User Centric-Persuasive Web Design: The ART and SCIENCE of designing web sites that help users to make descisions that results in desirable transactions. It is a SCIENCE because it consists of repeatable METHODS that has been proven to work and that METHODS to study and ANALYZE it also exist to define DESIGN GUIDELINES (Note – note even us, DWH, encourage the term strict rules – only guidelines). An ART because the guidelines have MANY EXCEPTIONS and they DON’T COVER ALL DESIGN DECISIONS (e.g. Imagery and first view impact…emotional appeal, individual branding…personas etc.)

- Designing Persuasive Websites