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

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

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The Seduc)on of the Interface seduc&on seduc&on ChristopherFahey graphpaper.com seduc&on merchandising merchandising vs. marke&ng marke&ng merchandising Thestrategyandimplementa1on

slide-1
SLIDE 1

The Seduc)on

  • f the Interface
slide-2
SLIDE 2
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SLIDE 3

seduc&on

slide-4
SLIDE 4

seduc&on

slide-5
SLIDE 5

graphpaper.com

Christopher
Fahey

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SLIDE 6

seduc&on

slide-7
SLIDE 7

merchandising

slide-8
SLIDE 8

merchandising vs. marke&ng

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SLIDE 9
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SLIDE 10

marke&ng

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SLIDE 11
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SLIDE 12

merchandising

The
strategy
and
implementa1on


  • f
how
a
product
is
presented
to


customers
as
they
decide
whether


  • r
not
to
purchase.
slide-13
SLIDE 13

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

slide-14
SLIDE 14

1.
Selling
Contexts

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SLIDE 15
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SLIDE 16
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SLIDE 17
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SLIDE 18

Selling
Contexts E‐commerce
Selling
Contexts

  • S1ll
learning
how
to
op1mize
placement,
pricing,


sequences,
nomenclature.

slide-19
SLIDE 19

Selling
Contexts E‐commerce
Selling
Context
Innova1ons

  • Automated
recommenda1ons
  • “People
like
you
bought”
  • Wish
lists
  • Robust
UI
product
previews
slide-20
SLIDE 20

2.
Packaging

slide-21
SLIDE 21
slide-22
SLIDE 22
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SLIDE 23

Packaging
=
 Selling
Context?

slide-24
SLIDE 24
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SLIDE 25
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SLIDE 26
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SLIDE 27

Don’t
Think
of
 Your
Product’s
“Box”

slide-28
SLIDE 28

3.
Products
that Sell
Themselves

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SLIDE 29
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SLIDE 30

merchandising

The
strategy
and
implementa1on


  • f
how
a
product
is
presented
to


customers
as
they
decide
whether


  • r
not
to
purchase.
slide-31
SLIDE 31

beyond
 merchandising

slide-32
SLIDE 32

marke&ng
 vs.
design

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SLIDE 33

marke&ng
 vs.
design

slide-34
SLIDE 34

marke&ng
 =
design

slide-35
SLIDE 35

design

slide-36
SLIDE 36

“web‐centric”

slide-37
SLIDE 37

pleasure

slide-38
SLIDE 38
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SLIDE 39

sensory
 experiences

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SLIDE 40
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SLIDE 41

pleasure

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

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SLIDE 42
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SLIDE 43
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SLIDE 44
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SLIDE 45

web
2.0

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SLIDE 46

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!
slide-47
SLIDE 47

conversion

slide-48
SLIDE 48
slide-49
SLIDE 49

SUBMIT

slide-50
SLIDE 50

conversion is
obsolete

slide-51
SLIDE 51
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SLIDE 52

conversion connec&on

slide-53
SLIDE 53

seduc&on

slide-54
SLIDE 54

falling
in
love

slide-55
SLIDE 55

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

slide-56
SLIDE 56

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

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SLIDE 57

choose
your
vic&m

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SLIDE 58

Robert
Greene’s
“Vic&ms”

  • The
Professor

  • The
Beauty
  • The
Aging
Baby
  • The
Rescuer

  • The
Roué

  • The
Idol
Worshipper
  • The
Sensualist

  • The
Lonely
Leader

  • The
Floa1ng
Gender
  • The
Reformed
Rake
or
Siren
  • The
Disappointed
Dreamer
  • The
Pampered
Royal
  • The
New
Prude
  • The
Crushed
Star
  • The
Novice
  • The
Conqueror
  • The
Exo1c
Fe1shist
  • The
Drama
Queen
  • The
Professor

  • The
Beauty
  • The
Aging
Baby
  • The
Rescuer

  • The
Roué

  • The
Idol
Worshipper
  • The
Sensualist

  • The
Lonely
Leader

  • The
Floa1ng
Gender

Source: The Art of Seduction by Robert Greene

slide-59
SLIDE 59

Mark
&
Pearson’s
“Archetypes”

  • The
Professor

  • The
Beauty
  • The
Aging
Baby
  • The
Rescuer

  • The
Roué

  • The
Idol
Worshipper
  • The
Sensualist

  • The
Lonely
Leader

  • The
Floa1ng
Gender
  • The
Innocent
  • The
Explorer
  • The
Sage
  • The
Hero
  • The
Outlaw
  • The
Magician
  • The
Regular
Guy/Gal
  • The
Lover
  • The
Jester
  • The
Caregiver
  • The
Creator
  • The
Ruler

Source: The Hero and the Outlaw by Margaret Mark and Carol Pearson

slide-60
SLIDE 60

Yahoo’s
“Compe&&ve
Spectrum”

Source: http://developer.yahoo.com/ypatterns/pattern.php?pattern=competitive

slide-61
SLIDE 61

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
slide-62
SLIDE 62

User
Personas

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SLIDE 63

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


  • f
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.


