"All the small things." Minor UI details that can make a BIG difference.

1. The Subtle Art of
Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!
presented by
Stephen P. Anderson
@stephenanderson

2. STEPHEN P.
ANDERSON
poetpainter.com
I help businesses with
‘Product Strategy
& Design’ needs

3. STEPHEN P.
ANDERSON
poetpainter.com
I help businesses with
@stephenanderson
‘Product Strategy
& Design’ needs

5. www.getmentalnotes.com

6. The Subtle Art of
Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!
presented by
Stephen P. Anderson
@stephenanderson

7. Seduction

8. Seduction
the process of deliberately enticing a person
to engage in some sort of behavior,
#equently sexual in nature

9. Seduction
the process of deliberately enticing a person
to engage in some sort of behavior,
#equently sexual in nature

10. !
FUN &
GAMES

11. !
FUN &
GAMES

12. !
FUN &
GAMES

13. !
FUN &
GAMES

14. !
FUN &
GAMES
Subtlety

15. "The act of seducing is a subtle and enticing game"

16. “All the small things…”

17. http://bit.ly/c2R2tF

18. 3%
GROUP 1
got the shot
http://bit.ly/c2R2tF

19. 3%
GROUP 1
got the shot
GROUP 2
28%
got the shot
http://bit.ly/c2R2tF

20. “Channel factors,” originally identified
by Kurt Lewin, have been shown to play
a significant role in determining how
people behave. Small first steps—minor
sunk costs, a priori commitments, etc.—
can lead to significant shifts in
subsequent behavior.

21. Small first steps.

22. www.getmentalnotes.com
www.getmentalnotes.com

23. Go
photograph
your favorite
places!

24. Go
photograph
your favorite
places!

25. Place these items on hold (and pay in person) Place these items on hold (and pay in person)
or change payment method or change payment method
Your Contact Information Your Contact Information
Name: Name:
First Name Last Name First Name Last Name
Contact: Contact:
Email
Phone
So we can send you an email confirmation!
VS Email
Phone
So we can send you an email confirmation!
Phone
Phone Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup!
What time do you think you’ll pick this up?

26. CHALLENGE:
You are a travel site.
When should you ask someone
to setup their account?

29. Notice how hotel.com begins with create account offer... (More seductive?)

30. Notice how hotel.com begins with create account offer... (More seductive?)

32. http://bit.ly/c3axQv

33. 19%
GROUP 1
filled up the punch card
http://bit.ly/c3axQv

34. 19%
GROUP 1
filled up the punch card
GROUP 2
34%
filled up the punch card
http://bit.ly/c3axQv

35. www.getmentalnotes.com
www.getmentalnotes.com

36. www.getmentalnotes.com
www.getmentalnotes.com

37. VS

38. VS

39. “Get ready for bed.”

40. “Get ready for bed.”
VS
Get your jammies on.
Brush your teeth.
Use the bathroom.
Get in your bed.

42. (Inline Contextual Actions)

43. Coming on too strong.
(How not to)

44. http://bit.ly/bOpLvH
http://www.flickr.com/photos/10306745@N00/4257456655/

45. http://bit.ly/bOpLvH
http://www.flickr.com/photos/10306745@N00/4257456655/

46. http://verifyapp.com/

52. https://www.kapitall.com/

53. https://www.kapitall.com/

54. https://www.kapitall.com/

55. https://www.kapitall.com/

56. https://www.kapitall.com/

57. http://highrisehq.com/

59. You had to be there!
Video clip showing how you
can click links to reveal
form field options

60. If every additional form field
lowered response rates by 10%,
what would you cut?

61. Your Contact Information Your Contact Information
First Name: Name:
First Name Last Name
Last Name:
VS Contact:
Email: Email
Phone
Phone: Phone
Phone

62. Your Contact Information Your Contact Information
First Name: Name:
First Name Last Name
Last Name:
VS Contact:
Email: Email
Phone
Phone: Phone
Phone

