fashion social media effect
TRANSCRIPT
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PET Designing for Persuasion,
Emotion and Trust
Presented by Barry Briggs (@quiffboy)
Monday 5th September 2011
Northern User Experience#nuxuk
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Today’s Session• A bit about us
• Overview of Persuasion, Emotion and Trust (PET)
• How PET works with User-Centered Design (UCD)• A look at some PET techniques in detail
• Case study – applying PET to a real world example
• The power of the Dark Side – using UX for evil
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We are Code Computerlove Hello and welcome
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Some background• Established in 1999 & still independently owned
• Current headcount of 55 people
• Delivering a mix of strategy, channel, UX, creative & technical
• Launched over 300 websites & online applications
• Won lots of awards for the work
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Hello, my name is Barry• UX Architect at Code Computerlove
• Finished uni in 1998 & first “proper” job as a Web developer
• Worked for a couple of digitalagencies in Leeds before moving toWilliam Hill in 2001
• William Hill’s lead front-enddeveloper before becoming theirfirst UX Architect in 2005
• Embedded UX values & principlesinto their design & developmentteams
• Been at Code since May 2008
Barry BriggsUser Experience
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Developing the user experience
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Analysis Design Implementation
Expert review
Competitor review
Design concepts
Evaluation
User personas
Audience research
Expert review
User journeys
Information architecture
Prototypes
Usability testing
Standards & guidelines
Usability testing
Accessibility & standards
User feedback
User testing
KPI measurement
Stakeholder research
User Centred Design
Process engineering
Design walkthrough
Usability testing
Analytics audit
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Designing for
Persuasion, Emotion & Trust Henceforth referred to as PET…
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What is PET? • Rooted in social psychology & pioneered by Human Factors Inc
• A methodology for making user experiences more engaging,compelling, and effective
• 50+ techniques
• Complements classic usability & user experience best practice
• Adds a layer of psychology to “gently nudge” potential customerstowards your stated goal
• Offline retailers have been using similar tools for years
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Facilitates activities:
Browse
Search
Consume
Comprehend
Interact
Usability
Can Do
How PET worksalongside usability
PET
Will Do
Encourages users to:
Engage
Connect
Convert Return
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P.E.T.• Persuasion techniques relate to the mechanics; the
triggers to an action
• Emotion techniques are about eliciting a desiredemotional response during a process
• Trust techniques are for establishing credibility,providing assurances and removing risk
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Evil Science? • Marketeers may notice some familiar concepts in here
• Psychologists probably consider it a bit “Psych 101”
• Some concepts may sound cynical, manipulative or exploitative• They could be used for evil purposes…
• (We’ll show you some of these later)
• Remember: It’s a toolset. Do with it what you will.
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Analysis Design Implementation
Expert review
Competitor review
Design concepts
Evaluation
User personas
Audience research
Expert review
User journeys
Information architecture
Prototypes
Usability testing
Standards & guidelines
Usability testing
Accessibility & standards
User feedback
User testing
KPI measurement
Stakeholder research
Process engineering
Design walkthrough
Common PET touch points within the larger UCD process
Usability testing
Analytics audit
User Centred Design
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Audience
Research & User
Understanding
Site Goals
Definition
& Design
How that works
Use the toolkit toidentify which PETprinciples fit withyour stated goalsand then look toimplement in your
definition work
Build & Test
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PET Toolkit
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PersuasionThe following summary describes some of the Persuasion techniques.
Anchoring. When making decisions we rely too heavily on one piece of information oranchor.
Authority. Use your authority and others will obey.
Completion. We need to complete that which is started.
Commitment. If we make a commitment, we often feel bound to follow through on it
Consistency. We like to maintain consistency between what we think, say and do.Contrast. We notice and decide by difference between two things, not absolutes.
Framing. Our perception is influenced by the information we are presented.
Investment. If I have invested in something, I do not want to waste that investment.
Reciprocation. If I give something to you, you are obliged to return the favour
Repetition. If something happens often enough, I will eventually be persuaded.
