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ART OF PERSUASIVE
DESIGN
Prakriti Parijat, PhD
Senior UX Designer
PebbleRoad

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Agenda
• A bit about us
• What is persuasive design all about?
• Customer’s decision making journey
• Glimpse of persuasive principles in action
• What we have in store for you for later
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About us
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PebbleRoad is an user experience
design consultancy based in
Singapore.
Since 2004, we’ve been helping
clients turn complex, challenging
problems into elegant, innovative
designs (www.pebbleroad.com)

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Usability vs. User Experience
The Columbia Obstruction Device
Electric grid
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What is Persuasive Design
• Designing an interface that persuades users to take
action
• Borrows well grounded principles of social psychology
• Uses 50+ techniques
Persuasion is an attempt to change attitudes or behaviors or both
(without coercion or deception)
- B.J.Fogg
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Why Persuasive Design?
Will
do?
Can
do.
USABILITY – Site
interaction
• Can users easily find
information?
• Can users complete task?
• Can they interact with it?
Persuasion – Beyond the
Site
• Do users connect with the
product/ service?
• Are they persuaded to take
action?
• Do behaviors & attitude
change?
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Decision Making Journey
(Ref. Chris Spiek, Job-to-be-done)
Are we in control of our decisions?
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Decision Making Biases
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( Ref. A visual study guide to cognitive biases by Eric Fernandez)

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Emotional Biases
Much research has been conducted on the impact of
emotions on decision making
• Urge to buy a product (Impulse buying) online was strongly
correlated to the positive emotion created by the website ease of
use, enjoyment and communication style (Verhagen & Dolen, 2011)
• Messages that elicit strong arousing emotions, for example, awe or
anger are more likely to go viral (Berger, 2011)
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Persuasion Uses Cognitive Biases
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Principles of Persuasion
Fogg’s
Model
Ability
MotivationTrigger
Cialdini’s
Influence
Reciprocity
Social Proof
Liking
Scarcity
Commitment
&
Consistency
Authority
HFI -
PET
Emotion
Trust
Persuasio
n
50+ techniques
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Today’s Focus
• Obedience to Authority
• Social Proof
• Contrast
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Obedience to Authority
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Obedience to Authority
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Obedience to Authority
What is it?
Why it works?
How to apply it?
• Users are more likely to act on information that is communicated by an expert
• Users will follow credible, knowledgeable experts
• Deep seated sense of duty or obligation (e.g. Milgram Experiment)
• Highlight your experience
• Highlight your expertise in the content and services you provide
• Showcase achievements, success stories
• Establish thought leadership
• Use Authoritative figures
• Use a celebrity, professional or an industry authority whom users trust to
represent your brand
• Pay attention to tone
• Use a professional and authoritative tone
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Social Proof – Asch Experiment
Video
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Social Proof
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Social Proof
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Social Proof
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Social Proof
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Social Proof
• Users are more likely to do what everyone else is doing
• Need to fit in and belong is wired into our brains and our biology
• We are cognitive misers and look for information from others
• Show users that people just like them are using and loving your
product/service
• Highlight ratings and reviews from satisfied customers
• Showcase real testimonials from delighted customers
• Use social media “likes” and “mentions”
• Remember that a frustrating user experience is equally likely to go viral as a
positive experience
What is it?
Why it works?
How to apply it?
What to watch out for?
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Contrast
(Ref. Ariely, Dan (2009) Predictably Irrational: The Hidden Forces That Shape Our Decisions)
Ugly versions of Tom and Jerry
Tom and Jerry equally attractive
Jerry is more attractive than Tom
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Contrast Example
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Contrast
• We evaluate or value things in comparison to other things
• People need an anchor and not see things as absolutes
• It creates attention and affects the perception of facts
• Give users ways to compare a product with others (cost, features etc.)
• Use “Ugly Jerry” strategy to highlight one product
• Make it easier for users to compare between choices by giving clear information
• Be mindful that people delay action when presented with too many choices
What is it?
Why it works?
How to apply it?
What to watch out for?
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Back to Customer Decision Journey
Social Proof
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Back to Customer Decision Journey
Contrast
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Back to Customer Decision Journey
Obedience to
Authority
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What we have in store for you
9 more interesting
principles
• Argue against self
interest (T)
• Reciprocation
• Commitment &
Consistency
• Power of people we
like
• & more
Case studies
• Walkthrough of real
life case studies
utilizing the
persuasive design
principles
Put them into practice
• Hands-on training on
applying the
principles to a real life
case study
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Suggested Reading
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Thank You!
Any questions?
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