Jaya Chakrabarti - Pesuasive Digital Experiences

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Presentation at Bristol Enterprise Network event 'Marketing: Harnessing the Power of the Internet' on 22 September 2009, Bristol, UK

Presentation at Bristol Enterprise Network event 'Marketing: Harnessing the Power of the Internet' on 22 September 2009, Bristol, UK

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  • In the digital space at least part of persuasion is a science. Magic and logic.
  • This is often lost. No visual element should be created without a focus on that intention – i.e. Without a purpose. In print, the focus is on the aesthetics. But design in the digital space is multidimensional: an experience.
  • We’ve all seen it.
  • Havenworks (bring it up on browser if poss)
  • An understanding of how people use and navigate websites is vital to any new project. Users have notoriously short attention spans so if there is anything that gets in the way of them completing a task on your website then they are likely to leave your site Supermarket analogy: clear signage, aisles wide enough for lots of trolleys, trolleys without wobbly wheels For clients: Better ROI Repeat visits Customer loyalty For users: happier because they get what they want quicker and without as much frustration
  • Supermarket analogy: placing the most popular products consumers want close to the entrance/exit. Cigarettes? High profit margin. Held in the kiosk with newspapers, lighters , lottery tickets etc. Focuses on the needs and tasks of different types of users in order to .
  • Funnel Need to measure performance People measure design visually, aesthetically. No. Measure it using analytics – the funnel. Magic, Logic? Persuasion – art quote. Magic mix of usability, user-centred and persuasive design. The most persuasive web sites focus on making users feel comfortable by giving them enough information in order to make an informed decision This is often most pronounced on e-commerce sites but the principals hold true for all manner of transactions, from downloading case studies or order forms, to picking up the phone and making an enquiry Persuasion is not about tricking visitors. It’s about understanding their needs and matching them up with your business goals. You can persuade users to go where you want them to go while making them happy at the same time.
  • This site illustrates perfectly the principles of persuasive design It provides detailed information about the product, in this case customisable USB sticks Users want to browse many sites that provide the same product and be able to make a decision without needing to call or send an email enquiry to get the information they need This site answers every possible question you might have about their product (no we don’t take a commission)
  • Detailed information that is specific to each product in their range Capacities available with even a chart that tells you how many files of different formats will fit on the device (Visual available with circle). Vital information for the non technical user. Environment information with supporting certification Dimensions, colour options, shows the specific area where your company logo will fit The lead times required: a lesser website might require you to submit an email and wait 4 days for response, no good if you need to get it out by the end of the week.
  • Detailed technical specifications Packing information that even includes an image
  • For those that might think there is something nasty lurking on the reverse side they have provided a handy rotating movie!
  • If your still not convinced that this is the product for you they even have a comprehensive gallery to show you what it will look like when plugged into you PC, sat on your notepad, or just placed at jaunty angles. And throughout your detailed exploration there is always the primary call-to-action clearly visible as a bright green button. “Prices and samples” this way
  • This is the only page on this site, none of the enticing navigation items take you anywhere different or to any new information The call-to-action is in plain view but it requires me to enter my name and my telephone number! I don’t want these strange USB people phoning me, what’s wrong with an email address? This is not persuasive! You may be thinking that at least this is simple, Flashbay was making a bit of meal of it with 4 pages for each product. Well..
  • Well, eBags proves that it is possible to be persuasive all on one page Customer ratings also add to the persuasive experience. In sales they call this the sheep factor: “if others have bought it then I must buy it also”. Oh and another big green call-to-action button. Sizes, weight, multiple pictures that show every stitch and strap in detail. Ooh, other products I might also like, even a pink one for my niece.
  • JN – one of the biggest names in usability research 100% Usable site but not very persuasive. Is the information lost because of the way the information is presented? Five principles: Learnability, Efficiency, Memorability, Errors (as in low error rate), Satisfaction
  • The following Gloster visuals: Not all sites need to be usable, this one possibly isn’t the most usable, but it does have a number of key elements that are persuasive and provide an engaging user experience.
  • Gloster don’t directly sell. They work through distributers. The aim of the site is to provide a brand experience as much as it is to bring their catalogue to life. Lovely images of beautiful furniture Target audience are buying into the implied lifestyle, not just the products
  • Lovely images of beautiful furniture Target audience are buying into the implied lifestyle, not just the products Conscious decision to disrupt consumer’s natural urge to pick an item of furniture – prefer to persuade them about the range by drawing them in with a lovely large image. Instead mimics the customer viewing a store display. Forces people to browse. Breaks usability and prioritises persuasion. “ Satisfisers” vs Maximisers. Maximisers want the best deal and will shop around. They will always be unhappy with what they eventually got. Satisfisers want to be told what they should have.
  • Lots of useful product information
  • Floor planner and the product list are both persuasive elements designed to give enough information for the user/customer to be able to make a purchase.
  • Handy print-out sheets with all the data.

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
    • 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?