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You Can't Go Wrong With Beige
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5 key elements important in order to create effective website that serve the purpose of being active sales- and marketing channels.

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  • Hi ;-)
    Great presentation ... if possible, love to get a copy of it.

    Thanks in advance
    cheers
    A

    acobucci@optusnet.com.au<br /><br/>
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  • Problemet i dag er tilgjengeliggjøring, men dette setter kunden ut i skogen på egenhånd. Dette er en markeds- og en salgskanal
  • Vi tror ikke vi finner løsningen på problemet innen bransjen selv. Vi må gå på utsiden
    Innovasjon skjer ikkje i ei rett linje og innovation accorus at the intersection of ideas
  • Og nummer to på lista…
    Det handler om følelser…
  • Eksempelet med pre-frontal lobe
  • Brukervennlighet:
    Skiller deg ikke fra konkurrentene
    Selger ingenting
  • Norio ohga
  • According to James Twitchell the key insight that has shaped modern advertising came to cigarette manufacturers in the late 1930s. In the course of market research they discovered that smokers that taste-tested various cigarette brands without knowing which was which couldn’t tell them apart. So, if the manufacturer wanted to sell more of his particular brand, he was either going to make it distinctive, or make consumers think it was distinctive, which was considerably easier. With that was born the practice of selling a product by associating it with a glamourous lifestyle. Paradox of choice p.54
  • Bilde av eit tempel, og sitat frå side 166 i BIG av seth Godin
  • “We do not sell ‘furniture’ at Domain. We sell dreams. This is accomplished by addressing the half-formed needs in our customers’ heads. By uncovering these needs, we, in essence, fill in the blanks. We convert ‘needs’ into ‘dreams.’ Sales are the inevitable result.”
    - Judy George, Domain Home Fashions
    “No longer are we only an insurance provider. Today, we also offer our customers the products and services that help them achieve their dreams —whether it’s financial security, buying a car, paying for home repairs, or even taking a dream vacation.”
    - Martin Feinstein, CEO, Farmers Group
  • “We don’t like to admit that we tell stories, that we’re in the placebo business. Instead, we talk about features and benefits as a way to rationalize our desire to help customers by allowing them to lie to themselves”
    - Seth Godin, Small is the new BIG
  • - Hva er historien vår... Det har vi ikke tenkt på. Vi har laget modeller og verktyø, men ikke skapt en eneste historie. Hva er det kunden kjøper når han blir kunde hos oss?
  • Vi vet at førsteinntrykket er det som bestemmer om kunden ønsker å tro på visjonene våre. Vi må skape det riktige førsteinntrykket slik at kundene kommer til oss og VIL tro.
    - Dette Vil jeg være en DEL av!!
  • &amp;quot;Great web management starts off with allowing the most important customers complete their most important tasks as quickly and simply as possible. Poor web management plays politics by giving a little of the homepage to every department. Poor web management tries to answer every question-and all it ends up doing is answering every question really badly.&amp;quot;
    - Gerry McGovern
  • The passionate speaker can make people want to &amp;quot;believe and follow&amp;quot;.
    - “In classical times when Cicero had finished speaking, the people said, ‘How well he spoke,’ but when Demosthenes had finished speaking, they said, ‘Let us march.’”
    - Adlai Stevenson
  • Hvorfor det ikke er antall trykk som teller men….
  • “Obey standards unless there is a truly superior alternative”
    - Alan Cooper
  • Vi er ikke roboter
    Som jeg tidligere har sagt - dette er en måte å tenke på som teknologene kan finne på å gjøre
  • Mennesker er irrasjonelle og ulogiske, men er de en del av problemet
  • Og jeg kommer aldri frem til poenget….. :o)
  • Hent ut fra 50 millisekunder . Og vis denne med eksemplene fra harris interactive website assessment study
  • Samme som den forrige
  • Quote:
    “Everytime you ad something you take something away”
    - John Maeda, The laws of simplicity
  • ”Det er ikke slik som mange tenker at farger bare har med det kosmetiske å gjøre. Fargene er naturens sterkeste signalsystem.”- Tove Steinbo, Fargene Forteller
  • Tone-of-voice 38%, Non-verbal 55%, Verbal 7%. Harvard study - the key is that they have to be in concert!!
