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Designing to Persuade: Shaping the User Experience

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Presented at the Edge of the Web 2009 conference in Perth, Western Australia

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Designing to Persuade: Shaping the User Experience

  1. Designing to Persuade: Shaping User Experience designing better user experiences
  2. Evolution of the industry
  3. Evolution of the industry
  4. Evolution of the industry
  5. Evolution of the industry
  6. Evolution of the industry
  7. Evolution of the industry Functionality
  8. Evolution of the industry Usability Functionality
  9. Evolution of the industry User Experience Usability Functionality
  10. Stand Up.
  11. Couldn’t go straight into a silly movement
  12. • Authority
  13. • Authority • Simple behaviour
  14. • Authority • Simple behaviour • Social proof
  15. • Authority • Simple behaviour • Social proof • Small increments
  16. • Authority • Simple behaviour • Social proof • Small increments • Trigger
  17. persuasion: the process of guiding someone towards the adoption of a behaviour or idea
  18. Understand behaviours
  19. Driven by primal instinct
  20. Compete Survive Socialise Reproduce Conserve
  21. Maslow’s Hierarchy of needs
  22. Dr. Robert B Cialdini
  23. Reciprocity Scarcity Commitment Compliance Social proof & Consistency Psychology Authority Liking
  24. Reciprocity
  25. ( Scarcity )
  26. Commitment-&-Consistency
  27. Authority
  28. Social Proof
  29. Liking
  30. Compliance psychology 1. Reciprocity 2. Scarcity 3. Consistency & commitment 4. Authority 5. Social proof 6. Liking
  31. “On the Web, usability is a necessary condition for survival.” J Nielsen - Usability 101: Introduction to Usability http://www.useit.com/alertbox/20030825.html
  32. i think you’ll find it’s a bit more complicated than that. www.badscience.net
  33. Usability is obviously not the whole story
  34. Elements of behaviour change: 1. Ability
  35. Elements of behaviour change: 1. Ability 2. Motivation
  36. Elements of behaviour change: 1. Ability 2. Motivation 3. Trigger
  37. Fogg Behaviour Model High Target 3. Trigger Behaviour ur vio 2. Motivation ha be et rg ta rm rfo pe o st es lin ke Li Low 1. Ability High Modified from www.BehaviorModel.org
  38. Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw
  39. 1. Ability Low 1. Ability High
  40. Time and Money
  41. Physical Effort
  42. Brain Cycles
  43. Social Deviance
  44. Non-Routine
  45. 1. Ability To increase ability, lower the need for: 1. Time 2. Money 3. Physical effort 4. Brain cycles 5. Social deviance 6. Non-routine
  46. 2. Motivation High 2. Motivation Low 1. Ability High
  47. Ability v Motivation High 2. Motivation Low 1. Ability High
  48. Sensation
  49. Sensation P leasure
  50. Sensation P leasure Pain
  51. Anticipation
  52. Anticipation Hope
  53. Anticipation Hope Fear
  54. Social Cohesion
  55. Social Cohesion Acceptance
  56. Social Cohesion Acceptance Rejection
  57. 2. Motivation To increase motivation: Promise Threat Pleasure Pain Hope Fear Acceptance Rejection
  58. 3. Trigger High 3. Trigger 2. Motivation Low 1. Ability High
  59. Kairos: Opportune moment
  60. Three types of trigger High 2. Motivation 1. Facilitator Low 1. Ability High
  61. Three types of trigger High 2. Motivation 2. Spark Low 1. Ability High
  62. Three types of trigger High 2. Motivation 3. Signal Low 1. Ability High
  63. Facilitator Facilitator as a as a Trigger Trigger High motivation, Low ability
  64. Facilitator to help
  65. Spark as a Trigger Low motivation, High ability
  66. Spark to motivate
  67. Signal as a Trigger High motivation, High ability
  68. Signal to say “do it now”
  69. 3. Trigger High 2. Motivation 1. Facilitator 3. Signal 2. Spark Low 1. Ability High
