user action: design about town

SNAP Summit3

User: Action!Leading users to action through design

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solana crawfordfounder, chief design officer

designers?designers?

developers?developers?

biz decision makers?biz decision makers?

design = communication

click-momentclick-moment

the variable states of user action

pre click-moment

knowknow

goals

audience

product / service

know themknow them

users get thereusers get there

by chance

by choice

powerful toolspowerful tools

layout / position / hierarchies

fonts

size

shapes

imagery

movement / lines

content

contrast

read this read this read this read this read this read this read this read this read this

read this read this donate read this read this read this

read this read this read this read this read this read this read this read this read this

read this read this donate read this read this read this

read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this

read this read this read this read this read this read this read this read this read this read this read this read this read this read this read this

color

color associationscolor associations

elegance, wisdom, balance, neutrality, formality, dullness, pollution, urban sprawl

light, air, innocence, purity, cleanliness, peace, simplicity, winter, surrender, hope

death (eastern cultures)

modernity, power, sophistication, elegance, style, wealth, mystery, fear, sadness

death (western cultures)

passion, energy, love, sex, speed, heat, fire, leadership, power, aggression, danger, stop

wealth (china), devil (western cultures)

peace, unity, friendliness, loyalty, wisdom, strength, calmness, cleanliness, sadness, coldness, skies, water,

technology

life, nature, environment, fertility, growth, health, youth, inexperience, hope, balance, harmony, go, good luck,

generosity, envy, coldness

sunlight, summer, joy, optimism, intelligence, wealth (gold), hope, sociability, friendship, hazards, dishonesty, deceit

mourning (egypt), courage (japan)

envy, sensuality, bisexuality, wealth, royalty, pride, mystery, spirituality, creativity, wisdom, arrogance,

exaggeration, confusion

happiness, energy, balance, heat, fire, enthusiasm, playfulness, aggression, arrogance, overemotion, warning,

danger, autumn, desire

spring, gratitude, appreciation, admiration, joy, sympathy, femininity, health, love, sex, marriage

keep users engaged

during click moment

the click-momentthe click-moment

the user shift

don’t disappoint the userdon’t disappoint the user

consistencythrough the variable states of

user action

post click moment

what makes the user take what makes the user take action?action?

choice

trust

risk vs. accomplishmentrisk vs. accomplishment

love your audience

love what you are selling/promoting

design for that

the click-momentthe click-moment

user action

key for business

design: priority

thank you

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solana crawfordsolana@DESIGNaboutTOWN.com

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18 bartol st., san francisco, ca