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The
Seduc)on
of
the
Interface
seduc&on
Christopher
Fahey




graphpaper.com
merchandising
merchandising
     vs.
 marke&ng
marke&ng
merchandising
The
strategy
and
implementa1on

of
how
a
product
is
presented
to

customers
as
they
decide
whether

or
not
to
purchase.
merchandising

Three
Modes
of
Merchandising:
  1.
Selling
Contexts
  2.
Packaging
  3.
Products
that
Sell
Themselves
1.
Selling
Contexts
Selling
Contexts

E‐commerce
Selling
Contexts
   • Marke1ng
experts
are
s1ll
learning
how
to
op1mize

     placement,
pricing,
sequences,
nomenclature.

Selling
Contexts

E‐commerce
Selling
Contexts
   • Marke1ng
experts
are
s1ll
learning
how
to
op1mize

     placement,
pricing,
sequences,
nomenclature.



But
there
have
been
many
feature
innova1ons...
   • Automated
recommenda1ons
   • “People
like
you
bought”
   • Wish
lists
   • Robust
UI
product
previews
2.
Packaging
Packaging
=

The
Selling
Context?
Don’t
Think
of

Your
Product’s
“Box”
3.
Products
that
Sell
Themselves
merchandising
The
strategy
and
implementa1on

of
how
a
product
is
presented
to

customers
as
they
decide
whether

or
not
to
purchase.
beyond

merchandising
marke&ng

vs.
design
marke&ng

vs.
design
marke&ng

=
design
design
“web‐centric”
pleasure
pleasure
!=
sensory

    experiences
pleasure

 drives
   us
pleasure




“ANrac&ve
things
work
beNer.”
    ‐
Don
Norman,
Emo+onal
Design
“web
2.0”
web
2.0

How
the
design
of
Web
2.0
user
experiences

change
how
products
are
marketed:
  • Subscrip1on‐based
product
models
  • Vibrant
communi1es
around
and
within
products
  • Fully‐func1onal
demos,
easily
distributed
and
managed
  • What
is
a
“product?”
Unclear
seams
between
plaYorms
  • Free!
conversion
the
“hard
sell”
conversion
is
obsolete
conversion
connec&on
seduc&on
falling
in
love
The
Three
Stages

of
Seduc&on







1.
Inspire
their
a[en1on,
interest
and
desire







2.
Draw
them
in
(lead
them
astray)







3.
Capture
their
ongoing
devo1on
Stage
One:
Inspire
their
a7en)on,

  interest
and
desire
choose
your

  “vic&m”
Mark
&
Pearson’s
“Archetypes”

 • The
Innocent
 • The
Explorer
 • The
Sage
 • The
Hero
 • The
Outlaw
 • The
Magician



Source: The Hero and the Outlaw by Margaret Mark and Carol Pearson
Robert
Greene’s
“Vic&ms”

 • The
Reformed
Rake
or
Siren               • The
Professor

 • The
Disappointed
Dreamer                 • The
Beauty
 • The
Pampered
Royal                       • The
Aging
Baby
 • The
New
Prude                            • The
Rescuer

 • The
Crushed
Star                         • The
Roué

 • The
Novice                               • The
Idol
Worshipper
 • The
Conqueror                            • The
Sensualist

 • The
Exo1c
Fe1shist                       • The
Lonely
Leader

 • The
Drama
Queen                          • The
Floa1ng
Gender

Source: The Art of Seduction by Robert Greene
Yahoo’s
“Compe&&ve
Spectrum”




Source: http://developer.yahoo.com/ypatterns/pattern.php?pattern=competitive
Make
up
your
own!

Detect
your
users’
emo&onal
quali&es
and
speak

to
them
in
your
UI
design.
Examples:
  • Rebelliousness
and
difference
  • Power
and
Control
  • Achievement
and
aspira1on
to
a
new
class
role
  • Modesty
  • Avoidance
of
embarrassment
  • Authen1city
  • Acceptance
in
one’s
social
group
  • Fun
and
release
from
stress
User
Personas
User
Personas

Persona
Usage
Guidelines:
  • Personas
of
any
kind
should
be
informed
by
research.

