jaya chakrabarti - pesuasive digital experiences
DESCRIPTION
Presentation at Bristol Enterprise Network event 'Marketing: Harnessing the Power of the Internet' on 22 September 2009, Bristol, UKTRANSCRIPT
creative digital agency
Speaker
Jaya Chakrabarti
Managing Director
persuasive digital experiencesA crash course on design, and why and when you need it to be persuasive.
agenda
some definitions
working examples
the magic mix and what’s in it for you
the secret ingredient
persuasion
Advertising isn't a science.
It's persuasion.
And persuasion is an art.
William Bernbach, American advertising executive, 1911-1982
Back to basics: what is design??
“the process of originating and developing a plan for a product, structure, system, or component with intention.“
source: wikipedia
user-hostile design...
user-hostile design
usability...
Usability
“the ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal.“
user-centred design
user-centred design
UCD is a product development methodology driven by: – clearly specified, task-oriented business objectives– recognition of user needs, limitations and preferences.
scientifically applied in design, testing, and implementation
meets both user needs and the business objectives
persuasive design
persuasive design
Encouraging people to complete tasks (sometimes tasks they didn’t set out to do)
Understanding their motivations/psychology
Knowing what they need to make a decision
Facilitating them with the right information and
Always Be Closing (ABC!).
or there is the other way...
case study: Gloster persuasive vs usability
cake mix analogy: the egg theory
sites don’t need to be 100% persuasive, 100% user-centred or 100% usable
the secret to success is in the mix (different every time)
the secret in getting the right mix is in the process
the right mix
what’s so special about the process?
the process determines
The digital brand strategy
The team skills mix
The project management methodology (agile through waterfall)
The weighting of design approaches
And ultimately success
questions?