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PET User Interface Structure (UIS)
Much more than just another pretty interface

HFI white paper – A conversation with Dr. Eric Schaffer

This is a follow on paper from the recent conversation with Dr. Schaffer on PET Research. The PET UIS, or PET Structure, applies methods and tools of Persuasion, Emotion, and Trust to your site, so that you can either motivate or block your customers at key decision points.

In this white paper

  • What is a PET UIS?
  • What is the difference between a PET UIS and a Classical UIS?
  • How to take advantage of opportunities that are often missed in classical user-centered design.
  • What kinds of projects benefit from a PET UIS?
  • Examples of persuasion flow analysis.

Dr. Eric Schaffer talks about the advantages of developing a PET UIS when it is based on in-depth research into your user population.

He points out that a PET UIS can sometimes be in direct conflict with our understanding of user-centered design, so it's important to know how and when to use these advanced design tools.


Eric Schaffer is the founder and CEO of Human Factors International. His book, Institutionalization of UX: A Step-by-Step Guide to a User Experience Practice, provides a roadmap for companies to make usability a systematic, routine practice throughout their organizations. Dr. Schaffer also co-developed The HFI Framework™, an ISO-certifiable process for user-centered design, built on principles from human-computer interaction, ergonomics, psychology, computer science, and marketing. Dr. Schaffer has completed projects for more than 100 Fortune 500 clients, providing user experience design consulting and training. He is a member of the Human Factors and Ergonomics Society and a Certified Professional Ergonomist.

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