slide-64
SLIDE 64

make
the
first
move

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SLIDE 65

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!
slide-66
SLIDE 66

create
a
sense


  • f
mystery
slide-67
SLIDE 67

the
first
move

  • Blah
slide-68
SLIDE 68
slide-69
SLIDE 69
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SLIDE 70

appear
desireable

slide-71
SLIDE 71

appear
desirable Present
Tes1monials

  • Not
just
media
tes1monials
  • But
real user
tes1monials,
too
slide-72
SLIDE 72

appear
desirable Present
Tes1monials

  • Not
just
media
tes1monials
  • But
real user
tes1monials,
too
slide-73
SLIDE 73

flaMer
them

slide-74
SLIDE 74

tempt
them

slide-75
SLIDE 75

Stage Two: Draw Them In

(Lead Them Astray)

slide-76
SLIDE 76

dazzle
them
 with
wonder

slide-77
SLIDE 77
slide-78
SLIDE 78
slide-79
SLIDE 79

Robert
Greene’s
“Vic&ms”

  • The
Professor

  • The
Beauty
  • The
Aging
Baby
  • The
Rescuer

  • The
Roué

  • The
Idol
Worshipper
  • The
Sensualist

  • The
Lonely
Leader

  • The
Floa1ng
Gender
  • The
Reformed
Rake
or
Siren
  • The
Disappointed
Dreamer
  • The
Pampered
Royal
  • The
New
Prude
  • The
Crushed
Star
  • The
Novice
  • The
Conqueror
  • The
Exo1c
Fe1shist
  • The
Drama
Queen
  • The
Professor

  • The
Beauty
  • The
Aging
Baby
  • The
Rescuer

  • The
Roué

  • The
Idol
Worshipper
  • The
Sensualist

  • The
Lonely
Leader

  • The
Floa1ng
Gender

Source: The Art of Seduction by Robert Greene

slide-80
SLIDE 80

have
a
sense


  • f
humor
slide-81
SLIDE 81
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SLIDE 82

be
stylish

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SLIDE 83

affordances

  • f
desire
slide-84
SLIDE 84
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SLIDE 85

distract
them
from
 their
responsibili&es

slide-86
SLIDE 86
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SLIDE 87
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SLIDE 88

Stage Three: Capture Their Ongoing Devo)on

slide-89
SLIDE 89

con&nually
grow

slide-90
SLIDE 90
slide-91
SLIDE 91
slide-92
SLIDE 92

the
design
process

slide-93
SLIDE 93

goals,
scenarios 
and
paths

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SLIDE 94

goals,
scenarios 
and
paths

slide-95
SLIDE 95

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.


slide-96
SLIDE 96
  • Remove
obstacles
slide-97
SLIDE 97
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SLIDE 98
slide-99
SLIDE 99
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SLIDE 100

plan
for
delight

slide-101
SLIDE 101

evaluate
with
 psychology
and
 emo&on

slide-102
SLIDE 102

understand yourself

slide-103
SLIDE 103

Robert
Greene’s
“Seducers”

  • The
Professor

  • The
Beauty
  • The
Aging
Baby
  • The
Rescuer

  • The
Roué

  • The
Idol
Worshipper
  • The
Sensualist

  • The
Lonely
Leader

  • The
Floa1ng
Gender
  • The
Siren
  • The
Rake
  • The
Ideal
Lover
  • The
Dandy
  • The
Natural
  • The
CoqueXe
  • The
Charmer
  • The
Charisma1c
  • The
Star

Source: The Art of Seduction by Robert Greene

slide-104
SLIDE 104

The
30‐Second
Seducers

  • The
Professor

  • The
Beauty
  • The
Aging
Baby
  • The
Rescuer

  • The
Roué

  • The
Idol
Worshipper
  • The
Sensualist

  • The
Lonely
Leader

  • The
Floa1ng
Gender
  • The
Scholar
  • The
Show‐off
  • The
Sneak
  • The
Roman1c
  • The
Best
Friend

Source: The 30-Second Seduction by Andrea Gardner

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SLIDE 105

closing
thoughts

slide-106
SLIDE 106

closing
thoughts Seduc1on
is
...

slide-107
SLIDE 107

closing
thoughts Seduc1on
is
...

...
not
about
sex
‐‐
it’s
about
love
and
togetherness...
 enchantment
and
pleasure.

slide-108
SLIDE 108

closing
thoughts Seduc1on
is
...

...
not
about
sex
‐‐
it’s
about
love
and
togetherness...
 enchantment
and
pleasure. ...
user‐centric

slide-109
SLIDE 109

closing
thoughts Seduc1on
is
...

...
not
about
sex
‐‐
it’s
about
love
and
togetherness...
 enchantment
and
pleasure. ...
user‐centric ...
a
journey

slide-110
SLIDE 110

closing
thoughts Seduc1on
is
...

...
not
about
sex
‐‐
it’s
about
love
and
togetherness...
 enchantment
and
pleasure. ...
user‐centric ...
a
journey ...
proac1ve

slide-111
SLIDE 111

closing
thoughts Seduc1on
is
...

...
not
about
sex
‐‐
it’s
about
love
and
togetherness...
 enchantment
and
pleasure. ...
user‐centric ...
a
journey ...
proac1ve ...
and
nothing
to
be
squeamish
about!

slide-112
SLIDE 112

closing
thoughts 


Seduc1on
is
no
longer
the
 exclusive
responsibility
of
 “the
marke1ng
people”.





It’s
a
design
job.
So
do
it.

slide-113
SLIDE 113

Christopher
Fahey

graphpaper.com

Thanks,
I
had
fun!