user action: design about town
TRANSCRIPT
SNAP Summit3
User: Action!Leading users to action through design
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solana crawfordfounder, chief design officer
designers?designers?
developers?developers?
biz decision makers?biz decision makers?
design = communication
click-momentclick-moment
the variable states of user action
pre click-moment
knowknow
goals
audience
product / service
know themknow them
users get thereusers get there
by chance
by choice
powerful toolspowerful tools
layout / position / hierarchies
fonts
size
shapes
imagery
movement / lines
content
contrast
read this read this read this read this read this read this read this read this read this
read this read this donate 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 donate 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 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 read this read this read this
color
color associationscolor associations
elegance, wisdom, balance, neutrality, formality, dullness, pollution, urban sprawl
light, air, innocence, purity, cleanliness, peace, simplicity, winter, surrender, hope
death (eastern cultures)
modernity, power, sophistication, elegance, style, wealth, mystery, fear, sadness
death (western cultures)
passion, energy, love, sex, speed, heat, fire, leadership, power, aggression, danger, stop
wealth (china), devil (western cultures)
peace, unity, friendliness, loyalty, wisdom, strength, calmness, cleanliness, sadness, coldness, skies, water,
technology
life, nature, environment, fertility, growth, health, youth, inexperience, hope, balance, harmony, go, good luck,
generosity, envy, coldness
sunlight, summer, joy, optimism, intelligence, wealth (gold), hope, sociability, friendship, hazards, dishonesty, deceit
mourning (egypt), courage (japan)
envy, sensuality, bisexuality, wealth, royalty, pride, mystery, spirituality, creativity, wisdom, arrogance,
exaggeration, confusion
happiness, energy, balance, heat, fire, enthusiasm, playfulness, aggression, arrogance, overemotion, warning,
danger, autumn, desire
spring, gratitude, appreciation, admiration, joy, sympathy, femininity, health, love, sex, marriage
keep users engaged
during click moment
the click-momentthe click-moment
the user shift
don’t disappoint the userdon’t disappoint the user
consistencythrough the variable states of
user action
post click moment
what makes the user take what makes the user take action?action?
choice
trust
risk vs. accomplishmentrisk vs. accomplishment
love your audience
love what you are selling/promoting
design for that
the click-momentthe click-moment
user action
key for business
design: priority
thank you
¿?
solana [email protected]
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18 bartol st., san francisco, ca