Persuasive Design
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We love stories, recognise patterns in fractions of a second and have a set of highly developed social behaviours. In "Persuasive Design" Mike will be running through a collection of these hard-wired influence points and exploring how they can be used in the design of products, interfaces and experiences.
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Persuasive Design
- 1. Persuasive Design Tapping the Main Line trampoline systems mike stenhouse donotremove.co.uk locate and visualise expertise in large companies
- 2. Be attractive 1974 Canadian federal elections - more attractive cands got 2.5x more votes! When questioned, only 14% thought it possible Better jobs - 12-14% more money Negligence cases staged - good looking defendants paid half the damages - $5000 vs 10000 Cognitive bias - Halo effect, in particular physical attractiveness stereotype
- 3. piclens.com So, you can make a beautiful product
- 4. monocle.com Dan Hill City of Sound writeup Tailored, custom feel Hand-chosen and appropriately designed adverts (animated Rolex clocks) Highbrow Striking up a rapport with users and matching their self-image
- 5. Be delightful Giving mints with the bill increases tips 2%/12%/25% special, surprise mint for 25%! âDelightersâ Matt Biddulph of Dopplr
- 8. â overheardinnewyork.com/archives/015249.html Account executive: So, who'd you vote for? Creative director: Obama, he's got cool logos.
- 9. dopplr.com BBC iPlayer goes up to 11 - Spinal Tap reference eBay gives you a special phone number
- 11. delicious-monster.com Beautiful, clever When a Star Wars is added says 'I am your fatherâ When Rock Band is added sings a portion of Run to the Hills by Iron Maiden Harry Met Sally Best User Experience award from Apple Donât underestimate the value of joy and fun
- 12. Be likeable âGreatest Car Salesmanâ Guinness Book of World Records when questioned: liking was his key to selling 5 cars per day âïŹnding the salesman you like, plus the price.â sent card saying âi like youâ every month to every one of his 13,000 customers
- 13. virb.com Obvious ïŹattery - implied compliment + commitment This is how clothes salespeople work
- 15. ïŹickr.com ïŹickr touches make me love them just a little bit more each time
- 16. â overheardintheofïŹce.com/archives/007194.html Angry sales rep: I hate how Amazon thinks it knows me. But beware over-familiarity - Amazon uses my full name, which only gets used when Iâve done something wrong NeurLingProg body language mirroring - simulate rapport Derren Brown - NLP guy mirrored journalist and creeped him out
- 17. Be appropriate not just about posing âhippieâ vs âstraightâ asking for a dime (70s!) 2/3rd if dressed same, less than 1/2 if diff Good salesman will take off his tie
- 18. Similarity of the application to the audienceâs self-image
- 19. Beloved of the geek set Viral, invite-only (social proof) growth attracted the technorati and suggested both exclusivity (ego) and bleeding edge Perhaps the slightly unïŹnished, purely functional design is the most ïŹt for early adopters? Could be a very clever design strategy...
- 20. â alumni.media.mit.edu/~fviegas/projects/themail/study/index.htm The more Themail conïŹrmed their expectationsâ that is, their mental model of what their relationships were likeâthe more they enjoyed using the tool. conïŹrmed expectations -> enjoyment
- 21. myspace.com/smatka Neither usable nor attractive Almost impossible to make a really nice page. Tone: Apparently amongst kids itâs very, very uncool to have a good looking page Great leveller. I think thereâs an argument for bad design! Survival of the most ïŹt or the ïŹt enough NOT the ïŹttest.
