The persuasive power of a secret ambition
The secret ambitions of Phillipe Petit...? The Amazon Effect Ever heard of ‘The Amazon Effect’ in usability testing? Picture this: you’re testing an e-commerce website for a client. But right when the participants you’re observing are about to buy something, they open Amazon in a new tab. When asked why, they say: “well I always check prices against Amazon before buying.” I’m not here to tell you about The Amazon Effect, but how one might use the story of The Amazon Effect. What if...