Chakrabarti - Harnessing the Power of the Internet

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BEN Event: Harnessing the Power of the Internet - 22nd Sept 2009

BEN Event: Harnessing the Power of the Internet - 22nd Sept 2009

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  • 1. Speaker Jaya Chakrabarti Managing Director persuasive digital experiences A crash course on design, and why and when you need it to be persuasive.
  • 2. agenda
    • some definitions
    • working examples
    • the magic mix and what’s in it for you
    • the secret ingredient
  • 3. persuasion
    • Advertising isn't a science.
    • It's persuasion .
    • And persuasion is an art.
    • William Bernbach, American advertising executive, 1911-1982
  • 4. 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
  • 5. user-hostile design...
  • 6. user-hostile design
  • 7. usability...
  • 8. Usability
    • “ the ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal .“
  • 9. user-centred design
  • 10. 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
  • 11. persuasive design
  • 12. 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!).
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19. or there is the other way...
  • 20.  
  • 21.  
  • 22.  
  • 23. case study: Gloster persuasive vs usability
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29.
    • 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
  • 30. what’s so special about the process?
  • 31. 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
  • 32. questions?