- 22. monocle.com
- 23. google.com Use your usersâ language Resonance Card sorting Double grouping exercises from Sense Making Mine your search box Mine the search enginesâ search box
- 24. wordtracker.com holidays not vacations car hire not car rental riding city breaks hotel with jacuzzi babes and glamour models not porn
- 25. Be recommended herd instinct - safety in numbers - evolved survival instinct âWerther effectâ (18th C: The Sorrows of Young Werther by Goethe) Jonestown massacre - 1000 committed suicide In the 2 weeks after Marilyn Monroe's death, the suicide by overdose rate jumped 12 percent. High proïŹle suicide -> suicide, car and plane wrecks
- 26. 37signals.com Proofed by the herd Pressure of society on you
- 27. techcrunch.com Reader numbers on the right Credibility
- 28. linkedin.com
- 29. trig.com social proof as popularity
- 30. myspace.com/lilymusic Can choose to promote it: Friends count Collect friends MySpace - not social software As a promotional tool for bands, using friends as a score is perfectly valid - social proof But not a realistic aim of a SOCIAL network
- 31. ïŹickr.com Social proof stats normally hidden
- 32. ïŹickr.com In the context of search where score is important - uses social proof Decision point
- 33. 37signals.com âmost people who stayed hereâ -> 26% increase in towel reuse You donât know that 94%
- 34. freshbooks.com Towel - people in same room -> towel reuse up to 33% happy users like _you_
- 35. â icanhaz.com/twittertao Hereâs the cool thing about Twitter. Itâs side by side communication. Hereâs a picture of Dan & I (Ed). Say Dan twitters âhey, Iâve found this amazing site, go check it out.â Do I question it? Do I have defenses up? No. I go straight there. Second type of social proof - proofed by a friend Hate quote but illustrates well
- 36. youtube.com Also the reason that virals and social media are such hot property
- 37. facebook.com Both types of social proof in Facebookâs Social Advertising My friend Amy + 757 other people
- 38. Be generous Every culture has some concept of it Christmas (Romanâs Sol Invictus 200BC, Christian 200AD) Ethnographer Marcel Mauss âThe Giftâ 1900 Argue that no such thing as a free gift Mauss: âmagicalâ, âtotal social factâ Baboons display it when distracting alpha male to get quality time with the lady baboons
- 39. ïŹickr.com/photos/citnaj/1548695025 Hare Krishna society in the 70s giving âgiftsâ Krishnas funded hundreds of temples across the US Handing out/collecting/staking out bin/recycling
- 40. Cadburyâs âA glass and a half full of joyâ
- 41. Pot Noodle Pot Noodle spoof
- 42. blinksale.com Freemium model Friend who paid for last.fm subscription because he felt he owed them Predictably irrational: people would sell basketball tickets for 14 times more than people were willing to buy them for Because they were considering what they would lose $5 with insurance survey more effective that $50
- 43. Based on reciprocity Give to get You should start a conversation You have to earn your potential usersâ trust Donât ask for email address without offering something
- 44. See this in action... Quality content
- 45. Valuable content then call to action Horrid but theyâre earning millions! Permission and reciprocity
- 46. songkick.com Think of the experience path as a permissions system âLet us ïŹnd you a concertâ -> âLet us give you something for freeâ
- 47. songkick.com
- 48. silverbackapp.com Interesting ïŹip side to permission Putting people out - Benjamin Framklin Chinese tech for turning American collaborators in Korea
- 49. Be playful
- 50. â encyclopedia.com/doc/1O87-egopsychology.html Hartmann argued that gratiïŹcation is gained from the sheer exercise of one's functions, as when a child is delighted by learning to walk or to draw, and Rapaport identiïŹed novelty-seeking as a self- rewarding activity. Something else interesting about a permission philosophy as an experience - constant learning - small steps Subtle Humans love to learn
- 51. ïŹickr.com/photos/alexadan/2127928417 Compulsive play Schiphol airport urinals 80% increase in accuracy
- 52. We are learning machines
- 53. â wired.com/gaming/virtualworlds/magazine/15-09/ff_halo The ideal in gameplay, the goal every developer aims for, is an experience that keeps players in a âïŹowâ state â constantly surïŹng the edges of their abilities without bogging down. [...] The ïŹow comes from constantly discovering innovative ways to solve these open-ended problems. the most compelling games are the most appropriately challenging ones Halo 3 is about learning!
- 54. Be understanding Understand how people think - where our limits lie
- 55. â sciam.com/article.cfm?id=understanding-how-our-bra The assistant professor of cognitive science at Rensselaer Polytechnic Institute has demonstrated that the shapes of letters in 100 writing systems reïŹect common ones seen in nature: Take the letter âAââit looks like a mountain, he says. And âYâ might remind one of a tree with branches. He also showed that across different languages most characters take three strokes to write out. 3 is the highest quantity a person can perceive without counting Some societies donât develop numbers above 3
- 56. â musanim.com/miller1956/ There is a span of absolute judgement that can distinguish about seven categories and that there is a span of attention that will encompass about six objects at a glance. George Miller 1956 The Magical Number Seven 7 turnings in a set of directions Tones to numbers Phone number Notes in a scale Number of god (7 clean animals, times around Jericho) Deadly sins Dwarves with snowwhite
- 57. â ted.org/index.php/talks/steven_pinker_chalks_it_up_to_the_blank_slate.html In poetry all over the world you have lines that are very close to 3 seconds long separated by pauses. Chinese terse numbering - 10 digits Suggested that 2 second memory
- 58. havenworks.com
- 59. â musanim.com/miller1956/ It seems that by adding more dimensions and requiring crude, binary, yes-no judgements on each attribute we can extend the span of absolute judgement from seven to at least 150. Chunking - why learning increases ability to execute complex tasks This is why complex tasks require training Trying to teach a friend to use a computer when she couldnât use a mouse
- 60. â en.wikipedia.org/wiki/Dunbar's_number Dunbarâs surveys of village and tribe sizes also appeared to approximate this predicted value, including 150 as the estimated size of a neolithic farming village; 150 as the splitting point of Hutterite settlements; 200 as the upper bound on the number of academics in a disciplineâs sub-specialization; 150 as the basic unit size of professional armies in Roman antiquity and in modern times since the 16th century; and notions of appropriate company size. Studying primates - neocortex size correlates with social group size Applied his results to humans, based on relative neocortex size and estimated c.150 for motivated group The grooming required to remain connected is too much
- 61. lifewithalacrity.com/2004/03/the_dunbar_numb.html size ranges of 30-50, 100-200 members each. Agile starts to break down at 15
- 62. These limits are why MySpace isnât social and...
