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Interface Magic
INTERFACE MAGIC
 Hannah Donovan   12 June 2009
WHAT IS
“CONVERSION”?
WHAT IS “MAGIC”?
★   An unconventional delightful quality
    (i.e. the magic of the theatre)
★   Mysterious tricks (such as making
    things appear and disappear).
★   Oooh! How did it know?
★   Wow, that’s so cool, it just…worked
★   Huh...what just happened?
★   WTF! Why did it just do that for me?
★   This is so paperclippy! Gah!
Magic can be used for evil and awesome
When you use magic for awesome,
it’s an experience users will come
              back for.
Interface Magic
Good experiences convert.

Magical experiences convert better.
GOOD
EXPERIENCES
“Customers online don’t respond to a
brand marketed to them, they respond
to the experience they have. If they can
accomplish their goal quickly and easily,
 they return to the site, and tell their
       friends. It’s that simple.”
                            — Mark Hurst
MAGICAL
EXPERIENCES
…ARE RISKIER
SECRET INGREDIENT:
   EXPECTATION
MAGIC POTION
INGREDIENTS:
★ A handful of expected
★ A pinch of unexpected


DIRECTIONS:
★ Mix until ratios are right (for your user)
★ Test and try again
EXPECTATION
EXPECTATION   PERCEPTION
BAD MAGIC
CASE STUDY:
OLD LAST.FM SIGN UP
Interface Magic
Interface Magic
CASE STUDY:
TWITTER SIGN UP
Interface Magic
CASE STUDY:
 WEBSITE X
Interface Magic
SUMMARY
★ The   magic should work quickly

★ Don’t  get too clever. Let people learn on
  their own. It’s satisfying.

★ Ifthe functionality exists, expose it . No
  behind the scenes auto-magical whizbang.

★ Stick to the vernacular, don’t make people
  learn the names of your spells.
GOOD MAGIC
CASE STUDY:
NEW LAST.FM SIGNUP
Interface Magic
Interface Magic
Interface Magic
Interface Magic
CASE STUDY:
 FACEBOOK
Interface Magic
CASE STUDY:
HYPEM.COM
Interface Magic
SUMMARY
★ Expose   magic early,

★ Expose  the functionality. Show the user how
  things happen.

★ Always  have empathy. Keep in mind what they
  want, write use cases and let that guide your
  decisions.

★ Foster   serendipitous moments
MAKING MAGIC
★   Comes after creating a good experience

★   Is built on understanding what your users
    want (empathy)

★   Is risky

★   Relies on a precise ratio of the expected to
    the unexpected.

★   Has an element of delightful surprise
★   Shouldn’t get to clever; expose functionality

★   Should let the user learn on their own

★   Should happen quickly

★   Should use “plain English” or Dutch ;-)
THANKS!
hannah@last.fm   @Han (twitter)

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Interface Magic