Seduction of Interaction Design - Christopher Fahey - Web 2.0 Expo NYC
Christopher Fahey / Behaviour Design
Sept 18/08
Raw notes
"Love at first sight?"
How many believe: 2/3rds of Americans
Even when they do fall in love, you have to work at it. Take a little time. Go through a process to complete falling in love. Seduction.
Wasn't quite love at first sight. Had to make mix tapes. Talk about what seduction means in the case of interaction design.
Secret forbidden arts of seduction. Blogger at graphpaper.com, partner at behaviour - 4 partners, 20 people now.
Personally: interaction design, ux designer.
Interactive seducer. Secrets of web design re: seduction. Not hot and heavy. Really about subtle seductions of interaction design.
And merchandising. Clear about what that means.
Not about marketing strategies. Focusing on design of web centric interactive products.
Merchandising vs. marketing.
Merch: subset of marketing?
Not taking a brand and slapping it on things
Marketing: creating biz relationships, advertising & promotion, message delivery, etc.
Merchandising: strategy and implementation of how a product is presented to customers as they decide whether they wish to purchase it
3 aspects
Selling context
Packaging
Products that sell themselves
Butt brush effect: Paco Underhill
Planograms: subtle details of physical space and product layout
E-commerce selling contexts: still learning about how to optimize placement, price, sequence, nomenclature
Packaging of products and stores: same thing online (box and store)
Packaging = selling context
Store is built into the product (basecamp)
Not designing a box for your product
Packaging is the part you throw away.
3rd category: products sell themselves
Designing for People - Henry Dreyfuss
Designers should be responsible
Liaison linking management, engineering, customer, communicating to all 3
Designers have to be responsible for the sales of their product
Marketing vs design
Battle between the two online: need to get over that
Designers are responsible for marketing too.
Ux is so integral: impossible to sell one, without convincing the user that it's going to be a pleasure.
5 senses: hearing, smelling, tasting, etc.
Sources of pleasure: avoidance of failure, success, surprise, psychological pleasures, not just physical ones
Brain desired to seek pleasure: Attractive things work better - Don Norman, emotional design
Things that are attractive work better. It primes you and your mind. Good for products to inspire pleasure.
Human desire for pleasure: core of seduction.
Web-native products: seduction has to be built in. Alive with pleasure: twitter.
Don't see TV ads for facebook and flickr… hear from someone else.
Every other traditional product context: job of marketer is to convince user that it will be awesome. Job of product designer is to make the experience really really good.
Web 2.0; UX is the key factor
How the design of web 2.0 user experiences change how products are marketed:
Subscription based product models
Vibrant communities around and within products
Fully functional demos, easily distributed and managed
Free!
Conversion
Zero sum model: converted or not. At some point, user clicks, boom, customer. Captured. Converted.
A lot revolve around that.
Direct mail thinking: get people to come to the site, some percentage will sign up, etc.
Object of seduction: not just have someone to click submit
Not about giving up, giving in, making someone fall in love with you
Conversion is obsolete
Connection
Soft sell, not a hard sell
Seduction: falling in love with our products
3 stages of seduction
1. Inspire their attention, interest and desire
2. Draw them in (lead them astray)
3. Capture their ongoing devotion
Inspire attention: choose your victim
"your victim"
Don't think of your users as victims
Robert Greene's Victims - The art of Seduction
Various types of victims
Mark & Pearson's "archetypes"
The Hero and the Outlaw (Margaret Mark and Carol Pearson)
Your users as distinct personalities
Not marketing segments: creative focused, not research focused
Yahoo's : competitive spectrum
Caring, collaborative, cordial, competitive, combative
Direct effect on features they design for users
Developer.yahoo.com/ypatterns/pattern.php?pattern=competitive
Make up your own: detect your emotional qualities and speak to them in your UI design
Rebelliousness and difference, power and control, modest, authenticity, acceptance in one's social group, fun and release from stress
Avoidance of embarrassment
User personas
Persona usage guidelines: differentiate seductive qualities from genuine user functional needs
Separate emotional drivers and functional drivers
Make the first move
You have to do something to make it happen
Use motion, use words, careful with audio
Create a sense of mystery
Silverback - clearleft product
No-one knows the product, but a huge buzz
Since launched, more info on the page as to what it does.
