1. Decision Architecture – Part II Driving User Decision-Making on the Web Colleen Roller Decision Architect
2. Assumptions It’s easy to make assumptions about how users make decisions. It just needs to be user friendly… People know what they want… People respond well to statistics, graphs and data… People are motivated by lots of choice… Most people make logical decisions based on facts…
3. Assumptions But assumptions are often faulty. It just needs to be user friendly… People know what they want… People respond well to statistics, graphs and data… People are motivated by lots of choice… Most people make logical decisions based on facts…
4. My method I use a research -based approach to build websites that drive user decision-making in order to meet or exceed business objectives.
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9. WOW! This means that the context in which decisions are made affects the decision outcome.
10. This is huge! That means that the web page design itself affects the decision outcome.
11. The Truth There is no neutral design. Everything has an effect.
12. Importance of context Reality: The sides of the tables pointed out are equal in length. It’s hard to believe, though, because of the context within which we perceive them. There is no neutral design – everything has an effect.
