Usability is great but in an age where alternative options are only a click away is it enough? From the outside, you may have designed a shop window to display your products or services in the best possible light but what makes people take that critical step and commit to a purchase? Chris will cover the principles of Persuasion Design, or “Persuasion, Emotion and Trust” as Human Factors International defines PET Theory. They will present some real world examples of how companies are getting it right, and wrong in eCommerce.
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This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/.
Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications.
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2. TOPICS
• What is PET theory
• How is it used?
• Getting started with persuasion principles
• Using PET responsibly
3. WHAT IS P.E.T THEORY
It is a series of principles pioneered/developed by
Human Factors Inc. to help support the developing
information eco-system
4. • Persuasion
Principles used to encourage or discourage a users behaviour during a process
• Emotion
Principles used that are used to encourage any emotional response during a process
such as achievement, empathy or surprise.
• Trust
Principles that are used to establish confidence during a process, for example:
confidence, security and credibility
6. ›
SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task
7. ›
SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task
“Can do” “Will do”
8. ›
SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task
“Can do” “Will do”
Encourage,
Motivate,
Constrain
41. THANKS!, QUESTIONS
Grab me later if you’re keen to make the panel
chris.bush@sigma.se
wearesigma.com
@wearesigma / @suthen
#campdigital
Editor's Notes
Developed by Human Factors It’s a toolkit of principles designed to help Motivate, Enable and Constrain user behaviour. Strong focus on interaction and en- couraging “Will do” actions from usersBroadly compliments usability, but there are a few important exceptions. It’s a toolkit of concepts. Not a rule book.
To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.
While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.
Are there opportunities to use visuals to create an emotional response or to speed up response time? If you blur all text, does the imagery convey what you want to communicate?Asking "Can a 5-year-old understand this" us a great wayto uncover where text can be replaced or reinforced with an image.Use images to elicit emotions, top make literal associations (an icon or avatar) or suggestive associations.
Are there opportunities to use visuals to create an emotional response or to speed up response time? If you blur all text, does the imagery convey what you want to communicate?Asking "Can a 5-year-old understand this" us a great wayto uncover where text can be replaced or reinforced with an image.Use images to elicit emotions, top make literal associations (an icon or avatar) or suggestive associations.
While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.