Feweb - 3/5/2011-netway

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WebDesign doesn’t win awards, it wins percentages.

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Feweb - 3/5/2011-netway

  1. 1. ® WebDesign doesn’t win awards, it wins percentages.except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 1
  2. 2. Based on TEDTALKS (John Maeda Keynote) ® Quiz : Which cookie will a child choose ? except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 2
  3. 3. Based on TEDTALKS (John Maeda Keynote) ® Quiz : Which pile will a child choose ? except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 3
  4. 4. Based on TEDTALKS (John Maeda Keynote) ® want more want less enjoy / consume work / transform except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 4
  5. 5. Based on TEDTALKS (John Maeda Keynote) ® Simplicity is about living life with more enjoyment and less pain. except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 5
  6. 6. ® How to create simple screens that work ?except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 6
  7. 7. ®Bridge the gap between Scientific know how and Feel level do how. except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 7
  8. 8. ® Act 1except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 8
  9. 9. ® Individuals’ behaviour is 95% non-conscious 5% Conscious Brain activities 95% Non-conscious Brain activitiesexcept where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 9
  10. 10. ®except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 29 10
  11. 11. ®except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 11
  12. 12. ® 1 2 3except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 12
  13. 13. Parietal lobe Frontal lobe ® ‣ sensation ‣ comprehension of speech and reading ‣ short term memory ‣ production of writing and calculation ‣ reasoning, abstraction, ‣ visual-spatial information and controls spatial concentration, and executive orientation control ‣ control voluntary eye movement ‣ contain the motor cortex that controls voluntary motor 6 7 3 1 functionOccipital lobe 5 Eyes‣ Visual perception 8 2 ‣ Visual tool 4 Temporal lobe ‣ long term memory ‣ learning, memory, emotional effect except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 13
  14. 14. ® Act 2except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 14
  15. 15. ® Web Design doesn’t win awards, it wins percentagesexcept where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 15
  16. 16. ® Thierry Crahes Direction Marketing / Multicanal Online sales +16%except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 16
  17. 17. ® Ab Polspoel Communication Manager eMailing Turnover +307%except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 17
  18. 18. ® Dorothée Van Gemert Manager Marketing Produits dInvestissement Online revenues +60%except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 18
  19. 19. ® Alexandre Centner Head of Internet MarketingHelp and support calls decrease by 29% except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 19
  20. 20. ® Benoît Rolland International Internet Manager Online revenues +140%except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 20
  21. 21. ® Bart Verschueren Marketing DirectoreMailing Conversion Rate +142% except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 21
  22. 22. ® To win percentages you have to master some disciplines volution of E neak Peak Sexcept where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 22
  23. 23. ® Walk a mile in your customers shoesexcept where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 23
  24. 24. ®except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 24
  25. 25. Engagement = Attention + Emotion + Cognition + ActionLa notion d’engagement s’exprime en quatre phases dans l’ordre suivant :• Attention de l’objet sur lequel on souhaite que le visiteur s’engage;• Emotion liée à cet objet, c’est-à-dire, ce que l’objet suscite chez le visiteur;• Cognition et compréhension liée à l’engagement;• Action d’engagement, le fait de cliquer sur “valider la commande” ou sur “chercher la boutique la plus proche”.L’objectif de tout site présentant des produits commerciaux est de provoquer chez levisiteur cette chaîne d’engagement.
  26. 26. Neuronal Stages of Engagement Stimulus Engagement I B item is familiar and has been often bought or 900ms 1550ms V M S used in the past 100ms 320ms 380ms R J item chosen is unfamiliar 500ms 600 & 1200ms Visual Processing Integration Memory Recall Binding Semantic Analysis Reasoning Judgement
  27. 27. • Less activation of Working • Appetitive Stimuli Memory and Cognitive • Reward Circuit Control (imagining use of a product of a favorite brand engages similar • Less Strategy based reward -related brain areas Reasoning and Judgment than the real product does) Engagement Primary Reward Inducer Secondary Reward InducerWealth & Social Dominance Social Cognitions & Associations • right ventral striatum • left orbitofrontal cortex • left anterior cingulate • dorsolateral prefrontal cortex • inferior frontal gyrus
