Two decades after its birth, the web has through gone through the awkwardness of adolescence and reached adulthood. These days great websites aren’t just easy and intuitive to use, they also use human psychology to encourage specific behaviour. In this lively talk, Trent will distill learnings from more than 1,000 design research projects and help you to apply insights from social psychology, game theory and neuroscience to make your websites more compelling. You will learn:
* How to use human psychology to encourage user behaviour
* How even serious websites can be benefit from being more playful
* Inspiring local and overseas examples of seductive interfaces
78. 9. Show some personality
And have a sense of humour
79. If someone is physically
attractive, people tend to
assume they also have a host
of admirable qualities, such
as intelligence and honesty
- B.J. Fogg
80. Teachers presume that good-looking
children are more intelligent than their
less attractive classmates
118. World Usability Day special
• Scarcity e.g. one day only
• Reciprocity e.g. giving money to the Dian Fossey Gorilla Fund
• Likeness e.g. tone of the emails
• Authority e.g. WUD and UPA logos
• Social proof e.g. customer logos, testimonials
• Loss aversion e.g. re-opening the special
125. Help people to Choose well Design for Scarcity
1. Design ‘6-jam’ web pages 11. Emphasize limited numbers
2. Consider cross-selling and up- 12. Emphasize deadlines
selling 13. Use phrases like ‘today only’ and ‘for
3. Make sure the first item is the thing a limited time’
you want to ‘sell’ the most 14. Encourage competition
Design for Social proof Design for Reciprocity
4. Use reviews and ratings 15. Give away free product,
5. Use data and statistics information, recommendations,
6. Use graphs and charts upgrades
16. Give people the freebie before
asking them for their contact details
Be Likable
7. Use testimonials and case studies,
with photos and relevant details
that help visitors to relate to them
8. Show photos of your team
9. Show some personality, and have a
sense of humour
10. Be attractive