persuasive design-world usability day 2013 istanbul chapter
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PERSUASIVE DESIGN
Onca Uğurlu
UX & Usability Consultant
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IA Institute �2
Get Closer
• History: 1997 IntouchSol & ActiveBuilder
• Area: Banking, Health, Finance, Telecom., Multi Media, E-Commerce -112 projects.
• Services & Product: Technology, Design, Consultancy, Usability (Test, Training) ; DCMS
• Partnership: Sia Insight- Marketing and Consumer Behavior Research
• Education: Boğaziçi University (History), University of Bedfordshire (IT)
• Expertise Sectors: Banking, Health, Finance, Telecom., E-Commerce, E-Learning
• Expertise Area & Services: UCD, Persuasive Design, Content Writing, Usability Tests and Training
About Me
References: My blog: www.uxmagazin.com
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What is Persuasive Design?
“Persuasive design is the science of what gets users to
take action.
A methodology for making user experiences more
engaging, compelling, and effective. “ PET Design- PhD. Eric Schaffer, HFI
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User Centered Design • What users CAN do • Focus on features and
functionalities to make it usable
Persuasive Design • What users WILL do • visual elements, images, colors, and
content that provide motivation to complete tasks
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Build TRUST Create
EMOTIONAL engagement
PERSUADE your customers to take action.
PET Design- PhD. Eric Schaffer, CEO, Human Factors International
User Experience Design- JJ. Garrette, Co-Founder & Chief Creative Officer, Adaptive Path
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Social Validation
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Social Validation
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Scarcity
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Language
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Help them make a choice / Contrast
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Trust
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Saving/Design
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Trust
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Combination of Persuasion Techniques
Recency
Social Validation
Social Validation
Social Validation
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Personalization
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Limited availability-Goods based scarcity
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Speed
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Speed
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Social Validation
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Gift/ Free
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Can You Trust This Website?
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Solution
Usability + Persuasive Design = The Best User Experience
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Thanks & Keep in Touch
www.activebuilder.com
Tel: +90 216 651 42 62
Fax: +90 216 651 42 61
Mobil:+90 533 687 17 17
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References
http://www.marketingdonut.co.uk/marketing/pr/pr-opportunities/how-i-use-publicity-stunts-to-promote-my-online-car-leasing-business http://blog.jjg.net www.humanfactors.com