1. UX Design + Persuasion:
Reason Based Deliverables
Robert J Neal
agolne.com
2. • What is UX Design?
• What are traditional results (deliverables)?
• What are some applications of persuasive
psychology?
agolne.com • Robert J Neal • robert@agolne.com Overview
3. • User interface (UI) design
• Information architecture (IA)
• Interaction Design
• User-centered design
• Visual design
• Persuasive technology
agolne.com • Robert J Neal • robert@agolne.com What is UX Design?
4. • Strategy
• Storyboards, sketches, & wireframes
• Personas
• Site diagrams and flows
• Taxonomy & content inventory
• Comps
• Use cases
• Annotations and functional requirements
agolne.com • Robert J Neal • robert@agolne.com Typical Deliverables
5. UX Design + Persuasion
What’s the Motivation?
agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method
6. UX Design + Persuasion
What’s the Upshot?
agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method
20. • Tell people what you want
• Give them a reason
agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Influence Patterns
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24. • social networking recognition (also social
proof) a twofer!
• facebook gift giving apps
• buy now or add to cart for later
(rejection then retreat or concession)
agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Reciprocation
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28. • People want to act consistently even if
irrationally
• Once people commit to a belief or type of
act they are more likely to rationalize other
consistent acts
agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Commitment & Consistency
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35. • “we determine what is correct by finding
out what other people think is
correct” (Influence: Science and Practice)
agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Social Proof
36.
37. • Credibility
• Social proof for when you don’t trust your
peers
agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Authority
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40. “opportunities seem more valuable to us
when they are less available”
agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Scarcity
46. BJ’s “Behavior Model highlights three Core
Motivators:
Sensation, Anticipation, and Social Cohesion.
Each of these has two sides:
pleasure/pain, hope/fear, acceptance/rejection.”
agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Motivation
47. “Ability is the correct general term in the
model, but in practice Simplicity is what
persuasion designers should seek. By
focusing on Simplicity of the target
behavior you increase Ability.”
agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Ability
48. BJ’s “Behavior Model names three types of
triggers: Facilitator, Signal, and Spark. Those
designing for persuasion should use the
Trigger type that matches their target user’s
context, which combines motivation and
ability.”
agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Ability
50. UX Design + Persuasion:
Reason Based Deliverables
Robert J Neal
agolne.com
Hinweis der Redaktion
Practical reasoning theories consider how we ought to act based on weighing all of our reasons correctly and concluding the best act based on those reasons. People don’t reason that way and this has been a major problem for AI research. People take shortcuts.
How many of you have presented your wireframes, site maps, or comps to your client only to be told that they think something should be different? (give concrete examples) The aim of, what I call, Reason Based Deliverables is to build trust and provide substantive discussions about the deliverables. (explain how that works)
I want to talk about taking an interdisciplinary approach. Instead of us trying to build on UX Design from within the interactive community, draw on approaches people in other, related fields are working out.
Once the UX strategy is done, ideation starts. Often ideation will incubate in strategy.
Site maps, wireframes, user flows
http://quince.infragistics.com
76% are methodical, they also know what a homepage is. Make it easy for them to dive in. There are clear and pertinent links in the navigation as well as decision making “tabs” on the homepage. - methodical
Free! Get started here - spontaneous
Why our user love mint - humanistic
“best”, “top pick”, endorsed by the press, “understand your money” - competitive
I want to show how it work on a company website on the homepage and interior page.
Cognitive shortcuts vs reasoning through each decision.
I want to start out with a basic story from Ellen Langer illustrating the effect of influence patterns...(copying machine) “...because I’m in a rush” 94% compliance, no reason 60% compliance, “...because I need to make copies” 93% compliance
Netflix has some copy at the bottom for credibility. That’s great.
Notice that ebay tells you why they need your telephone number and also gives you some reassurance on the email address.
The best example is Yahoo! which has the reason in the title and then adds detail on focus. They don’t say they’re not gonna spam you.
rejection then retreat: boy scout offered $5 tickets to annual boy scouts circus, Cialdini responded “no”, then boy scout offered $1 candy bar, so Cialdini bought candy bars and he doesn’t even like chocolate
If the user does something for you, give them something. Why take my own ticket? Because I can show all my friends that I did something in support of what I think it right. How did I get here? I saw it in a friends feed (social proof). That’s another reason to do it.
Anybody see the problem? What is reciprocity? Look at the lost opportunity for reciprocation. Instead, the focus is on friends that gave to other friends. To increase use of the application, stress that someone gave the user currently using the application a drink so that they reciprocate that act.
and retreat
Wait, free trial and then you ask me which price point to commit to? This makes me a little uneasy. What’s a better workflow?
Look, they remind you of the commitment with the “Thanks for choosing Basecamp!” messaging.
social proof is usually an accurate and beneficial cognitive shortcut.
the obvious social proof
It sells
Credibility icons.
Simplicity is a function of your scarcest resource at that moment. Think about time as a resource, If you don’t have 10 minutes to spend, and the target behavior requires 10 minutes, then it’s not simple. Money is another resource. If you don’t have $1, and the behavior requires $1, then it’s not simple.
An effective Trigger for a small behavior can lead people to perform harder behaviors. For example, if I can trigger someone to walk for 10 minutes a day, that person may then buy some walking shoes without any external triggering or intervention. That’s elegant persuasion because the walker doesn’t feel like she’s being persuaded to buy shoes.