  • Brukervennlighet er ikke merkevarebyggende
  • &amp;quot;We must try to put ourselves inside their skin and look at us through their eyes just to understand the thoughts that lie behind their decisions and their actions&amp;quot;
    Robert S. McNamara on empathy referring to Tommy Thompson former US ambassador to Moscow under the Cuba missile crisis, The Fog of War
    Artikulasjonen av utfordringene
  • You Can't Go Wrong With Beige

    1. 1. V THE IMPORTANT EFFECT OF EMOTION AND DESIGN ON THE CUSTOMER, THEIR EXPERIENCE I AND THEIR MOTIVATION TO PURCHASE “_' HELGE TENM Presentation for: Nordeom 28.NOVEMI§II. ZO06 gig’-(VE‘Enp| _E| ..|
    2. 2. ‘_f“£¥"-3;:5:II-1:! ‘ I-HI ____: :__. __. _._. . —. IT'S EASY. JUST SKIP THE “INTERFACE DESIGN” PHASE AND MAKE EVERYTHING BEIGE. YOU CAN'T GO OGRONG ooI_TH DEIOE. I , ('ZI‘| C|_-‘xiWIIIIILIIESIEIHQJIIQRIE
    3. 3. ./ I ‘nil . 3'. “'. .. ”For the understanding of a picture a chair is needed. Why a chair? To prevent the legs, as they tire, from interferring with the mind. ” » Paui Klee. The Thinking Eye
    4. 4. ‘Ii IMPORTANT TASKS A WEBSITE NEEDS TO ACCOMPLISH: I 1-. ‘ I 1. A AND MAKE ITAGOOD ONE ‘. E9) 2o THROUGH EMOTION 3 o N FROM WANTS 3 o IN ORDER TO CREATE ACTION 4: BY INTELLIGENCE NOT CONSISTENCY
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    10. 10. RATIONAL THOUGHT ARGUMENTATION THE VISCERAL REACTION (QIAP DESOSION) Av l, 7 Ir: nnst iwnsssiou
    11. 11. "That's a good example ofjust how central L this kind of decision making [snap decisions] ’ If. ‘ <. —,: r‘~ ' . is to the way we make sense of the world. And y ‘ . 5 just how good we are at convincing ourselves othen/ vise, I I >1 ‘ at pretending that what we are doing is concious and deliberat when it is not. " — IV.3II: r:-Im Gladwell ‘JI"I. k. E E 5:! -E IWFL pa THEFIRSTIMPRESSION
    12. 12. WHA DO AKE EATE A GOOD FIA§T IIIIPAESSIONI u-nu. FFFFFFFF E}-I THE FIRST IMPRESSION
    13. 13. rIL _I E H _I S E A Eérger-. m_a, _.
    14. 14. .One recent paper that begins to operationalise aesthetics (Lavie and Tractinsky 2004) identifies two dimen- sions that the authors label ‘classical’ and ‘expressive’ aesthetics, respectively ‘Classical’ aesthetics pertains to aesthetic notions dating backto antiquity and referring to orderliness in desig n, including concepts like ‘clean’, ‘pleasant’, ‘symmetrical’ and ‘aesthetic’. This dimension thus contains both cognitive (clean, symmetrical) and emotional responses (pleasant). However, the fact that ‘aesthetics’ also appears as a dimension of aesthetics is problematic. ‘Expres- sive’ aesthetics reflects the perception of the II6 G. Lindgaard et al. designers’ creativity and originality, and includes concepts like ‘sophisticated’, ‘creative’, ‘uses special effects’ and ‘fascinating’. — Gitte Lindgaard W“ E 3 5:: -E npu. 5.: nznnsriwnzssiou
    15. 15. ‘u_'VI. K 5:! -EErIp| _a, .l 3-; K2; In ntlc: IIuIu. usununa: .eoIn£. ‘ , CHARACTERSWELCOME SCHEDULE SERIES MOVIES SPORTS WWE Q TODAY ON USA om-ow szoo rm UEAHOVH - IO Nundny, uh I WESTMINSTER KENNEL CLUB DOG SHOW Migm , Want to Play a Round at Pebble Beach? Enter the Pebble Beach Sweepstakes! 2006 WINTER OLYMPICS C2529 BEGINS FRIDAY. FEBRUARY I0 5/5! - nabu coal» woman’: noun: SKAYING Am. -iuii-. I». .. l»lI| iI’I‘Il*< 4-I ORIEINAL SERIES xiii / NA$NVILLE STAR uvw suson beams YUFSOAV nut»: to Mom: ‘rusaaoo wt DEAD Ions Ilb<*I’. |Il ‘. INHIlI s»I-Iumvi-min SNDVI us VDIJR (NARAKTER . _, __flJ . I ii. ‘9 9 L . I f . ‘E 3, , , , L ‘I Hun’: atharodnv-In Jlofus. wrur. yum-ch. -as an D vuw 0iAkAI: l(u$ VIDEO PLAYER '3' 5.. kahuvdtltpl V ‘N n uuum Irilill l‘~IIIIiIF1'. ‘i| <IIii*I IIIIIIAIA THE FIRSTIMPRESSION