Scarcity. I want now what I may not be able to get in the future.
Similarity. We trust people who are like us or who are similar to people we like.Social Proof . When uncertain we take cues other people
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We like to maintain consistencybetween what we think, say and do
Consistency
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Consistency• Ask someone to state a position, declare their intentions or
show a small gesture of support
• Why? Because people don’t like to be seen to change their
mind• People will generally act in a manner consistent with their first
action
• And here's the stinger: this applies even if a subsequentrequest asks them to make a much larger commitment – aslong as it's consistent with their initial commitment
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First you get an
amount
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Then you ask themto commit & enter their details
Repeat the amount throughout the process to remind them of their initial pledge
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When scanning visual informationwe are unconsciously drawntowards things which stand outfrom others
Contrast
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Contrast • What do you want people to focus on?
• Use colour, shapes and sizes to create visual contrast
• Subtle movements on an otherwise static page grab attention• Contrast can also be applied to time
• Regular vs. Intermittent/occasional email newsletters
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Our perception is influencedby the information we arepresented.
Framing
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Framing• For difficult or important concepts, wrapping the
action in a story can make it easier to understand
and more persuasive• Framing subscriptions or regular payments as costing“less than a cup of coffee a day” can help peoplerationalise repeat payments
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Examples of how your money will be used
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Scarcity
I want now what I may not beable to get in the future
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Scarcity• We infer value in something that has limited availability
or is promoted as being scarce
• Can apply to goods or time-based offers
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Offer applies this
weekend only
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WARNING: Overuse can
devalue this technique
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People will do things that theysee other people are doing
Social Proof
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Other people are doing it, soit must be legit
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Even people you know are doing it, so it must be GOOD
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EmotionThe following summary describes some of the Emotion principles.
Visceral processing. We immediately react to pleasing visual stimuli.
Behavioural processing. We respond favourably to learned, expected behaviours.
Aesthetic usability. Aesthetically pleasing designs are often perceived to be easier to use. Arousal. When aroused we are fully engaged and hence more likely to pay attention
Social contagion. Our emotions are affected by the actions of those we see around us.
Optimal level of challenge. We like to be challenged and tested, but not too much.
Goal setting. We are compelled to strive to achieve a goal if it is achievable.
Knowledge of results. We continue our actions if we are shown evidence of their success.
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We immediately react topleasing visual stimuli
Visceral processing
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Visceral processing• Add surprise, delight and playful elements to create an emotional
bond with your audience• Find subtle ways to add illustrative imagery, interactions, visual
cues and visual feedback• These can brighten up routine tasks and feel like rewards when
discovered• Can reinforce Framing
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We respond favourably tolearned, expected behaviours
Behavioral processing
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Behavioral processing• If it works like something we already know, it feels easier and we
like it more
• Learning how to use something new shouldn’t be hard work
• One of the useful side-effects of Facebook’s ubiquity• Facebook, Amazon and eBay have set expectations for complex
interactions such as image uploading, rating, liking, commenting• Learned interactions you can re-use
• Creates self-confidence and a sense of accomplishment
• Increased adoption, usage rates & satisfaction due to familiarity
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Aesthetically pleasing designs areoften perceived to be easier to use
Aestheticusability
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Aesthetic usability• Attractive things work better
• Or at least we perceive them to be easier to use
• Opinions based on visual stimuli happen very quickly • This “first impression” can shape your perceptions
• The halo effect
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We like to be challenged andtested, but not too much.
Optimallevel of
challenge
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Optimal level of challenge• Game design – starts simple but gets harder as you progress
• A game can live or die by getting this difficulty curve correct
• Can create sense of achievement by making that process alittle trickier
• Not appropriate for all cases!
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Trust Trust is influenced by a combination of factors which act as Trust Markers.
Design quality. We perceive value in the things we see.Current content. Up-to-date content indicates freshness and responsiveness.
Extensive quality content. We trust an authority that is plentiful with knowledgeable.Links. We judge other based on their recommendations and affiliations.Certifications. We trust established, certified organisations and trademarks.Testimonials. We trust organisations who trust and value their customers opinionsFamous people and common people. I trust people like me, and celebrities I admire.Peer advice. We trust our peers more than we do official marketing bumf.
