Usability is No Longer Enough

The next wave of the information age is about designing for persuasion, emotion, and trust (PET design™).

You still need good usability if people can't find something they can't be persuaded by it but soon usability will no longer be the key differentiator it has been. It's often not enough to design a website that is easy to navigate, understand, and transact on. Just because people can do something doesn't ensure that they will.

The future of design is about creating engagement and commitment to meet measurable business goals. Whether your site is e-commerce, informational, or transactional, you must motivate people to make decisions that lead to conversion. This could be getting people to: * buy a product * sign-up for a newsletter * donate to a cause * ask their doctor about a drug * vote for a candidate * invest in your company

The interactive online environment offers far more opportunities to influence decision making than traditional advertising or marketing channels. Yet understanding people's subtle emotional triggers requires a rigorous set of new techniques, the results of which can even conflict with classic usability best practices.

Category:

Science & Technology

Tags:

• usability
• user
• experience
• persuasion
• web
• design
• Eric Schaffer
• Human Factors International
• HFI
• conversion
• influence
• motivation
• e-commerce
• persuasive

[abdulrab2010]

thank you

[nelzonmamani]

I'll take that in mind "designing for persuasion, emotion, and trust"

[MeNTG]

inspiring speech, thank you.

[EXFRAWEN]

PET? isn't this a lot of the idea behind UX ? ( user experience ), this guy even looks like Don Norman ( the creator of the term) LOL, but this dude acts very "mamon" =P

[bozidor]

i agree ....however , the issue with cognitive psychology is that , diffrent people have different ways of thinkin .... whats triggers an emotion for me wont trigger the same emotion for u ....right ? !

[prasannare]

This is good but very broad and that approach may impress people but I am want to see how can it contribute in the root while designing experiences.

[Roelandvinken]

psychology is the way to go,,, cognitive psychology AND emotions

[natalieee0301]

An very good perspective.