User: Action! Leading Users to Action Through Design: a presentation by Solana Crawford at O\'Reilly...
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User: Action! Leading Users to Action Through Design: a presentation by Solana Crawford at O\'Reilly Media Web 2.0 Conference ,Berlin 2008 **************** Solana Crawford DESIGN about TOWN Solana Crawford founded DESIGN about TOWN in 2005 and now serves as Chief Design Officer. She has over 13 years of experience in the print design and advertising fields and over 8 years in the web design and interactive arena. Solana has taught Graphic Design at “Universidad de Ciencias Empresariales y Sociales” in Buenos Aires (one of Fast Company’s top 15 “Fastest Cities” in 2007) and currently reviews students portfolios as well as serves as a Judge for design and web award giving associations. Solana is also on the Board of Directors for Paco Gomes and Dancers (www.pacogomesdance.com ). With DESIGN about TOWN Solana has put together an amazing team of professionals who excel at design, programming, copy writing and client service. Solana holds a B.S. in Graphic Design from the University of Buenos Aires, Argentina. **************** User: Action! Leading Users to Action Through Design Solana Crawford (DESIGN about TOWN) 14:35 Thursday, 23-10-2008 Location: A3-4 There’s something that takes that extra step, that goes beyond user interface (form) and user experience (function)... And it is that moment that each company with online presence wants its target user to reach: the click-moment. Whether it is to donate, buy, sign up or send, it is that decision-making-second, right before the user takes action, that will change their state of mind, their mood, they way they feel based on the action that was just taken. Design elements are key in accomplishing this. The right color choice will get you a new customer, and the wrong one can make you lose a potential investor. You need to show you know not just your product or service, but also your audience. Making them feel good about taking action takes you and your company a long ways. What will be covered: - Today’s design trends. - Which design elements entice users to take action: Shapes, colors, images… - Use of color to prompt users to take action. - How simple or sophisticated to design your site so users take action. **************** Links: www.designabouttown.com www.designbaouttown.com/blog http://en.oreilly.com/webexberlin2008/ http://blip.tv/file/1276931/ http://www.linkedin.com/in/solana
Transcript of User: Action! Leading Users to Action Through Design: a presentation by Solana Crawford at O\'Reilly...
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solana crawfordfounder, chief design off icer
designers?
designers?
developers?
designers?
developers?
biz decis ion makers?
design = communicat ion
almost every websi te is sel l ing something
cl ick-moment
the var iable states of user act ion
know
know
goals
know
goals
audience
know
goals
audience
product / service
know
goals
audience
product / service
know them
pre c l ick-moment
users get there
users get there
by chance
users get there
by chance
by choice
powerful tools
layout posi t ion hierarchies
layout posi t ion hierarchies
fonts
layout posi t ion hierarchies
fonts
size
layout posi t ion hierarchies
fonts
size
shapes
layout posi t ion hierarchies
fonts
size
shapes
imagery
layout posi t ion hierarchies
fonts
size
shapes
imagery
movement / l ines
layout posi t ion hierarchies
fonts
size
shapes
imagery
movement / l ines
content
contrast
read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
read this read this read this read this read this
read this read this read this read this read this read this read this read this read this read this
colour
colour
COLOUR
colour associat ions
elegance, wisdom, balance, neutrality, formality, dullness, pollution, urban sprawl
light, air, innocence, purity, cleanliness, peace, simplicity, winter, surrender, hope
death (eastern cultures)
modernity, power, sophistication, elegance, style, wealth, mystery, fear, sadness
death (western cultures)
passion, energy, love, sex, speed, heat, fire, leadership, power, aggression, danger, stop
wealth (china), devil (western cultures)
peace, unity, friendliness, loyalty, wisdom, strength, calmness, cleanliness, sadness, coldness, skies, water, technology
life, nature, environment, fertility, growth, health, youth, inexperience, hope, balance, harmony, go, good luck, generosity, envy, coldness
sunlight, summer, joy, earth, optimism, intelligence, wealth (gold), hope, sociability, friendship, hazards, dishonesty, deceit
mourning (egypt), courage (japan)
envy, sensuality, bisexuality, wealth, royalty, pride, mystery, spirituality, creativity, wisdom, arrogance, exaggeration, confusion
happiness, energy, balance, heat, fire, enthusiasm, playfulness, aggression, arrogance, overemotion, warning, danger, autumn, desire
spring, gratitude, appreciation, admiration, joy, sympathy, femininity, health, love, sex, marriage
during c l ick moment
keep users engaged
the c l ick-moment
the user shi f t
don’t d isappoint the user
consistency
through the var iable states of user act ion
post c l ick moment
what makes the user take act ion?
what makes the user take act ion?
choice
what makes the user take act ion?
choice
trust
r isk vs. accompl ishment
love your audience
love your audience
love what you are sel l ing/promot ing
love your audience
love what you are sel l ing/promot ing
design for that
stand out!
the c l ick-moment
the c l ick-moment
user act ion
the c l ick-moment
user act ion
business
the c l ick-moment
user act ion
business
design
web 2.0 works
thank you
¿?
solana crawford
linkedin | facebook (+)
designabouttown.com/blog
18 bar to l s t . , san f ranc isco, ca
