Speaker Jaya Chakrabarti Managing Director persuasive digital experiences A crash course on design, and why and when you n...
agenda <ul><li>some definitions </li></ul><ul><li>working examples </li></ul><ul><li>the magic mix and what’s in it for yo...
persuasion <ul><li>Advertising isn't a science.  </li></ul><ul><li>It's  persuasion .  </li></ul><ul><li>And  persuasion  ...
Back to basics: what is design?? <ul><li>“ the process of originating and developing a plan for a product, structure, syst...
user-hostile design...
user-hostile design
usability...
Usability <ul><li>“ the ease with which people can employ a particular tool or other human-made object in order to achieve...
user-centred design
user-centred design <ul><li>UCD is a product development methodology driven by:  </li></ul><ul><ul><li>clearly specified, ...
persuasive design
persuasive design <ul><li>Encouraging people to complete tasks (sometimes tasks they didn’t set out to do) </li></ul><ul><...
 
 
 
 
 
 
or there is the other way...
 
 
 
case study: Gloster persuasive vs usability
 
 
 
 
 
<ul><li>cake mix analogy:  the egg theory </li></ul><ul><li>sites don’t need to be 100% persuasive, 100% user-centred or 1...
what’s so special about the process?
the process determines <ul><li>The digital brand strategy </li></ul><ul><li>The team skills mix </li></ul><ul><li>The proj...
questions?
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Chakrabarti - Harnessing the Power of the Internet

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

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Chakrabarti - Harnessing the Power of the Internet

  1. 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. 2. agenda <ul><li>some definitions </li></ul><ul><li>working examples </li></ul><ul><li>the magic mix and what’s in it for you </li></ul><ul><li>the secret ingredient </li></ul>
  3. 3. persuasion <ul><li>Advertising isn't a science. </li></ul><ul><li>It's persuasion . </li></ul><ul><li>And persuasion is an art. </li></ul><ul><li>William Bernbach, American advertising executive, 1911-1982 </li></ul>
  4. 4. Back to basics: what is design?? <ul><li>“ the process of originating and developing a plan for a product, structure, system, or component with intention .“ </li></ul><ul><li>source: wikipedia </li></ul>
  5. 5. user-hostile design...
  6. 6. user-hostile design
  7. 7. usability...
  8. 8. Usability <ul><li>“ the ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal .“ </li></ul>
  9. 9. user-centred design
  10. 10. user-centred design <ul><li>UCD is a product development methodology driven by: </li></ul><ul><ul><li>clearly specified, task-oriented business objectives </li></ul></ul><ul><ul><li>recognition of user needs, limitations and preferences. </li></ul></ul><ul><li>scientifically applied in design, testing, and implementation </li></ul><ul><li>meets both user needs and the business objectives </li></ul>
  11. 11. persuasive design
  12. 12. persuasive design <ul><li>Encouraging people to complete tasks (sometimes tasks they didn’t set out to do) </li></ul><ul><li>Understanding their motivations/psychology </li></ul><ul><li>Knowing what they need to make a decision </li></ul><ul><li>Facilitating them with the right information and </li></ul><ul><li>Always Be Closing (ABC!). </li></ul>
  13. 19. or there is the other way...
  14. 23. case study: Gloster persuasive vs usability
  15. 29. <ul><li>cake mix analogy: the egg theory </li></ul><ul><li>sites don’t need to be 100% persuasive, 100% user-centred or 100% usable </li></ul><ul><li>the secret to success is in the mix (different every time) </li></ul><ul><li>the secret in getting the right mix is in the process </li></ul>the right mix
  16. 30. what’s so special about the process?
  17. 31. the process determines <ul><li>The digital brand strategy </li></ul><ul><li>The team skills mix </li></ul><ul><li>The project management methodology (agile through waterfall) </li></ul><ul><li>The weighting of design approaches </li></ul><ul><li>And ultimately success </li></ul>
  18. 32. questions?
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