persuasive design presentationd3=r1

Persuasive DesignUse emotional triggers to influence user behaviour in a desired way.

Friday, September 7, 2012

How do you make decisions?

“... describes the tendency to over-value dispositional or personality-based explanations for the observed behaviors of others while under-valuing situational explanations for those behaviors.”

Our decisions are much more irrational than we would like

to think.

Persuasive Design

Understand user emotions and act on this information to create intriguing experiences and to influence user behaviour in the desired way.

Persuasive Design

Research for persuasive design is more qualitative and deeper than traditional usability research methods.

Persuasive Design

Understand what drives user actions and identify points in a user journey where user are most receptive for influence.

Persuasive Design

Persuasive Design focuses on WHETHER users do something and Interaction Design on HOW people do something.

Why Persuasive Design?

Usability is still important

But User Engagement sets Web designs apart today

Beyond UX

Applicable to any product supposed to lead to a positive

behaviour change.

Beyond UX

"Our big finding was that drivers interested in fuel efficiency were playing

a game. They want a high score."- Steve Bishop, IDEO's global lead of sustainability

Beyond UX

Attach a measure to make a game from it!

Beyond UX

Preventative action for Nail Biters

Triggers

Motivation Ability

Decision

Triggers

Motivation Ability

Decision

Triggers

The 6 universal principles of social influence.

Triggers I. Reciprocation

“If you scratch my back I’ll scratch yours.”

Triggers I. Reciprocation

Triggers II. Commitment

“I do what I say.”

An experiment:

Group A

Would you be willing to put a sign reading

“DRIVE CAREFULLY”in your front yard?

Group A

Group B

Would you put a small sign in the back window reading

“DRIVE CAREFULLY”?

3 weeks later asked for the sign.

Group A

Group B

Group C

Would you sign this petition to “Keep

California beautiful”?

Group A

Group B

Group C

Would you sign this petition to “Keep

California beautiful”?

20%agreement

76%agreement

46%agreement

A small change in behaviour now, maybe a larger change later.

Triggers III. Social Proof

“But everyone else is doing it!”

Default values in UI’s as recommendations - that

tendency is often misused

Triggers IV. Authority

“I am looking to an expert for an advice.”

Triggers V. Scarcity

If something seems unavailable we seem to want it even more.

Triggers V. Scarcity

Triggers VI. Liking

“Hey, you are similar to me - I’m more likely to listen to you.”

Thank you :-)

persuasive design presentationd3=r1

willing sign

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persuasive designresearch

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group agroup b group

Technology

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