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Beyond Usability
Designing for Persuasion, Emotion and Trust(PET design
TM
)
White paperDr. Eric SchafferFounder and CEOHuman Factors International, Inc.September 25, 2008
©2008 Human Factors International, Inc.
Human Factors
International
Human Factors International410 West LowePOBox 2020Fairfield, IA 52556800–242–4480hfi@humanfactors.comwww.humanfactors.com
 
Beyond Usability: Designing for PET
2
Human Factors
International
www.humanfactors.comhfi@humanfactors.com
Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3Persuasive design: the 4th wave of the information age . . . . . . . . . . . . .3Persuasion objectives = business goals:a holistic view of user experience design . . . . . . . . . . . . . . . . . . . . . . . . . .4Emotion & decision making . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5Case study: State lottery website redesign engages site visitors . . . . . . .6When usability conflicts with persuasion . . . . . . . . . . . . . . . . . . . . . . . .8The science of trust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9PETdesign vs. traditional marketing & advertising . . . . . . . . . . . . . . .10Practitioners: Is PETdesign right for you? . . . . . . . . . . . . . . . . . . . . . .10Ethics and responsibilities of PETdesign . . . . . . . . . . . . . . . . . . . . . . .10Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11About the author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Table of Contents
 
Beyond Usability: Designing for PET
3
Human Factors
International
www.humanfactors.comhfi@humanfactors.com
The next wave of the Information Age is about designing for 
p
ersua-sion,
e
motion, and
t
rust (PETdesign
TM
).You still need good usability—if people can’t find something theycan’t be persuaded by it—but soon usability will no longer be the keydifferentiator it has been. It’s often
not enough
to design a website thatis easy to navigate, understand, and transact on. Just because people
can
do something doesn’t ensure that they
will 
.The future of design is about creating engagement and commitmentto meet measurable business goals. Whether your site is e-commerce,informational, or transactional, you must motivate people to makedecisions that lead to conversion.The interactive online environment offers far more opportunities toinfluence decision making than traditional advertising or marketingchannels. Yet understanding people’s subtle emotional triggers requiresa rigorous set of new techniques, the results of which can even conflictwith classic usability best practices.This paper presents a strategic overview of the science of persuasion, based on HFI’s new PETdesign methodology. We’ll explain why your company should apply these research-based techniques to influenceonline behavior through persuasion, emotion, and trust.Having been in the usability field for 32 years, I have had a unique perspective on the information industry as it has evolved. We’re nowseeing the dawn of the 4th wave of the Information Age: designing for  persuasion, emotion, and trust (PETdesign). Usability alone is nolonger enough to make your website engaging and effective.
•
1st wave – hardware
: First, good hardware was the ITworld’s criticaldifferentiator. Now hardware is a commodity.
•
2nd wave – software
: Then it was all about who had the right software —companies that could create stable software with the right function-ality ruled the industry. Now, software development is regularly out-sourced and any large corporation can usually afford to buy the topsoftware. It has also become a commodity.
•
3rd wave – usability
: As the curve again shifted, people’s successfulinteraction with software and websites—usability—became para-mount. There’s still plenty more work to be done, but usability is becoming a “hygiene” factor, something people expect.
•
4th wave – PETdesign
: The new differentiator is now about designingfor persuasion, emotion, and trust.
Executive summaryPersuasive design:the 4th wave of theinformation age
The names of actual companies, organizations and products mentioned herein may be the trademarks of their respective owners.
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