The next wave in Web site design is persuasive design, designing for persuasion, emotion, and trust. While usability is still a fundamental requirement for effective Web site design, it is no longer enough to design sites that are simply easy to navigate and understand so users can complete transactions. As business mandates for Web site design have grown more strategic, complex, and demanding of accountability, good usability has become the price of competitive entry. So, while usability is important, it is no longer the key differentiator it once was.
The future of great Web design is about creating customer engagement and commitment in a way that clearly impacts business results and measurable goals. Whether a Web site is e-commerce, informational, or transactional, it must motivate people to make decisions online that lead to conversion of one sort or another.
The interactive online environment offers far more opportunities to influence customers’ decision-making than traditional advertising or marketing channels do. By leveraging the science of persuasion in new and insightful ways and designing specifically to optimize the elements of persuasion, emotion, and trust, we can systematically influence customers’ online behavior.
Continue reading this article at: Beyond Usability: Designing Web Sites for Persuasion, Emotion, and Trust :: UXmatters.