Mobile Persuasion

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Mobile Persuasion

  1. 1. Perspectives on Persuasive Design for Mobile 19 Jan 09 Kath Straub, PhD Chief Scientist / Executive Director Human Factors International
  2. 2. Persuasive design ... Target Attitudes Barrier Target Behavior Barrier Barrier Barrier Barrier Barrier Drive Drive
  3. 3. PET design reduces or removes barriers & amplifies drive Target Attitudes Barrier Target Behavior Barrier Barrier Barrier Barrier Barrier Exposure
to
Interface
 Drive Drive
  4. 4. My handset can play the role of connector, concierge, coach, and court jester. Are we ready?
  5. 5. Drives and barriers for mobile adoption Target Attitudes Just Hard to another learn Target Behavior toy Wastes Doesn’t Time help ME Security Cost Hard to Easier to see do on PC More to learn be efficient connect be up to date
  6. 6. Some not so much... Some are....
  7. 7. Persuasive design means different things for different groups
  8. 8. Middle Aged & Older Market Just More to another learn toy Security Too much bother be efficient 9
  9. 9. Connecting the mobile with security Security 10
  10. 10. Connecting the mobile through consistency Just More to another learn toy ATM Laptop Mobile 11
  11. 11. All markets | Facilitated performance = persuasion Hard to read Eye movements Reading is even during reading more cognitively challenging on a small screen in a bumpy train with small text ... that is in the mobile environment 12
  12. 12. All markets | Improved performance = persuasion Minimizing the barrier Hard to read for more information 13 www.readsmart.com
  13. 13. All markets | Improved performance = persuasion Minimizing !quot;#$%&$'()* !quot;#$%#&'()quot;* the barrier Hard to read information Direct Mail Donor Acquisition Reading Short Essays for more information 14 www.readsmart.com
  14. 14. Youth Market: Amplify drives rather than reduce drives connect 15
  15. 15. Other Market Opportunities: Amplify drives connect 16
  16. 16. My handset can play the role of connector, concierge and court jester. But perhaps not all for the same person. Yet.
  17. 17. For more information contact Kath Straub kath at humanfactors dot com or Scott Weiss scott dot weiss at humanfactors dot com

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