E-commerce Link: Human by Design
• Food, sex and danger: These drive people, so see if it's appropriate to spin that to your advantage.
• Faces: People like pictures of real people. Sounds pretty obvious, but "putting a face to the name" (of your brand) can make it more human and relatable to your audience. Think of Progressive's Flo; she could be your neighbor down the street.
• Tell a story: This is no new concept for UX'ers. Telling a story is part of what we do. The story we tell about a brand has to be compelling and consistent throughout all touch points.
• Emotions influence usability and vice-versa: Even small usability issues can be deal breakers when a user is dissatisfied with a website or a service. That can have a snowball effect if your brand or service is not prepared to accommodate for those occurrences with good customer care, for instance.
• Reciprocation: This is all about customer recognition. Showing that you appreciate your users/customers/consumers can help convert them into advocates who can vouch for your brand, in regard to social validation. There are numerous rewards programs of all kinds whose sole purpose is to "give back"—it's important to do so.
I believe the next big thing will be to merge rewards programs with mobile social media. American Express recently joined Foursquare to start giving credit card users cash back for making purchases at certain locations when they are checked-in.
UX designers must be mindful of the psychology concepts the PET design preaches. We create products for human beings and need to have a deeper understanding of how people function.
It is becoming clearer that UX is no longer about usability only, but about the complete internal user experience. There are a variety of tests we can do to prove that a product is usable. Our next concern might be how to test products against the persuasion, emotion and trust principles talked about earlier. That, in itself, is a topic for an entirely new discussion that needs to be brought to the table for marketers and designers alike.