Grok readers are doubtless familiar with the four temperaments we at FutureNow use to form personas.Â If you’re new to personas, we suggest you take a detour and read this overview and then part 2 of how to get started with personas.
Assuming you’re familiar with the four temperaments, you know that one of the challenges of Persuasion Architecture is to satisfy the needs of the different buying modes on your website.Â We generally recommend certain design principles for certain personas, but it’s often challenging to know how to satisfy a temperament if you personally aren’t in that Myers-Briggs profile.
Take me for example.Â I’m an INTJ, which puts me in the Competitive profile, and I have Methodical tendencies (especially when shopping for something really expensive online).Â I’m often at a loss to come up with ways to speak to Spontaneous and Humanistic profiles.Â Maybe you’re in the same boat.
To that end, I found a great design approach for the Humanistic that I’d like to share.Â I don’t know if the retailers over at Zappos subscribe to Persuasion Architecture or not, but they’ve implemented a subtle design element that I’d wager is extremely persuasive to Humanistic shoppers.Â Notice on screenshot #1 (on the left), above the “search filtering” tool the little bit of copy about “Zappos Core Value #1.”Â Intelligently placed near a picture of a person, the understated line of copy simply states that Zappos strives to “Deliver WOW Through Service.”Â These core values rotate, so over time you’d be exposed to all 10 Core Values.
I like this approach for two reasons:
Should your copy this approach on your site?Â Not really.Â But take it as inspiration to start thinking about the things that make your company and your website unique, and about how to present that information to Humanistic visitors without decreasing your persuasive momentum.
And when in doubt, we always recommend you test and optimize to get to the optimum approach for your unique business.