The Seduc)on of the Interface seduc&on seduc&on - PowerPoint PPT Presentation

The Seduc)on of the Interface

seduc&on

seduc&on

Christopher
Fahey graphpaper.com

seduc&on

merchandising

merchandising vs. marke&ng

marke&ng

merchandising The
strategy
and
implementa1on
 of
how
a
product
is
 presented 
to
 customers
as
they
decide
whether
 or
not
to
purchase.

merchandising Three
1ers
of
Merchandising: 1.Selling
Contexts 2.Packaging 3.Products
that
Sell
Themselves

1.
Selling
Contexts

Selling
Contexts E‐commerce
Selling
Contexts • S1ll
learning
how
to
op1mize
placement,
pricing,
 sequences,
nomenclature.

Selling
Contexts E‐commerce
Selling
Context
Innova1ons • Automated
recommenda1ons • “People
like
you
bought” • Wish
lists • Robust
UI
product
previews

2.
Packaging

Packaging
=
 Selling
Context?

Don’t
Think
of
 Your
Product’s
“Box”

3.
Products
that Sell
Themselves

merchandising The
strategy
and
implementa1on
 of
how
a
product
is
 presented 
to
 customers
as
they
decide
whether
 or
not
to
purchase.

beyond
 merchandising

marke&ng
 vs.
design

marke&ng
 vs.
design

marke&ng
 =
design

design

“web‐centric”

pleasure

sensory
 experiences

pleasure “AMrac&ve
things
work
beMer.” ‐
Don
Norman,
 Emo+onal Design

web
2.0

web
2.0 How
the
design
of
Web
2.0
user
experiences
 change
how
products
are
marketed: • Subscrip1on‐based
product
models • Vibrant
communi1es
around
and
within
products • Fully‐func1onal
demos,
easily
distributed
and
managed • Free!

conversion

SUBMIT

conversion is
obsolete

conversion connec&on

seduc&on

falling
in
love

The
Three
Stages
of
 Seduc&on 






1.
Inspire
their
aXen1on,
interest
and
desire 






2.
Draw
them
in
(lead
them
astray) 






3.
Capture
their
ongoing
devo1on

Stage One: Inspire their a7en)on, interest and desire

choose
your
vic&m

Robert
Greene’s
“Vic&ms” • The
Reformed
Rake
or
Siren • The
Professor
 • The
Professor
 • The
Disappointed
Dreamer • The
Beauty • The
Beauty • The
Pampered
Royal • The
Aging
Baby • The
Aging
Baby • The
New
Prude • The
Rescuer
 • The
Rescuer
 • The
Crushed
Star • The
Roué
 • The
Roué
 • The
Novice • The
Idol
Worshipper • The
Conqueror • The
Sensualist
 • The
Idol
Worshipper • The
Exo1c
Fe1shist • The
Lonely
Leader
 • The
Sensualist
 • The
Drama
Queen • The
Floa1ng
Gender • The
Lonely
Leader
 • The
Floa1ng
Gender Source: The Art of Seduction by Robert Greene

Mark
&
Pearson’s
“Archetypes” • The
Innocent • The
Regular
Guy/Gal • The
Professor
 • The
Explorer • The
Lover • The
Beauty • The
Sage • The
Jester • The
Aging
Baby • The
Hero • The
Caregiver • The
Rescuer
 • The
Outlaw • The
Creator • The
Roué
 • The
Magician • The
Ruler • The
Idol
Worshipper • The
Sensualist
 • The
Lonely
Leader
 • The
Floa1ng
Gender Source: The Hero and the Outlaw by Margaret Mark and Carol Pearson

Yahoo’s
“Compe&&ve
Spectrum” Source: http://developer.yahoo.com/ypatterns/pattern.php?pattern=competitive

Make
up
your
own! Detect
your
users’
 emo&onal
quali&es 
and
speak
 to
them
in
your
UI
design.
Examples: • Rebelliousness
and
difference • Power
and
Control • Modesty • Avoidance
of
embarrassment • Authen1city • Acceptance
in
one’s
social
group • Aspira1on
to
a
new
class
role • Fun
and
release
from
stress

User
Personas

User
Personas Persona
Usage
Guidelines: • Personas
of
any
kind
should
be
informed
by
research.
 • Even
the
smallest
amount
of
research
helps.
It’s
not
a
 bad
thing
if
the
designers
themselves
do
some
or
all
 of
the
research. • The
discussions
 a2er 
the
research
are
almost
more
 important. • The
journey
is
more
important
than
the
result. • Differen&ate
seduc&ve
quali&es
from
genuine
user
 func&onal
needs.


make
the
first
move

make
the
first
move • Use motion • Animation • Video demos • Use words • Speak directly to the user • Tell them what they can do to do specifically • Careful with audio!

create
a
sense
 of
mystery

the
first
move • Blah

appear
desireable

appear
desirable Present
Tes1monials • Not
just
media
tes1monials • But
 real user 
tes1monials,
too

appear
desirable Present
Tes1monials • Not
just
media
tes1monials • But
 real user 
tes1monials,
too

flaMer
them

tempt
them

Stage Two: Draw Them In (Lead Them Astray)

dazzle
them
 with
wonder

Robert
Greene’s
“Vic&ms” • The
Reformed
Rake
or
Siren • The
Professor
 • The
Professor
 • The
Disappointed
Dreamer • The
Beauty • The
Beauty • The
Pampered
Royal • The
Aging
Baby • The
Aging
Baby • The
New
Prude • The
Rescuer
 • The
Rescuer
 • The
Crushed
Star • The
Roué
 • The
Roué
 • The
Novice • The
Idol
Worshipper • The
Conqueror • The
Sensualist
 • The
Idol
Worshipper • The
Exo1c
Fe1shist • The
Lonely
Leader
 • The
Sensualist
 • The
Drama
Queen • The
Floa1ng
Gender • The
Lonely
Leader
 • The
Floa1ng
Gender Source: The Art of Seduction by Robert Greene

have
a
sense
 of
humor

be
stylish

affordances of
desire

distract
them
from
 their
responsibili&es

Stage Three: Capture Their Ongoing Devo)on

con&nually
grow

the
design
process

goals,
scenarios 
and
paths

goals,
scenarios 
and
paths

goals Your
users
have
goals.
Write
them
down
and
 use
them
to
guide
and
inspire
your
design. • They
will
“muddle
through”
the
hard
parts
if
the
end
 result
is
s1ll
visible
to
them.
 • Use
tempta1on
and
encouragement
to
keep
them
 going. • Don’t
lie:
Be
honest
about
how
close
to
their
goals
 they
really
are.


• Remove
obstacles

plan
for
delight