On Jul 6, 2008, at 3:57 PM, Robert Hoekman Jr wrote:
Should the persuasive elements of a site design be left to marketers?
It's curious to me that you immediately equate "persuasive elements"
with marketing. Design (good or bad) is *all about* persuasion.
Helping a user to see and click on the button that takes them to the
next step is a persuasive act.
So, I'm assuming that most of the "persuasive elements" of the site's
design are actually in the hands of the designer.
Now, over the years, we've looked at this topic closely. Here are some
articles we've published on it from year's past:
The Search for Seducible Moments (2002): http://tinyurl.com/6b695t
Guiding Users with Persuasive Design - An Interview with Andrew
Chak (2003): http://tinyurl.com/6lj4xg
The Power of Persuasive Momentum (2005): http://tinyurl.com/64m2vy
Thinking Beyond Conversion (2006): http://tinyurl.com/ht2bv
The Conversion Funnel - Is Your Web App Successful: http://tinyurl.com/yy87uy
Persuasion is a critical part of design. In my opinion, it doesn't
belong to any particular job title or company department, any more
than any other part of the user experience does.
Assuming you work for a company who has a marketing department and a
UX team
that are separate from each other, how much should the UX team be
involved
in the design of persuasive elements?
I think the assumption here is flawed. Our research into great
experience design show that if you work for a company that has a
marketing department that is so separated from the UX team that they
aren't involved in all aspects of the site's design, it's unlikely
you'll produce a great user experience on any dimension. Persuasion,
at that point, is the least of your worries.
Jared
Jared M. Spool
User Interface Engineering
510 Turnpike St., Suite 102, North Andover, MA 01845
e: [EMAIL PROTECTED] p: +1 978 327 5561
http://uie.com Blog: http://uie.com/brainsparks
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