Your SlideShare is downloading. ×
0
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Chakrabarti - Harnessing the Power of the Internet
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Chakrabarti - Harnessing the Power of the Internet

264

Published on

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

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

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
264
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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 <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. 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. 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. user-hostile design...
  • 6. user-hostile design
  • 7. usability...
  • 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. user-centred design
  • 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. persuasive design
  • 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.  
  • 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. <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
  • 30. what’s so special about the process?
  • 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>
  • 32. questions?

×