persuasive architecture

DEVELOPING AN INTERACTIVE ADVERTISING APPLICATION WITH CUSTOMER-CENTRIC DESIGN PRINCIPLES

By: Victoria Kuan

17 September 2008

ã 2008 Swinburne University of Technology

PROJECT OBJECTIVES Exploring Information Architecture[1] Design within

Digital Advertising context:-1. initial conceptual and exploration stages through to

creative design

2. prototyping and development

3. re-design or evolutionary part of the products life-cycle (future plan)[2]

4. persuasive/engaging digital content development

[1] Information Architecture (I.A.) Design can be defined as the set of knowledge, tasks and processesthat ensure there is an effective content organisation within navigation system and help people to manage information successfully.

[2] Future Plan description list (tbc)


PROJECT BREAKDOWNThe project is represented in the following stages:

User Needs Analysis

Persona creation

User scenarios and goals

Behavioural use cases

Conceptual modelling

Site/solution maps

Wireframes

Prototype development

View project >>>


PROJECT FOCUS (GOALS)i. Engaging in Customer Experience Design:-

- Strategy

- Research

- DesignStrategy

(UX)

Research(Digital Experience)

Design(IA)


PROJECT FOCUS (GOALS)ii. Adopting customer-centric design principles

in developing Digital Advertising Products:-

As a Digital-Advertising solutions architect, the

objective of driving the project not only is to ensure

a proper categorization of digital information, but to:-

- Have SENSIBILITY towards audience/user needs;

Cont. >>>

>> Digital-Ad “PERSUASION” Model


ATTENTION

INTEREST

DESIRE

ACTIONS/DECISIONS

THE “AIDA” PERSUASION MODEL

Digital-Ad “Persuasion” Model

Gaining ATTENTION beforehand,

maintaining INTEREST and

generating DESIRE during,

and calling for ACTIONS/

DECISIONS after.

Strategy:


ATTENTION – Create a condition to facilitate human-digital-information’s interactions (“H.D.I.I.”);(Consider Visibility, “Findability” and Ease of access of info to public; Environmental processes eg. Space, Display, Mood, Atmosphere)

INTEREST – Anticipate and shape the possible flow of human conversations where all the “H.D.I.I.” activities are based;(Consider the demographics, user engagement by asking the right questions; the appeal and excitement of content to audience)

The “AIDA” Persuasion Model


DESIRE – Ensure the product allows users steer the conversation in the direction where they want to go, depending on users’ interest and/or desire;(Consider psychographics predicting the decision-making styles, including buying behaviors, lifestyle)

ACTIONS / DECISIONS – Motivate users by capitalizing on the persuasive momentum generated within the H.D.I.I., helping users moving towards self-qualifying needs and goals as a resolution point.(Consider branding issues, offering choices, “Content Add-Ons”, ensure trustworthiness, after-service support)

The “AIDA” Persuasion Model


With Persuasion Model in context:

DIGITAL ADVANTAGE(a) Content being digital, portable, more impact for calls for actions, generate

empathy and engaging imagination;

CONTROLLABLE INTERACTIVE CONTENT FEATURE(b) Business content presented as a Sub-Menu Directory of Products Information,

with navigable interactive menus remotely controllable, repeatable playback sequences;

WIDER CONTENT COVERAGE AND COMPREHENSIVE INFORMATION(c) Specific and wider range of brands and product models can be presented in

digital sequences, inclusive of accompanying product specifications (brands, model, colour, uses and functional specification);

EXPLICIT PERSUASIVE INTENTION(d) Navigable content appeals to customer’s interest and addressing areas of

concern and interest; Digital content being self-descriptive, impressive real-time playback with specific persuasion intention directing towards audience.


Development of an interactive DVD Application

Project Team:Principle ConsultantInteraction DesignerGraphic Designer/IllustratorMotion Graphics DesignerDigital Video SpecialistAudio Visual Media

Specialist

Jun 2007 (Sep) – Mar 2008

Guan Ho Leong Optical BusinessAdvertising and Product Information

Video Presentation

CONSULTANCY PROJECT CASE STUDY

Victoria Kuan >>

Jenny Liew >>

Leon Wilfred >>

Zhang Xing >>

CW Hiew >>

Peter Wong >>

View project >>>


PROJECT BREAKDOWNThe project is represented in the following stages (with workflow as indicated below):-User Needs Analysis (C to P)Persona creation (provided by C)User scenarios and goals (agreeable between P, C)Behavioural use cases (C observation, updated to

P)Conceptual modelling (P and C, P)Site/solution maps (P to C, P to D, D and P)Wireframes (P and D, P and C)

Prototype development (P to D, D and P, P to C)

[Legends: C=Client; P=Principle Consultant; D=Designer]View project >>>

Victoria Kuan

How to plan and have a conversation with our customers.eg. Actionable Personas - generate empathy and engage the imagination


(End Note) Appendix Consultancy Project Brief Form (Client Use) GHL Proposal/Contract GHL Content Map (Proposed Content) GHL Site/Solutions Map** Project Future Plan (Revision/Update) Project Use Case Scenarios Description Chart


In[VK1] conventional sales conversation setting: But with Digital-Ad Persuasion Model in context:

An Ad system and its targeted audience have the following conversations and scenarios:

An Ad system and its targeted audience are ideally drawn into the following “Persuasion” scenarios:

AUDIENCE-FOCUSED:

As a audience walks into thedisplay outlet, s/he was greetedby the shop attendant(s):

PHYSICAL SPACE CONSTRAINT

(a) Audience were guided to the product shelves-display;

TIME-CONSUMING MANUAL TASKS OF REPEATING BROWSE THROUGH

(b) Audience were shown with copies of printed product catalogue ;

(c) Audience were presented with some samples product available taken from the shelves display (products of different model, colour, uses and functions);

(d) Audience stating areas of concern and product of interest, requesting further product information from attendant(s).

“PET” DESIGN (Persuasive, Emotion & Trust):

As a audience walks into the display outlet, s/he was warmlygreeted by the shop attendant(s); his/her attention was drawn towards the Ads projected from the digital screen display installed at the display outlet:

DIGITAL ADVANTAGE

(a) Content being digital, portable, more impact for calls for actions, generate empathy and engaging imagination;

CONTROLLABLE INTERACTIVE CONTENT FEATURE

(b) Business content presented as a Sub-Menu Directory of Products Information, with navigable interactive menus remotely controllable, repeatable playback sequences;

WIDER CONTENT COVERAGE AND COMPREHENSIVE INFORMATION

(c) Specific and wider range of brands and product models can be presented in digital sequences, inclusive of accompanying product specifications (brands, model, colour, uses and functional specification);

EXPLICIT PERSUASIVE INTENTION IN REAL TIME

(d) Navigable content appeals to customer’s interest and addressing areas of concern and interest; Digital content being self-descriptive, impressive real-time playback with specific persuasive intention, directing towards audience.

Product Use Case Scenarios Description: