Positive Technology Journal

From UsabilityNews 

Event Date: 26 April 2007 to 26 April 2007

Using Eyetracking to Optimise Persuasion-Centered Design: Rob Stevens, Bunnyfoot

Persuasion-Centered Design (PCD) utilises behavioural segmentation to plan different user journeys for different personality types. For example, competitive consumers receive less detailed information than methodical consumers. PCD facilitates consumers in self-selecting their behavioural type by utilizing descriptive in line links. By eyetracking consumers we can see if they engage with a link and choose not to select it. With PCD this outcome is often a planned for event, one that would be impossible to reliably measure without eyetracking.