Topic: Strike Up the Brand!
              How to Design for Branding on the Web

Abstract:

What’s the most effective way to strengthen a brand on the web? Recent research shows that it isn’t using traditional branding techniques. In fact, those tried-and-true methods can actually hurt your brand, if implemented poorly.

In this presentation, Jared Spool will discuss how User Interface Engineering’s recent usability research has uncovered some fascinating truths about how people perceive brands on the internet. He’ll discuss:

• How affinity branding differs from dispositional branding
• How message branding doesn’t work, but experience branding does
• How the user’s experience dictates their perception of the site
• When to use “seducible moments” and how they can dramatically increase sales traffic

Jared M. Spool is a software developer and programmer, Jared Spool founded User Interface Engineering in 1988. He has over 15 years of experience conducting usability evaluations on a variety of products, and is an expert in low-fidelity prototyping techniques. Spool is on the faculty of the Tufts University Gordon Institute and teaches seminars on product usability. He is a member of SIGCHI, the Usability Professionals Association, the Association for Computing Machinery, and the IEEE. Spool is a recognized authority on user interface design and human factors in computing.

Free and open to the public. RSVPs not required.

Schedule: 6:00 - 9:30 p.m.

6:00 Registration, tabletop vendor presentations, general networking. Complimentary soft drinks and snacks provided by our sponsors and Cypress Semiconductor.

6:50 General announcements (have jobs, want jobs, etc.)

7:00 Main speakers followed by Q & As

8:20 Door prizes (must be present to win)

8:30 Special interest group (SIG) discussions:
Animation: Useful cheats and tricks in Flash: 360° product demos, fake reflections, and fake 3D

9:30 Doors close

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