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INTERFACE MAGIC
 Hannah Donovan   12 June 2009
WHAT IS
“CONVERSION”?
WHAT IS “MAGIC”?
★   An unconventional delightful quality
    (i.e. the magic of the theatre)
★   Mysterious tricks (such as making
    thi...
★   Oooh! How did it know?
★   Wow, that’s so cool, it just…worked
★   Huh...what just happened?
★   WTF! Why did it just do that for me?
★   This is so paperclippy! Gah!
Magic can be used for evil and awesome
When you use magic for awesome,
it’s an experience users will come
              back for.
Good experiences convert.

Magical experiences convert better.
GOOD
EXPERIENCES
“Customers online don’t respond to a
brand marketed to them, they respond
to the experience they have. If they can
accompl...
MAGICAL
EXPERIENCES
…ARE RISKIER
SECRET INGREDIENT:
   EXPECTATION
MAGIC POTION
INGREDIENTS:
★ A handful of expected
★ A pinch of unexpected


DIRECTIONS:
★ Mix until ratios are right (for ...
EXPECTATION
EXPECTATION   PERCEPTION
BAD MAGIC
CASE STUDY:
OLD LAST.FM SIGN UP
CASE STUDY:
TWITTER SIGN UP
CASE STUDY:
 WEBSITE X
SUMMARY
★ The   magic should work quickly

★ Don’t  get too clever. Let people learn on
  their own. It’s satisfying.

★ I...
GOOD MAGIC
CASE STUDY:
NEW LAST.FM SIGNUP
CASE STUDY:
 FACEBOOK
CASE STUDY:
HYPEM.COM
SUMMARY
★ Expose   magic early,

★ Expose  the functionality. Show the user how
  things happen.

★ Always  have empathy. ...
MAKING MAGIC
★   Comes after creating a good experience

★   Is built on understanding what your users
    want (empathy)

★   Is risky...
★   Shouldn’t get to clever; expose functionality

★   Should let the user learn on their own

★   Should happen quickly

...
THANKS!
hannah@last.fm   @Han (twitter)
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Interface Magic

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Presented on 12 June, 2009 at Design for Conversion, Amsterdam.

Veröffentlicht in: Design, Unterhaltung & Humor, Technologie
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Interface Magic

  1. 1. INTERFACE MAGIC Hannah Donovan 12 June 2009
  2. 2. WHAT IS “CONVERSION”?
  3. 3. WHAT IS “MAGIC”?
  4. 4. ★ An unconventional delightful quality (i.e. the magic of the theatre) ★ Mysterious tricks (such as making things appear and disappear).
  5. 5. ★ Oooh! How did it know? ★ Wow, that’s so cool, it just…worked
  6. 6. ★ Huh...what just happened? ★ WTF! Why did it just do that for me? ★ This is so paperclippy! Gah!
  7. 7. Magic can be used for evil and awesome
  8. 8. When you use magic for awesome, it’s an experience users will come back for.
  9. 9. Good experiences convert. Magical experiences convert better.
  10. 10. GOOD EXPERIENCES
  11. 11. “Customers online don’t respond to a brand marketed to them, they respond to the experience they have. If they can accomplish their goal quickly and easily, they return to the site, and tell their friends. It’s that simple.” — Mark Hurst
  12. 12. MAGICAL EXPERIENCES
  13. 13. …ARE RISKIER
  14. 14. SECRET INGREDIENT: EXPECTATION
  15. 15. MAGIC POTION INGREDIENTS: ★ A handful of expected ★ A pinch of unexpected DIRECTIONS: ★ Mix until ratios are right (for your user) ★ Test and try again
  16. 16. EXPECTATION
  17. 17. EXPECTATION PERCEPTION
  18. 18. BAD MAGIC
  19. 19. CASE STUDY: OLD LAST.FM SIGN UP
  20. 20. CASE STUDY: TWITTER SIGN UP
  21. 21. CASE STUDY: WEBSITE X
  22. 22. SUMMARY ★ The magic should work quickly ★ Don’t get too clever. Let people learn on their own. It’s satisfying. ★ Ifthe functionality exists, expose it . No behind the scenes auto-magical whizbang. ★ Stick to the vernacular, don’t make people learn the names of your spells.
  23. 23. GOOD MAGIC
  24. 24. CASE STUDY: NEW LAST.FM SIGNUP
  25. 25. CASE STUDY: FACEBOOK
  26. 26. CASE STUDY: HYPEM.COM
  27. 27. SUMMARY ★ Expose magic early, ★ Expose the functionality. Show the user how things happen. ★ Always have empathy. Keep in mind what they want, write use cases and let that guide your decisions. ★ Foster serendipitous moments
  28. 28. MAKING MAGIC
  29. 29. ★ Comes after creating a good experience ★ Is built on understanding what your users want (empathy) ★ Is risky ★ Relies on a precise ratio of the expected to the unexpected. ★ Has an element of delightful surprise
  30. 30. ★ Shouldn’t get to clever; expose functionality ★ Should let the user learn on their own ★ Should happen quickly ★ Should use “plain English” or Dutch ;-)
  31. 31. THANKS! hannah@last.fm @Han (twitter)

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