Human Factors looks to web usability

Elisa del Galdo, chief of technical staff EMEA, Human Factors International, will present the company's structured approach to website design and usability at Internet World 2008.

'Persuasive Design - a new take on usability: just because people can, doesn't mean they will', shows how measurable business goals can be achieved by understanding that a site's conversion goal is now more about people than products or services.

"From a business perspective, an effective user experience is one that meets an organisation's objectives by influencing users to behave in a certain way," explains Nigel Grace, managing director of Human Factors International.

"The social capabilities of web 2.0, however, have moved online interactions beyond the constraints of standard web technologies to rich, user-centric, social experiences.

Today's online collaborative capabilities enable businesses to create a sense of community on their websites to draw customers in.

At the same time, they give customers more control over their online experiences with companies and their brands.

In response, companies now need to incorporate the principles of persuasive architecture to drive business to their sites.

Usability is now even more critical to business success with the online shift to self-serve.

Whereas traditional usability has focused on rational user behaviour, we must now understand how emotions drive action.

How do you achieve your organisation's goals by designing to elicit desired behaviour? What motivates users to keep clicking through a transaction? If you are looking to achieve defined conversion goals and increase brand awareness, revenue and productivity, then don't miss Elisa's groundbreaking presentation about how to create compelling online experiences.

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