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Your Web Site Is A Wonderland: What Picasso's Art Taught Me About Persuasive Design

Whenever singer John Mayer sings his romanticEvaluators, Transactors and Customers."Math
song, "Your Body is a Wonderland", I can'tand science found inspiration on Cubism and
help but think of web sites and usability. Asthe notion of "continuous dimension of
a usability consultant, I see the devotion toconsciousness" or what we call three or even
his lover, and the time he spent uncoveringfour dimensions. Jason Edward Kaufman writes
every detail of her being, as the way mostin his essay, Pioneering Cubism, "More
web site designers think we approach theirspecifically, Einstein's general theory of
web sites. When the lyrics arrive at "Takerelativity found its first artistic
all your big plans; And break 'em; This isexpression Cubist art. The plotting of an
bound to be a while", I start giggling. Itobject in a field consisting of and defined
makes me think of I'll explain why.Do Youby the artist's moving point of view
Have Three Hours To Browse?Amazon's jigsawsuggests, as Einstein posited, a 'time-space
puzzle-like homepage greets me personally bycontinuum' whose makeup is contingent on
name, which is smooth talking salesmanship.point of point of view."The idea of being
We've obviously "met" before. It hasable to bring different experiences to art,
"recommendations" for me. There's a niftyand enter a painting from different areas
advertisement that unfolds like those moviebased upon your experience is something that
screens in school auditoriums where you knowcan apply to web sites as well as cubist art.
you're about to see something either cool, orHow do you plan a web site's "continuous
gross, in front of all your friends. This addimension of consciousness?" In other words,
doesn't tell me what I should do to get it tohow do you keep people on your web site, no
go away. When I click it, I'm instantly takenmatter what their original intent is?
inside the web site to a targeted area.Regardless of whether their intent is just to
There's my Gold Box, and my Wish List, andbrowse, or to evaluate the site? Or to
15,459 links to things I might want to buy.conduct a transaction, or to return as a
All this is displayed in the first fewcustomer?That can be done during the web site
seconds of my arrival.Whenever a web siteplanning stage, by taking the helpful steps
presents me with an onslaught of too much,of assigning business, user and web site
too soon, I often feel overwhelmed, or angry,goals. Write them out in detail. You can
and leave the site. If Amazon was a humantitle those "My Web Site Requirements" if
being with an actual body, I probablyyou'd like. Having them on paper can be very
wouldn't like him or her for very long. Ihelpful.As you move towards finishing your
would find the physical Amazon pushy,web site, you can test it to make sure it met
invasive, greedy, egotistical, and likely athose original requirements, and didn't
hypochondriac. Yet, I did most of mystray. Selling custom furniture on your web
Christmas shopping there last year. Why? Whatsite is a business requirement that might not
is it about Amazon that makes it such abe met if you also have Google ads on your
compelling experience?To understand thehomepage. While the ads may make money, they
theory behind the type of design Amazon uses,will send away potential customers for the
which is copied by thousands of ecommerce webfurniture you offer.Also consider whose point
sites, I turned to a different way of seeingof view you are designing for. Is it yours or
and a different kind of art. The type ofyour web site visitors? While an artist
Cubist art that Pablo Picasso painted seemedpaints from within, rather than focusing upon
to fit.The Experience of SeeingPeople reactwho is going to see the finished product or
to web sites the same way they respond towhat they'll do with it, a web site owner has
art. They come with an expectation. They seeto be concerned with the reactions of the
what they want to see. It's up to the webviewers who see the site. The designer has to
site design to show them what they did notconsider who the visitors are and what they
come to find, or what they may not know theywant to do on your web site.How do you assign
were looking for.I recently attended anbusiness, user, and web site goals? Think in
opening night art gallery reception. I knowterms of creating tasks, both in-house and
the artist and his family. Standing in frontfor users. A business requirement may be to
of one of his vibrantly colorful pieces, aget sales leads. The task is to design a
scene of someone entering a store from a busyform, or provide "call to action" click paths
New York City street, he pointed things outto products that inspire purchases, such as
to me. "The brown brush strokes over here aresale items.A user's task may be to find a
the back of woman's head as the person enterscustomer representative at the company to
the store. Note the hand on the door handle."speak with about a product. You may have
The colorful canvas portrays glimpses of cityanticipated this email or phone call, and
life, such as signs, lights, clothing,made a contact form, and put your phone
people, and buildings. I began to imaginenumber on the site. But how easy did you make
cars honking and that I'm breathing cityit for the customer to identify and describe
smog. Amazingly, none of the illustrationsa page and product on a page so that
are clearly defined. The artist drops cluescustomers who call-in or email can
and the rest is left to your imagination andcommunicate properly? Don't make them say,
emotions. You see what you want to see. I"It's 5 clicks into that category after you
know I'm seeing the painting differently thango to the second section from the third
the other people viewing it because I canbutton on the left." That will not only
hear their remarks.Then, my artist friendconfuse your customer, but also the customer
says, "Ever since my Dad's experience, I seeservice representative.The web site's goal is
everything differently."A few years ago, atto persuade and make any task easy to find
the age of 19, my friend came home to findand perform. No matter how busy the design
his father nearly bleeding to death fromappears, if tasks are obvious, and easy to
botched major surgery in which he wasunderstand and use, the visitor will remain.
