creative digital agency

Speaker

Jaya Chakrabarti

Managing Director

persuasive digital experiencesA crash course on design, and why and when you need it to be persuasive.

agenda

some definitions

working examples

the magic mix and what’s in it for you

the secret ingredient

persuasion

Advertising isn't a science.

It's persuasion.

And persuasion is an art.

William Bernbach, American advertising executive, 1911-1982

Back to basics: what is design??

“the process of originating and developing a plan for a product, structure, system, or component with intention.“

source: wikipedia

user-hostile design...

user-hostile design

usability...

Usability

“the ease with which people can employ a particular tool or other human-made object in order to achieve a particular goal.“

user-centred design

user-centred design

UCD is a product development methodology driven by: – clearly specified, task-oriented business objectives– recognition of user needs, limitations and preferences.

scientifically applied in design, testing, and implementation

meets both user needs and the business objectives

persuasive design

persuasive design

Encouraging people to complete tasks (sometimes tasks they didn’t set out to do)

Understanding their motivations/psychology

Knowing what they need to make a decision

Facilitating them with the right information and

Always Be Closing (ABC!).

or there is the other way...

case study: Gloster persuasive vs usability

cake mix analogy: the egg theory

sites don’t need to be 100% persuasive, 100% user-centred or 100% usable

the secret to success is in the mix (different every time)

the secret in getting the right mix is in the process

the right mix

what’s so special about the process?

the process determines

The digital brand strategy

The team skills mix

The project management methodology (agile through waterfall)

The weighting of design approaches

And ultimately success

questions?