Designing for Persuasion, Emotion and Trust On The Web
at Designing for Persuasion, International Research, and Eye Tracking!
Type
talk
Gillham introduces Human Factors International as a user-centred design consultancy and mentions its courses in London, Utrecht and Hamburg. Gillham describes HFI as a user-centred design consultancy, making human-centred design a direct context for the talk. Gillham says customer experience is important before contrasting work beyond usability with the question of why people would act. Gillham says usability work traditionally focuses on finding barriers to task completion and fixing them. Gillham says people use heuristics without knowing it when deciding whether to trust someone or do business with them. Gillham uses Spock and Kirk from the original Star Trek series to contrast logical decisions with emotional intuition and gut instinct.
People
Rob Gillham
Methods
Usability TestingUsability testing reveals where people struggle while attempting realistic tasks with a prototype or service. In a moderated session, a researcher observes the participant and may ask them to explain their thinking. Use it to investigate confusing language, layouts or interactions and identify improvements. Agree research questions, recruit likely users and prepare believable tasks that do not reveal the solution. Explain that the service is being tested, then mostly watch and listen rather than guiding participants. Record observations and follow up on unclear behaviour. Plan accessible sessions, including participants’ own assistive technology when appropriate.
Interaction DesignDesigning how people act with a product over time: controls, states, feedback, flows and micro-interactions. Turns goals and constraints into concrete behaviours that feel clear and forgiving, informed by perception, cognition and the physical or digital context of use.