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
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
70. 3. Trigger
High
2. Motivation
1. Facilitator 3. Signal
2. Spark
Low 1. Ability High
71. 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
72. Doodle Jump - BE WARNED:
Insanely Addictive!
Persuasion on many levels
84. 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
94. 7. Test and iterate quickly
a. I’m on Twitter. 4.70%
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%
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%
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%
Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
98. 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
103. 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
116. 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
117. 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
118. Ash Donaldson
ash@produxi.com
@ashdonaldson
designing better user experiences
Notas do Editor
Alex took us through the history this morning
Started with simple websites
1998 ‘modern web era’
Got more functionality
Browsers & functionality exploded with web apps common
Added new devices
...and the Internet evolved to be more social
Started on the programming side; progressed through making it easier; now everyone’s talking about user experience
Do it on purpose or not, you’re designing user experiences
Started on the programming side; progressed through making it easier; now everyone’s talking about user experience
Do it on purpose or not, you’re designing user experiences
Started on the programming side; progressed through making it easier; now everyone’s talking about user experience
Do it on purpose or not, you’re designing user experiences
Clap. Stop. Do this. Good. Keep doing that and hop on your left foot.
Couldn’t go straight to this. A couple of people might have started to do it, but would quickly stop. So why did this work?
You paid to see us present. I’m standing out front. I’m in an authoritative position
It was a simple behaviour
People like you, your peers, all stood up. You’d feel uncomfortable if you didn’t follow them
I guided you through small increments in behaviour, and only progressed once I succeeded
I provided visual and verbal cues. I led with triggers
To guide people, you have to understand how they tick
Driven mostly by our primal instincts
On the savannah, our ancestors evolved these innate drives
Robert B Cialdini used to be a sucker. He’d succumb to any sales pitch and he wanted to know why. Lucky he was an experimental psychologist.
6 universal principles of persuasion = Compliance Psychology
Reciprocity - if someone gives you something, you feel obligated to at least hear them out
<In store taste testers>
Scarcity - The desire to have those things there are less of
Commitment & Consistency - the desire to be consistent with what we&#x2019;ve said to others.
<&#x201C;I&#x2019;m on a diet&#x201D;>
It&#x2019;s stronger if they write it out or show it in a public place
Authority - People tend to obey authority figures. We&#x2019;re lazy - we take the cognitive shortcut, moving the responsibility to those that lead us
Social proof - People want to follow the lead of people just like them.
<&#x201C;The majority of our guests re-use their towel at least once&#x201D; increased compliance 28%>
Liking - We are easily persuaded by people we like or find attractive
Krista: &#x201C;Everybody's been real nice.&#x201D;
Jim: &#x201C;Well, that's because you have big jugs.&#x201D;
Based on high pressure sales techniques to make people say &#x201C;yes&#x201D;
For years, usability people have been telling us that it&#x2019;s essential to get usability right, or our product, service and or business will fail
Ben Goldacre from Bad Science put it more aptly.
Sure, usability is important, but there are other factors that affect behaviour & purchasing decisions
Yes, usability is important. It&#x2019;s got to be easy to do. We&#x2019;re inherently lazy!
But ability can be played off against our motivation for doing something.
...and even if it&#x2019;s easy to do and we&#x2019;re motivated, we need to be triggered to take action at the appropriate time
Time and Money
If there&#x2019;s a low motivation, it&#x2019;s got to be very easy to do - stay up to date with podcasts
If it&#x2019;s hard to do, there&#x2019;s got to be high motivation - fill out employee form to get paid, no matter how unusable
So how can we look at motivations?
