A bit about Clint •
Born. Raised. Diverse interests. • Believes Comic Sans will curdle milk • Makes a mean loaf of bread, and a 1-match ﬁre. But does not bake the bread over the ﬁre. • Hates when people refer to themselves in the third person.
Buy online in 3 simple
steps: 1. Ooooh...sweet deal! (impulsive click) 2. How many steps to buy this thing... 3. What's my postal code again? 4. Shipping costs are wha...?! I could walk there and bring it back—oh, screw it. 5. (3 weeks later) UPS is holding it hostage at customs for 3x its original value...
In practical terms: • invest
in emotionally positive, branded experiences everywhere you can • avoid anxiety-inducing marketing tactics (confrontational communication style, pressure tactics, all caps etc.) • don’t just measure clicks—actually get to know what makes your customer happy • your product is your number one branded experience: make something awesome
More reading: • Don Norman:
Emotional Design • Fogg: Stanford Persuasive Tech Lab • Bloomberg article: brain science not ready to replace Mad Men • 7 second gap • The Psychology of Economic Decisions • Smashing: excellent checkouts