For years I have been preaching the strategy of Click/Reward. The idea is simple, every time someone clicks within a digital experience something pleasant should happen. This idea, while perhaps intuitive, flows from a number of observations. First we live in an instant gratification society, and, of course, we are all pleasure hounds. But more importantly it comes from mapping buyer psychology to the sales process.
Understanding the Buyer
How the unique dynamics of digital media connect with the psychology of a buyer, on the path to purchase, is the key to creating successful digital experiences. This path today is often presented as a wonderfully busy chart with a myriad of touch points and influences. But in the end we all go through the same simple process: first we are unaware of a specific need, then we recognize it as a potential need, then we explore its value. Then, if we continue, we evaluate our options, finally make a choice and buy.
Yes there are many factors and forces that influence this along the way, but block out all that noise for a minute and focus on the buyer’s basic motivations. Through this process our motivation shifts from passive in the early... Read more
Tagged 'ux' 
The Psycho-Dynamics of Experience Design
Why is The TechCrunch Redesign Like Paris Hilton Doing a Sex Tape?
In this episode we define how users enter, are activated and become engaged with the website. If you have watched the previous three episodes and watched us define the users, define the website's business goals and align these you will see how these culminate in this episode.
Better yet if you have followed the controversy over the TechCrunch redesign here you hear us say that the "TechCrunch Redesign is Like Paris Hilton Doing a Sex Tape"
And back by popular demand, both Aure Gimon and the Sink Or Swim segment are back in the studio!. During this segment we review websites sent it by users and vote whether they "Sink" or "Swim".
For more This Week in Web Design go to:
http://www.youtube.com/show/thisweekinwebdesign
What is Alignmentization?
Ok I will admit that Alignmentization sounds like a crazy made up work, and maybe that is because it is. Groop strategy director Barrett Morse coined it in this episode of This Week in Web Design where we work to align the user needs and the business goals of the client and then prioritize these merged needs and goals. It's a dang awesome process if I say so myself.
Only if advertising media planners and agency creative directors knew how to do this. The world would be a great place.
If you have been following the "LIVE Redesign" of the This Week in network on my weekly show This Week in Webdesign this is a must watch. But even if you have not been watching you should carve out some time during you lunch break and watch us work.
For more This Week in Web Design go to:
http://www.youtube.com/show/thisweekinwebdesign
How to Create User Profiles and Prioritize User Needs
Creating User Profiles is something I learned during my 6 years at Razorfish, but how to do this in an effective and engaging way is something that I have learned over the last 10 years at The Groop.
It takes energy and good moderation skills. You have to encourage and reward your team in the process and you have to make it fun.
In this episode of my weekly show This Week in Web Design we continue doing a "LIVE Redesign" of the This Week in Network and allow our audience to watch us work live.
I encourage ad agencies that are not familiar with the user experience process to watch. It is a great exercise that can be used for websites and for campaigns.
Enjoy.
