3 Lessons from Goldfish for Demo Decks offers ways to deliver your value visually in a SaaS demo or presentation. Incorporating these lessons assumes you are already following some of our demo guidelines including, not narrating your demo, creating new content for the client, and are not stuffing your demo. Gaze plots and heat maps analysis and visual tools direct your audience’s attention to what will be important features of your product, without telling them. This is another way we’ll story show and have the audience figure out the value on their own.
Eye Tracking, Gaze Plots and Heatmaps
What is Eye Tracking? Eye tracking is the study of where the eyes focus. Eye tracking researchers need ways to communicate their data and findings. Gaze Plots and Heatmaps are data visualizations that communicate behaviors of users on anything from websites to products. See the gaze plot below.
This is a gaze plot for GoldFish and the message that differentiates this product from the rest of the Gold Fish line is that they are 100 Calorie Pouches. We can easily ascertain the experience of the viewer from this plot. They recognize the iconic brand of Goldfish, then are drawn down to the center of the fish, and the new content of 100 Calorie Pack is placed near the focal point of the fish, and the product differentiator is further highlighted by the small pouch with product delicious Goldfish emerging. The product is recognizable, offers something new, and shows the difference in the product.
While we are definitely not eye tracking experts, we are going to discuss some of the elements of this gaze plot as they can apply to your Demo Deck to increase audience comprehension. Demo Solutions Demo Audit delivers a heat map style analysis and gaze plot your audiences’ interaction with your marketing collateral and presenter.
Demo Deck Continuity
Continuity: When you are assembling your demo deck are your slides representing your brand with continuity? Are your logos all the most recent? Are they located in the same place across a presentation? We often find that following discovery, teams gather a number of slides that meet the needs of a client, but they lack continuity.
Design continuity refers to your branding design and placement throughout your slides. If the designs are different your message will be more difficult to process by the viewer. Different slides with logos in different places increases the cognitive load. Reserve the cognitive space for the features that you are showing.
New Content in Your Deck
Fresh content in a familiar environment is the second piece of the Goldfish example. Demo Solutions recommends getting on your audience’s level and showing the value of your product, as it relates directly to them. Do this visually by recreating their working environment OR by using a product like DemoFlow that can simulate the experience of the user in your environment. In either scenario, you participate WITH the audience using the features. Remember to show the feature that is the most important. Using the Goldfish as an example, if the packaging had written, Goldfish 100 Packs great for children, or Goldfish 100 Calorie Packs taste great, it would be distracting and would diminish the new content impact.
Story Showing as represented by the Goldfish Gaze plot is the evolution of the Goldfish packaging into little pouches. Instead of telling a story about your product, show the solution as it relates to your audience. A clear story show is achieved using continuous design, in a familiar environment, only adding value, in the audience experience. You want the whole audience, without a doubt, to be with you on what problem and solution your product delivers.
You probably do not have the budget to employ eye-tracking data collection techniques. But taking cues from big brands and products can pay off in your demos. We see demo lessons everywhere from product to pop culture. If you have any suggestions, please let us know!