    16. 16. ‘W 1- Le M: ;m -, - r. -v-FIo. >(~evebpev1"renew-D Sow [It {mt gm go f.1.~orIte'. [0-:1: gap as 6 0 0 9 :32 : ,rIeIcetavu1ypeosd. coru mm mm . um m a g. . 5:--EE: -up. _a, .. nll>. ~r. vl'I~~| aw ulmu-| | Y7»: Cntlflvll Penzheve No! 7' mmu ‘youdktI'l’. ’7 oeLI: Ia‘u: m:Qelerruo smuemooo. wnrvv N5 bestemmer du! Sm. »-.3 og Mn Mmyu: r. .1n-«mm» '. rm‘. n*‘ wane : Elh Z1121 med man: -n SISIIIIIIIPPJI: 3-DWI‘! W» Idol-dommer svarer ‘hp? ! W1 ' he an: «-1 3 mosh . ; wt ti Vlzve Lu rave w--nu wan‘ L» I Lea mvtl I )’; ":ll| YVSI“ -masnan Wm H, . ; m: eer~(.1:rmboem1:e1 " revs-wzk Ven1:: lvYy‘: |6yIaI *4 an: Mmlte. map! smrmm an in mi I It» mvl I I1.» nu. r ull En stand Ian A mu; .; -_u .1-n-. »;. ~.n. »-1 vmr-r mim- ltd! !! ">1 H ‘-I IIUIEQ‘ Unsdm; el use [an nenpm. — A I I nu met I naowrnm . ar-ma ‘val-3. nu: Bum: -a ev p§'1e1!ud >. m Wm , 1 1754597 Veocuu ‘Send W ' 5" . p.. .m. *: . .L- "*1-"W-J flrtelfiazzsv 531 Sean so-H in: m dance kotlem: -V‘ v mod N 2 u -_. Hm: vow am in r W 2 no hr «:0 no vv : yen: -t nu W 2 m-yr mo w . >«. .-rem ru : M-_a-u ~. ‘ V‘ 2 T. 2 Vr| e'. .2v r-. ‘ 1 Tune! H 3 . ':~Du Slavarvs :2 -»: Raw ; om A "I Ynywu I‘ T Yvcnnfienu ax; vlwufionnuuunvu ‘'3 3UN$| lK ("D N‘ erdet "d : : filuxipfiolo Gmal THE FIRSYIMPRESSION
    17. 17. fififl / HSBC Group Site 7 (Diana IIwwwhsbcLomlpubliclgruupsutelbusir ‘ ( . : hciqou-nno. ryp«p. id. ,.. 2 Cc-oqlr Don . 2010 : mo Mx) '§il. Itrr : : bloqrcill : cm. iii LP—. idmm » Hock run : -455: new $1! I‘ '1 . . . “.J Tht-wovldsloc.1|b. in-x scmh‘ F, kc, "M, Q Abuul ~' Inn-isle’ C0101!» Socai Cr co“ . runou numaua co-pout» A hluwwnl NSBC ""°°" Raalcns Rnocntb ty "1 " " 3l'Vh'ig germ: -cm I-su. .io-in: Ba-img Business & Commercial Solutions that suit your business :1 N? » ii Smart Business Customers v‘, iitiH'‘‘‘il‘ : ‘V L. ‘ :1 IV. ‘V i‘| .. ' n Expanding into China? Producing the same product doesn't mean doing business in the same way Where others see simiiarity, we see difference. V v v 1 v -; nt: .‘, u , . . “hi. . . Commercial 8. 7 ; _J Corporate Customers I7‘ "~ltt~Hl "il'¢ » . ‘ mm. A c. -.n: ~n 1 cm. :42»: 2- 5 e-. >:. 5:; -t--um Dune ': :‘¢**"= =‘f: ii"'—i-i: i-. -i-~ Commercial Banking l‘, ytf HI iv , cggyuyi M5: an -; 231 A '-yvs -nswuu:
    18. 18. n n n Nnvdll ‘ 7 V x ’ Q’ I > - n¢. .m«. ::a. .>n llltV)£iJl’I-Iiffiiv - u rrr : >.-mouzox _~ PM ' wv V , — W . -, . ..m. .». . {LII . , a. .._. ..; u.». - -. """“ ' " ‘ ""‘ "““ ’* " “' ‘ -nu ». «.ii. ... .u ? >- '- :1»; 1‘. '.lr': ~~v. .i-nuuuui. -:. .q-.1-. ~.u: -um. n.-5.: -«a-—uou. -1*: --u rhnuu cuwnn-u-. r-nv -nwauoum vvoum-« »o flD0I4l’I')'D0l L-ml 7 --. .A --. + . ... o.. ..». ... DFIBNOR Xlweslol Re mom and Covpomtic lnformiitvon “ "sym, W W___ . -.-. . . . s, .. .-. . . . ... « VII‘ . ... .. .-. - v, s. ..n. .i. — Boono-vikthiuutz Hr ». rv tn ' Ihnlrolnvp r . i. .A- 'w~< : -w<o1ce vlvhlnlzi Llrgoflutohtliuv Mnuiu In-I “"‘--' V 1 . I) III IOOYIIIII '* . , . y w. .; , 7 . ._a x. - y ‘ . .. . n n n ' um; um » ~ _ V . » V 7W) -1irn4A~: iP4I( W. .. - t _ u an: Moan-n , . . . t ~<-'; . it i . . . » . :w » X ‘__, ‘:'_, ‘Lf<°f, ’m_V norvuouinnvonlun , .. .,--no u. .. ‘. ‘ . . 