1. Persuasive Design: Putting it to Use John Whalen, PhD September 16, 2010

2. P.B. J. + Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Persuasive Design Twitter: #persuasive Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

3. Vision Science Cognitive Neuroscience PhD: Math in Brain Linguistics PhD Cognitive Science Post Doc at UCLAduring Dot.Com boom John Whalen Professor in Psychology VP, User Experience Bridgeline Digital Usability/ Accessibility User Experience OnlineStrategy InformationArchitecture

4. Locations across USA DOJ VisualDesign FDA InteractionDesign ContentCreation USDA Usability/ Accessibility InformationArchitecture 10 Yrs old SampleClients CareFirst About AARP Bridgeline Ad.com Design Comcast Discovery Delivery Development OnlineStrategy Web Sites User Research Support CMS .NET Custom Apps Intranets iAPPS CustomApps Stakeholder Research eCommerce Online SystemIntegration Facebook Competition iPhone

5. P.B. J. Beginnings Persuasion Usability Definition Why bother? What is it? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

6. 2000 2005 2010

7. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.

8. Behavior is our medium.

9. Need to know science behind seduction. Entice, induce, tempt. Not manipulation, mind control, one night stand.

10. Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.

11. Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.

13. P.B. J. + Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “What’s that?” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

14. PremiumAccount Registration Membership Effort Time

15. PremiumAccount Registration Membership Effort Time Reduce effort with Usability

16. PremiumAccount Registration Membership Effort Conversion!!! Time Add persuasion to motivate effort

17. AAA / HFI It works – double the funnel

19. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Oh Cool” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

20. Likeability Free Commitment

21. B A C Likeability Free Commitment

22. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

30. Intrigue

31. Endowment

32. Which works better? Aesthetics

33. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Is it anygood?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Why wouldI want one?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

34. Narrative

35. Narrative

36. Barbeque by the pool Narrative

37. Achievement

38. Where’s the barbeque? Achievement

39. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Conversion” “Is it worththat price?” “What’s that?” “Oh Cool” “Is it anygood?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

40. Reputation Authority Social Proof

41. B ??? C A Reputation Authority Social Proof

42. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “I want one but…” “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

43. Framing

44. Anchoring

45. Mimicry

46. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

47. Loss Aversion

48. Status Quo

49. Effort

50. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” “Conversion” LikabilityFreeCommitment Scarcity Loss Aversion Ownership Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

51. Scarcity

52. Loss Aversion

53. Ownership

54. Phew !!!

55. P.B. J. Beginnings Persuasion Usability Definition What is it? Why bother? Still need help? Same old Same old Persuasive Design Hire Us Persuasion During Buying Process oops Freudian slip “Why wouldI want one?” “Conversion” “What’s that?” “Oh Cool” “Is it anygood?” “Is it worththat price?” “I want one but…” Scarcity Loss Aversion Ownership LikabilityFreeCommitment Intrigue Endowment Aesthetics Loss Aversion Status Quo Effort FramingAnchoringMimicry NarrativeAchievement ReputationAuthority Social Proof

56. Persuasive Design slideshare.net/johnwhalen Twitter: #persuasivedesign Thank You John Whalen Bridgeline Digital Bridgelinedigital.com jwhalen@blinedigital.com @bridgeline @johnwhalen 240-281-0764

57. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process