Beyond Usability: Designing Web Sites for Persuasion, Emotion, and Trust

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 trust, we can systematically influence customers’ online behavior.

Our approach to persuasive design at HFI—called PET design™, which stands for Persuasion, Emotion and Trust—has its basis in a deep understanding of customers’ subtle emotional triggers and employs a rigorous set of new, research-based methods and techniques. This article presents a strategic overview of HFI’s take on persuasive design, or PET design.
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