2-~~ . [E1DIw-- ‘ '_; dual: -It us an 7 . It-dvn - 7 not ~. I Ismaltavtnulnoun - : .i't. , i. r.ii. i. "'-""-I A '--h. - “wt-«Vr4vI»‘--iii in; 'K -i H i. «.m. .,-a<. ¢—i. . own 1, ~ Iii’ -' "' " v- "—"""5" " vi, _(_, .., (. . Aiu;1$lI. LU: i _ , - I(¢. aI lam . , . . est . . . i i. ... .:. .. .e. . . .,. ,.. t.. ... . - - ‘: LdL‘; ;,j . “<6 <4; 2': suxrr at 5-9 -<xr- we -v '-: r in v max I - : .». ,. «aw v, .,. ".1 K‘; . . em. (.3: ». utnuroq . _ . . .--N-. ..ii . ;—. i,. . . . mo no-I noun ncquiu nun -an '°' ""'""' . ~.-. i; , Ii'i1*n ' Dpllnvllllogllc I. -.mn. ... .n. -unluu , _ . , i. - i, . ‘H M. .. ‘I. », ... ;.¢ . iu~. .¢oi: nu . ' . -. . . — » . . . . . .,. .-. .i. ..vv. i. » -- r i. .,ts. ~.». - mm - . . 1 »-- a _ . .t an m . .it. ... .1o; w, K Mg" 1'VlflI. tg. Ih} ~t. , Dru ‘~ in”. .e . ~ . ¢.. "If ‘.1-v. vv*: <€<i K-vi‘) . «.. .. um rwra< rq ; ..i . . . . wt 0; iV‘Iv'. 'VLU11I -. ..«, t. (—~. . . .« . .——, .. 1»? I-If"$| i.I(i1I uvr-u-. A-: xr, XA2’. ~. u_». ~.. — o. u-. i.-tu-un F _ _ _ n-. ... . 4 W 5,. ‘ . t. : >B<¢' -<x1 , , W D, am. .. and . ,.. ..= .‘ . ,., .,. ,,. ,,_ """ _‘f _“ " ' ‘ vb . .,. «t W . .. ,.~. . ; _, , A M v . - bkw; .r.1.. .v: :1 . ... .c. ». , -. :. ~. Nl'1('{ My-bztir M “nu re. ..-. .n ~_ 0”. " n«~; »<<. vos eta aunt in «. . nu uI; r- t. v('V}. ' )' m at . .a. u . - : qru5<- : -cm W = V tv. '4,'[ h‘:4h’> om
    19. 19. @ Harrislnteractive automotive assessment study - WITHOUT TECHNICAL PROBLEMS - APPEALING DESIGN - GOOD FINDABILITY - SIMPLE NAVIGATION W“ E 3 5:: -E rips. 5.: 1’| 'IEFiRSI| M’R£SS|0N
    20. 20. gar-QB! -Ipu. ap Abstract: Prof Lindgaard reports some recent findings in her attempts to uncover the relationship between user satisfaction, perceived and actual usability. Users‘ interactive experience on a range of websites they were asked to browse during an experimental session shows that five topics recur regard- less of the type of site seen. These are usability, aesthetics, expectations, emotion, and likeability. The research shows that, although users are sensitive to differences in actual usability of sites, perceived usability appears to be tied more to the immediate impression than to actual usability. in turn, the immediate impression is based on the aesthetic appeal of the site. Citation: Gin: Llndgard, 2003-OB-OB, usalflllly vs aesthetics TI-E FIISTILPIIESSION
    21. 21. . i / ' L ‘t >1 A T‘ l. l‘. li‘L3.*_ i THROUGH EMOTIONS . }r‘ (, '/ 2 J. E Er-gEn; :n_ap . ..i. :i_r THFLIli, Hliw‘i§'TlCll-IL
    22. 22. ’‘If you eliminate the emotional guidingfactors, it is impossible for people to make decisions in daily life” Dr [Jean Shlbatav uinuu E a _ K 5:: -E npn. 5.: CONNEG — THRCULH EMOTION;
    23. 23. "Facts lead to conclusions, emotions lead to action” Brian and . leffre, / Eisenberg, waiting for your cat to bark mu. E a , P _ K 5:: -E rips. p (ONNE(I-THFICULHEIK/ UnI_tNs
    24. 24. so. .1 My (-3 I-'. i'v‘r ~on<iA 1"; -; if A A """'"‘ V ummca Ill . .__ j‘. 5 vjiu‘ Bli kient mod Nokia Nseriesl :3’ Mi‘ iiuwirw i , i . lilI"i‘l your V‘ I; gout-, i irP1|il(I(l . .u H: HI Hm ‘ uruiuuul wrrtn u_. -.n= rEEnpn. Ep (ONNEG ~ THFIOUCH EIVUIIONS
    25. 25. .. ..-. —-. .~. -9-. .. -—¢- . ..n. .. - normobil -. _.. ..‘. .. . _.. . . ... _ noon. no road BIOCII - Ann 191 a 5:: -EEHF-.354 connecr V THFaZLliZH Em: -n-: ii-i:
