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Re: Should persuasion be left to marketers?
by Steve Baty
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Robert,
I'm detecting an undertone of cynicism in the references to 'persuasive'
generally in this thread, and I don't agree with that basic premise. Let me
be really clear: all commercial sites - and by that I mean a broad
definition of 'commercial' as being that where a transaction of some sort
occurs - should be designed as a balance between business and user
interests. As UX professionals we *should not* delegate authority for a
major component of the experience to another team - we should be just as
interested in the execution of those business imperatives as we are with the
user imperatives.
If mean 'persuasive' in a perjorative sense then I think this is an ethical
decision we would each need to make individually in the circumstances. For
example, if a company or client wishes the UX design to deliberately
obfuscate or misrepresent some information so as to increase the likelihood
of a conversion.
Regards
Steve
2008/7/7 Robert Hoekman Jr <robert@...>:
> ... But it makes me wonder:
>
> Should the persuasive elements of a site design be left to marketers?
> Assuming you work for a company who has a marketing department and a UX
> team
> that are separate from each other, how much should the UX team be involved
> in the design of persuasive elements?
>
> -r-
>
--
----------------------------------------------
Steve 'Doc' Baty B.Sc (Maths), M.EC, MBA
Principal Consultant
Meld Consulting
M: +61 417 061 292
E: stevebaty@...
UX Statistics: http://uxstats.blogspot.com
Member, UPA - www.upassoc.org
Member, IA Institute - www.iainstitute.org
Member, IxDA - www.ixda.org
Contributor - UXMatters - www.uxmatters.com
________________________________________________________________
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I'm detecting an undertone of cynicism in the references to 'persuasive'
generally in this thread, and I don't agree with that basic premise. Let me
be really clear: all commercial sites - and by that I mean a broad
definition of 'commercial' as being that where a transaction of some sort
occurs - should be designed as a balance between business and user
interests. As UX professionals we *should not* delegate authority for a
major component of the experience to another team - we should be just as
interested in the execution of those business imperatives as we are with the
user imperatives.
If mean 'persuasive' in a perjorative sense then I think this is an ethical
decision we would each need to make individually in the circumstances. For
example, if a company or client wishes the UX design to deliberately
obfuscate or misrepresent some information so as to increase the likelihood
of a conversion.
Regards
Steve
2008/7/7 Robert Hoekman Jr <robert@...>:
> ... But it makes me wonder:
>
> Should the persuasive elements of a site design be left to marketers?
> Assuming you work for a company who has a marketing department and a UX
> team
> that are separate from each other, how much should the UX team be involved
> in the design of persuasive elements?
>
> -r-
>
--
----------------------------------------------
Steve 'Doc' Baty B.Sc (Maths), M.EC, MBA
Principal Consultant
Meld Consulting
M: +61 417 061 292
E: stevebaty@...
UX Statistics: http://uxstats.blogspot.com
Member, UPA - www.upassoc.org
Member, IA Institute - www.iainstitute.org
Member, IxDA - www.ixda.org
Contributor - UXMatters - www.uxmatters.com
________________________________________________________________
Welcome to the Interaction Design Association (IxDA)!
To post to this list ....... discuss@...
Unsubscribe ................ http://www.ixda.org/unsubscribe
List Guidelines ............ http://www.ixda.org/guidelines
List Help .................. http://www.ixda.org/help
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