persuasive design

ENGAGEMENTAND

CONVERSION

Designing for

Udit Khandelwal

ABOUT ME

DEV DESIGN STRATEGY

MACHINERY TELEVISION RESPONSIVE DESKTOP APPS OMNI CHANNEL

WHAT TO EXPECT

USABILITY

TRUSTPERSUASION

RAISE YOUR HANDS

TECH

DESIGN

PM MARKETING

OTHER

USABILITY?Can there be a formula for

GUY WHO SELLSUNDERWEAR

USABILITY

Usability = E5S + VIMM

USABILITY = E5S + VIMM

Effectiveness

Efficiency

Easy to learn

Easy to remember

Error free

Satisfaction

VISUAL

INTELLECTUAL

MEMORY

MOTOR

PERSUASIVE DESIGN

PERFORMANCEDESIGN

PERSUASIONDESIGN

CAN DO WILL DO

light ELECTRIC SHOCK

THE MOUSE CAN WALK THROUGH THE SHOCK

BUT, WILL IT?

COLOMBIA OBSTRUCTION DEVICE

Source: Research works of Carl J Warden, PhD 1922

light ELECTRIC SHOCK

SHOCK vs CHEESE

SHOCK

CHEESE

NO GO GO

USABILITYReducing the shock How else?

PERSUASIVE DESIGN

FAMILIARITY BEHAVIOR EXPERTISE

3 LENSES

New vs Returning Explorer vs Navigator Novice vs Expert

USABILITY TRUST EMOTION PERSUASION

ATTENTION INTEREST DESIRE ACTION

MECHANICS OF PERSUASION

TRUST IS A THRESHOLD

EFFORT / TOOLS

TRUST

I trust you

A FEW TRICKY ONES

Photos of famous people vs common people

A mix of negative & positive comments

Match existing knowledge

Argue against self interest

Follow the norms

Too good to be true offers

BUILDING TRUST

AND A FEW OBVIOUS ONES

Good visual design

Extensive and current content

Badges - awards, certificates, seals

Disclosures, policies, citations

Contact, Address, Support, FAQs, Links

BUILDING TRUST

QUICK EVALUATION

RAPIDSCREENING

EVALUATION OFCONTENT

NOVICES EXPERTS

CHANGING LENSeg. Buying a phone

EMOTION COGNITION

Blood

Chemical

Feelings

Faster

Neurons

Electrical

Thoughts

Slower

MEDIUM

FLOW

AS

SPEED

WE ARE COGNITIVE MISERSBrain likes to take shortcuts

PERSUASIONTECHNIQUES

TUNNELINGOne cheese at a time

DECOY STRATEGY (UGLY JERRY)This cheese is better

UGLY JERRYExperiment by Dan Ariely, Behavioral Economist

SUBSCRIPTION % $@

Web Only

Web and Print

TOTAL REVENUE

68%

32%

$59

$125

$4,012

$4,000

$8,012

SUBSCRIPTION %@ $

Web Only

Print Only

Web and Print

TOTAL REVENUE

16%

0%

84%

$59

$125

$125

$944

$0

$10,500

$11,444

DECIDOPHOBIA (PARADOX OF CHOICE)

Analysis Paralysis

Fatigue

Escalated Expectation

Lost Opportunity

Decreased Satisfaction

Conversion

Engagement

Making the choice of cheese easier

DIVESTITURE AVERSIONMy precious cheese

No thanks, I don’t want today’s most important stocks.

TIMER

WARNING

PROGRESS USE OF YOUR

ATTACH

COGNITIVE DISSONANCE (AND CONSONANCE)I am the one who goes for cheese, no matter what!

Visitors are challenged to live on $1000 a month

PUBLIC COMMITMENTSince I said I’ll go for the cheese!

PERSUASION STRATEGY

BLOCKS DRIVES

NO CONFLICTS