Persuasive design presentationd3=r1

Persuasive Design
Use emotional triggers to inﬂuence user behaviour in a desired way.

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.”



Our decisions are much more
irrational than we would like
to think.


Persuasive Design

Understand user emotions and
act on this information to create
intriguing experiences and to
inﬂuence user behaviour in the
desired way.


Persuasive Design

Research for persuasive design is
more qualitative and deeper than
traditional usability research methods.


Persuasive Design

Understand what drives user
actions and identify points in a
user journey where user are most
receptive for inﬂuence.


Persuasive Design

Persuasive Design focuses on
WHETHER users do something
and Interaction Design on
HOW people do something.


Why Persuasive Design?

Usability is still important

But User Engagement sets
Web designs apart today


Beyond UX

Applicable to any product
supposed to lead to a positive
behaviour change.


Beyond UX


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


Beyond UX

Attach a measure to make a game from it!


Beyond UX

Preventative action for Nail Biters


Triggers

Motivation Ability

Decision


Triggers

The 6 universal principles of social
influence.


Triggers I. Reciprocation

“If you scratch my back I’ll scratch yours.”


Triggers I. Reciprocation


Triggers II. Commitment

“I do what I say.”


An experiment:



Would you be willing
to put a sign reading
“DRIVE CAREFULLY”
in your front yard?

Group A



Would you put a small
sign in the back
window reading
“DRIVE
in your front yard?
CAREFULLY”?

3 weeks later asked
for the sign.

Group A Group B



sign in the back Would you sign this
window reading petition to “Keep
“DRIVE California beautiful”?
in your front yard?
CAREFULLY”?

3 weeks later asked 3 weeks later asked
for the sign. for the sign.

Group A Group B Group C



sign in the back Would you sign this
window reading petition to “Keep
“DRIVE California beautiful”?
in your front yard?
CAREFULLY”?

3 weeks later asked 3 weeks later asked
for the sign. for the sign.

Group A Group B Group C

20% 76% 46%
agreement agreement agreement


A small change in behaviour now,
maybe a larger change later.


Triggers III. Social Proof

“But everyone else is doing it!”



Default values in UI’s as
recommendations - that
tendency is often misused


Triggers IV. Authority

“I am looking to an expert
for an advice.”


Triggers IV. Authority


Triggers V. Scarcity

If something seems unavailable we seem to want it
even more.


Triggers V. Scarcity


Triggers VI. Liking

“Hey, you are similar to me - I’m more
likely to listen to you.”


Thank you :-)


Persuasive design presentationd3=r1

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