    26. 26. "The minute you focus on something you got to give it a meaning, and whatever that meaning is produces emotion, and emotion creates what we are going to do, or the action" - Tony Robbins 5' 1:" ‘i-’éEnpu. Ep CONIKY - THFOJG-l Eivicmons
    27. 27. "When emotion comes into it, the wiring changes in the way it functions" - Tony Robbins M” E E * ’ ’ * -' 5:: -E rips. p (0NNE(T~THRLJ_JU4EMJilI_tNo
    28. 28. . fix -. . J . . ‘K ‘-"Ex K R‘ ‘I’ H . , . r. _ _ M _2 ''If you communicated with emotion I believe you would have beat his ass and won" -Tony Rol: bins, ta| king to Al Gore at TEDTa| ks in’? ! '—l
    29. 29. ”At Sony we assume that all products ofour competitors have basically the same technology, price, performance and features. Design is the only thing that differentiates one product from another in the marketplace". — Nono Ohga u-nu. 5:! -EErIFI. .a}. l CONNKT-THRI1JGHEN| O‘| ’i0NS
    30. 30. ”Love is overesti mating the difference between one woman and another”. ~ George Bernard Shaw W“ ‘E E 5:: -g npu. p CONNKT-THfDUCHEMCF| 'iONS
    31. 31. PARTS STORYTELLING CREATING NEEDS FROM WANTS EVE! -EEr1F| _a, J SETH GODll‘-l l%F@§%%vlfiggE: Etta Esta The Power of Telling Authentic Stories In a law-‘mast World STORYTELLING
    32. 32. According to James Twitchell the key insight that has shaped modern advertis- ing came to cigarette manufacturers in the late 1930s. In the course of market research they discovered that smokers that taste-tested various cigarette brands without knowing which was which couldn't tell them apart. So, if the manufacturer wanted to sell more of his particular brand, he was either going to make it distinctive, or make consumers think it was distinctive, which was considerably easier. With that was born the practice of selling a product by associating it with a glamourous lifestyle. — Paradox of choice, Barry Schwartz EVE! -EEnFI_a}. l
    33. 33. Consumers, even those that aren't wealthy, regularly pay 10 times or a hundred times more than they need to for some items, largely because of the story. And we justify that expense with some very complicated internal lies. SethGodIn fr _: Ar‘-r ‘- ~-y y i Tr *? r“rd--tv 1'**vm’. '" - —'~; -V‘ . - . ’-. r" “’l 0.» . . _; . ~ . . , , vi . ‘_ - _~ Ir . V . ~., ,.«'_-*. ,u~ . -— ‘ V-3‘ fa ‘ ‘ , -l ' ~. —. 1 -- ' - , J. :‘, ‘.~ ‘ ) ‘ 2 __ - fr ; *= . *. . ; ' ex . ‘ I V‘ . _l) ‘ ‘. ‘, _ (- I - - l‘ , ‘xi . i-Ifi. »‘ / O '~’ 1 l l‘ I: _ . , T N ‘T / ‘.1 . K , l/ I _ ‘g. ‘l ‘ ’ - r‘ ’ ‘NA ‘ g _ _ ‘ _ , . K ‘ ll - . s44|I? ".. l“ 4 / - T ll —— . - -1 . . a: DA‘. V. .e. __ . , Eéér-; :_: En; :u. a.. .: STORYTELUNG
    34. 34. It would be surprising to meet a monk, or a Talmudic scholar or a minister who would say ”Yes we burn the insence [or turn down the lig hts or ring the bells or light the candles] as a way of creating an atmosphere where people are more likely to believe in their prayers" but ofcourse that is exactly what they are doing. - San Godln, Small is the new BIG is" E2:-Eer — ap uz . STORYTELLING
    35. 35. ”We do not sell ’furniture’at Domain. We sell dreams. This is accom- plished by addressing the ha| f—formed needs in our customers’ heads. By uncovering these needs, we, in essence, fill in the blanks. We convert ‘needs’ into ‘dreams’. Sales are the inevitable result. " « Judy George, Domain Home Fashions ZVIZHIII. ON 5:! -gal-Ipu. ap
