This document summarizes a presentation about persuasive product design. It discusses how most mobile apps and online businesses fail, but large companies have achieved billions in revenue. It also explains that much of human behavior is non-conscious and influenced by subtle design choices like fonts, colors and names. The presentation argues that designers need to understand cognitive biases and minimize perceived friction to influence customer decisions in an accelerating digital world, even though human brains have not evolved much in 50,000 years.

1. Susan Weinschenk
Nathalie Nahai
Nir Eyal
Roger Dooley
Hook ‘em:The Psychology of
Persuasive Products
#DesignMind

2. Susan Weinschenk
@thebrainlady
TheTeamW.com

3. Nathalie Nahai
@nathalienahai
NathalieNahai.com

4. Nir Eyal
@nireyal
nirandfar.com

5. Roger Dooley
rogerdooley.com
@rogerdooley

6. #sxsw #DesignMind
@rogerdooley
@thebrainlady
@nathalienahai
@nireyal

7. Persuasive Products?

8. App revenue, 2017:
$269,000,000,000
-Statista.com

9. Through 2018, less
than 0.01 percent of
consumer mobile
apps will succeed.
-Gartner Group
99.99%
#DesignMind #sxsw @rogerdooley

10. Ecommerce Revenue, 2015:
$1,672,000,000,000
-Emarketer

11. $4,000,000,000,000.
2015 Est. – Business Insider
#DesignMind #sxsw @rogerdooley

15. Conscious
mind

16. “Just as Galileo removed the earth
from the center of the universe, the
current revolution removes the
conscious mind from the center of
human behavior.”
-John Bargh,Yale
#DesignMind #sxsw @rogerdooley

17. Daniel Kahneman
System 1 System 2

19. 5% Conscious

20. 95% Non-conscious

21. How much of the brain are you
designing for?
#DesignMind #sxsw @rogerdooley

22. The
Persuasion
Slide
™

24. Every element has
a conscious and a
non-conscious component!

25. Tiny Choices, Big Impact
#DesignMind #sxsw @rogerdooley

26. 299$

27. 299$

28. Men Women
#DesignMind #sxsw @rogerdooley

30. +64% - “tastier”
+100% - “definitely buy”

31. Friction

32. Security Friction

33. “Imaginary” Friction
&
Cognitive Fluency
#DesignMind #sxsw @rogerdooley

34. Difficulty Cooties
Design &
Naming
Choices
Your App,
Website,
etc.
#DesignMind #sxsw @rogerdooley

35. Difficult = Risky
“Magnalroxate” “Hnegripitrom”
Safer è è è More Dangerous

36. Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous

37. Fluency &
Design Choices

38. 17%
couldn’t
decide.

39. 40%
couldn’t
decide.
#DesignMind #sxsw @rogerdooley

43. Minimize perceived friction
with simple fonts, short text,
& easy-to-read design.
#DesignMind #sxsw @rogerdooley

44. If you remember
just one thing …

45. Change is constant and
accelerating…

46. Communication
50Years

47. Media
50Years

48. AI!Big Data!
Virtual
Reality!Mobile!

49. Our Brains
NO Change in 50,000Years!

50. Design for the way
your customer’s
brain really works!
#DesignMind #sxsw @rogerdooley

51. Connect with Roger
• RogerDooley.com
• NeuroscienceMarketing.com
• Forbes: Brainy Marketing
• @rogerdooley
• linkedin.com/in/dooley