74 designing for emotion space reward accompanies the

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74DESIGNING FOR EMOTIONspace reward accompanies the tasks. It feels like a game to theuser, but Dropbox is decreasing the chance of account aban-donment by educating people on how to use the system, andits value to their digital life. Once your files are in Dropbox,and you’ve shared them with friends, the cost of canceling ishigher than continuing to use the service.Call it bribery, call it game theory. The result is the same.Users feel a sense of accomplishment when they’ve completedthe required tasks (fig 5.4), and with more free space, they’reexcited to drop more stuff into Dropbox. The game of earningfree space continues when users post to Twitter and Facebookabout the service to encourage others to sign up. As we’ll seein the final chapter, game theory, bribery, and achievementworks on brochureware websites, too.Dealing with skeptics is difficult, but at least they’re payingattention to your message. What do you do if your audiencejust isn’t that into you?fig 5.4: The meter on the left fills to display the Dropbox logo upon completion of thetasks.
OVERCOMING OBSTACLES75APATHYSkepticism and laziness are troubling obstacles to confront,but apathy is worse. It’s demoralizing to launch a website orapp that you’ve spent countless hours designing and building,only to see your hard work adrift on a sea of indifference.Users react apathetically to websites when the content isirrelevant to their interests, or when content is poorly pre-sented. Content strategy will help you create the right contentfor your audience. It’s beyond our present scope, but readErin Kissane’s bookThe Elements of Content Strategyif contentcreation is a stumbling point for you ().In the examples we’ve seen so far in this book, great con-tent was always at the core. Intelligent delivery methodscomplemented the content by either providing new, engagingpathways into the content, or by retaining audience interest.Great content delivered in an emotionally engaging manner islike kryptonite for apathy.Let’s return to examples from previous chapters. Do youremember Betabrand from Chapter 1? It’s an ecommercesite that sells men’s clothing, which is a competitive marketsector. Betabrand keeps their audience interested throughwell-crafted content. They have nearly thirty minutes of hi-larious content for each product line. Their customers buybecause the content makes them feel good, and they returnbecause the site experience is memorable. Betabrand’s audi-ence is anything but apathetic.In the Housing Works example from Chapter 3, contentwas at the heart of their emotional design strategy. First-person stories and client portraits help the audience to createan emotional connection to the organization. Human storiesare what draw their audience into the website, and get peopleinvolved in their cause.

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Term
Winter
Professor
Lim
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