Appear desirable
Nothing draws a crowd like a crowd
Testimonials on your site
Real users, put it on the website
Not just media
Other people want you, must be really good
Flatter them
Make them feel capable
Treat them nicely
Tempt them
Peek as to what's inside…
Stage 2: lead them astray, draw them in
Dazzle them with wonder
Seduction of the Innocent: Frederic Wertham - 1950's comic books
Appeal to people's childlike feelings: secret headquarters comic book shop in LA
Have a sense of humour
Tick: time tracking system
Instead of a cancel button: just kidding, I remember now (extra step to be clever)
Be stylish
History of product design: stylization
Change the style from year to year
Obsolete products by changing the style (clock radio)
Redesign site because it looks old: not a bad reason to do it
Affordances of desire
Imagine it as part of your life
Whole product becomes an affordance
Dopplr: share travel - people 2 or 3 times a year: useful? Maybe not, but part of a jetset world
Envision themselves as more than they are
Distract them from their responsibilities
Stage 3: capture ongoing devotion
Continually grow
Nike Plus example: ecosystem of products
Real win: what happens afterwards: all kinds of new products
Share results on blog, etc. A whole ecosystem. Social stuff with Nike Plus
Ongoing seduction. Nikeplus costs $30, but spend couple hundred bucks.
The design process:
Goals and scenarios and paths.
Users have goals, write them down, let them inspire your design
Sketch it out, define it, etc.
Find spots where you can have delightful moment
Plan for delight: the long way (Schauer - Adaptive Path)
Make it an objective to delight the user
Understand yourself
What kind of seducers are you? (Greene list of seducer archetypes)
30 second seduction: Andrea Gardner
Seduction is…
About love, togetherness, enchantment and pleasure
User centric
A journey
Proactive
And nothing to be squeamish about - use the word in your conversation
Seduction is no longer the responsibility of the people of marketing people. It's a design job, so do it.
Sept 18/08
Raw notes
"Love at first sight?"
How many believe: 2/3rds of Americans
Even when they do fall in love, you have to work at it. Take a little time. Go through a process to complete falling in love. Seduction.
Wasn't quite love at first sight. Had to make mix tapes. Talk about what seduction means in the case of interaction design.
Secret forbidden arts of seduction. Blogger at graphpaper.com, partner at behaviour - 4 partners, 20 people now.
Personally: interaction design, ux designer.
Interactive seducer. Secrets of web design re: seduction. Not hot and heavy. Really about subtle seductions of interaction design.
And merchandising. Clear about what that means.
Not about marketing strategies. Focusing on design of web centric interactive products.
Merchandising vs. marketing.
Merch: subset of marketing?
Not taking a brand and slapping it on things
Marketing: creating biz relationships, advertising & promotion, message delivery, etc.
Merchandising: strategy and implementation of how a product is presented to customers as they decide whether they wish to purchase it
3 aspects
Selling context
Packaging
Products that sell themselves
Butt brush effect: Paco Underhill
Planograms: subtle details of physical space and product layout
E-commerce selling contexts: still learning about how to optimize placement, price, sequence, nomenclature
Packaging of products and stores: same thing online (box and store)
Packaging = selling context
Store is built into the product (basecamp)
Not designing a box for your product
Packaging is the part you throw away.
3rd category: products sell themselves
Designing for People - Henry Dreyfuss
Designers should be responsible
Liaison linking management, engineering, customer, communicating to all 3
Designers have to be responsible for the sales of their product
Marketing vs design
Battle between the two online: need to get over that
Designers are responsible for marketing too.
Ux is so integral: impossible to sell one, without convincing the user that it's going to be a pleasure.
5 senses: hearing, smelling, tasting, etc.
Sources of pleasure: avoidance of failure, success, surprise, psychological pleasures, not just physical ones
Brain desired to seek pleasure: Attractive things work better - Don Norman, emotional design
Things that are attractive work better. It primes you and your mind. Good for products to inspire pleasure.
