Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences (Voices That Matter) (英語) ペーパーバック – 2011/6/15
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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.
- AESTHETICS, BEAUTY, AND BEHAVIOR: Why do striking visuals grab our attention? And how do emotions affect judgment and behavior?
- PLAYFUL SEDUCTION: How do you create playful engagements during the moment? Why are serendipity, arousal, rewards, and other delights critical to a good experience?
- THE SUBTLE ART OF SEDUCTION: How do you put people at ease through clear and suggestive language? What are some subtle ways to influence behavior and get people to move from intent to action?
- THE GAME OF SEDUCTION: How do you continue motivating people long after the first encounter? Are there lessons to be gained from learning theories or game design?
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.
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Section one (Aesthetics, Beauty, and Behavior) covers topics like gestalt principles/psychology, perceived affordances, product credibility and personality, affect, cognition, and association. Anderson makes plenty of references to other quintessential UX books such as Designing with the Mind in Mind by Jeff Johnson, Visual Thinking for Design by Colin Ware, and Emotional Design by Donald Norman. Section two (Playful Seduction) covers ways to engage audiences with positive affective states such as humor, the mystique of unexpected behavior, and `delighters'. Anderson also uses specific phenomenon such as the information gap theory to explain alternate methods of eliminating the feeling of deprivation in users seeking information. Section three (The subtle Art of Seduction) covers some of the covert ways that our behavior is influenced by revealing topics such as the endowed progress effect, default options, and the many interfaces that offer suggestions such as Twitter's `Who to follow'. Topics such as loss aversion were clearly outlined and empowers users to be more aware of the influences we encounter while online. Section four (The Game of Seduction) takes a gamification approach to explaining the intrigue of certain user experiences. Anderson explains the power of `fun' by introducing the elements of game design (challenges, choices, and conflicts)
This book provided so many examples and references that even a proficient UX specialist would learn something new or easily be referred to other helpful sources of information. Rarely have I found so much information packed into such a short book. I highly recommend the book for newcomers to UX, but I also encourage experienced practitioners to grab a copy for reference.
That said, several of the sites and books referenced have proven useful to me. In short, the book has most merit for it's research content, and would fit well in the library of someone seeking a filling summary of related research or real world examples, but at the cost of a somewhat dry sandwich to eat along the way...
Given that I read this for a class, I would have appreciated more footnoting/endnoting (he occasionally cites a work, but it's rare), along with a bibliography and glossary at the end, but readers who are just looking at this as a jumping off point for work projects are less likely to notice that lack. Overall, Seductive Interaction Design manages to be both informative and entertaining, proving Anderson can make full use of the tricks of the trade even when his technological medium is old-fashioned paper.
More and more it seems as though emotion is what drives decision, so it is therefore important to understand how certain products have an effect on our emotions. It is important to understand how to effect emotion in others through design and testing.
If you are designing a novel concept of doing business then you should read this book. It will offer guidance and reference.
Even if you are doing business as usual, putting good use of some of these techniques in subtle ways will probably put you in successful regards with your customers and clients.
We create seductive design to introduce the world to our true potential and missions. If our missions and purposes are great then customers will fall in love, that is if we behave in such a way as to be lovable also. This is where design plays a part by inspiring emotion to get us to do the right things. In doing the right things, we feel good. Feeling good about what we do, does make this world a better place.
My two main complaints with the book are:
1. It relies too heavily on other people's research and analysis; it seems that the author is excited about interface design, marketing, and customer "seduction" techniques, but hasn't taken the time to truly digest them and make sense of them in his own way.
2. As a result of complaint #1, some parts of the book are choppy, not flowing very well, especially near the end.
I think that if the author took more time to understand and communicate the topics he discusses deeper, it might have been a great book, but in its current shape, it's about a 3.5 or 4 star book.