Visceral - Basic survival responses
Mating & harm avoidance
Visceral - Basic survival responses
Mating & harm avoidance
Visceral - Basic survival responses
Mating & harm avoidance
Reflective - Remember the past
Conceive the future
Reflective - Remember the past
Conceive the future
Reflective - Remember the past
Conceive the future
Social creatures - born with large heads
Social creatures - born with large heads
Social creatures - born with large heads
Chronos: Sequential time
High motivation
Low ability - trigger needs to help the user
High ability
Low motivation - trigger needs to provide a spark
High motivation
High ability - trigger just needs to say &#x201C;do it now&#x201D;
Facilitator as a trigger
High motivation, but lack ability. The facilitator triggers the behaviour and makes it easier to do e.g. address book uploader
Spark as a trigger
When a user lacks motivation, he or she needs a motivational &#x2018;spark&#x2019;
Remember when you first were invited to Facebook?
Social proof. Come join your friends. Share pictures, videos, and events
High motivation + High ability
e.g. Calendar reminder to get ready for this preso
Simple. On-screen instructions at the start of the game teach you everything you need to know in seconds. Gives you very high ability.
Shows the high scores of other players, increasing motivation to play and beat their scores
Play again = high ability; &#x2018;Insanely Addictive!&#x2019; bias = high motivation + high ability + well-timed trigger
Cross-promo for PocketGod
Gameplay: Simple > progressive add of features > flow
High score brag = motivation high; Submit score = ability high
Buttons = Well-timed trigger is a spark AND facilitator
Simple log in, but gives you the option to control if you&#x2019;re kept logged in
Reinforces reasons to post to Facebook
Gives you control to publish scores only when you want with well designed wording for your news feed - AND lets you update your status (another well-timed trigger as facilitator), providing a second avenue of visibility for Doodle Jump.
People on Facebook usually looking for distraction
Same for Twitter. They even crafted a hashtag for it, so you can see that...
Every few minutes, someone&#x2019;s network, somewhere in the world hears of Doodle Jump (trigger) with a challenge to beat them (increasing motivation) and a link to the app in the iTunes store (increasing ability)
So, how has all this worked out for them?
Target simple & achievable behaviour
Something that takes little or no effort to change
Rod, add Whistle, then Hoop & Whistle
Focus on a specific group: people that would most easily change their behaviour
Behaviour will be prevented by one of these elements lacking
Find out which channels the target group are using
Pick the channel(s) that best match the behaviour
Use an educated guess. It&#x2019;s just a starting point.
Nike+ relies on an accelerometer and shoe. Heavy on motivation with social proof & authority. Compete with others. Get tips from experts.
Start where others have left off.
Runkeeper increases ability: no extra equipment, mapping, elevation, cheaper. Can also be used for any dist. activities.
No more than a few hours/test. Many quick & dirties tell you much more than one big test. Don&#x2019;t get emotionally attached; throw most ideas away.
Every successful online service started small Google; Amazon; iPod
No more than a few hours/test. Many quick & dirties tell you much more than one big test. Don&#x2019;t get emotionally attached; throw most ideas away.
Every successful online service started small Google; Amazon; iPod
Tried many variations
Found successes
...and built on them
Increased conversion to 173% through many quick & dirty trials
Once you succeed with one behaviour, scale up to the next. Keep inching toward target behaviour.
iPod&#x2019;s came from Apple&#x2019;s &#x2018;digital hub&#x2019; category, yet started with just music
iTunes, Podcasts and calendars
Photos and contacts
Phone, Internet, Games, Videos, Applications of all kinds
Travel to a bookstore is time, money, physical effort, brain cycles, non-routine
Shop from home.
Large selection + Delivered to your door = increased ability
Iterated through many designs and factors
Strong use of social proof - motivated to make purchase decision
1-click shopping increased ability
Recommendations increased motivation
Digital Book. Holds your whole library.
Uses 3G to increase ability via WhisperNet
Problem is, WhisperNet only worked in the US
New version
Now WhisperNet is available in 100 countries
Phone is ubiquitous. Whispersync&#x2019;s with your Kindle.
If people can consume more books, they&#x2019;ll buy more books.
Sometimes people just look at the technology without considering the motivation, abilities or triggers