A presentation about methods of persuasive design in web design.

1. Persuasive Design
Use emotional triggers to influence user behaviour in a desired way.
Friday, September 7, 2012

2. How do you make decisions?
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3. How do you make decisions?
“... describes the tendency to over-value
dispositional or personality-based explanations for
the observed behaviors of others while under-
valuing situational explanations for those
behaviors.”
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4. How do you make decisions?
Our decisions are much more
irrational than we would like
to think.
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5. Persuasive Design
Understand user emotions and
act on this information to create
intriguing experiences and to
influence user behaviour in the
desired way.
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6. Persuasive Design
Research for persuasive design is
more qualitative and deeper than
traditional usability research methods.
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7. Persuasive Design
Understand what drives user
actions and identify points in a
user journey where user are most
receptive for influence.
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8. Persuasive Design
Persuasive Design focuses on
WHETHER users do something
and Interaction Design on
HOW people do something.
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9. Why Persuasive Design?
Usability is still important
But User Engagement sets
Web designs apart today
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10. Beyond UX
Applicable to any product
supposed to lead to a positive
behaviour change.
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11. Beyond UX
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12. Beyond UX
"Our big finding was that drivers
interested in fuel efficiency were playing
a game. They want a high score."
- Steve Bishop, IDEO's global lead of sustainability
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13. Beyond UX
Attach a measure to make a game from it!
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14. Beyond UX
Preventative action for Nail Biters
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15. Triggers
Motivation Ability
Decision
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16. Triggers
Motivation Ability
Decision
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17. Triggers
The 6 universal principles of social
influence.
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18. Triggers I. Reciprocation
“If you scratch my back I’ll scratch yours.”
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19. Triggers I. Reciprocation
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20. Triggers II. Commitment
“I do what I say.”
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21. Triggers II. Commitment
An experiment:
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22. Triggers II. Commitment
Would you be willing
to put a sign reading
“DRIVE CAREFULLY”
in your front yard?
Group A
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23. Triggers II. Commitment
Would you put a small
Would you be willing
sign in the back
to put a sign reading
window reading
“DRIVE CAREFULLY”
“DRIVE
in your front yard?
CAREFULLY”?
3 weeks later asked
for the sign.
Group A Group B
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24. Triggers II. Commitment
Would you put a small
Would you be willing
sign in the back Would you sign this
to put a sign reading
window reading petition to “Keep
“DRIVE CAREFULLY”
“DRIVE California beautiful”?
in your front yard?
CAREFULLY”?
3 weeks later asked 3 weeks later asked
for the sign. for the sign.
Group A Group B Group C
Friday, September 7, 2012

25. Triggers II. Commitment
Would you put a small
Would you be willing
sign in the back Would you sign this
to put a sign reading
window reading petition to “Keep
“DRIVE CAREFULLY”
“DRIVE California beautiful”?
in your front yard?
CAREFULLY”?
3 weeks later asked 3 weeks later asked
for the sign. for the sign.
Group A Group B Group C
20% 76% 46%
agreement agreement agreement
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26. Triggers II. Commitment
A small change in behaviour now,
maybe a larger change later.
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27. Triggers III. Social Proof
“But everyone else is doing it!”
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28. Triggers III. Social Proof
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29. Triggers III. Social Proof
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30. Triggers III. Social Proof
Default values in UI’s as
recommendations - that
tendency is often misused
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31. Triggers IV. Authority
“I am looking to an expert
for an advice.”
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32. Triggers IV. Authority
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33. Triggers IV. Authority
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34. Triggers V. Scarcity
If something seems unavailable we seem to want it
even more.
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35. Triggers V. Scarcity
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36. Triggers VI. Liking
“Hey, you are similar to me - I’m more
likely to listen to you.”
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37. Thank you :-)
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