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PRE-SUASION - Robert Cialdini

The hard work is not the key but the perfection of the message is the key.
What goes before effects the sale.
Test to demonstrate how little they know
Establish trust - Ask people to provide their env and passwords.

If you want people to buy a box of expensive chocolates, first arrange for them to write down a number that’s much larger than the price of the chocolates.Ask them to write Security, Quality, Infrastructure cost: $50,000/moIf you want people to choose a bottle of French wine, first expose them to French background music before they decide.Security background on the slides and productIf you want people to agree to try an untested product, first inquire whether they consider themselves adventurous.If you want to convince people to select a highly popular item, we can begin by showing them a scary movie.Show a happy movie coz we're not popularIf you want people to choose a more expensive but more comfy option, first show them fluffy cloudsIf you want people to feel warmly…
Recent posts

Don't Make Me Thing

Useful: Does it do something people need done?
Learnable: Can people figure out how to use it?
Memorable: Do they have to relearn it each time they use it?
Effective: Does it get the job done?
Efficient: Does it do it with a reasonable amount of time and effort?
Desirable: Do people want it?
and recently even
Delightful: Is using it enjoyable, or even fun?

Chapter 1. Don’t make me think!


Michael, why are the drapes open?

first law of usability.
“Nothing important should ever be more than
two clicks away” or “Speak the user’s language” or “Be consistent.”

Chapter 2. How we really use the Web

Why are things always in the last place you look for them? Because you stop
looking when you find them!

FACT OF LIFE #1: We don’t read pages. We scan them.
FACT OF LIFE #2: We don’t make optimal choices. We
FACT OF LIFE #3: We don’t figure out how things work…

UX best practices

General Form Design & Structure 1. Multi-step forms out-perform single-step formsThe first impression is less intimidating than a long form with lots of question fields. 2. Remove all non-essential fields. Expedia lost $12 million per year by asking one additional question (company name) in their booking form. Marketo also found that a few non-essential fields were inflating their cost per lead by ~25%.
4. Top-left aligned labels are best for readability & completion Google’s UX researchers found that aligning labels above fields on the left-hand side increased form completion time. This is because it requires fewer ‘visual fixations’, as illustrated in the diagram below.
5. Avoid placing questions side-by-side. Eye-tracking studies have shown that simple one-column layouts are better than multi-column layouts with questions positioned side-by-side.
6. Give people a reason to use your form In one simple example, BettingExpert received 31.54% more signups by changing their for…


Intro - Promises to show start-up evolution/road-map so you can better capitalize on these patterns.

Efficiency becomes critical discipline at a start-up as resources, time and money are often limited.

1. Create:
  Best ideas aren't manufactured, superior technology does not automatically produce superior products, and that products succeed because they solve real problems or provide real new opportunities.
 Find an idea, form the team and raise money. Mistakes here are often costly.

2. Release:
   Don't suffer from perfectionism
   Listen the hardest (positive/negative feedback)
   Avoid going too low or too high in this phase

3. Morph:
     Being flexible if pivot or build on top

4. Model
   Nail the business model, should generate cash and will increase if more money is thrown.
   Strong business model characteristics
      High margins, Low friction, High leverage, Network effects, Repeatable, Scalable

5. Scale
   Leave behind small and insular mentality. Assemble the peo…

The Innovators Dilemma by Clayton - (User reviews/comments)

For decades, the United States has been the bastion of great Capitalist Innovation. With the American system, it was thought, you had the greatest chance to take a great idea to tremendous wealth and power. What does that really mean? It means having a great education system, a great financial system, and a great patent system. When you finally take your widget to the market, your accountant might even tap you on the shoulder and ask you about taking the company public. An IPO (Initial Public Offering). Taking the company public is a great way to motivate your employees (they can be paid in stock), and allows the company to grow rapidly in value, based on public perception. A few years later you're issuing quarterly reports and the stock price is bouncing up and down based on the contents of that report. After a few years, the company begins to stall out: your widgets are more advanced than they ever were, but you latest model hasn't done so hot in the market. Your loyal custo…