Psychological factors such as thinking, feeling, sensation, and intuition directly correlate with our customers’ online advertising experience. Making customers feel like wanting to do something requires us to offer a completely enthralling experience, not one that has negative connotations for our customers. Today, we often see advertisements that clamor for our attention, begging us to view them. Customers’ past experiences with the Web set their expectations for online advertising today. How can we shift this prevalent advertising paradigm to one that instead has psychological appeal?
In this article, I’ll discuss the cognitive elements at the intersection of advertising and human behavior. By taking an approach to advertising that looks at the impact psychological factors have on customer behavior, I’ve learned that customers respond directly to online advertisements, as we can see from their emotions, behavior, and interactions on the Web. Read More
Dissonance is a musical term. It means things are not in harmony. Design dissonance occurs when a product or service sends out cognitive signals that run counter to the desired effect.
In the strictest sense of the term, design dissonance often relates to usability—when a design somehow pushes a user in the wrong direction, in terms of both understanding and action. But in a broader sense, design dissonance can create disappointment, particularly when it occurs in relation to a service.
Personally, I define user experience as the perceptive sum of a series of interactions. Therefore, my goal in sharing my thoughts on design dissonance is to help you avoid creating negative interactions that would harm the overall experience. Read More
In Part II of this series, I explained the benefits of breaking down user experience into its four elements—usability, desirability, adoptability, and value—and discussed ways of applying this framework to help you develop products that customers love. In Part III, I’ll discuss the relative importance of each of these four elements in driving UX success, according to the type of product your team is developing. Understanding the relative importance of the four elements is critical to correctly prioritizing product design and development efforts.
When assessing your product’s user experience, keep in mind that not all elements of user experience are of equal importance. As I’ve mentioned in previous columns, a product’s usability often matters less than its adoptability, value, and desirability, because these three elements play a large role in getting users to start using the product. However, that’s not always the case; it depends on the type of product you’re developing. Let’s look at a few common product categories. Read More