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UX Design And The Mind (UX Design + Persuasion)

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This is an overview of how to take your UX Design to the next level by using persuasive psychology to create reason based deliverables.

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UX Design And The Mind (UX Design + Persuasion)

  1. 1. UX Design + Persuasion: Reason Based Deliverables Robert J Neal agolne.com
  2. 2. • What is UX Design? • What are traditional results (deliverables)? • What are some applications of persuasive psychology? agolne.com • Robert J Neal • robert@agolne.com Overview
  3. 3. • User interface (UI) design • Information architecture (IA) • Interaction Design • User-centered design • Visual design • Persuasive technology agolne.com • Robert J Neal • robert@agolne.com What is UX Design?
  4. 4. • Strategy • Storyboards, sketches, & wireframes • Personas • Site diagrams and flows • Taxonomy & content inventory • Comps • Use cases • Annotations and functional requirements agolne.com • Robert J Neal • robert@agolne.com Typical Deliverables
  5. 5. UX Design + Persuasion What’s the Motivation? agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method
  6. 6. UX Design + Persuasion What’s the Upshot? agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method
  7. 7. “Traditional” UX Design
  8. 8. • Organization goals • Competitive landscape • Demographics • Personas agolne.com • Robert J Neal • robert@agolne.com UX Strategy
  9. 9. • Ideation • Information architecture • UI patterns agolne.com • Robert J Neal • robert@agolne.com UX Design
  10. 10. agolne.com • Robert J Neal • robert@agolne.com UX Design - Ideation
  11. 11. agolne.com • Robert J Neal • robert@agolne.com UX Design - Information Architecture
  12. 12. agolne.com • Robert J Neal • robert@agolne.com UX Design - UI Patterns
  13. 13. UX Design + Persuasion
  14. 14. • Personality types • Influence patterns • Persona motivation agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion
  15. 15. • Methodical • Humanistic • Spontaneous • Competitive agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Personality Types
  16. 16. • Reciprocation • Commitment & consistency • Social proof • Liking • Authority • Scarcity agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Influence Patterns
  17. 17. • Tell people what you want • Give them a reason agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Influence Patterns
  18. 18. • social networking recognition (also social proof) a twofer! • facebook gift giving apps • buy now or add to cart for later (rejection then retreat or concession) agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Reciprocation
  19. 19. • People want to act consistently even if irrationally • Once people commit to a belief or type of act they are more likely to rationalize other consistent acts agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Commitment & Consistency
  20. 20. • “we determine what is correct by finding out what other people think is correct” (Influence: Science and Practice) agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Social Proof
  21. 21. • Credibility • Social proof for when you don’t trust your peers agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Authority
  22. 22. “opportunities seem more valuable to us when they are less available” agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Scarcity
  23. 23. Tupperware Parties Leverage • Reciprocity • Commitment • Social Proof • and...? agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Liking
  24. 24. Persona Motivation • Motivation • Ability • Trigger
  25. 25. BJ’s “Behavior Model highlights three Core Motivators: Sensation, Anticipation, and Social Cohesion. Each of these has two sides: pleasure/pain, hope/fear, acceptance/rejection.” agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Motivation
  26. 26. “Ability is the correct general term in the model, but in practice Simplicity is what persuasion designers should seek. By focusing on Simplicity of the target behavior you increase Ability.” agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Ability
  27. 27. BJ’s “Behavior Model names three types of triggers: Facilitator, Signal, and Spark. Those designing for persuasion should use the Trigger type that matches their target user’s context, which combines motivation and ability.” agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Ability
  28. 28. Principles in Action • Obama uses twitter...
  29. 29. UX Design + Persuasion: Reason Based Deliverables Robert J Neal agolne.com

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