    36. 36. ”We don't like to admit that we tell stories, that we're in the placebo business. Instead, we talk about features and benefits as a way to rationalize our desire to help cus- tomers by allowing them to lie to themselves. ” - Seth Godln, Small Is the new BIG gal-EEI-IpI_Ep
    37. 37. "We are in the twilight of a society based on data. As information and intelligence become the domain of comput- ers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual — the language of emotion — will affect everything from our purchasing decisions to how we work with others. Companies will thrive on the basis of their stories and myths. Companies Will need to under- stand that their products are less important than their stories. " - I-olfJensen, Copenhagen Institute for Future Studies mu. . 5:! -gEnpu. ap
    38. 38. "It's about making connections between people through these products, not connecting to the product itself. " — Dan Saffer, Designing for Interact Ion "M E 3 * ’ ’ * r 5:: -E rips. p (ONNE(T~THFU_JL. HElvUiiI_rN;
    39. 39. V‘; .K a ’. -'u <’-': ’-. '. i'| )‘$, ' -I, X xd’. ll’. .:‘J;3=’ '1‘. ) We know the first impression is an extremely important part of a conversation, in which the receiver decides if they want to listen to our stories or not. We have to create the right first impression so our visitors will WANT TO BELIEVE. r VT -t_—' , _- 1" I V’ * 1-‘ {, V ' ~ -- :1 ' ‘Q t= I ‘ a. ‘J ’ . ’_fi’. 'lll’: -:5-fI| _-I‘ Ti‘ ‘ ‘IFSK-—‘)"~‘l , . q'$L’. ..' ' . ‘_ V, I 0; ll . - ix . «J . ‘|r _ . . lc r.5Tf‘', ‘'f’t’ _/ ". u. ., .I"’. ’I"l’b" i ‘L. _f"‘ ’. ,~ g I - ‘ / , ‘x
    40. 40. PERSUADE - IN ORDER TO CREATE ACTION
    41. 41. "The trust and credibility your website communicates is critical in helping visitors feel confident in purchasing from you" - Bryan and Jeffrey Elsmberg, Call to action mi. .. §= r-QB! -Ipu. ap PERSUADL NCIREERTOOEATEACTDN
    42. 42. M’ PersuaSiVe "You must go beyond useability. online CopVW"ltl"d9s ‘ ’ ’ ' l removing How to Take You" W" This lsnt Slriip y t. to the Bank obstacles. It IS crea mg $3 desire that drives action. Wiit'l'Ic: ;‘u‘; J C A L L T0 — Bryan and Jeffrey Esenberg Actiobi. I SECRET FORMULAS TO IMPROVE ONLINE RESULTS PERSUADE - NGTEER TOKKATE MTUJ mu. E ha 5:: -E HF P
    43. 43. FRONTPAGE S"= "EE"‘F"-at-' PERSUAKIE ll '+: rri-: ri iiilfiii at It ti
    44. 44. "Great web management starts off with allowing the most important customers complete their most important tasks as quickly and simply as possible. Poor web management plays politics by giving a little of the homepage to every department. Poor web management tries to answer every question-and all it ends up doing is answering every question really badly. " — Gerry McGovern gal-EEnphE. .|
    45. 45. — in classical times when Cicero had finished speaking, the people said, ”How well he spoke”, but when Demosthenes had finished speaking, they said, ”Let us march. ” -Adlaifxevenson " I i uvdl ‘ . I‘ 0 i u . _ M ‘ . _i [ i .1 / . ’ - '3. g E — : l-'. a ; .L . '~‘— . . _ ‘‘ '. ’ ‘ 4. -/ » , _. ' I. . . ).: . V-—-. —.. .-any _vg. .;‘; ;.. ---5.7" I—’t'= i35‘-’_‘l= ini: i- F-I. -i V. ’ "
    46. 46. PARTS ‘' ‘. _.il‘ll BY INTELLIGENCE NOT CONSISTENCY u-rm-. ... -,E E g i i d _ 5l= l"E fifih [J NCCESSIBIUTY-ErriNTELLiuEN_ENJTi. uNSlSTEN_r
    47. 47. "Obey standards unless there is a truly superior alternative” — Alan Cooper Eérée--, =.. a,. .