  • Even
the
smallest
amount
of
research
helps.
It’s
not
a

    bad
thing
if
the
designers
themselves
do
some
or
all

    of
the
research.
  • The
discussions
a2er
the
research
are
almost
more

    important.
  • The
journey
is
more
important
than
the
result.
  • Differen&ate
seduc&ve
quali&es
from
genuine
user

    func&onal
needs.

make
the
first
move
make
the
first
move

About
pick‐up
lines:
   • Should
not
be
threatening
   • Should
s1r
curiosity
   • Should
be
a
springboard
for
more
conversa1on
   • Should
be
a
vehicle
for
displaying
your
value
make
the
first
move

• Use
Words
   • Speak
directly
to
the
user
   • Tell
them
what
they
can
do
to
do
specifically

• Use
Mo1on
   • Anima1on
   • Video
demos
• Careful
with
Audio!
but
don’t

be
a
jerk
create
a
sense

  of
mystery
the
first
move

• Blah
appear
desirable
appear
desirable

Present
Tes1monials
  • Not
just
media
tes1monials

  • But
real
user
tes1monials,
too
appear
desirable

Present
Tes1monials
  • Not
just
media
tes1monials

  • But
real
user
tes1monials,
too
flaNer
them
project
confidence
show
calculated

  vulnerability
tempt
them
Stage
Two:
Draw
Them
In
(Lead
Them
Astray)
dazzle
them

with
wonder
tell
a
story
enable
stories
be
stylish
delight
in

the
details
have
a
sense

 of
humor
offer
affordances
   of
desire
distract
them
from

their
responsibili&es
Planning mode and Context mode
Planning mode is where you organize your   Context mode is where you can ignore the
actions into projects and folders.         hierarchy and concentrate on working.




                                              You can switch back and forth between planning mode
                                                   and context mode by clicking the Mode switcher
                                                                or the Switch button on the toolbar.
Planning mode and Context mode
          Planning mode is where you organize your           Context mode is where you can ignore the
          actions into projects and folders.                 hierarchy and concentrate on working.




                                                                You can switch back and forth between planning mode
                                                                     and context mode by clicking the Mode switcher
                                                                                  or the Switch button on the toolbar.




                          Planning Sidebar
               The Inbox: dump in stu! to process later
e Library contains all your folders, projects, and actions                             The Inbox appears above your library of projects and acti
                      Folders: Categorize your projects                                Outline new ideas, incoming tasks, or emerging projects h
    A Project represents some goal you hope to achieve                                  When you're ready, assign a project and a context to an it
                                                                                        then click the Clean Up button to turn it into an action.
Planning mode and Context mode                                                                                                                         Toolbar
            Planning mode is where you organize your                  Context mode is where you can ignore the
            actions into projects and folders.                        hierarchy and concentrate on working.




                                                                                                                                                                    Switch to the         Focus on th
                                                                                                                                                                    other mode and        selected fold
                                                                                                                                                                    find your              project, tem
                                                                                                                                                                    selection there.      hiding every




                                                                                                                                                                   View Bar                       Cli
                                                                                                                                                                                                  lots


                                                                                                                                                                    Filter your projects by status.
                                                                         You can switch back and forth between planning mode                                        Remaining: Left to be done
                                                                              and context mode by clicking the Mode switcher                                        Active: Currently working on
                                                                                           or the Switch button on the toolbar.                                     Stalled: Without available actions
                                                                                                                                                                    Pending: Starting in the future
                                                                                                                                                                    On Hold: Not currently working o
                                                                                                                                                                    Dropped: Given up
                                                                                                                                                                    Completed: Finished successfully




                            Planning Sidebar                                                                                                                       Outline                        Th
                                                                                                                                                                                                  and
                  The Inbox: dump in stu! to process later                                                                                                         quot;Planning mode#                pro

The Library contains all your folders, projects, and actions                                    The Inbox appears above your library of projects and actions.
                        Folders: Categorize your projects                                       Outline new ideas, incoming tasks, or emerging projects here.
      A Project represents some goal you hope to achieve                                         When you're ready, assign a project and a context to an item,
A Shoebox holds single actions that don't fit into a project                                      then click the Clean Up button to turn it into an action. Or,
                                                                                                          drag an item to the sidebar to turn it into a project.


