Will link audio and video as soon as available! ======================== Presented during SXSW 2014 on Saturday, March 8th, 2014, 12:30-1:30pm, Austin Convention Center, Ballroom A. http://schedule.sxsw.com/2014/events/event_IAP20745 ======================== SESSION DESCRIPTION: Whether it's Nike+ reminding you to be more active, Mint judging you for not saving enough money, or Gmail telling you which emails are important, everyday we're interacting with products and services that attempt to modify our behavior. For the most part, we consciously choose to use these products because of their ability to motivate or incentivize change. However, there are an increasing number of websites, apps, and devices that are not behavior changing technologies, but they have begun employing tactics on a micro-level to influence us, generally without our awareness or intent. Through persuasive design, businesses are crafting interfaces to meet their goals – goals that may be at odds with your personal interests as a user. A practical presentation for designers, product managers, marketers, and researchers who want to leverage the power of user persuasion in their products, as well as consumers who want to better understand how their attitudes and usage behaviors are being manipulated though persuasive design.

1. Matt Danna
@mattdanna

3. • Macro and micro persuasion
• Become more persuasive literate
• Touch on ethics
• Learn how to apply persuasive design
Going Beyond the Carrot & Stick

4. Disclaimer!
I will be discussing a lot of products, apps, and
services throughout the course of this talk. I love
all of them...well, most of them.
Also, my views are their own, and do not
necessarily reflect those of my employer. kthx <3

5. Behavior Design
aka Designing for Behavior Change
Design with intent to incite a new behavior
or modify existing behavior(s).

6. Drivers ignore posted
speed limits
Problematic behavior:

7. Speed bumps
Solution:

8. People mix up trash
and recyclables
Problematic behavior:

9. Customize receptacles
with different openings
Solution:

10. Customers forget to
return bathroom keys
Problematic behavior:

11. Images courtesy Bathroom Key Chronicles
Attach bathroom key to
something ridiculous
Solution:

12. Behavior Design
+
Technology
=
Persuasive Technology

13. “Technology that is designed to change
attitudes or behaviors of the users through
persuasion and social influence, but not
through coercion.”
–B.J. Fogg, 2002
Persuasive Technology
Image courtesy Kris Krug

19. Macrosuasion Microsuasion
Two levels of persuasion:

20. Macrosuasion Microsuasion
Two levels of persuasion:
VALUE PROPOSITION
Overall product is
intended to be persuasive
Components (features) of product
are meant to persuade
CONVERSION

21. Macrosuasion Microsuasion
Two levels of persuasion:
VALUE PROPOSITION
Overall product is
intended to be persuasive
Components (features) of product
are meant to persuade
CONVERSION

22. Email Opt-in Defaults
Case Study:

24. ➜
Option 3: Forced opt-in (field is disabled)
“You are going to receive our emails but can opt-out later”
➜
Option 1: Unchecked
“Would you like to receive our emails?”
➜
Option 2: Pre-checked
“We think you should receive our emails.”
➜
Option 4: No UI
“Ha! You don’t even know this, but you’re going to get our emails.”

25. Honest
Deceptive
➜
Option 3: Forced opt-in (field is disabled)
“You are going to receive our emails but can opt-out later”
➜
Option 1: Unchecked
“Would you like to receive our emails?”
➜
Option 2: Pre-checked
“We think you should receive our emails.”
➜
Option 4: No UI
“Ha! You don’t even know this, but you’re going to get our emails.”

26. Sample size: 8.5MM Users
‘s Email Opt-in Rate at Sign-up
➜
Before (unchecked)
“Email me about the latest deviantART news, contests, and special offers.”
Language (stays the same):
1.6% opt-in

27. Sample size: 8.5MM Users
‘s Email Opt-in Rate at Sign-up
➜
Before (unchecked)
“Email me about the latest deviantART news, contests, and special offers.”
➜
After (pre-checked)
48.4% opt-in
Language (stays the same):
1.6% opt-in

28. Design Patterns
for Microsuasion

29. Completion Meter
Guidance:

30. Stepped Process
Guidance:

31. Ongoing Education
Guidance:

32. Good Defaults
Guidance:

33. Reduction
Attention:

34. Tunneling
Attention:

35. Blocking
Attention:

36. Social Proof
Biases:

37. Testimonials
Biases:

38. Kairos (καιρός)
Timing:
“Opportune Moment”

39. Kairos (καιρός)
Timing:
“Opportune Moment”

40. Feedback Loop
Timing:

41. Smart Settings
Error Proofing:

42. Conditional Warnings
Error Proofing:

43. Time Limitations
Scarcity:

44. Availability
Scarcity:

45. Exclusivity
Scarcity:

46. Color Theory
Visual Design:

47. Credibility
Visual Design:

48. Calls-to-Action (CTAs)
Wordsmithing:
"Start your free 30 day trial" vs. "Start my free 30 day trial"
"Order Information" vs. "Get Information"
"Create Account" vs. "Join Now"
etc.

49. Reaffirmation
Recognition:

50. Badges
Recognition:

51. Fixed
Rewards:

52. Variable
Rewards:

53. Dark Design Patterns
for Microsuasion

54. Presumptuous
Greed:

55. Friction
Greed:

56. Guilt
Emotions:

57. Unexpected Results
Inconsistency:

58. Unexpected Results
Inconsistency:

59. Unexpected Results
Inconsistency:

60. Easy In,
Difficult Out
Friction:

61. Easy In,
Difficult Out
Friction:

62. All or Nothing
Throffer:
“Throffer” = Threat + Offer

63. “Privacy
Zuckering”
Cognitive Load:
Jones, Tim. “Facebook’s “Evil Interfaces””. Electronic Frontier Foundation. 29 April 2010

64. Ethics
of Persuasive Technology

65. “Societies eventually develop antibodies to
addictive new things...
...Unless we want to be canaries in the coal
mine of each new addiction—the people
whose sad example becomes a lesson to
future generations—we’ll have to figure
out for ourselves what to avoid and how.”
–Paul Graham, 2010
The Acceleration of
Addictiveness
Graham, Paul. paulgraham.com. July 2010

66. White Hat Black Hat
Persuasion
Transparent
Upfront about intent
“Nudging”
Manipulation / Coercion
Deceptive
Disregards user interest
“Shoving”
Behavior Design

67. • Your intent, methods of persuasion, and outcomes
determine the ethics of your decisions.
• You will get the behavior you incent
• Be especially careful when it comes to user privacy,
online identity, personal identifying information,
commerce, and publishing
Design with Care

68. How would you feel if your design
decisions were published on the front
page of the Wall Street Journal?
Gut check:

71. Getting Started
with Applying Persuasive Design

72. Know your users
Step 1:

73. Know your product
Step 2:

74. Functional
Usable
Persuasive

75. Determine the behavior
you want to drive
Step 3:

76. Put the user in control
Step 4:

77. Make desired
outcome align with
the user’s interest
Step 5:

78. Market that behavior
through education, stories,
social norms, gains,
surprises, etc.
Step 6:

79. Identify potential losses
or negative results to
discourage behavior
Step 7:

80. Build the path to the
desired outcome and
help users through it
Step 8:

81. Keep it simple
Step 9:

82. Experiment, measure,
learn, & iterate
Step 10:

83. THX! <3
Discussion / Q&A
Matt Danna
@mattdanna