solana crawford presents: user: action! leading users to action through design
DESCRIPTION
User: Action! Leading Users to Action Through Design: a presentation by Solana Crawford at O\'Reilly Media Web 2.0 Conference ,Berlin 2008.TRANSCRIPT
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blah
blah
blah
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solana crawfordfounder, chief design off icer
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designers?
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designers?
developers?
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designers?
developers?
biz decis ion makers?
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design = communicat ion
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almost every websi te is sel l ing something
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cl ick-moment
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the var iable states of user act ion
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know
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know
goals
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know
goals
audience
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know
goals
audience
product / service
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know
goals
audience
product / service
know them
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pre c l ick-moment
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users get there
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users get there
by chance
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users get there
by chance
by choice
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powerful tools
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layout posi t ion hierarchies
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layout posi t ion hierarchies
fonts
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layout posi t ion hierarchies
fonts
size
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layout posi t ion hierarchies
fonts
size
shapes
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layout posi t ion hierarchies
fonts
size
shapes
imagery
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layout posi t ion hierarchies
fonts
size
shapes
imagery
movement / l ines
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layout posi t ion hierarchies
fonts
size
shapes
imagery
movement / l ines
content
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contrast
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read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
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read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
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read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
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read this read this read this read this read this
read this read this read this read this read this read this read this read this read this read this
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colour
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colour
COLOUR
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colour associat ions
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elegance, wisdom, balance, neutrality, formality, dullness, pollution, urban sprawl
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light, air, innocence, purity, cleanliness, peace, simplicity, winter, surrender, hope
death (eastern cultures)
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modernity, power, sophistication, elegance, style, wealth, mystery, fear, sadness
death (western cultures)
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passion, energy, love, sex, speed, heat, fire, leadership, power, aggression, danger, stop
wealth (china), devil (western cultures)
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peace, unity, friendliness, loyalty, wisdom, strength, calmness, cleanliness, sadness, coldness, skies, water, technology
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life, nature, environment, fertility, growth, health, youth, inexperience, hope, balance, harmony, go, good luck, generosity, envy, coldness
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sunlight, summer, joy, earth, optimism, intelligence, wealth (gold), hope, sociability, friendship, hazards, dishonesty, deceit
mourning (egypt), courage (japan)
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envy, sensuality, bisexuality, wealth, royalty, pride, mystery, spirituality, creativity, wisdom, arrogance, exaggeration, confusion
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happiness, energy, balance, heat, fire, enthusiasm, playfulness, aggression, arrogance, overemotion, warning, danger, autumn, desire
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spring, gratitude, appreciation, admiration, joy, sympathy, femininity, health, love, sex, marriage
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during c l ick moment
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keep users engaged
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the c l ick-moment
the user shi f t
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don’t d isappoint the user
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consistency
through the var iable states of user act ion
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post c l ick moment
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what makes the user take act ion?
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what makes the user take act ion?
choice
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what makes the user take act ion?
choice
trust
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r isk vs. accompl ishment
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love your audience
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love your audience
love what you are sel l ing/promot ing
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love your audience
love what you are sel l ing/promot ing
design for that
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stand out!
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the c l ick-moment
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the c l ick-moment
user act ion
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the c l ick-moment
user act ion
business
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the c l ick-moment
user act ion
business
design
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web 2.0 works
thank you
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¿?
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solana crawford
linkedin | facebook (+)
designabouttown.com/blog
18 bar to l s t . , san f ranc isco, ca