Everyone is fighting for a place at the table. There was a time when we had no chance and we would sit off in a corner, twiddling our radio buttons. But those times are changing.
The success of a program of institutionalization of usability does not hinge on brilliant design. You need brilliant design, but it is hardly the critical thing. It does not hinge on methods, and standards, and templates. It does not hinge on staffing or even… Continue
Added by Eric Schaffer on February 8, 2010 at 6:00pm —
I've been waiting for ten years or more. And after all that time of so many of us pushing, and praying, and writing, and teaching, it has finally happened. We should probably have a party. But I for one don't have time.
It's 4am in Dubai airport. I'm headed home to India for a week. Then a month in Bombay, Africa, and then Germany. At each stop there is a new phenomena - clients who have hired us for guidance in the Institutionalization of Usability. About time!
I started… Continue
Added by Eric Schaffer on February 1, 2010 at 3:30pm —
Thank You ALL so much for the brilliant essays. We had many that saw the UX role as designing more efficient and pleasurable things. These were all good. But the winners see it differently. They see the UX job as redesigning the aspirations and lifestyles that have gotten us into this mess. We have a whole new world to design and I think that our field is up to it.
Added by Eric Schaffer on November 12, 2009 at 12:30pm —
Ok, I’m blushing. We’ve had SO many comments on our new site structure (www.humanfactors.com
). So now, I’ll open up the covers on some of the drivers behind the design.
We work on the most innovative and strategic concepts for our clients. We envision the future of online business models for many of the largest companies in the world. Yet our old site was just SO conventional. It was SO boring. So this… Continue
Added by Eric Schaffer on October 6, 2009 at 10:30am —
Lets take a look at two charts. The first one shows really good news. About half of the respondents report having a committed usability champion. That shows a shocking change from the recent past. Just five years back it was rare to find a committed champion. Today they are common place. Executives are hearing from books, magazines, and their friends that this is a ‘user experience economy’ and that success is based on ‘customer experience’. When we work with companies to get their executive… Continue
Added by Eric Schaffer on June 29, 2009 at 3:53pm —
UX Matters is featuring my article:
Beyond Usability: Designing Web Sites for Persuasion, Emotion, and Trust
By Eric Schaffer
By leveraging the science of persuasion in new and insightful ways and designing specifically to optimize the elements of persuasion, emotion, and… Continue
Added by Eric Schaffer on March 12, 2009 at 3:39pm —
For us the core of persuasion engineering is understanding the customer’s deep drives, blocks, beliefs, and feelings.
The only way we have to get at this is to do in depth interviews, with highly trained staff. It takes at least a month of full time work for me to train a staff member to do these interviews. We have been very successful with using this method to develop actionable analyses. For example, the following PET Analysis was done from research about car pooling. You will see… Continue
Added by Eric Schaffer on January 28, 2009 at 4:30pm —
How does this relate to someone currently enrolled in the CUA certification program? The CXA up-sell language makes the CUA certification seem obsolete. I have taken the first CUA course and am enrolled for the Design course that is being offered in a few weeks. Is there any plan to have courses from one program count toward the other? As you say, "usability is no longer enough." How are these two programs (CUA, CXA) so different? I won't be able to afford both… Continue
Added by Eric Schaffer on October 29, 2008 at 5:00am —
I’ve got a few great questions that ask (often with great passion) if this PET Design is really new. They suggest I am churning up old stuff and claiming it is a new wave of the information age (for purposes of wealth, fame, and perhaps acclaim from my Mother). So let's be clear. PET design is not an all new skill set HFI suddenly invented. John Watson applied psychology to persuasion at JWT in the 1920s! In fact I personally published on the topic on online PET design in 1981. The area of… Continue
Added by Eric Schaffer on October 25, 2008 at 6:00pm —
Here are three really exceptional questions that came in during the rebroadcast of the ‘Usability is no Longer Enough’ Webcast. Let’s give them a whirl:
Question: If usability alone is not enough, does it means PET design is needed AFTER the usability is done?
You need BOTH classic usability and PET design. So that way users CAN DO the tasks and will also be persuaded so they WILL do them as well. Now HFI offers SEPARATE processes for Classic UCD and ‘PET design™’.… Continue
Added by Eric Schaffer on October 9, 2008 at 1:00am —
Today I was teaching the PET design course in New York. As usual it was great to see the usability educated stretching and grabbing the new perspective. But an issue came up that was great. Our parents tell us that there are 'needs' and 'wants'. We learn that the 'wants' are not really that important.
But in the persuasion space, the emotional wants are VERY important indeed. Fulfilling the need for CONTROL has been shown to extend lives for people in nursing homes. So is that… Continue
Added by Eric Schaffer on September 25, 2008 at 9:30pm —
HFI's PET design offers a new approach to help companies influence and deepen their interactions with online customers through Persuasion, Emotion, and Trust. This methodology is the result of extensive research, pilot programs, and client engagements with Fortune 500 companies over the past several years.
Whether a website is e-commerce, informational, or transactional, its mandate is to establish deeper relationships with customers. Understanding how and why people make online… Continue
Added by Eric Schaffer on September 12, 2008 at 11:30am —