The document discusses how design can lead users to take action through understanding the different states a user goes through - from pre to during to post click moment. It emphasizes knowing your goals, audience and product, using design elements like layout, fonts and imagery intentionally to engage users and not disappoint them throughout their journey. The talk stresses that choice, trust and managing risk versus accomplishment are what motivate users to take action, so designers should love their audience and focus on that.

1. SNAP Summit 3 User: Action! Leading users to action through design

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3. solana crawford founder, c hief d esign o fficer

4. designers? developers? biz decision makers?

5. design = communication

6. click-moment

7. the variable states of user action

8. pre click-moment

9. know goals audience product / service know them

10. users get there by chance by choice

11. powerful tools

12. layout / position / hierarchies fonts size shapes imagery movement / lines content

13. contrast

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18. color

19. color associations

20. elegance, wisdom, balance, neutrality, formality, dullness, pollution, urban sprawl

22. light, air, innocence, purity, cleanliness, peace, simplicity, winter, surrender, hope death (eastern cultures)

24. modernity, power, sophistication, elegance, style, wealth, mystery, fear, sadness death (western cultures)

28. passion, energy, love, sex, speed, heat, fire, leadership, power, aggression, danger, stop wealth (china), devil (western cultures)

30. peace, unity, friendliness, loyalty, wisdom, strength, calmness, cleanliness, sadness, coldness, skies, water, technology

33. life, nature, environment, fertility, growth, health, youth, inexperience, hope, balance, harmony, go, good luck, generosity, envy, coldness

35. sunlight, summer, joy, optimism, intelligence, wealth (gold), hope, sociability, friendship, hazards, dishonesty, deceit mourning (egypt), courage (japan)

38. envy, sensuality, bisexuality, wealth, royalty, pride, mystery, spirituality, creativity, wisdom, arrogance, exaggeration, confusion

40. happiness, energy, balance, heat, fire, enthusiasm, playfulness, aggression, arrogance, overemotion, warning, danger, autumn, desire

42. spring, gratitude, appreciation, admiration, joy, sympathy, femininity, health, love, sex, marriage

45. keep users engaged

50. during click moment

51. the click-moment the user shift

52. don’t disappoint the user

53. consistency through the variable states of user action

54. post click moment

57. what makes the user take action? choice trust

58. risk vs. accomplishment

59. love your audience love what you are selling/promoting design for that

60. the click-moment user action key for business design: priority

61. thank you

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63. solana crawford solana @ DESIGNaboutTOWN.com linkedin | facebook (+) designabouttown.com/blog 18 bartol st., san francisco, ca