Beyond Usability – designing for persuation, emotion and trust
The next wave of the Information Age is about designing for persuasion, emotion, and trust (PET designTM). You still need good usabilityâif people can’t find some- thing they can’t be persuaded by itâbut 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. 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. This paper presents a strategic overview of the science of persuasion, based on HFI’s new PET design methodology. We’ll explain why your company should apply these research-based techniques to influence online behavior through persuasion, emotion, and trust.