Sunday, October 5, 2008

Is PET Design Really New

I’ve got a few great questions that ask (often with great passion) if this PET Design is really new.  They suggest I am churning up old stuff and claiming it is a new wave of the information age (for purposes of wealth, fame, and perhaps acclaim from my Mother).  So lets be clear.  PET Design is not an all new skill set HFI suddenly invented.  John Watson applied psychology to persuasion at JWT in the 1920s!  In fact I personally published on the topic on online PET Design in 1981.  The area of online persuasion is NOT new, but its time is now.

 

The point I am making is that just now PET Design is becoming the differentiator.  It is routine to have good functional hardware and software.  We are now getting near a point where it is routine to have usable offerings.  As usability becomes a commodity, usability is no longer enough.  To win in the market you need great hardware, software, and usability.  But you must also design to optimize persuasion.

2 comments:

Robin said...

'usability is becoming a commodity' If only this was true. However the PET principles are very good, I think we should realize that proper UID is the basis which more than often is missing. On the other hand PET is the way to go for organizations with a proper UID-base.

Rehinna said...

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Dr. Schaffer is currently traversing the globe teaching PET Design and promoting user experience. He will make every effort to respond to posts as quickly as possible.