                          Select any item in the sidebar to see its                               The darker gray rows are your grouping, as set in the View
                                   contents in the main outlin!                                                  Bar above. This outline is grouped by folder.

                                                                                               Lighter gray rows are projects. A project should be a goal that
         Numbers indicate your inbox items quot;gray#, overdue                                      you can complete some day; this one is the title of a painting.
            actions quot;red#, and almost$due actions quot;orange#
                                                                                                The first remaining thing you can do in each project, the next
                                                                                                                                   action, is colored purple.
Planning mode and Context mode                                                                                                                           Toolbar
            Planning mode is where you organize your                  Context mode is where you can ignore the
            actions into projects and folders.                        hierarchy and concentrate on working.




                                                                                                                                                                      Switch to the        Focus on the              Clean Up puts                Reset the next           Type to filter the view                 Open the            Print what's
                                                                                                                                                                      other mode and       selected folders or       everything where it          review date for the      for matching folders,                  inspectors,         currently visible
                                                                                                                                                                      find your             project, temporarily      belongs, based on the        selected projects.       projects, and actions.                 where you can       in the outline.
                                                                                                                                                                      selection there.     hiding everything else.   changes you made.                                                                            edit details of the
                                                                                                                                                                                                                                                                                                                  selected items.




                                                                                                                                                                     View Bar                      Click the View button in the toolbar to see the View bar, which contains
                                                                                                                                                                                                   lots of handy menus for filtering your outline, and the column headers.


                                                                                                                                                                      Filter your projects by status.      Group your projects      Sort your projects        Filter actions by       Filter actions by       Filter actions by         Clear your
                                                                         You can switch back and forth between planning mode                                          Remaining: Left to be done           under headings           by various criteria, or   status.                 estimated time, so      whether you have          custom filters,
                                                                              and context mode by clicking the Mode switcher                                          Active: Currently working on         based on their           leave them unsorted.      Remaining: Actions      you can find stu!        flagged them. Flags        returning to
                                                                                           or the Switch button on the toolbar.                                       Stalled: Without available actions   containing folders or                              not yet complete        that can be done in     don't have any            the defaults
                                                                                                                                                                      Pending: Starting in the future      various dates.                                     Next Action: The        the time you have       inherent meaning;         or to the last
                                                                                                                                                                      On Hold: Not currently working on                                                       next thing you can do   available right now.    they're just a            perspective
                                                                                                                                                                      Dropped: Given up                                                                       in each project                                 convenience.              you opened
                                                                                                                                                                      Completed: Finished successfully                                                        Available: Actions
                                                                                                                                                                                                                                                              you can do right now
                                                                                                                                                                                                                                                              Completed: Actions
                                                                                                                                                                                                                                                              finished successfully


                            Planning Sidebar                                                                                                                         Outline                       This is the detailed view of your inbox, folders, projects, and actions, arranged in rows
                                                                                                                                                                                                   and columns. Contexts mode is similar, except that actions are broken out of their
                  The Inbox: dump in stu! to process later                                                                                                           quot;Planning mode#               project hierarchies so you can see them individually by project, due date, and so on.

The Library contains all your folders, projects, and actions                                    The Inbox appears above your library of projects and actions.
                        Folders: Categorize your projects                                       Outline new ideas, incoming tasks, or emerging projects here.
      A Project represents some goal you hope to achieve                                         When you're ready, assign a project and a context to an item,
A Shoebox holds single actions that don't fit into a project                                      then click the Clean Up button to turn it into an action. Or,
                                                                                                          drag an item to the sidebar to turn it into a project.


                          Select any item in the sidebar to see its                               The darker gray rows are your grouping, as set in the View
                                   contents in the main outlin!                                                  Bar above. This outline is grouped by folder.

