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Human Factors International Launches PET Design(TM) Methodology for Persuasive Web Design, and 'HFI Connect(TM)

Posted on: Thursday, 18 December 2008, 12:20 CST

NEW YORK, Dec. 18 /PRNewswire/ -- Global user experience design and consulting firm, Human Factors International (HFI), today announces the launch of two major user experience initiatives, and an integrated marketing campaign to support them. The launch culminates several years of R&D by the company and pilot programs with its Fortune 500 clients.

The first initiative is HFI's formal launch of PET design(TM), its proprietary methodology of designing for persuasion, emotion and trust. PET design integrates the principles of web usability with social psychology, neuro-psychology, and the science of persuasive design. In doing so, PET extends traditional web design beyond its standard context of usability, which addresses what users can do on a website, to directly influence what they will do. By focusing on the rational and emotional processes that inform decision- making, PET design has demonstrated direct impact on website transactions and conversion rates in numerous client programs. Ultimately, it also affects companies' overall performance and business strategies.

HFI's second initiative is HFI Connect(TM) (http://connect.humanfactors.com), a new website and global community of user experience design professionals dedicated to improving the quality and business-value of online experiences through usability and persuasive design.

HFI Connect facilitates the dynamic exchange of PET design knowledge and best practices. It is composed of several elements including blogs by HFI usability experts; peer-to-peer forums for UX professionals; special events and PET design course schedules; and an extensive library of webinars, presentations, case studies, podcasts and white papers addressing all aspects of user experience design, with a focus on PET design methodology, and applications.

Central to HFI Connect are real-world demonstrations of PET design. Each month, websites of two leading companies from the same industry sector undergo a PET design comparative analysis and expert review. For the launch of HFI Connect, the expert review compares and evaluates the websites of financial institutions Citi and HSBC's credit card businesses. Subsequent months will feature expert reviews of sites from the healthcare, entertainment and travel sectors.

The final component of HFI Connect gives visitors the direct user experience of the PET design framework. The PET design review Simulator, a microsite (http://tryPETdesign.com) that links with HFI Connect, allows visitors to upload pages from their favorite sites, or use pages loaded by others, and rate them for persuasion, emotion and trust, using a subset of PET design tools. Sites and scores can be shared, compared and traded with other visitors.

To support the launch of these global initiatives, HFI is also launching its first integrated marketing campaign, which will roll out over the next six months. Named "Beyond Usability," which describes the fundamental premise for both PET design and HFI Connect, the campaign introduces a new tagline for the company: "The persuasive side of usability." Elements of the campaign include websites, widgets, email marketing, collateral, direct mail, thought leadership, public relations, social media, publishing, case studies, videos, podcasts, webcasts, events, speaking and viral.

Mark Cohen, V.P., Marketing for HFI, whose staff and agency partners developed the strategy, concepts and implementation of the campaign comments, "This is the perfect time for HFI to launch PET design and HFI Connect. Companies are looking for innovative ways to help them reframe their online business strategies and how they connect with consumers, clients and the marketplace in general. PET design delivers tangible benefits on all fronts. The proof is in the work we do today and the results we've produced for clients over the past 20 years."

About Human Factors International

Founded in 1988 by Dr. Eric Schaffer, Human Factors International (HFI) is the world's leading strategic advisor and provider of user experience design services to both private and public sectors. HFI helps clients design websites and products that are persuasive, engaging, and easy to use. Its Schaffer-Weinschenk Method(TM) is the only ISO-certifiable process for user- centered design, built on principles from human-computer interaction, ergonomics, psychology, computer science, and marketing. Through integration of strategy, assessment, research, design, validation, and institutionalized usability, as well as training and certification, HFI's clients routinely experience material increases in key corporate performance indicators as a result of HFI's collaboration. HFI customers include AFLAC, Citigroup, Lockheed Martin, Procter & Gamble, Baxter, Dell, Macy's, SAP, British Telecom, Disney, McGraw-Hill, Social Security Administration, California State Government, Ernst & Young, McKesson, Sony Ericsson, Caterpillar, FAA, Microsoft, Toyota, Wal-Mart, Hewlett-Packard, National Institutes of Health, Verizon Wireless, Chevron, Intel and Nokia. HFI was named to the 2008 Inc. 5000 list of fastest growing private companies in America. Corporate headquarters are located in Fairfield, Iowa, with 12 regional offices throughout the United States, Europe, and Asia. Visit http://connect.humanfactors.com or http://www.humanfactors.com.

SOURCE Human Factors International

Source: PR Newswire

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