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User: Action! Leading Users to Action Through Design: a presentation by Solana Crawford at O\'Reilly Media Web 2.0 Conference ,Berlin 2008.
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solana crawfordfounder, chief design off icer
designers?
designers?
developers?
designers?
developers?
biz decis ion makers?
design = communicat ion
almost every websi te is sel l ing something
cl ick-moment
the var iable states of user act ion
know
know
goals
know
goals
audience
know
goals
audience
product / service
know
goals
audience
product / service
know them
pre c l ick-moment
users get there
users get there
by chance
users get there
by chance
by choice
powerful tools
layout posi t ion hierarchies
layout posi t ion hierarchies
fonts
layout posi t ion hierarchies
fonts
size
layout posi t ion hierarchies
fonts
size
shapes
layout posi t ion hierarchies
fonts
size
shapes
imagery
layout posi t ion hierarchies
fonts
size
shapes
imagery
movement / l ines
layout posi t ion hierarchies
fonts
size
shapes
imagery
movement / l ines
content
contrast
read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this
read this read this read this read this read this
read this read this read this read this read this read this read this read this read this read this
colour
colour
COLOUR
colour associat ions
elegance, wisdom, balance, neutrality, formality, dullness, pollution, urban sprawl
light, air, innocence, purity, cleanliness, peace, simplicity, winter, surrender, hope
death (eastern cultures)
modernity, power, sophistication, elegance, style, wealth, mystery, fear, sadness
death (western cultures)
passion, energy, love, sex, speed, heat, fire, leadership, power, aggression, danger, stop
wealth (china), devil (western cultures)
peace, unity, friendliness, loyalty, wisdom, strength, calmness, cleanliness, sadness, coldness, skies, water, technology
life, nature, environment, fertility, growth, health, youth, inexperience, hope, balance, harmony, go, good luck, generosity, envy, coldness
sunlight, summer, joy, earth, optimism, intelligence, wealth (gold), hope, sociability, friendship, hazards, dishonesty, deceit
mourning (egypt), courage (japan)
envy, sensuality, bisexuality, wealth, royalty, pride, mystery, spirituality, creativity, wisdom, arrogance, exaggeration, confusion
happiness, energy, balance, heat, fire, enthusiasm, playfulness, aggression, arrogance, overemotion, warning, danger, autumn, desire
spring, gratitude, appreciation, admiration, joy, sympathy, femininity, health, love, sex, marriage
during c l ick moment
keep users engaged
the c l ick-moment
the user shi f t
don’t d isappoint the user
consistency
through the var iable states of user act ion
post c l ick moment
what makes the user take act ion?
what makes the user take act ion?
choice
what makes the user take act ion?
choice
trust
r isk vs. accompl ishment
love your audience
love your audience
love what you are sel l ing/promot ing
love your audience
love what you are sel l ing/promot ing
design for that
stand out!
the c l ick-moment
the c l ick-moment
user act ion
the c l ick-moment
user act ion
business
the c l ick-moment
user act ion
business
design
web 2.0 works
thank you
¿?
solana crawford
solana@DESIGNaboutTOWN.com
linkedin | facebook (+)
designabouttown.com/blog
18 bar to l s t . , san f ranc isco, ca
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