persuasive design - interlab 2010
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Persuasive Design: Putting it to UseJohn Whalen, PhDApril 10, 2023
We help our customers achieve their key initiatives by leveraging web technologies
How We Build Our Customers Success
The Building Blocks For Web Success
John Whalen
PhD Cognitive Science
Cognitive Neuroscience
Vision Science LinguisticsPhD:
Math in Brain
Professor in PsychologyVP, User ExperienceBridgeline Digital
Post Doc at UCLAduring Dot.Com boom
Usability/Accessibility
OnlineStrategy
UserExperience
InformationArchitecture
Persuasive DesignPersuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”“Is it worththat price?”
Persuasive DesignPersuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
ScarcityLoss Aversion
Ownership
Aesthetics
Which works better?
Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your
design process.
2000 2005 2010
Persuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
Why bother?
Persuasive Design
“I wantone but…”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
Persuasion During Buying Process
“What’s that?”
LikabilityFree
Commitment
Persuasive Design
LikeabilityFree
Commitment
LikeabilityFree
Commitment
C
B
A
LikeabilityFree
Commitment
LikeabilityFree
Commitment
“I wantone but…”
“Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
Persuasion During Buying Process
Persuasive Design
Intrigue
Intrigue
“I wantone but…”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
ReputationAuthority
Social Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Why wouldI want one?”
NarrativeAchievement
Persuasion During Buying Process
Persuasive Design
Narrative
Narrative
Narrative
Barbeque by the pool
Narrative
Achievement
Achievement
Where’s the barbeque?
“I wantone but…”
“Why wouldI want one?”
“Conversion”
Same oldSame old
“Is it worththat price?”
NarrativeAchievement
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
Persuasion During Buying Process
Persuasive Design
ReputationAuthority
Social Proof
ReputationAuthority
Social Proof
A C
B ???
ReputationAuthority
Social Proof
“I wantone but…”
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
Persuasion During Buying Process
Persuasive Design
Framing
Framing
Mimicry
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
Persuasion During Buying Process
Persuasive Design
Loss Aversion
Effort
Scarcity
Ownership
Phew !!!
“Why wouldI want one?”
“Conversion”
NarrativeAchievement
ScarcityLoss Aversion
Ownership
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
Persuasion During Buying Process
Persuasive Design
Thank You
John Whalen
jwhalen@blinedigital.com
@johnwhalen
240-281-0764
Persuasive Design slideshare.net/johnwhalen
Twitter: #persuasion
Bridgeline DigitalBridgelinedigital.com
@bridgeline
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
Persuasive DesignPersuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
Twitter: #persuasive
jwhalen@blinedigital.com
@johnwhalen
http://linkedin.com/in/johnwhalenJohn Whalenhttp://bridgelinedigital.com
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
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