    48. 48. in-nu . E a EEPE fipl. |. l ACCESSIBILITY-BYlNTE| JJGENCEiDTCONSlSTElKIY
    49. 49. .r E3 EEl'lPl_a’. l . ». * ‘N - '5-' ACCZSSIB-IUTV - Br’ | N'lELLlGB£E NOT CONSISTEMC V
    50. 50. .- 1. . .., m.. .-. .-«. .¢ . v : .» in-:1v. ngv>l‘ir. r~. ~ li*‘, ‘<r- .7. L1- 3.. .. , ih. ni'l . .-. m. ., .. i. yii. .i M; i». -‘u-~. ... »,r. ,.. : . .- , m.m». --i M. ..-. , in‘. -.. »m mm . .. i-. m.-. m inn Llu IIIL h um-. -‘Ii -». m.. .:n. inn A/ A‘ni. I1i . . _iV . -an, -. 5:! -Eerlgahap ACCESSIBIUYV . tn iirrmir3m: m:iri: c- -TE l-0 . ‘r
    51. 51. /W C‘ http: //www. hummer. com — HUMMER F W HOME ‘BACK FORWARD’ SITE MAP GLOSSARY GET A BROCHURE FAQ CONTACT US THE LATEST D LIE lll'| lllIEI. SE'. ' sir: Iiquinzlmtrs r-niimcv sutsueut LEGAL an sires Done . u‘u'« 5:: -EEn5:n_Ep AIZCESSIBIUYY — Br | N'| 'ELLli3ENZE MDT 0: _l’-iTEl-L I
    52. 52. run 4 out I IL<mA nu-:1 ' lilac‘: IIAVTI'. llV I ' flilrul tn an «my 1 . ... s.. ..~. _.. »,. _. inn w. Ai. s.u-. -:>. ..i-L. c~. s.. = (hr: -— . - ~. ... >.—«. ... .a. -.. ... ... -». «>-. -:-. ... . ACCESSIBILITY - BY INTEUJGBKE BUT CONSISTEFKY
    53. 53. aria 5:! -EErIp| _a'. l , .‘. ‘5. . 11 1 ‘a—'x~ '. -gngur-: -Lg WE ARE PROF? SSIUMAI GRADE F. l.')CF1l'. l' moo Mowm Ahitnlcnu TRUQ 0' T)! VEAA . — I l‘7‘. T|i‘-’ 4' iii . ‘.‘. ’,. SIERRA istiii 3.. . 1 I I I I I , . i I I 3: T T "W . . ', .. _", ... i ciccin siuisuoo vs. roan r-«so. at coumnisous man muuoxcanln I= II$I: ‘I'i KQSSIBIUTY - 81' INTELLIGENCE NOT CCINSISTENC '1'
    54. 54. —. g [. 'p‘? . ‘_-:1 ‘ . . ‘%I. *_ E . $ . . _ K, ‘V ' I-nun . - we a 5I= r‘E rip; [J AGESSBIUTV-l? Y|N'| 'El1.|6B‘£El*UTCON§S'I'ElCY
    55. 55. ”Everytime you ad something you take something away” — 37SIgna| s gEl'EEl'If= I_a}. l
    56. 56. fififl / HSBC Group Site 7 (Diana f/ WWW. t|5tXIOMIDUDIICIQVUIIDSIICID05Ir ‘ r . : in-rqon-nno. ryp«p. .d. ... -. Cc-oqlr Don . 2010 : mo Mx) '§il. Itrr : : bloqroil : cm. .ii LP—. Idmiri » flock run : -455: can St! I‘ '1 . . . “.J Thu worlds local DJUK 5¢, ,c, ., p{a kc, "M, Q Aboul ~' Inn-isle’ Co-no-at. » Socal Cr co“ . F510": n. ..~mua co-pomia A lnluwwnl NSBC ""°°" Raalcns Home-iw iy "1 " " Bring germ: -cm I-isu. .io-in‘. Ba-img Business 8. Commercial Solutions that suit your business :1 ‘ID 1. Small Business Customers r‘, ritiil''‘‘i1i : .. !~. ‘ .1 IV. .. .. i . .' n Expanding into China? Producing the same product doesn't mean doing business in the same way Where others see similarity, we see difference. V v v 1 v -, '.. .:. ,, o , . . M. ..’ . . Commercial 8. 7 ; _i Corporate Customers I7‘ "~lit~lil mm » . l mm. A c. -.«. :~y. i am rm»: 2- 5 P’-3:. 5:; -.--tr Done ': :‘t*t"= =‘f: ii"'-r-i: .-. -i-~ Commercial Banking . ~,i. . ill iv , Czcyufr nxpc an -; 231 A r-yvs -nswuu:
    57. 57. .. ... . . ,., .,. _ n~. ,. .. ,.. . . ... ... . uh. .. . -— . ._. ... ... -.. —._. ... ... ._. .,. ... . . ... . . ... . up-. ... .. Ann: .- DnB NOR I . ... .. .. ... ... . mu. -. .. ... ... .» M“ -— - . .. .. -. ... ... . . ... .. 1 “ . . . . . , . . . K " . . . _m. .. , -—. ~.-. ..-. .., .v. v. .t~u. ..«. ~. .~. / . ». 5(_'V)€Il . . AA} :1" ‘j T“ ’”"“l . ... ... ... .. 9 I’ can 3 (TH; Im's. ium. ,-1 . -rt-rpm-urilimii { A -- Qjli , . , ‘ . -' :9.. . I I T : . ... ... ... .:. ... ... ... . I r I -5- u-ma. .. -. --. -.-— ' . ‘ e‘-m. ..-. u.. . u-«pa-an-nmv nu-on-unpo-ni . ... ... ... .,.
