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Anderson, Stephen P.

Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences (Kartoniert / Broschiert / Paperback)


Reihe: Voices That Matter

NEW RIDERS PUBL, Juni 2011


New - 240 S. - Sprache: Englisch - 234x205x12 mm

ISBN: 0321725522 EAN: 9780321725523

What happens when you've built a great website or app, but no one seems to care? How do you get people to stick around long enough to see how your service might be of value? In Seductive Interaction Design, speaker and author Stephen P. Anderson takes a fresh approach to designing sites and interactions based on the stages of seduction. This beautifully designed book examines what motivates people to act.

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Inhaltsverzeichnis

Prologue ... xi 1 Why Seductive Interactions? ...1 LinkedIn and Profile Completeness ... 2 Why seduction?... 3 The iLike story ... 5 Beyond usability ... 10 It's all about experiences ... 11 SECTION ONE Aesthetics, Beauty, and Behavior 2 Why Aesthetics? ...17 What's the connection? ... 18 Why aesthetics? ... 18 3 Are You Easily Understood? ...19 Gestalt Psychology and a drinking game ... 20 4 Are You Attractive? ...25 You remind me of... 26 Can you trust me on this?... 27 Perceptions of time ... 29 Put it all together... 30 "Attractive things work better" ... 30 Stitching it all together ... 32 5 Who Do You Remind People Of? ...35 Aesthetics, associations, and Apple ... 36 Advertising and coded iconic messages ... 37 Positive and Negative associations ... 38 Language and associations ... 38 Applications... 39 6 When Aesthetics Aren't Attractive ...43 Curious implication 1: The good, the bad, and the ugly... 43 Curious implication 2: When utility is beautiful... 44 Curious implication 3: Context and character ... 45 Curious implication 4: Is beauty subjective? ... 45 Closing... 47 7 The Power of Faces ...49 Leaving your friends... 50 Summary ... 51 SECTION TWO Playful Seduction 8 Are You Fun To Be Around? ...55 Use humor, when appropriate ... 56 A Case for Humor: MailChimp ... 57 Why bother making someone smile? ... 60 9 Are You Unpredictable?...63 Mixing surprise with rewards ... 64 Delighters ... 66 My personal annual travel report ... 68 10 Are You Stimulating? ...75 Will the real Dopplr logo please stand up? ... 77 11 Are You Mysterious?...79 Curious marketing... 79 Venturing into the unknown... 80 The information gap theory... 81 Business application? ... 82 Specific motivation... 84 Now what? ... 85 12 Can People Express Themselves Around You?...87 SECTION THREE The Subtle Art of Seduction 13 Small First Steps ...93 Shaping the path ... 93 Making a commitment ... 94 Sharing places ... 94 Picking up items placed on hold ... 96 Completing a travel booking ... 97 Endowed progress effect ... 99 Sequencing ...100 Shaping ...102 14 Coming on Too Strong (and how not to!)...105 Fewer options...105 Less text...107 Fun distractions ...108 Creating the illusion of less by hiding information ...110 Hacking the visual system to make things simpler ...111 Less to think about ...112 15 Attracting Attention ... 115 Contrast and characters...116 Shh! We're hoping no one notices ...117 Did you see that?...118 16 The Path of Least Resistance ... 119 Default options...119 The power of suggestion...120 Convenience and personalized recommendations...122 Afraid to Let Go ...126 17 The Influence of Words ... 131 Framing ...131 Anchoring ...133 Let's get personal...134 Clear language ...136 18 An Eye for Details ... 137 Step one: Role-play the interaction ...137 Step two: Script the narrative experience ...140 Step three: Break down compound requests into simple next steps ...140 Step four: Minimize choices (at each moment in time)...141 Step five: Look for micromoments ...142 Step six: Choose clicks over characters ...142 SECTION FOUR The Game of Seduction 19 Real World Games ... 149 Games are first and foremost about fun ...149 The Elements of Game Design ...153 20 A Challenge Worth Pursuing ... 155 Back to the classroom ...155 A Real Challenge ...161 A quick note on status...163 Challenges vs. goals ...165 Closing...167 21 Making Things Difficult ... 169 Playing hard to get...169 Using scarcity in commerce...170 Using scarcity to increase quality ...170 Using scarcity to encourage participation ...172 Why scarcity works ...173 Other forms of scarcity: Limited duration ...174 Limited access ...175 Other forms of scarcity: Limited choice and calculations ...176 22 How Are We Doing? ... 179 Unintended side effects of hypermiling ...181 A little perspective ...182 Serious games...183 Making a game out of e-mail ...183 Closing...187 23 What's the Prize?...189 Why do game mechanics work? ...190 Performance goals ...191 Are you offering your users any performance goals? ...192 The fun layer: Narrative, story, aesthetics ...196 Closing...197 24 Let's Get Serious ...199 The Kano model... 200 25 Only the Beginning ... 205 The Rider and the Elephant...205 The Behavior Grid ...206 A sense of purpose ...211 One thing everyone is doing ...211 "Show me the money!" ...214 Who's on your site?...214 Final Thoughts ...215 Index...217

Über den Autor

Stephen P. Anderson is an internationally recognized speaker and consultant based in Dallas, Texas. He created the Mental Notes card deck, a tool that's widely used by product teams to apply psychology to interaction design. Prior to venturing out on his own, Stephen spent more than a decade building and leading teams of information architects, interaction designers, and UI developers. He's designed web applications for technology startups as well as corporate clients like Nokia, Frito-Lay, Sabre Travel Network, and Chesapeake Energy. Between public speaking and project work, Stephen offers workshops and training to help organizations manage creative teams, make use of visual thinking, and design better customer experiences.

ISBN 0-321725-52-2, ISBN 0-32-172552-2, ISBN 0-32172-552-2, ISBN 0-321-72552-2, ISBN 0-3217-2552-2

ISBN 978-0-321725-52-3, ISBN 978-0-32-172552-3, ISBN 978-0-32172-552-3, ISBN 978-0-321-72552-3, ISBN 978-0-3217-2552-3

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