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Seminar on "Designing for Persuasion, Emotion, and Trust (PET)" Tue March 23; 7.00-8.30 pm UniSIM, Singapore

Human Factors International (HFI)

Tuesday, March 23, 2010 at 7:00 PM (SGT)

Seminar on "Designing for Persuasion,   Emotion, and...

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The globally acclaimed seminar by
Dr. Eric Schaffer. Ph.D.

Tuesday March 23rd 2010;
7.00-8.30 pm

UniSIM, Singapore

VERY limited Seats.


Usability is no longer enough
 Design for EMOTION and INFLUENCE is the next frontier!

PET Design offers a new approach to help companies and governments influence and deepen their interactions with customers through Persuasion, Emotion, and Trust. This methodology is the result of extensive research, pilot programs, and many proven industry success stories over the past years.

Whether a website is e-commerce, informational, or transactional, its mandate is to establish deeper relationships with customers. Understanding how and why people make online decisions that lead to conversion, and the subtle motivators and emotional triggers that influence how they react to website messages and content, is vital to maximizing the success of a site.

Traditional usability practices focus on creating efficient sites that are simple and easy to use. Thus, usability deals with the “can do” aspect of design (i.e., can users find information, understand content, or complete a task?). But just because a site is easy to use doesn’t mean it will engage consumers and meet business goals.

HFI’s PET Design builds on a foundation of good usability, but goes beyond “can do” to optimize the values of persuasion, emotion, and trust, ultimately influencing what users will do on a website. This helps companies achieve their online objectives, whether that is getting people to buy a product, sign-up for a newsletter, donate to a cause, ask their doctor about a drug, vote for a candidate, invest, etc.

Who Should Attend?

  • Government, Marketing, IT, eBusiness, Human Resources, Corporate Communications, Software Development, Telecom, Tourism, Call Centres, Finance
  • Anyone who is responsible for your organisation’s marketing, business and development operations including CMOs, CIOs, IT Directors, Software Directors, Senior Project Managers, Business Analysts, Designers and Developers.

About the Speaker

Dr. Eric M Schaffer PhD CUA PhD is the CEO of Human Factors International (HFI).  HFI is the world’s largest and leading usability company with offices across America, Europe, India, and for the last 7 years; an office in Singapore.


Dr. Schaffer has over 30 years of experience in the field and has worked in a remarkable array of diverse applications and environments.  He is the author of 'Institutionalisation of Usability: a Step-By-Step Guide' (Addison-Wesley 2004).  Dr. Schaffer has completed projects for more than a hundred Fortune 500 clients, providing extensive high-level systems analysis, design, integration, documentation and implementation consulting.

He has extensive experience in developing advanced Web, graphical, voice, and public access systems for clients in the financial, e-governance, insurance, and telecom sectors. He has published and worked in the area of emotional design and has worked with HFI’s staff to create the new PET Design™ process.



v         Introduction  - 10 Min

o        How decisions are really made.

o        Example of HFI Design for the California Lottery.


v         Emotional Design and Needs - 15 minutes

o        Designing things people love to use

o        How to model customer needs


v         Methods of Influence and Persuasion - 20 minutes

o        Introduction to the Dark Arts of Persuasion Engineering

o        Priming

o        Framing

o        Conditioning

o        Panoramic View


v         Case Examples - 25 minutes

o        American Automobile Association

o        Banking

o        Mobile VAS

o        eCommerce

o        Singapore Examples


v         The PET Design™ Method - 20 minutes

o        Fit in the Development Lifecycle

o        Need for a PET Strategy

o        PET Interviews and PET Analysis


v         Q&A


LT 4.14

SIM Headquarters

535A, Clementi Road

Singapore S599490

(Next to Ngee Ann Polytechnic)


Yogesh Tadwalkar

Associate Vice President (Asia Pacific)


hosted by:



Have questions about Seminar on "Designing for Persuasion, Emotion, and Trust (PET)" Tue March 23; 7.00-8.30 pm UniSIM, Singapore? Contact Human Factors International (HFI)

When & Where

LT 4.14
SIM Headquarters, 535A, Clementi Road
Next to Ngee Ann Polytechnic
Singapore City, Singapore City 599490

Tuesday, March 23, 2010 at 7:00 PM (SGT)

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Human Factors International (HFI)

Human Factors International, Inc. (HFI) is the world leader in user-centered design. We offer a complete usability suite – consulting, training and certification, and products to help organizations create intuitive, easy-to-use Web sites and applications. The company was founded by Eric Schaffer, PhD, in 1981 and developed into a global corporation with 13 offices worldwide, including Shanghai and Singapore. HFI consultants have led over 250 corporate standards customization projects for Fortune 500 clients, including Hewlett Packard, Nokia, Samsung, Sun Microsystems, Microsoft and SAP.

  Contact the Organizer
Seminar on "Designing for Persuasion, Emotion, and Trust (PET)" Tue March 23; 7.00-8.30 pm UniSIM, Singapore
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