65. VS
Payment Information:
Other form of payment?
Credit Card Number CVC Code
Expires: 01 2009

66. Payment Information:
Other form of payment?
CVC Code
Expires: 01 2009

67. Payment Information:
Other form of payment?
5111302 CVC Code
Expires: 01 2009

68. Payment Information:
Other form of payment?
5111302111111113
Expires: 01 2009

69. Attracting attention.

70. www.getmentalnotes.com
www.getmentalnotes.com

72. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

73. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

74. improved signups by
31 %
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

75. http://bit.ly/bje4wI

76. http://bit.ly/bje4wI

77. http://bit.ly/bje4wI

78. http://bit.ly/bje4wI

79. http://bit.ly/bje4wI

80. http://bit.ly/bje4wI

81. Would you like to
• pay online
• pay over the phone
• or place this order on hold
VS
Pay online or over the phone?
You can also place these items on hold and pay for
them when you pick them up.

83. You had to be there!
Video clip showing animated
“Stumble!” button

84. You had to be there!
Video clip showing “flyout”
animation that occurs as you
scroll down the page.

85. Video clip- just go to www.jetsetter.com

86. Offering suggestions.

87. http://www.flickr.com/photos/26235754@N05/2794828678/

88. The Power of Defaults
(Benign / Libertarian Paternalism)

89. “Where should we go for lunch?”

93. increased completions by
29%

96. By the end of the year, Gabriel will be able to...

97. By the end of the year, Gabriel will be able to...
persuasive essay
Oops! “persuasive” is not a verb!

98. By the end of the year, Gabriel will be able to...
persuasive essay
Oops! “persuasive” is not a verb!

99. By the end of the year, Gabriel will be able to...
persuasive essay
Oops! “persuasive” is not a verb!

104. http://blog.steepster.com/post/226679106/better-rating-system

105. Make it personal.

106. The mere presence of others
dramatically changes our behavior.

107. The mere presence of others
dramatically changes our behavior.

108. The mere presence of others
dramatically changes our behavior.

109. The mere presence of others
dramatically changes our behavior.

111. http://afterthemeeting.com/

112. http://afterthemeeting.com/

113. kept 1 million people a year on the site.

114. kept 1 million people a year on the site.
1 Million
less deactivated accounts!

115. I could go on…

116. REVEALING SUBTLE MOMENTS

117. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!

118. Yes, we did some live role playing! It was fun.

119. Yes, we did some live role playing! It was fun.

120. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!

122. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!

123. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!

126. Place these items on hold (and pay in person) Place these items on hold (and pay in perso
or change payment method or change payment method
Your Contact Information Your Contact Information
Name: Name:
First Name Last Name First Name Last Name
Contact: Contact:
Email
Phone
So we can send you an email confirmation!
VS Email
Phone
So we can send you an email confirmation!
Phone
Phone Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup!
Contact you: by phone
Got it!
How would you like to be contacted?
•by phone (default)
•by email

127. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!

128. Your Contact Information
Name:
First Name Last Name
Contact:
Email
Phone
Phone
Phone

129. Your Contact Information
Name:
First Name Last Name
Contact:
Email
Phone
So we can send you an email confirmation!
Phone
Phone

130. Your Contact Information
Name:
First Name Last Name
Contact:
Email
Phone
So we can send you an email confirmation!
Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup!

131. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!

132. List your favorite bands, separated by commas:
VS

133. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!

134. www.getmentalnotes.com

135. Lots of inspiring examples & advice–
stuff you can actually use! Integrate behavioral economics,
neuroscience, game mechanics, and
rhetoric into your design process
The Art & Science of
Seductive Interactions Workshop
Bring your design to the next level For anyone involved with
using natural curiosity, playfulness Web sites or applications
and other delightful elements
poetpainter.com/seductive-interactions

136. T ha nks!!
Stephen P. Anderson
www.getmentalnotes.com
www.poetpainter.com
www.slideshare.net/stephenpa
The W or ks hop !
poetpainter.com/seductive-interactions