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Perspectives on Persuasive Design
for Mobile
19 Jan 09




            Kath Straub, PhD
            Chief Scientist / Executive Director
            Human Factors International
Mobile Persuasion
Persuasive design ...

                                                        Target Attitudes
                                 Barrier
                                                        Target Behavior
                    Barrier                   Barrier

                                 Barrier

                                              Barrier
                    Barrier




                         Drive        Drive
PET design reduces or removes barriers & amplifies drive

                                                            Target Attitudes
                                 Barrier
                                                            Target Behavior
                   Barrier                        Barrier

                                Barrier

                                                 Barrier
                   Barrier



                                Exposure
to
Interface





                        Drive           Drive
My handset can play the role of
connector, concierge, coach, and
court jester.

Are we ready?
Drives and barriers for mobile adoption

                                                             Target Attitudes
           Just
                                       Hard to
          another
                                        learn                Target Behavior
            toy           Wastes                   Doesn’t
                           Time                    help ME
          Security                       Cost
                                                  Hard to
                         Easier to
                                                   see
                         do on PC
          More to
           learn




                     be efficient                connect
                                     be up to
                                       date
Some
          not so
          much...

Some
are....
Persuasive design means
different things
for different groups
Middle Aged & Older Market

     Just
                  More to
    another
                   learn
      toy


    Security


      Too
     much
     bother




   be efficient



                             9
Connecting the mobile with security


   Security




                            10
Connecting the mobile through consistency

     Just
                More to
    another
                 learn
      toy




              ATM          Laptop      Mobile
                           11
All markets | Facilitated performance = persuasion

    Hard to
     read




     Eye movements
                                    Reading is even
     during reading                 more cognitively challenging
                                    on a small screen
                                    in a bumpy train
                                    with small text ... that is
                                    in the mobile environment

                             12
All markets | Improved performance = persuasion

   Minimizing
   the barrier
         Hard to
          read




    for more information
                            13
    www.readsmart.com
All markets | Improved performance = persuasion

   Minimizing                                           !quot;#$%&$'()*
                            !quot;#$%#&'()quot;*
   the barrier
         Hard to
          read




                                      information




                                                    Direct Mail Donor Acquisition
                           Reading Short Essays
    for more information
                                         14
    www.readsmart.com
Youth Market: Amplify drives rather than reduce drives



     connect




                             15
Other Market Opportunities: Amplify drives



     connect




                            16
My handset can play the role of
connector, concierge and court jester.


But perhaps not all for
the same person. Yet.
For more information contact
Kath Straub
kath at humanfactors dot com
or
Scott Weiss
scott dot weiss at humanfactors dot com

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Mobile Persuasion

  • 1. Perspectives on Persuasive Design for Mobile 19 Jan 09 Kath Straub, PhD Chief Scientist / Executive Director Human Factors International
  • 3. Persuasive design ... Target Attitudes Barrier Target Behavior Barrier Barrier Barrier Barrier Barrier Drive Drive
  • 4. PET design reduces or removes barriers & amplifies drive Target Attitudes Barrier Target Behavior Barrier Barrier Barrier Barrier Barrier Exposure
to
Interface
 Drive Drive
  • 5. My handset can play the role of connector, concierge, coach, and court jester. Are we ready?
  • 6. Drives and barriers for mobile adoption Target Attitudes Just Hard to another learn Target Behavior toy Wastes Doesn’t Time help ME Security Cost Hard to Easier to see do on PC More to learn be efficient connect be up to date
  • 7. Some not so much... Some are....
  • 8. Persuasive design means different things for different groups
  • 9. Middle Aged & Older Market Just More to another learn toy Security Too much bother be efficient 9
  • 10. Connecting the mobile with security Security 10
  • 11. Connecting the mobile through consistency Just More to another learn toy ATM Laptop Mobile 11
  • 12. All markets | Facilitated performance = persuasion Hard to read Eye movements Reading is even during reading more cognitively challenging on a small screen in a bumpy train with small text ... that is in the mobile environment 12
  • 13. All markets | Improved performance = persuasion Minimizing the barrier Hard to read for more information 13 www.readsmart.com
  • 14. All markets | Improved performance = persuasion Minimizing !quot;#$%&$'()* !quot;#$%#&'()quot;* the barrier Hard to read information Direct Mail Donor Acquisition Reading Short Essays for more information 14 www.readsmart.com
  • 15. Youth Market: Amplify drives rather than reduce drives connect 15
  • 16. Other Market Opportunities: Amplify drives connect 16
  • 17. My handset can play the role of connector, concierge and court jester. But perhaps not all for the same person. Yet.
  • 18. For more information contact Kath Straub kath at humanfactors dot com or Scott Weiss scott dot weiss at humanfactors dot com