•A starfish is a representation of a behavior design
•Web site navigation is a collection of behaviors
•Web site design is behavior design
•Each click on a web site is a behavior
•Each click must have a trigger
•Each click must be motivated
•Each click must be as simple as possible
From starfish to website
Diane clicks on“Rate the walk”,
but mustregister first
Diane enters the
website
Diane registers
Diane clicks on the map of thewalk where the photo was taken
Diane rates the walk
Diane logs in
Diane clicks onher list of walks
Diane downloadsthe map
Diane printsthe map
Diane walksthe walk
Diane clicks on thelist of top walks
Diane clicks on a walk she hasnot yet rated
Diane submits
a new walkDiane clicks on a photo
Implement the starfish on the
website•Each user action on a web site a is
behavior that corresponds to a block on the starfish
•Use behavior design knowledge starting with B = MAT
•Keep the starfish up to date during web development
From website to starfish
•Design your website to collect trial data
•It’s the paths that users take through the site that we care about
•For each user we must log each path taken
•A well designed site should be able to track motivation and ability waves
From website to starfish
•Identify the types of users by the paths they take
•Find the probability of getting to the goals for each user type
•Make a new starfish to improve that probability
•Adjust the site to the new starfish
•Annotate and keep your dead starfish to track what works and what doesn’t work