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