persuasive design presentationd3=r1
DESCRIPTION
A presentation about persuasive design for websites.TRANSCRIPT
Persuasive DesignUse emotional triggers to influence user behaviour in a desired way.
Friday, September 7, 2012
How do you make decisions?
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.”
Friday, September 7, 2012
How do you make decisions?
Our decisions are much more irrational than we would like
to think.
Friday, September 7, 2012
Persuasive Design
Understand user emotions and act on this information to create intriguing experiences and to influence user behaviour in the desired way.
Friday, September 7, 2012
Persuasive Design
Research for persuasive design is more qualitative and deeper than traditional usability research methods.
Friday, September 7, 2012
Persuasive Design
Understand what drives user actions and identify points in a user journey where user are most receptive for influence.
Friday, September 7, 2012
Persuasive Design
Persuasive Design focuses on WHETHER users do something and Interaction Design on HOW people do something.
Friday, September 7, 2012
Why Persuasive Design?
Usability is still important
But User Engagement sets Web designs apart today
Friday, September 7, 2012
Beyond UX
Applicable to any product supposed to lead to a positive
behaviour change.
Friday, September 7, 2012
Beyond UX
Friday, September 7, 2012
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
Friday, September 7, 2012
Beyond UX
Attach a measure to make a game from it!
Friday, September 7, 2012
Beyond UX
Preventative action for Nail Biters
Friday, September 7, 2012
Triggers
Motivation Ability
Decision
Friday, September 7, 2012
Triggers
Motivation Ability
Decision
Friday, September 7, 2012
Triggers
The 6 universal principles of social influence.
Friday, September 7, 2012
Triggers I. Reciprocation
“If you scratch my back I’ll scratch yours.”
Friday, September 7, 2012
Triggers I. Reciprocation
Friday, September 7, 2012
Triggers II. Commitment
“I do what I say.”
Friday, September 7, 2012
Triggers II. Commitment
An experiment:
Friday, September 7, 2012
Triggers II. Commitment
Group A
Would you be willing to put a sign reading
“DRIVE CAREFULLY”in your front yard?
Friday, September 7, 2012
Triggers II. Commitment
Group A
Would you be willing to put a sign reading
“DRIVE CAREFULLY”in your front yard?
Group B
Would you put a small sign in the back window reading
“DRIVE CAREFULLY”?
3 weeks later asked for the sign.
Friday, September 7, 2012
Triggers II. Commitment
Group A
Would you be willing to put a sign reading
“DRIVE CAREFULLY”in your front yard?
Group B
Would you put a small sign in the back window reading
“DRIVE CAREFULLY”?
3 weeks later asked for the sign.
Group C
Would you sign this petition to “Keep
California beautiful”?
3 weeks later asked for the sign.
Friday, September 7, 2012
Triggers II. Commitment
Group A
Would you be willing to put a sign reading
“DRIVE CAREFULLY”in your front yard?
Group B
Would you put a small sign in the back window reading
“DRIVE CAREFULLY”?
3 weeks later asked for the sign.
Group C
Would you sign this petition to “Keep
California beautiful”?
3 weeks later asked for the sign.
20%agreement
76%agreement
46%agreement
Friday, September 7, 2012
Triggers II. Commitment
A small change in behaviour now, maybe a larger change later.
Friday, September 7, 2012
Triggers III. Social Proof
“But everyone else is doing it!”
Friday, September 7, 2012
Triggers III. Social Proof
Friday, September 7, 2012
Triggers III. Social Proof
Friday, September 7, 2012
Triggers III. Social Proof
Default values in UI’s as recommendations - that
tendency is often misused
Friday, September 7, 2012
Triggers IV. Authority
“I am looking to an expert for an advice.”
Friday, September 7, 2012
Triggers IV. Authority
Friday, September 7, 2012
Triggers IV. Authority
Friday, September 7, 2012
Triggers V. Scarcity
If something seems unavailable we seem to want it even more.
Friday, September 7, 2012
Triggers V. Scarcity
Friday, September 7, 2012
Triggers VI. Liking
“Hey, you are similar to me - I’m more likely to listen to you.”
Friday, September 7, 2012
Thank you :-)
Friday, September 7, 2012