addictive websites
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Addictive websites
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Hi! My name is Bart
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I work at web agency Netlash
... and a few other companies:
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Addictive websites
Design for Persuasion 2009
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Websites are designed for people
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People don’t always act rational
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Some basic human traits that are engrained in our brains...
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Goal: make you aware of these traits and use them consciously
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With great power comes great responsibility
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5 basic human traits that are engrained in our brains:
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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1. Collecting
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1. Collecting
We like to collect thingsWe like our collection to be complete
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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2. Social Validation
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2. Social Validation
We will do what the crowd does
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2. Social Validation
We will do what the crowd does
“the bandwagon effect”
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2. Social Validation
We will do what the crowd does
“the bandwagon effect”
(sorry to disappoint you)
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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3. Reciprocity
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3. Reciprocity
If you buy me a cup of coffee,I feel obliged to buy you one back
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3. Reciprocity
MySpace -> Tom!
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3. Reciprocity
Free Shipping!
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3. Reciprocity
Free Shipping!
(beware: it has to be unconditional)
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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4. Commitment
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4. Commitment
We convince ourselves to be consistent
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4. Commitment
We convince ourselves to be consistent
Once on a path, we’ll continue on that path, and will rationalise it.
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4. Commitment
Small steps!
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4. Commitment
Piramid
1 Creators10 Commentators100 Lurkers1000 Strangers
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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5. Discovery
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5. Discovery
Dopamine
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5. Discovery
We like to discover new things
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5. Discovery
We like to discover new things
Use that curiosity
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1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
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More basic human traits
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More basic human traits
Concession, scarcity, fear of loss, the endowment effect, choice, Hawthorne effect, clustering illusion, availability cascade, authority bias, competition, zero-risk bias...
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More soon on the Netlash blog:
www.netlash.com
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Questions?
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Design for Persuasion - 1/10/2009
Bart de Waelebart@netlash.com
www.netlash.comtwitter.com/netlash
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