    58. 58. Zfiiiill; -3Tfi: lnl: l' : -lfi ____: :__. __. _._. . —. tT's EASY. 3usT SKIP THE “INTERFACE DESIGN” PHASE AND MAKE EVERYTHING BEIGE. YOU CAN'T GO wRoNC out_TH t>ET<; E. . .('Zt‘| Cl_-‘xiWIIIIELIIESIEITQJIIQRIE
    59. 59. "| n analytical thinking emotion is seen as an impediment to logic and making the right choices. In design, products without a emotional component are lifeless and do not connect with people. Emotion needs to be thoughtfully included in design decisions" - Den Saffer, Designing for Interaction "'"“‘ e a — 5:: -g u-up-. p CONNECT-THRCUL. +|EN| C$llDNS
    60. 60. ”Use color as the main identifier on computer screens as different objects are often considered the same if they have the same color regardless of their shape, size , or purpose” @1999 UW Computing & Communications-Based on Edward Tuftes principles imp . '.~v. vm washington eduvtompunngxirainingx'5o0.= u—ume htmi#Colovs mm. E a _ _ _ r 5:: -E rips. p (0NNE(T~THFlCULHEl»IUl'lI_rNs
    61. 61. I . ‘ / . I. » . ' / ' 4 , ~. ,l ,5 . ' ‘ V / . 4. K ‘/ -, , ‘ )i’ I l A. [H ‘ / I . ‘-‘ l I’ vl ‘ 7' ‘-'§'' -3! . ' T ’’It is not like many people believe, that colors only have to do with the cos- metics of things. Colors are natures most important signal system” -Tove Stelnbo, Fargene Forteller . ‘ , C l AI. ‘ P c sl "l-, - { ‘l M. -' - I . - i 2. ‘ , i 4' fi K ‘ , ‘, 5 ‘i i . , ? ;. l ‘ ' fifirwpnpiap
    62. 62. xi a l ll - . l Tone-of-voice 38%, Non-verbal 55%, Verbal 7%. Harvard study - the key is that they have to be in concert! ! 1:, Q‘ r‘ ta? ‘ ; E’ E ‘l 5’ ' rt. k E R 5% » r " VI _ ; ‘ -I - .5. — '1 I {I __ ; .'_. _:, . E. " . _._a ~- ‘ , _,. ‘s: ._ ~ ‘i-, _:-' .1’ . " :3‘ ’ = ‘ i it ' i ‘E, '*‘, i ”'“ l" 7'” '~ ea: '4; "3; ’ 4 3 _ . ’. a l l ' ' “rly / ,— . 'llI l“-, 'T'1v/ via! ’ ‘ 1 . W, / i Jhl ‘ " . 5 p ” I _, ._L. ' , / _. . ' ~ ‘ 7‘: s— EVEFEEIWEVLEJQ - —‘ - ‘ I ‘ - _ -
    63. 63. nnn 5.- _». .--t . VERDT A n i. ..i. «1.m 4 ‘ ‘, |A| F’ . .. , .. T, i'. %" -. ~. ». . . . . ..-. ., ... «.. ... ... ..i. . i. ,. .-, ,. . .,—. ,4. --m _~. .. Slll>. }lR' --—i -— - ~TkR I 2 z i'. 'r ALI} (‘K()l. ()L3]. Xl l'R()D['Kl‘}. R LR Ni‘ SUKil. Rl 'i-:4. , .u-; .,.1.. nn. r.«_~ . b4sinuu'-v-4 Al v-nuovczivouv u~x. i.u. »- unouvnx nun-ouuu an-nu mow. :0-n-ou -. .,, .u. .c , .., ., . . Cm; -it>4;vtG . ... .c_ < , hr . , C) — - . .~ -r . ... - . .r~44—————
    64. 64. "If I'd ask people what they wanted, they'd ask for a faster horse” ~| -lenry Ford EVE! -EErpL_ap. J
    65. 65. Ill '. e 3 _ ' ’’If you see a brand as an interface it allows you to explore the notion of brand experience being user experi- ence. People don't analyze usability, they enjoy it. For the customer usability is a matter of well being, while using. And being well means not needing to think in order to act. ~ http: //www. lnformatlonarchltectsjp
    66. 66. "We must try to put ourselves inside their skin and look at us through their eyes just to understand the thoughts that lie behind their decisions and their actions" — Robert S. McNamara on empathy referring to Tommy Thompson forrne-1 US arrihassaclur to Mosmw under the Cuba missile < risis, The Fog of War Ea. -Ee--p. .a, ..
    67. 67. ‘ii IMPORTANT TASKS A WEBSITE NEEDS TO ACCOMPLISH: l. ..‘ I 1. A AND MAKE ITAGOOD ONE I is) 2o THROUGH EMOTION 3 o N FROM WANTS 3 o IN ORDER TO CREATE ACTION 4: BY INTELLIGENCE NOT CONSISTENCY
    68. 68. V THE IMPORTANT EFFECT oF EMOTION AND DESIGN oN THE CUSTOMER, THEIR EXPERIENCE I AND THEIR MOTIVATION TO PURCHASE T‘_i HELGE TENM Presentation for: Nordeom 28.NOVEMl§| l.ZO06 gig’-IIE‘lEnF: |_E| ..|

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