A01 chaf6542 06 se fm indd

Staff

New or existing

Customers

New or existing

Large, medium, small

Product type

By country

Users, deciders, buyers

Third parties

Suppliers

Distributors

Investors

The media

Competitors

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Chapter 11  Analysis and design

BJ Fogg (Fogg, 2009) has developed a model to inform persuasive design. The FBM asserts 

that for a person to perform a target behaviour, he or she must (1) be sufficiently motivated, 

(2) have the ability to perform the behaviour, and (3) be triggered to perform the behaviour. 

These three factors must occur at the same moment, else the behaviour will not happen.

Before we review  user-  centred design processes consider Mini case study 11.2, which 

shows how one company has developed a site that blends  marketing-  led and  user-  centric 

design.

Mini Case Study 11.2

Ultralase is one of the UK’s largest laser eye treatment companies. The first Ultralase clinic was opened in 

January 1991 and there are now 31 locations in the UK. Its growth has been supported through its website 

and digital media since the content available online is a key part of the consumer  decision-  making process 

and for company lead generation.

Figure 11.19 shows how Ultralase combines persuasion, usability and accessibility within its home page 

to help meet business needs.

Ultralase

Figure 11.19

Ultralase site (www.ultralase.com)

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