discharged too early from the hospital. HisBy focusing on their actions and reactions by
chest literally opened back up and my friendcreating task assignments, you manage to make
held it together with his bare hands whileboth a salad or buffet approach easy to
family members got medical help. He saved hisuse.What a Lovely Hat You're WearingHow do
father's life. Since then, his artwork tookyou get someone to see your site the way
on a new form. From this artist's point ofartists like people to experience their art?
view, everything is present, in the moment,You bring the user into the scene. You give
all the time. We normally see it in bits andthe web site substance.At first glance, when
pieces, and then miss most of what's aroundwe meet someone, we scan his or her
us.This struck a chord with me. Should aappearance. We make some judgments as to the
homepage, for example, present everything thewho  and  what the person is, and maybe where
web site offers all at once? Is there a way
to do this by offering clever clues or gentlethey're from. We have less to go on for the
nudges that leave enough to the imaginationhow and why. Dating helps. So does a drink at
to make the visitor want to stay on the pagethe local pub. For each page of your web
until it all comes "into focus"?This was onesite, an introductory paragraph that quickly
of the experiences that brought me to linkand simply answers these questions will
Pablo Picasso and web design. Pablo Picassosuffice.Google does it with "I'm Feeling
felt that only by means of our awareness doLucky". They've instantly invited you inside,
things come into being. We're normallywith that little teasing gesture. The happy
unaware of something until it matters tocolors logo doesn't hurt either. Those big
us.Awareness, Experience and Persuasive"O's" look like eyes, don't they?Amazon does
ArchitectureImpressionist art is not abouteverything but prepare me a cup of espresso.
painting objects as they are seen, but moreTheir homepage addresses me by name at least
about the experience of seeing them.Andrew5 times. Other words are "your" as in "your
Chak writes in his book, Submit Now:new releases" and "new for you". Most web
Designing Persuasive Web Sites, "What oursites use "what's new" and "we". Amazon likes
users see are the web pages in front of themme, so I buy stuff from them. It's that
at the very moment they are trying to dosimple.Blog writers also captivate us by
something. Each page either helps them movepulling us into their world and giving us
forward in the process or puts them a stepeverything. They share all, from piercing
back. If you have gaps in your functionalitytheir navel to what they think of their
or you don't provide guidance to your users,neighbor's motorcycle shocking them out of
you can't expect them to just figure itbed at 6:30 am every morning. They describe
out."One solution for guiding web sitethese things so exquisitely that you squirm
visitors to important pages or items isat the thought of the poor belly button and
through the use of persuasion and making ayou can hear the Harley rumble in your head.
site desirable. For example, when a productWe love our personal dramas. We think, no, we
is designed, some thought is also given toKNOW, everyone else does too.Like Picasso's
the human response to it or the experience ofart, and that of others, you want to know
using it. The same can be true for websomething about it, even if at first you
sites.Amazon utilizes persuasive techniques.don't understand it.What The Artists Taught
Remember that "movie screen" ad? When clickedMeFor months I've been trying to find "that
on, it deliberately took me deeper into thesomething" that's been bothering me about web
web site. Other web sites use marketingsite usability, specifically the age-old
content expertly written to keep youquestion, "Why do some web sites sell and
interested enough to keep browsing. Evenothers don't? "I came close when I began
better are embedded links within that text.Byusing user personas during usability testing.
comparison, Google's homepage interface isBy watching my process, my clients realize
minimalistic and simple. Yet someone realizedhow important their web site visitor is When
it wasn't bringing everything Google does outsomeone can't order what he or she needs from
into the open, so they designed Soople.com,a laptop and cell phone during a
which efficiently lists everything on onetwenty-minute bumpy train ride to work, this
page. No extra clicks. No navigation tois a potential lost sale.Picasso helped me
learn. The obvious tasks are presented atsee how we can direct someone's attention
once, for instant access. Someone at Googleeven when there are many layers of thought
forgot to read Andrew Chak's Principle #4 -streaming in.When my artist friend said, "I
"You know everything about your site, butsee the things most people miss" during the
your users know nothing."Both the Soople andmost mundane of tasks, such as opening a
Amazon design approach quickly bring the userdoor, or as in his painting of a view from a
into the web environment, to experience it,toy story window, I began to understand. His
not just stare at it and figure out how itpaintings put back the missing pieces from
works first. This is how we also like toour view that we skim over every day. His
experience art.Task, Task TaskWhich design isart, like Picasso's, does it with layers,
best for your web site? Do you offer up thewith hints of things that make you curious,
mixed salad and plop some tomatoes on top orand with details that bring you into the
do you lay out a buffet-style table ofmoment.Persuasiveness and desirability in web
dishes, organized by food group, and letsite design are in the details. They're in
people choose?Picasso once said, "I paintthe point of view and in the delivery, and
objects as I think them, not as I see them."more than anything else, in the experience of
The development of Cubism allowed aninteraction. They are that inner cosmic
overlapping and interpenetrating of planes onconnection between the web site and site
a canvas. This is how Picasso offeredvisitor.This is what distinguishes web sites
glimpses of his subject, and how my artistfrom one another and makes some of them
friend could paint and capture layers uponfunctional and productive pieces of
layers of human life on an 8 x 8 piece ofart.Usability Consultant, Kimberly Krause
material. It's not always easy to know whereBerg, is the owner of UsabilityEffect.com,
to "enter" a Picasso painting. The point ofHer background in organic search engine
view is simply "everything, all at once".It'soptimization, combined with web site
not always easy to know where to enter a webusability consulting, offers unique insight
site either. Every visitor has a differentinto web site development.
mission. Chak refers to them as "Browsers,



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