Usabilityweb

Principles appear at different stages of a project and can be used in a variety of different ways. Being able to develop useful principles is, in my opinion, a core skill for all service designers.

The results of the study clearly showed that those people who had feelings of fear evoked prior to seeing the ads were more persuaded by messages that employed the social proof appeal compared to a scarcity appeal or a control message. However the opposite was true for those who had their feeling of romance evoked before seeing the advertisements. The people in this group were more persuaded by messages that described features that were unique and scarce.

The harder the choice will be; and the harder the choice is, the more people make their decisions based on what choices are easiest to justify. In most cases, the easiest choice to justify is the one that favors function over form, frugality over luxury, and practicality over pleasure.

Mention the product or subject in the headline and don't play coy. The headline should flag people down. "If you are selling a remedy for bladder weakness, display the words Bladder Weakness in your headline; they catch the eye of everyone who suffers form this inconvenience."

Choosing among products can be more difficult if you tend to think more about the process of using an item rather than the outcome of the purchase

when people consider products for future use, "desirability" is a primary consideration. When people consider a product for immediate use, "feasibility" considerations become a priority. "For example, consumers who contemplate purchasing a new word processor for future use give great weight to quality-related features only, whereas those who consider purchasing it immediately attach importance to the feasibility of learning how to use it as well,

Given that consumers who bring to mind opportunity costs become more price sensitive, manufacturers of less-expensive brands interested in increasing price sensitivity may promote their products more effectively by reminding consumers to consider the opportunity costs.

In a recent usability survey, researchers from Southern Illinois University found that after ease of use, men prefer fast download speed to easy navigation. Women prefer ease of use, easy navigation, and accessibility. The researchers hypothesize that these different usability criteria are due to differences in how men and women use the Web.

Users do not like to be visually distracted when filling in forms. They often want to get it done as quickly as possible. Therefore it is vital to design a clear and tidy form. Users do not mind filling in a rather long form with easy to understand and neat design than a short, visually cluttered and complicated form.

What should marketers take away from this research? For one, marketers should be very suspicious of market research that claims to uncover the "why" behind a decision, such as "Why did you buy that Budweiser?" This isn't big news, but the research underscores why it might be difficult or impossible for a consumer to explain the thought process behind a purchase (since most of that process occurred subconsciously).

eyetracking can solve the problem of asking the conscious why because we can derive it looking at perception.

Spontaneous is characterized by words like "flamboyant", "unpredictable", "unconventional", "free-spirited", "dynamic"…greatest fear = "boredom".

His mind was distant, his body on auto-pilot. He approached the counter and ordered without glancing at the barista. After the steaming drink was set down, he reached into his coat, pulled out his wallet, removed a bill, and told the cashier to keep the change. "Nice wallet." Looking up, he saw a woman admiring his Braithwaite. "Thanks." "You look a little distracted." As he cautiously began to explain the thoughts that had been overrunning him, she interrupted, surprised to find someone echoing her own enveloping ideas. He smiled as he listened to her recent insights, gladdened to find this new connection: a sense of harmonious collaboration uniting the two as they talked into the night.

Consumer search trends analyzed for the report show that comparison shopping has become a priority, while brand consciousness has lessened in importance. This change in behavior has led advertisers and search engines to adapt quickly to the new economic environment, seeking out new ways to target users.