Argue against self interest. We trust recommendations that are not in self interest.Technology. We always expect technology to work, trust is damaged if it does not.
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We trust established, certifiedorganisations and trademarks
Certifications
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Security messaging
Accepted payment methods
Security messaging
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Technology
We always expect technologyto work, trust is damaged if itdoes not
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Case Study First TransPennine Express
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Overview of TPE as a client
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Their original site
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Our first revision
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Re-brand & re-work
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Context-aware mobile site
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Year One Year Two Year Three
50% increase inreturn visits
135% increase inonline sales
Year Four
Travel Website of theyear 2009 (DADIs)
80% increase inonline sales
103% increase inonline ticket sales
We’ve had some great results
Doubled customerdatabase to 150,000
45% increase inonline sales
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Let’s see some PET techniques in action
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The basic advert. Usable but not inspiring
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Price - OPTIMUM LEVEL OF DISSONANCE and CONTRAST
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By-line – the wording draws the user in,creating engagement, DRIVE FULFILLMENT, FRAMING and FEEL GOOD.
It also uses elements of OVERSTATING THE NEGATIVE IMPACT of not doing something
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Call to action - impliesSCARCITY or LIMITED DURATION
Design elements - CONTRAST and VISCERAL PROCESSING
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Official event logo –
adds VISUAL APPEAL and CONTRAST, and serves as a TRUST MARKER
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Change the branded imagery – using people addsFRAMING (and elements of SOCIAL PROOF) and builds on VISCERAL PROCESSING
Example of typical savingsallows the brainto calculate the worth and value of the price
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Show the offer’s expiry date – compliments the call to action and the savings message to reinforce SCARCITY and LIMITED DURATION
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The original Our new PET-enhanced version
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The power of
the Dark Side
Image credit:Lucasfilm
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Evil by design…• There’s a difference between BAD UX and EVIL UX
• Bad UX can be down to poor attention to detail,laziness, lack of understanding of the web
• Evil UX (boo hiss!) is completely the opposite…
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Evil UX
• It’s done by people who sit in chairs like this• No, honestly!
• Evil UX is deliberately crafted withloving care
• Utilises an understanding of humannature and psychology
• Specifically designed to fool, trickor exploit users
• Examples of this exist on the web,in software and even in the real world
Image credit:Suck.uk.com
The box around this content
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The box around this content uses a technique called Uniform Connectedness
And placing this optional extra in with compulsory passenger information is atechnique called Proximity
Note how the instructions for removing
insurance are OPT OUT,convoluted and located AFTER the option
Travel insurance
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Here’s the option toselect no insurance -In between LATVIAand LITHUANIA
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Image credit:nytimes.com
Facebook’s
privacy statement
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OMG!! That would be a disaster…
…IF either of these things happened…
…and the standard password reminder service didn’t work.
Skip this step
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The (Don’t) Contact Us page• Offering a feedback form but no other contact details
• Means the user has no record of contacting you, giving youplausible deniability
• They cannot chase you up any other way• There’s no context to subsequent correspondence
• Every follow-up must be done through thefeedback form & feels like yet another first approach
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Link to opt out ishidden behind a‘more info’ link
Image credit:darkpatterns.org
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Opt out
Opt in
Compulsory
Image credit:darkpatterns.org
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Facilitates activities:
Browse
Search
Consume
Comprehend
Interact
Usability
Can Do
In Summary
PET
Will Do
Encourages users to:
Engage
Connect
Convert
Return
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Further Reading
• Human Factors International – pioneers of PEThttp://www.humanfactors.com/
• Mental Notes – Persuasion reference cardshttp://getmentalnotes.com/
• Changing Minds – Persuasion principleshttp://changingminds.org/principles/principles.htm
• What makes them click?http://www.whatmakesthemclick.net
• Dark Patterns – Examples of Evil UX in the wild
http://wiki.darkpatterns.org/
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