HFI Video: PET Design (Persuasion, Emotion, Trust) Training with Dr. Susan Weinschenk

Dr. Susan Weinschenk talks about the next level of user experience design, PET (Persuasion, Emotion, and Trust), moving users from "can do" to "will do".

To learn about HFI's PET Design course click here:
http://humanfactors.com/training/PET.asp

Transcript:

How do you design a website that's truly engaging. At Human Factors International we talk about the difference between can do and will do.

Can do is all about when the visitor comes to the website can they find the button that you'd like them to click on, can they understand where the link is on the navigation bar.

Can do is really important but if you want someone to really come to the website again and again and if you want them to take a particular action then you also have to think about will do.

Will they click on the button, will they click what's in the navigation bar. And in order to design for will do, what you have to understand is that people make decisions unconsciously.

In fact recent research shows us that most mental processing occurs unconsciously. If you are going to design a truly engaging website you have to understand how to apply this research.;

And we have several ways at HFI for you to learn about that. First of all I am going to recommend my book Neuron Web Design: What Makes them Click and it's a short summary about this research.

But we have two other ways as well. We have two classes. One is called PET Design. PET stands for Persuasion Emotion and Trust. In that class we teach you all of these principals of psychology and how to apply them to the design of a website.

And then we have an advanced course, it's called The PET Architect and that goes a step further and you get lots of experience in applying all of this research to website design for your particular type of site. So think about not only can do but also will do.

Category:

Science & Technology

Tags:

• PET
• persuasion emotion trust
• persuasion design
• user experience design
• usability
• web design
• Human Factors
• International
• HFI

[SteveHovland]

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