The document discusses persuasive design, which aims to motivate users to complete tasks. It defines persuasive design as making experiences more engaging and effective by using visual elements, images, and compelling content. The document contrasts persuasive design with user-centered design, which focuses on usability. It provides examples of persuasive techniques like social validation, scarcity, and trust to influence users and encourage actions. Finally, it argues that the best user experiences combine usability and persuasive strategies.

1. PERSUASIVE DESIGN
Onca Uğurlu
UX & Usability Consultant

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
About Me
•
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
References:
My blog: www.uxmagazin.com
2
©2013 All Rights Reserved.
IA
Institute

3. 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
3
©2013 All Rights Reserved.
IA
Institute

4. User Centered Design
Persuasive Design
• What users CAN do
• Focus on features and
functionalities to make it usable
• What users WILL do
• visual elements, images, colors, and
content that provide motivation to
complete tasks
User Experience DesignJJ. Garrette, Co-Founder & Chief
Creative Officer, Adaptive Path
PET Design- PhD. Eric Schaffer,
CEO, Human Factors International
Build TRUST
Create
EMOTIONAL
engagement
PERSUADE
your customers
to take action.
4
©2013 All Rights Reserved.
IA
Institute

5. Social Validation
5
©2013 All Rights Reserved.
IA
Institute

6. Social Validation
6
©2013 All Rights Reserved.
IA
Institute

7. Scarcity
7
©2013 All Rights Reserved.
IA
Institute

8. Language
8
©2013 All Rights Reserved.
IA
Institute

9. Help them make a choice / Contrast
9
©2013 All Rights Reserved.
IA
Institute

10. Trust
10
©2013 All Rights Reserved.
IA
Institute

11. Saving/Design
11
©2013 All Rights Reserved.
IA
Institute

12. Trust
12
©2013 All Rights Reserved.
IA
Institute

13. Combination of Persuasion Techniques
Social
Validation
Social
Validation
Recency
Social
Validation
13
©2013 All Rights Reserved.
IA
Institute

14. Personalization
14
©2013 All Rights Reserved.
IA
Institute

15. Limited availability-Goods based scarcity
15
©2013 All Rights Reserved.
IA
Institute

16. Speed
16
©2013 All Rights Reserved.
IA
Institute

17. Speed
17
©2013 All Rights Reserved.
IA
Institute

18. Social Validation
©2013 All Rights Reserved.
IA
Institute

19. Gift/ Free
19
©2013 All Rights Reserved.
IA
Institute

20. Can You Trust This Website?
20
©2013 All Rights Reserved.
IA
Institute

21. Solution
Usability + Persuasive Design = The Best User Experience
21
©2013 All Rights Reserved.
IA
Institute

22. Thanks & Keep in Touch
oncaugurlu@activebuilder.com
www.activebuilder.com
Tel:
+90 216 651 42 62
Fax: +90 216 651 42 61
Mobil:+90 533 687 17 17
22
©2013 All Rights Reserved.
IA
Institute

23. References
http://www.marketingdonut.co.uk/marketing/pr/pr-opportunities/how-i-use-publicitystunts-to-promote-my-online-car-leasing-business
http://blog.jjg.net
www.humanfactors.com
23
©2013 All Rights Reserved.
IA
Institute