Refresh Houston - November Meeting

There's huge value in making applications and Web sites easy to use. Move obstacles out of people's way (clean up a form, improve the navigation) and you'll see conversion increase, more people registering, more people buying, more stuff in their carts and work completed more efficiently. In standard usability, you give someone a scenario and watch through the mirrored window to see if they CAN do it.

Now the question to ask is, "WILL they do it?" When you're not there to hand them the script for what they should do, what will motivate them, pull them, drive them, entice them? Human Factors International has been developing an area of focus beyond usability they call Persuasion, Emotion and Trust or, PET. A usable site has now become table stakes. To really set itself apart, a company needs to know how to persuade the customer. It's a little bit of marketing backed by science.

Join Noel Holmes, VP Central Region for Human Factors International as he gives an overview of what PET "WILL do" and shares some compelling case studies for making designs truly engaging.


Human Factors International specializes in how people interface with websites, software and technology. HFI uses solid scientific research to observe how people behave and what emotional triggers you can pull to guide their behavior. Over the last 3 years a team of 30 has been creating a framework intended to get to the heart of what motivates users. How to define the blocks that prevent them from using an interface and which tools you can use to navigate around those obstacles.

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