- 63. Facebook friends lists is having to provide tools to help us chunk our friends to let us remain social
- 65. â the-deblog.com/2008/04/shafted-41-hour.html In most elevators, at least in any built or installed since the early nineties, the door-close button doesnât work. It is there mainly to make you think it works. [...] Elevator design is rooted in deceptionâto disguise not only the bare fact of the box hanging by ropes but also the tethering of tenants to a system over which they have no command. Sometimes have a hack mode - combination of key presses
- 66. Auto-save
- 67. Be conventional Anathema to designers But conventions are your friend Hereâs why
- 68. ïŹickr.com/photos/andrewn/192711044 example pattern from Matt Webbâs Mind Hacks âlight-from-aboveâ
- 69. kare.com Light from above pattern Cues: Icons, Patterns, Colour, Shape, Gradient, URL
- 70. Pattern matching Mind hacks Reptilian, pattern matching machines Our senses ïŹre neurons and if the combination unlocks a memory then itâs brought forward This is also how sleight of hand magic works - give enough cues to trigger movement recognition Nature - attention in stage magic
- 71. icanhaz.com/googleeyes RPD leads to all sorts of interesting behavioural phenomena Recog Primed Dec Making on the web: Google Effect Links are coloured Headlines are big If they donât deliver then switch to evaluative Reptilian, convention response to the cues on the page ïŹrst time
- 72. People under pressure responding to patterns in their environment HMS Gloucester 1992 Gulf War. Friendly plane or silkworm missile? From instrument data - indistinguishable. Officer recognised a pattern in the ïŹight path. Responding to unconscious cues. This is the basis for conventions - theyâre patterns
- 73. ïŹickr.com/photos/blueandwhitehoops/2294861912 Cues and experience Cues, The Golden Retriever - Boxes and Arrows: The design behind the design Each train station in a large city has a unique audio melody associated with it. Commuters learn their chime and the one for the station before theirs
- 74. ïŹickr.com/photos/momorgan/1485263389 Ability to associate things together in our minds Peg system for remembering numbers Go back to 85BC. Mentioned by Cicero (Roman) One blatant example of pattern matching is icons - consistent visual cue
- 75. phonetic but with cues
- 76. Loads of cues to jog your memory
- 77. netvibes.com Long and short - this is why weâve had icons almost as long as weâve had graphical interfaces Susan Kare - Apple and Windows
- 78. labs.digg.com/arc Colour is used as an extra dimension in visualisation
- 80. business.gov.uk Colour as an ambient signiïŹer
- 81. dopplr.com
- 82. Be remarkable Design to be remarked - Seth Godin Stories One of the most fundamental mechanisms we have for transmitting information 32,000 years ago Epic of Gilgamesh, Illiad and the Odyssey - Illiad 15,693 and takes 14 hours to read aloud! Rhyming couplets to aid memory (inbuilt cues!)
- 83. ïŹickr.com/photos/niwru/91591044 Dave Snowden - business anthropologist Plumbers story Xerox parc engineers manuals - prescriptive manuals were the least successful ever Nurses specialising in prematurely born babies - training material composed of anecdotes containing the cues
- 84. trampolinesystems.com Thereâs occasional talk of UX as story-telling but they can be applied all over Seth Godin - being remarkable - design to be remarked trying to design for oral transmission Story style to aid memory Pre-constructed anecdote to help spread the word People tend to explain the beneïŹts in raw form but a little wrapping might help...
- 87. Paper InïŹuence by Robert Cialdini Sources of Power by Gary Klein Permission Marketing by Seth Godin A Theory of Fun by Raph Koster Mind Hacks by Stafford and Webb Blink by Malcolm Gladwell Tricks of the Mind by Derren Brown Yes! by Goldstein, Martin & Cialdini Freakonomics by Levitt & Dubner Predictably Irrational by Dan Ariely