, you become their champion.

So, what am I trying to say? It’s simple. Design products so that you are a “must have,” not a “nice to have.”