  28. 28. ® Look over your customers eyesAdvanced Eye-Tracking except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 28
  29. 29. Look over your customers eyes 0973-CartierAdvanced Eye-tracking TM 3s-6s 6s-9s Nous pouvons observer comme les fixations se portent surtout sur la zone de navigation en bas, qui apparaît 1 à 2 s avant les images “bannière”. La zone “bannière” n’est vue qu’après 8 à 10 s par une partie seulement des utilisateurs. 9s-12s except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 29
  30. 30. Look over your customers eyes 0973-CartierAdvanced Eye-tracking TM Aire du Hull L’aire de Hull indique le degré de diffusion généré par l’écran : au plus laire est grande, au plus l’écran génère une attention diffuse. Ici l’aire est grande, en regroupant presque la totalité de la page. except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 30
  31. 31. Look over your customers eyes 0973-CartierAdvanced Eye-tracking TM Temps de 1ère fixation Nous remarquons des fixations longues sur l’image ainsi que sur la AOI 2 AOI 1 zone de réponse, ce qui Reconnaissance Intérêt élevé indique un traitement cognitif intense. Intérêt AOI 3 Lecture AOI 4 Lecture AOI 5 Lecture AOI 6 approfondie AOI 7 Passage TYPES de FIXATIONS : 0-80 ms: fixation de passage pas de traitement possible 80-150 ms: fixation perceptive reconnaissance mais pas de traitement 150-200 ms: fixation cognitive traitement (lecture si texte, intérêt si image) except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 31
  32. 32. ® Travel to your customers brains Brain Trackingexcept where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 32
  33. 33. Brain Tracking 0973-CartierRésultats - Cartier TM Co rt e x Vi su Amygdale G el G & l eD da yg Am Les chiffres: Nbr de voxels activés : 213.035 Cortex V1 Visuel Protocole: Activation bilatérale du cortex visuel (aires de brodmann 17/18/-V1-V4) Voie ventrale : bonne Voie dorsale : bonne bonne Activation • bilatérale des amygdales • Insula (dégout) • Cortex pré-moteur (brod 09) except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 33
  34. 34. Brain Tracking 0973-CartierRésultats - Cartier TM PFCD, Dorsalétéral pré-frontal inhibition des pulsions • 83% d’activité dans les voies visuelles • 10 % de l’activité dans l’Insula* et Brod 09 • 7% en pré-moteur et SMA *par ex . Neural correlate of beauty, Kawabata & al. j of neurophysiology,91 (2004) except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 34
  35. 35. Brain Tracking 0973-CartierEtapes neuronales - Cartier TM Stimulus Engagement I B 900ms 1550ms V M S 100ms 320ms 380ms R J 500ms 600 & 1200msanalyse “Where” “What” Putamen-cingular Insula Pré-moteur SMA IRMf : recherche spatiale reconnaissance des objets émotions punition, dégoût, jugement artistique envie, intention de cliquer Visualisation (traitement) Intégration Mémoire (rappel) Binding (lien) Sémantique (analyse) Raisonnement except where otherwise noted, content on this presentation is Jugement licensed under a Creative Commons Attribution 3.0 License 35
  36. 36. Brain Tracking 0973-CartierRésultats - Hermès TM Co rte xV isu Putamen el G D & G dale ale yg gd Am A my Les chiffres: Nbr de voxels activés : 257.219 Cortex Visuel Protocole: Activation bilatérale du cortex visuel (aires de brodmann 17/18/-V1-V4) Voie ventrale : bonne • 81 % d’activité dans les voies visuelles (What dominant) Voie dorsale : ok Activation bilatérale des amygdales • 2 % de l’activité dans l’Insula et Brod 09 Insula et Brod 09 (faible) Cortex pré-moteur et SMA • 12% en pré-moteur et SMA -Putamen : forte (plaisir) • 5% Activité Putamen et cortex cingulaire except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 36
  37. 37. Brain Tracking 0973-CartierEtapes neuronales - Hermès TM Stimulus Engagement I B 900ms 1550ms V M S 100ms 320ms 380ms R J 500ms 600 & 1200msanalyse “Where” “What” Putamen-cingular Insula Pré-moteur SMA IRMf : recherche spatiale reconnaissance des objets émotions punition, dégoût, jugement artistique envie, intention de cliquer Visualisation (traitement) Intégration Mémoire (rappel) Binding (lien) Sémantique (analyse) Raisonnement except where otherwise noted, content on this presentation is Jugement licensed under a Creative Commons Attribution 3.0 License 37
  38. 38. Brain Tracking 0973-CartierActivation zones d’intérêt TM Voie visuelle “What” “Where” Insula Pré-moteur SMA Putamen - dominant dominant cingular CARTIER 83 % x 10 % 7 % 0 % CARTIER MAQUETTE 78 % x 14 % 8 % 0 % BOUCHERON 87 % x 1 % 12 % 0 % BULGARI 74 % x 7 % 19 % 0 % HARRY WINSTON 89 % x 0,5 % 10 % 0,5 % HERMES 81 % x 2 % 12 % 5 % TIFFANY & CO. 84 % x 9 % 5 % 2 % VAN CLEEF & A. 82 % x 4 % 12 % 2 % reconnaissance recherche dégoût envie de cliquer émotions des objets spatiale except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 38
  39. 39. ® + Get the complete picture in milliseconds !except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 39
  40. 40. ® Thank you !except where otherwise noted, content on this presentation islicensed under a Creative Commons Attribution 3.0 License 40

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