User: Action! Leading Users to Action Through Design: a presentation by Solana Crawford at O\'Reilly Media Web 2.0 Conference ,Berlin 2008 **************** Solana Crawford DESIGN about TOWN Solana Crawford founded DESIGN about TOWN in 2005 and now serves as Chief Design Officer. She has over 13 years of experience in the print design and advertising fields and over 8 years in the web design and interactive arena. Solana has taught Graphic Design at “Universidad de Ciencias Empresariales y Sociales” in Buenos Aires (one of Fast Company’s top 15 “Fastest Cities” in 2007) and currently reviews students portfolios as well as serves as a Judge for design and web award giving associations. Solana is also on the Board of Directors for Paco Gomes and Dancers (www.pacogomesdance.com ). With DESIGN about TOWN Solana has put together an amazing team of professionals who excel at design, programming, copy writing and client service. Solana holds a B.S. in Graphic Design from the University of Buenos Aires, Argentina. **************** User: Action! Leading Users to Action Through Design Solana Crawford (DESIGN about TOWN) 14:35 Thursday, 23-10-2008 Location: A3-4 There’s something that takes that extra step, that goes beyond user interface (form) and user experience (function)... And it is that moment that each company with online presence wants its target user to reach: the click-moment. Whether it is to donate, buy, sign up or send, it is that decision-making-second, right before the user takes action, that will change their state of mind, their mood, they way they feel based on the action that was just taken. Design elements are key in accomplishing this. The right color choice will get you a new customer, and the wrong one can make you lose a potential investor. You need to show you know not just your product or service, but also your audience. Making them feel good about taking action takes you and your company a long ways. What will be covered: - Today’s design trends. - Which design elements entice users to take action: Shapes, colors, images… - Use of color to prompt users to take action. - How simple or sophisticated to design your site so users take action. **************** Links: www.designabouttown.com www.designbaouttown.com/blog http://en.oreilly.com/webexberlin2008/ http://blip.tv/file/1276931/ http://www.linkedin.com/in/solana

2. blah
blah
blah

3. solana crawford
founde r, chief d e s ig n o ff i c e r

4. d esigners?

5. d esigners?
developers?

6. d esigners?
developers?
bi z decision makers?

7. d esi gn = communication

8. almost every website is
sell ing something

9. click-moment

10. the va riabl e st ates of
u ser action

11. know

12. know
goals

13. know
goals
audi ence

14. know
goals
audi ence
pro duct / service

15. know
goals
audi ence
pro duct / service
know t hem

16. pre click-moment

17. user s get t here

18. user s get t here
by chance

19. user s get t here
by chance
by choice

20. p owerful tools

21. la yo ut position hierarchies

22. la yo ut position hierarchies
font s

23. la yo ut position hierarchies
font s
size

24. la yo ut position hierarchies
font s
size
shapes

25. la yo ut position hierarchies
font s
size
shapes
imagery

26. la yo ut position hierarchies
font s
size
shapes
imagery
movement / lines

27. la yo ut position hierarchies
font s
size
shapes
imagery
movement / lines
content

28. contrast

29. read th is read this read
this r ead this read this
read th is read this read
this r ead this read this
read th is read this read
this r ead this read this

30. read th is read this read
this r ead this read this
re ad this read t his read
this r ead this read this
read th is read this read
this r ead this read this

31. read th is read this read
this r ead this read this
read th is read this read
this r ead this read this
read th is read this read
this r ead this read this

32. read th is read this read
this r ead this read this
re ad this read this read
this r ead this read this
read th is read this read
this r ead this read this

33. colour

34. colour
COLOUR

35. co l our associations

36. elegance, wisdom, balance, neutrality, formality,
dullness, pollution, urban sprawl

38. light, air, innocence, purity, cleanliness, peace,
simplicity, winter, surrender, hope
death (eastern cultures)

40. modernity, power, sophistication, elegance, style,
wealth, mystery, fear, sadness
death (western cultures)

44. passion, energy, love, sex, speed, heat, fire,
leadership, power, aggression, danger, stop
wealth (china), devil (western cultures)

46. peace, unity, friendliness, loyalty, wisdom, strength,
calmness, cleanliness, sadness, coldness, skies,
water, technology

49. life, nature, environment, fertility, growth, health,
youth, inexperience, hope, balance, harmony, go,
good luck, generosity, envy, coldness

52. sunlight, summer, joy, earth, optimism, intelligence,
wealth (gold), hope, sociability, friendship, hazards,
dishonesty, deceit
mourning (egypt), courage (japan)

54. envy, sensuality, bisexuality, wealth, royalty, pride,
mystery, spirituality, creativity, wisdom, arrogance,
exaggeration, confusion

56. happiness, energy, balance, heat, fire, enthusiasm,
playfulness, aggression, arrogance, overemotion,
warning, danger, autumn, desire

58. spring, gratitude, appreciation, admiration, joy,
sympathy, femininity, health, love, sex, marriage

65. during click moment

66. keep users engaged

67. the cl i ck-moment
th e user shift

68. do n’ t d isappoint the user

69. consist ency
throug h the variable states
of user action

70. post click moment

73. what ma kes the user
ta ke act ion?

74. what ma kes the user
ta ke act ion?
choice

75. what ma kes the user
ta ke act ion?
choice
t rust

76. risk vs. accomplishment

77. love your audience

78. love your audience
lo ve what you are selling/
promoting

79. love your audience
lo ve what you are selling/
promoting
design for that

80. stand out!

81. the cl i ck-moment

82. the cl i ck-moment
user act ion

83. the cl i ck-moment
user act ion
busi ness

84. the cl i ck-moment
user act ion
busi ness
design

85. w eb 2.0 works
thank you

86. ¿?

87. s olana c ra w f o rd
s ol a na @ D E S I G N a b o u tTO W N . c o m
lin k edin | f a c e b o o k (+ )
des ignabout t o w n .c o m /b l o g
18 bartol st., san francisco, ca