  70. Fogg Behaviour Model High Target 3. Trigger Behaviour ur vio 2. Motivation ha be et rg ta rm rfo pe o st es lin ke Li Low 1. Ability High Modified from www.BehaviorModel.org
  71. Doodle Jump - BE WARNED: Insanely Addictive! Persuasion on many levels
  72. Simple instructions & gameplay increase ability
  73. High score marks motivate
  74. Immediate replay trigger makes it ‘Insanely Addictive’ Doodle Jump and Pocket God Crossover Easter Egg http://www.youtube.com/watch?v=qbuniFB2lkA
  75. Motivation to share high score
  76. Facilitator
  77. Reinforcing motivation
  78. Polite confirmation + extra facilitator
  79. Motivation + ability + trigger
  80. Guiding the next person to play
  81. Facilitator
  82. Motivation + ability + trigger
  83. Results of persuasive design Mar Doodle Jump Released Apr #1 Arcade Game: US May #1 Arcade Game: France Jun #1 App: Austria Jul #1 App: Austria Aug #1 Game: Germany & Spain Sep #1 Game: Australia
  84. Design process for persuasion
  85. 1. Start small
  86. 1. Start small
  87. 2. Choose a receptive audience
  88. 3. Discover what’s currently preventing the behaviour 1. Ability 2. Motivation 3. Trigger
  89. 4. Choose the right channel
  90. 5. Look for relevant examples of persuasive technology
  91. 6. Imitate
  92. 7. Test and iterate quickly
  93. 7. Test and iterate quickly a. I’m on Twitter. 4.70% Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
  94. 7. Test and iterate quickly a. I’m on Twitter. 4.70% b. Follow me on twitter. 7.31% Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
  95. 7. Test and iterate quickly a. I’m on Twitter. 4.70% b. Follow me on twitter. 7.31% c. You should follow me on twitter. 10.09% Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
  96. 7. Test and iterate quickly a. I’m on Twitter. 4.70% b. Follow me on twitter. 7.31% c. You should follow me on twitter. 10.09% d. You should follow me on twitter here. 12.81% Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
  97. 7. Test and iterate quickly a. I’m on Twitter. 4.70% b. Follow me on twitter. 7.31% c. You should follow me on twitter. 10.09% d. You should follow me on twitter here. 12.81% total increase 173% Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
  98. 8. Expand on success
  99. 8. Expand on success
  100. 8. Expand on success
  101. 8. Expand on success
  102. 1. Start small 2. Choose a receptive audience 3. Discover what’s stopping them 4. Choose the right channel 5. Look for persuasive examples 6. Imitate 7. Test & iterate quickly 8. Expand on success
  103. Buy more books
  104. The old way
  105. Buy more books Shop from home
  106. Buy more books Social motivation
  107. Buy more books Increase ability to buy
  108. Buy more books Recommend new books
  109. Buy more books Holds my library
  110. Buy more books Buy anywhere, anytime
  111. Buy more books Better battery Holds more books Smaller Lighter Cheaper
  112. Buy more books 100 countries
  113. Buy more books
  114. x x x Buy more books
  115. Fogg Behaviour Model High Target 3. Trigger Behaviour ur vio 2. Motivation ha be et rg ta rm rfo pe o st es lin ke Li Low 1. Ability High Modified from www.BehaviorModel.org
  116. Resources Influence: The Psychology of Persuasion http://www.amazon.com/Influence-Psychology-Persuasion-INFLUENCE-REV/dp/B001SS2HTK/ref=sr_1_2? ie=UTF8&s=books&qid=1257229147&sr=1-2-spell Persuasive Technology http://www.amazon.com/Persuasive-Technology-Computers-Interactive-Technologies/dp/1558606432 Neuro Web Design http://www.amazon.com/Neuro-Web-Design-Makes-Click/dp/0321603605/ref=sr_1_1?ie=UTF8&s=books&qid=1257229091&sr=1-1 Persuasion, Emotion, Trust (PET) http://www.humanfactors.com/training/pet.asp
  117. Ash Donaldson ash@produxi.com @ashdonaldson designing better user experiences

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