Human desire for pleasure: core of seduction.
Web-native products: seduction has to be built in. Alive with pleasure: twitter.
Don't see TV ads for facebook and flickr… hear from someone else.
Every other traditional product context: job of marketer is to convince user that it will be awesome. Job of product designer is to make the experience really really good.
Web 2.0; UX is the key factor
How the design of web 2.0 user experiences change how products are marketed:
Subscription based product models
Vibrant communities around and within products
Fully functional demos, easily distributed and managed
Free!
Conversion
Zero sum model: converted or not. At some point, user clicks, boom, customer. Captured. Converted.
A lot revolve around that.
Direct mail thinking: get people to come to the site, some percentage will sign up, etc.
Object of seduction: not just have someone to click submit
Not about giving up, giving in, making someone fall in love with you
Conversion is obsolete
Connection
Soft sell, not a hard sell
Seduction: falling in love with our products
3 stages of seduction
1. Inspire their attention, interest and desire
2. Draw them in (lead them astray)
3. Capture their ongoing devotion
Inspire attention: choose your victim
"your victim"
Don't think of your users as victims
Robert Greene's Victims - The art of Seduction
Various types of victims
Mark & Pearson's "archetypes"
The Hero and the Outlaw (Margaret Mark and Carol Pearson)
Your users as distinct personalities
Not marketing segments: creative focused, not research focused
Yahoo's : competitive spectrum
Caring, collaborative, cordial, competitive, combative
Direct effect on features they design for users
Developer.yahoo.com/ypatterns/pattern.php?pattern=competitive
Make up your own: detect your emotional qualities and speak to them in your UI design
Rebelliousness and difference, power and control, modest, authenticity, acceptance in one's social group, fun and release from stress
Avoidance of embarrassment
User personas
Persona usage guidelines: differentiate seductive qualities from genuine user functional needs
Separate emotional drivers and functional drivers
Make the first move
You have to do something to make it happen
Use motion, use words, careful with audio
Create a sense of mystery
Silverback - clearleft product
No-one knows the product, but a huge buzz
Since launched, more info on the page as to what it does.
Appear desirable
Nothing draws a crowd like a crowd
Testimonials on your site
Real users, put it on the website
Not just media
Other people want you, must be really good
Flatter them
Make them feel capable
Treat them nicely
Tempt them
Peek as to what's inside…
Stage 2: lead them astray, draw them in
Dazzle them with wonder
Seduction of the Innocent: Frederic Wertham - 1950's comic books
Appeal to people's childlike feelings: secret headquarters comic book shop in LA
Have a sense of humour
Tick: time tracking system
Instead of a cancel button: just kidding, I remember now (extra step to be clever)
Be stylish
History of product design: stylization
Change the style from year to year
Obsolete products by changing the style (clock radio)
Redesign site because it looks old: not a bad reason to do it
Affordances of desire
Imagine it as part of your life
Whole product becomes an affordance
Dopplr: share travel - people 2 or 3 times a year: useful? Maybe not, but part of a jetset world
Envision themselves as more than they are
Distract them from their responsibilities
Stage 3: capture ongoing devotion
Continually grow
Nike Plus example: ecosystem of products
Real win: what happens afterwards: all kinds of new products
Share results on blog, etc. A whole ecosystem. Social stuff with Nike Plus
Ongoing seduction. Nikeplus costs $30, but spend couple hundred bucks.
The design process:
Goals and scenarios and paths.
Users have goals, write them down, let them inspire your design
Sketch it out, define it, etc.
Find spots where you can have delightful moment
Plan for delight: the long way (Schauer - Adaptive Path)
Make it an objective to delight the user
Understand yourself
What kind of seducers are you? (Greene list of seducer archetypes)
30 second seduction: Andrea Gardner
Seduction is…
About love, togetherness, enchantment and pleasure
User centric
A journey
Proactive
And nothing to be squeamish about - use the word in your conversation
Seduction is no longer the responsibility of the people of marketing people. It's a design job, so do it.
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