'The Science of Persuasive Design: Convincing is Converting' –

Re-Broadcast of Free Webinar by Human Factors International Explains
Scientific Basis of New PET Design™ Methodology

New York, NY – February 18, 2009 – Last month, HFI launched PET design™, its proprietary methodology of designing for persuasion, emotion and trust on the web. To examine and demonstrate the scientific principles at the core of PET design, HFI today re-broadcasts a free webinar, 'The Science of Persuasive Design,' which in its initial airing in January, attracted over 3000 viewers.

Featuring HFI's Chief Scientist, Kath Straub, PhD, CUA and Executive Director, Spencer Gerrol, MS, CUA, today's webcast airs at 3 pm ET and then will be permanently archived for download at:

www.humanfactors.com/downloads/webcasts.asp

'The Science of Persuasive Design' guides webcast viewers through the scientific basis of PET design and methodically reviews key research findings on consumer decision-making and persuasion. The presentation:

• examines a broad spectrum of effective persuasion strategies
• explains how and why persuasion strategies work
• highlights examples of great persuasive design
• illustrates their application and degrees of efficacy through real-world business case studies
• discusses models for measuring effectiveness and ROI

Among the persuasion principles Straub and Gerrol explore on the webcast are social proof, perceptual contrast, framing, scarcity, and obedience to authority. They will also give examples of how the application of persuasive strategies can materially improve the performance of even sub-standard site designs.

PET design builds on a foundation of usability, but goes beyond what users "can do" in the online environment by optimizing the values of persuasion, emotion, and trust, and ultimately influences what they will do behaviorally on a website. PET design is the result of extensive research and projects with Fortune 500 companies over several years by HFI. It was created to help companies leverage the science of persuasion to achieve their online business objectives

This webcast is geared for marketers, Web designers, usability professionals, IT executives, industry analysts, and the media. It includes audio, video, slides, and concludes with a Q&A session.

A free whitepaper authored by Straub and Gerrol, "From Convincing to Converting: Applying the Science of Persuasive Design to Architect the Decision Space," is also available for immediate download.

Contact: Michael Draznin, Principal
Michael Draznin Consulting
1.917.921.1039 tel
michael@drazninconsulting.com

About Human Factors International (HFI)
 
Founded in 1988 by Dr. Eric Schaffer, Human Factors International (HFI) is the world's leading strategic advisor and provider of user experience design services to both private and public sectors. HFI helps clients design websites and products that are persuasive, engaging, and easy to use. Its Schaffer-Weinschenk Method™ is an ISO-certifiable process for user-centered design, built on principles from human-computer interaction, ergonomics, psychology, computer science, and marketing. Through integration of strategy, assessment, research, design, validation, and institutionalized usability, as well as training and certification, HFI's clients routinely experience material increases in key corporate performance indicators as a result of HFI's collaboration.

HFI clients include aflac, Baxter, British Telecom, California State Government, Caterpillar, Wal-Mart, Chevron, Citigroup, Dell, Disney, Ernst & Young, FAA, Hewlett-Packard, Intel, Lockheed Martin, Macy's, McGraw-Hill, McKesson, Microsoft, National Institutes of Health, Nokia, Procter & Gamble, SAP, Social Security Administration, Sony Ericsson, Toyota, and Verizon Wireless.

HFI was named to the 2008 Inc. 5000 list of fastest growing private companies in America. Corporate headquarters are located in Fairfield, Iowa, with 12 regional offices throughout the United States, Europe, and Asia. Visit connect.humanfactors.com or www.humanfactors.com.