                                                                                               Lighter gray rows are projects. A project should be a goal that
         Numbers indicate your inbox items quot;gray#, overdue                                      you can complete some day; this one is the title of a painting.
            actions quot;red#, and almost$due actions quot;orange#
                                                                                                                                                                                                                                                                                               Categorize your actions by context; then you
                                                                                                The first remaining thing you can do in each project, the next                                                                                                                                  can switch to Contexts Mode and organize
                                                                                                                                     action, is colored purple.                                                                                                                                them by when and where you can do each
                                                                                                   Because this project is sequential, all actions after the next                                                                                                                              one.
                                                                                                   action are considered unavailable. You have to finish the                                                                                                                                    This action has a note, as shown by the note
                                                                                                            earlier actions before you can start the later ones.                                                                                                                               icon. Click a note icon to see the note area,
                                                                                                                                                                                                                                                                                               where you can type or drop files.
                                                                                              When you put the mouse pointer on a row, you see the columns
                            Contexts Sidebar                                                                           and buttons available for that item.


       The No Context box: actions still needing contexts                                        You can use the Add Child, Indent, and Group commands in                                                                                                                                      This action has a due date. You can show the
                                                                                                   the Edit ! Outlining menu to collect related actions into a                                                                                                                                 Due Date column quot;and other columns# in the
                                                                                                                                  group for easier tracking.                                                                                                                                   View menu.
               A Context represents the place or the tools
                        necessary to get something done                                                                                 Overdue items are red.
                                                                                                                                                                                                                                                                                               The arrows on a project or a group indicate
                                                                                                                                                                                                                                                                                               whether it is parallel or sequential. The
                                                                                                                                                                                                                                                                                               sequential “Work” must have its actions done
                          Contexts can contain subcontexts                                                                                                                                                                                                                                     in the order they are listed, while the parallel
                                                                                                 Single!action lists are like projects, but they contain loose,                                                                                                                                “Ideas to sketch out” can have its actions
                                                                                                         unrelated items instead of actions aimed toward the                                                                                                                                   done in any order.
                               Select a context to see the actions                                                                       completion of a goal.
                                                   assigned to iquot;
                                                                                                  All single actions are considered “next actions,” and they are                                                                                                                               This action is flagged. Click the flag icon to
                                                                                                         colored blue to distinguish them from project actions.                                                                                                                                mark items with a flag for your own reference;
                                                                                                                                                                                                                                                                                               the flag filter in the View Bar above can find
                                                                                                                                                                                                                                                                                               all of your flagged items for you.

                                                                                                 ...And here's the next folder, with its own projects and single$
                                                                                                                                              action lists inside.
Stage
Three:
  Capture
Their
Ongoing
Devo)on
involve
others
con&nually
grow
the
design
process
goals,
scenarios
  
and
paths
goals

Your
users
have
goals.
Write
them
down
and

use
them
to
guide
and
inspire
your
design.
  • They
will
“muddle
through”
the
hard
parts
if
the
end

    result
is
s1ll
visible
to
them.

  • Use
tempta1on
and
encouragement
to
keep
them

    going.
  • Don’t
lie:
Be
honest
about
how
close
to
their
goals

    they
really
are.

plan
for
delight
evaluate
with

psychology
and

   emo&on
understand
 yourself
Robert
Greene’s
“Seducers”

 • The
Siren                               • The
Professor

 • The
Rake                                • The
Beauty
 • The
Ideal
Lover                         • The
Aging
Baby
 • The
Dandy                               • The
Rescuer

 • The
Natural                             • The
Roué

 • The
Coque[e                             • The
Idol
Worshipper
 • The
Charmer                             • The
Sensualist

 • The
Charisma1c                          • The
Lonely
Leader

 • The
Star                                • The
Floa1ng
Gender

Source: The Art of Seduction by Robert Greene
The
30‐Second
Seducers

 • The
Scholar
 • The
Show‐off
 • The
Sneak
 • The
Roman1c
 • The
Best
Friend




Source: The 30-Second Seduction by Andrea Gardner
closing
thoughts
closing
thoughts

Seduc1on
is
...
     ...
not
about
sex
‐‐
it’s
about
love
and
togetherness...

     enchantment
and
pleasure.
     ...
user‐centric
     ...
a
journey
     ...
proac1ve
     ...
and
nothing
to
be
squeamish
about!
closing
thoughts
 


      Seduc&on
is
no
longer
the

      exclusive
responsibility
of

      “the
marke&ng
people”.

      



      It’s
a
design
job.
So
do
it.
Thanks,
I
had
fun!
    Christopher
Fahey




    graphpaper.com

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