Presentation for Experiential Marketing Heuristics. Notes to come, which is really where our best content is. Our heuristics are explicitly designed for websites of cultural institutions or other non-profit websites that are looking (and we condone!) to implement these strategies.
We owe a lot to Berndt Schmitt, David Armano, Matt Webb for this presentation, and recommend them for much, much more in-depth conversation here.
10. “We live in a world where the little things really do
matter. Each encounter no matter how brief is a
micro interaction which makes a deposit or
withdrawal from our rational and emotional
subconscious. The sum of these interactions and
encounters adds up to how we feel about a
particular product, brand or service. Little things.
Feelings. They influence our everyday behaviors
more than we realize.”
David Armano
Wednesday, March 11, 2009
20. it’s not if you get
this ipod you will
be cool, but rather
you are getting
this because you
are cool
Wednesday, March 11, 2009
21. it’s not if you get
this ipod you will
be cool, but rather
you are getting
this because you
are cool
pyschological,
emotional and
sensory
Wednesday, March 11, 2009
31. Heuristics, a term derived from the ancient
Greek word heuriskein meaning quot;to find a
wayquot;, and from which we get Archimedes
'eureka', is generally associated with
cognitive psychology and human computer
interaction (HCI).
Wednesday, March 11, 2009
32. At its root, the general principle of
heuristics is as a tool for comparison.
Wednesday, March 11, 2009
34. Nielsen (1994):
1. Ensure good visibility of system status.
2. Have a good match between the system and the
real
world
3. Ensure user control and freedom.
4. Use consistency and standards.
5. Design to prevent user errors.
6. Design to facilitate recognition rather than recall
memory.
7. Provide for flexibility and efficiency of use.
8. Use aesthetic and minimalist design concepts.
9. Help users recognize, diagnose, and recover from
errors.
Wednesday, March 11, 2009
40. FEEL
Sensory elements should project the brand
identity in a way that allows a user to feel like a
part of the brand, by accentuating positive self-
image (through brand-image).
Wednesday, March 11, 2009
47. RELATE
The brand and experience should promote a
community of participation and loose
conversation amongst other site visitors.
Wednesday, March 11, 2009