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Understanding Persuasion in Design
1.
Persuasion in Design Understanding
behaviour to guide design Elisa del Galdo del Galdo Consulting Ltd. elisa@delgaldo.co.uk
2.
• Introduction • Principles
of Persuasion • Decision Making • Examples Agenda
3.
If you are
speaking a different language from your customers, It doesn’t matter how persuasive your argument. 3 Flow User Centred Design ©2010 Flow Interactive
4.
How do we
make decisions?
5.
Persuasive Design vs.
Usability 5 ©2012 del Galdo Consulting Ltd. Usability – Can the user do it? User Experience – Will the user do it?
6.
Where’s the difference? ©2012
del Galdo Consulting Ltd.
7.
• Introduction • Principles
of Persuasion • Decision Making • Examples Agenda
8.
Six Universal Principles
of Social Influence 8 ©2012 del Galdo Consulting Ltd. • Reciprocation • Authority • Commitment/Consistency • Scarcity • Liking • Social Proof
9.
Reciprocity
10.
Authority
11.
Authority
12.
Scarcity
13.
Liking
14.
Social Proof
15.
Social Proof
16.
Commitment & Consistency
17.
Using emotion
18.
Using Emotion
19.
Completeness
20.
The Power of
Free/Reciprocity/Scarcity
21.
Positive Reinforcement
22.
Loss Aversion
23.
Susceptible Moments
24.
Saving for Tomorrow
25.
• Introduction • Principles
of Persuasion • Decision Making • Examples Agenda
26.
Emotions shape all
activity in adaptive ways. In the absence of emotional markers, decision making is virtually impossible. Saver and Damasio (1991) 26 Flow User Centred Design ©2010 Flow Interactive
27.
Decision Making is
Emotional & Rational 27 ©2012 del Galdo Consulting Ltd. • Rationality • Justifications • Need to follow through on decision • Can think about, discuss & let it guide your behaviour • Emotion • Anticipatory or Reactive • ‘Gut Instinct’ • Intuitive, survival-based reaction that guide decision making & predict outcomes
28.
Challenges with Emotion 28
©2012 del Galdo Consulting Ltd. • Study by Nisbett and Wilson • Have 4 to choose from (A,B,C,D) • Can’t just ask which is best] • Why? Superior knit, sheerness, elasticity • A -12% • B 17% • C 31% • D 40%
29.
Users have limited
attention 29 • Average American – 4k marketing messages/day • 120 million + websites to choose from • 3 zillion types of toilet paper • We have become experts at blocking out messages. • Advertising is changing – less ‘marketing at’ moving toward having a ‘conversation’ with users Foundations of User Centred Design ©2012 del Galdo Consulting Ltd.
30.
Users are paralysed
by choice 31 • When people encounter too much choice, they tend to choose nothing at all because it’s too difficult • If we do make a choice, human nature dictates that we will always regret it to some extent. • Greater information overload leads to greater amount of emotional decision making. Foundations of User Centred Design ©2012 del Galdo Consulting Ltd.
31.
• Introduction • Principles
of Persuasion • Decision Making • Examples Agenda
32.
Online Ordering –
Office Communications 33 ©2012 del Galdo Consulting Ltd. • Automated Online Ordering • Customer needs communications system • The supplier needs information • Asking the questions for which there are answers • Using expertise to increase trust • Using customer data to up and cross sell • Providing a ‘short list’ of relevant options
33.
Wine and Expertise
Online 34 ©2012 del Galdo Consulting Ltd. • Whan to be an authority to a wide range • Want to be a supplier of wide range of wines • How do you instil trust • How do you categorise • ‘Up and Cross selling variability
34.
Summing Up –
Putting Persuasion into Design 35 ©2012 del Galdo Consulting Ltd. • Identifying what the business wants to achieve • Identifying what will engage your customer/users/visitors • Create proposition to support both • Designing to support decision making • Influencing Behaviour
35.
Persuasive Design is
not about manipulation... It’s about supporting decision making It is easy to make something usable- it is more difficult to make something that people truly want to use. 36 Flow User Centred Design ©2010 Flow Interactive
36.
Contact: Elisa del Galdo elisa@delgaldo.co.uk 37 Thank
you.
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