Persuasive Architecture

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Digital Ad Persuasion Model: Developing An Interactive Advertising Application With Customer Centric Design Principles

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Persuasive Architecture

  1. 1. DEVELOPMENT OF AN INTERACTIVE ADVERTISING APPLICATION WITH CUSTOMER-CENTRIC DESIGN PRINCIPLES<br />17 September 2008<br />
  2. 2. PROJECT OBJECTIVES <br />Exploring Information Architecture[1] Design within Digital Advertising context:-<br />1. initial conceptual and exploration stages through to creative design<br />2. prototyping and development<br />3. re-design or evolutionary part of the products life-cycle (future plan)[2]<br />4. ongoing customer relationship<br />[1] Information Architecture (I.A.) Design can be defined as the set of knowledge, tasks and processesthat ensure there is an effective content organisation within navigation system and help people to manage information successfully.<br />[2] Future Plan description list (tbc)<br />
  3. 3. PROJECT BREAKDOWN<br />The project is represented in the following stages: <br />User Needs Analysis <br />Persona creation <br />User scenarios and goals <br />Behavioural use cases<br />Conceptual modelling <br />Site/solution maps <br />Wireframes <br />Prototype development<br />View project &gt;&gt;&gt;<br />
  4. 4. PROJECT FOCUS (GOALS)<br />i. Engaging in Customer Experience Design:-<br />- Strategy<br />- Research<br />- Design<br />Strategy<br />Design<br />Research<br />
  5. 5. PROJECT FOCUS (GOALS)<br />ii. Adopting customer-centric design principles in developing Digital Advertising Products:-<br />As a Digital-Advertising solutions architect, the objective of driving the project not only is to ensure a proper categorization of digital information, but to:-<br />- Have SENSIBILITY towards audience/user needs;<br />&gt;&gt; Digital-Ad “PERSUASION” Model<br />Cont. &gt;&gt;&gt;<br />
  6. 6. ATTENTION <br />INTEREST <br />DESIRE <br />ACTIONS/DECISIONS<br />THE “AIDA” PERSUASION MODEL<br />Digital-Ad “Persuasion” Model<br />Strategy:<br />Gaining ATTENTION beforehand, maintaining INTEREST and generating DESIRE during, and calling for ACTIONS/DECISIONS after.<br />
  7. 7. ATTENTION<br />– Create a condition to facilitate human-digital-information’s interactions (“H.D.I.I.”);<br />(Consider Visibility, “Findability” and Ease of access of info to public; Environmental processes eg. Space, Display, Mood, Atmosphere)<br />INTEREST<br />– Anticipate and shape the possible flow of human conversations where all the “H.D.I.I.” activities are based;<br />(Consider the demographics, user engagement by asking the right questions; the appeal and excitement of content to audience)<br />The “AIDA” Persuasion Model<br />
  8. 8. DESIRE<br />– Ensure the product allows users steer the conversation in the direction where they want to go, depending on users’ interest and/or desire;<br />(Consider psychographics predicting the decision-making styles, including buying behaviors, lifestyle)<br />ACTIONS / DECISIONS<br />– Motivate users by capitalizing on the persuasive momentum generated within the H.D.I.I., helping users moving towards self-qualifying needs and goals as a resolution point.<br />(Consider branding issues, offering choices, “Content Add-Ons”, ensure trustworthiness, after-service support)<br />The “AIDA” Persuasion Model<br />
  9. 9. With Persuasion Model in context:<br />DIGITAL ADVANTAGE<br />Content being digital, portable, more impact for calls for actions, generate empathy and engaging imagination;<br />CONTROLLABLE INTERACTIVE CONTENT FEATURE<br />(b) Business content presented as a Sub-Menu Directory of Products Information, with navigable interactive menus remotely controllable, repeatable playback sequences;<br />WIDER CONTENT COVERAGE AND COMPREHENSIVE INFORMATION<br />(c) Specific and wider range of brands and product models can be presented in digital sequences, inclusive of accompanying product specifications (brands, model, colour, uses and functional specification);<br />EXPLICIT PERSUASIVE INTENTION<br />(d) Navigable content appeals to customer’s interest and addressing areas of concern and interest; Digital content being self-descriptive, impressive real-time playback with specific persuasion intention directing towards audience.<br />
  10. 10. CONSULTANCY PROJECT CASE STUDY<br />Development of an interactive DVD Application <br />Project Team:<br />Principle Consultant<br />Interaction Designer<br />Graphic Designer/Illustrator<br />Motion Graphics Designer<br />Digital Video Specialist<br />Audio Visual Media Specialist<br />Victoria Kuan &gt;&gt;<br />Jenny Liew &gt;&gt;<br />Leon Wilfred &gt;&gt;<br />Zhang Xing &gt;&gt;<br />CW Hiew &gt;&gt;<br />Peter Wong &gt;&gt;<br />Jun 2007 (Sep) – Mar 2008<br />Guan Ho Leong Optical Business<br />Advertising and Product Information<br />Video Presentation<br />View project &gt;&gt;&gt;<br />
  11. 11. PROJECT BREAKDOWN<br />The project is represented in the following stages <br />(with workflow as indicated below):-<br />User Needs Analysis (C to P)<br />Persona creation (provided by C)<br />User scenarios and goals (agreeable between P, C)<br />Behavioural use cases (C observation, updated to P)<br />Conceptual modelling (P and C, P)<br />Site/solution maps (P to C, P to D, D and P)<br />Wireframes (P and D, P and C)<br />Prototype development (P to D, D and P, P to C)<br />[Legends: C=Client; P=Principle Consultant; D=Designer]<br />View project &gt;&gt;&gt;<br />
  12. 12. (End Note) Appendix<br />Consultancy Project Brief Form (Client Use)<br />GHL Proposal/Contract<br />GHL Content Map (Proposed Content)<br />GHL Site/Solutions Map**<br />Project Future Plan (Revision/Update)<br />Project Use Case Scenarios Description Chart<br />
  13. 13. Product Use Case Scenarios Description:<br /> [VK1]http://www.grokdotcom.com<br />

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