Download - Persuasion And Usability 3 4 09
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PERSUASION AND USABILITYIndiana Chapter of the Usability Professionals Association - March 4, 2009
Suzi Shapiro PhD
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Once you have …
The major usability problems under control, what is the difference between your product and a competitors?
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Persuasive Design is most appropriate for situations where there is ambiguity!
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Why we need to appeal to unconscious processes
Emotion
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Unconscious Processes
Facilitate SurvivalFeel Good Satisfy Needs
Feel Bad Protect from Danger
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Heuristics
Bigger is BetterFast is Better
IT USUALLY WORKS!
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If it peeps it is a baby turkey…
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Sometimes we are fooled by reality
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A Case Study
Persuasion
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You are thinking …of buying a new laptop and you have decided to buy a Dell computer.
You go to the Dell website…
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Which will you consider?Comparing unequal options,
you will tend to focus on a characteristic which has meaning or importance to you.
For example: Price or model
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Which Laptop should you buy?
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One versus Two Since there are three options, and two have the same initial price, You are more likely to ignore the lower cost item and just compare the other two.
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Which will you consider?
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You know that …
battery life on laptops is not very good
(Only between 2 and 4 hours for most brands.)
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Confirmation and Dissonance
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You like freedom to choose ...
And you expect a customized computer
from Dell
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More than just black…
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How many colors is too many?
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You expect a company…to want to make money selling you its products.
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You want prices …
to be understandable.
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Highlight BEST OptionsCreate Comparisons
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Saving money is GOODDiscounts attract attention
“I am special!”
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Provide Discounts
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Your computer …
should reflect your sense of yourself. Stylish Modern Socially Responsible
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Social Responsibility
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Last but not least…
Scarcity
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Hot Deals
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This is just the beginning…