A bit more of the .... continually evolving series of talks ... reflecting my current thinking/practice on persuasive/empathetic design research methods and design strategies ... This talk was designed for practitioners with UX interview experience and presupposes a psychology/motivation background.

1. The science of persuasive design
Designing
web
content
to
engage
customers
and
increase
conversion
Kath
Straub
Usability.org
Arizona

2. Many others contributed to and cajoled toward this thinking ....
Mona
Patel
Eric
Schaffer
Diana
Nelson
David
Mahaffey
Spencer
Gerrol
...
and
a
large
cast
of
many
others
at
various
talks,
conferences,
meeDngs
and
in
various
pubs
including
(if
Dean
wasn’t
kidding)
later
tonight

3. About
me.
2
facts.
I
got
married
in
Vegas
(but
not
by
Elvis.)
I’m
really
quite
shy.

5. Consumer information ecosystem circa 2000
Friends Domain
and
Family Professionals
(Bricks
and
mortar)
Media
Internet

6. Website credibility circa 2000
Credibility
Killers
Quick
response
to
quesDons Slow
download
Physical
address Has
ads
Contact
informaDon Typos
Recently
updated Broken
links
Professionally
designed .
Arrangement
makes
sense .
. Hard
to
navigate
. Has
popup
ads
.
No
updates
Has
ads
that
match
the
topic .
Requires
you
to
register Hard
to
tell
ads
from
content
Credibility
Enhancers
Fogg,
et.
al.,
2000

7. Website credibility circa 2000
Credibility
Killers
Technology Focus
Credibility
Enhancers

8. Early evolution of information consumers
Quick
response
to
quesDons Design
look
Physical
address InformaDon
structure
Contact
informaDon .
Recently
updated .
Professionally
designed Usefulness
of
informaDon
Arrangement
makes
sense .
. FuncDonality
. Customer
Service
.
IdenDty
of
sponsor
Has
ads
that
match
the
topic .
Requires
you
to
register Readability
AffiliaDons
2002 2004
Fogg,
et.
al.,
2003
Credibility
Enhancers

9. Early evolution of information consumers
Quick
response
to
quesDons Design
look
Physical
address InformaDon
structure
Contact
informaDon .
Recently
updated .
Usability Focus
Professionally
designed
Arrangement
makes
sense
Usefullness
of
informaDon
.
. FuncDonality
. Customer
Service
.
IdenDty
of
sponsor
Has
ads
that
match
the
topic .
Requires
you
to
register Readability
AfilliaDons
2002 2004
Credibility
Enhancers

10. Consumers use different cues than professionals (2003)
Name/AffiliaDon Design
look
InformaDon
source InformaDon
focus
Business
moDve InformaDon
design
InformaDon
focus AdverDsing
AdverDsing 3 Company
moDve
Design
look 1 ReputaDon/AffiliaDon
InformaDon
bias InformaDon
bias
InformaDon
design InformaDon
accuracy
WriDng
tone WriDng
tone
InformaDon
Accuracy 2 InformaDon
source
Professionals Non-­‐professionals
Fogg,
et.
al.,
2003 Credibility
Enhancers

11. Consumers cues converge toward professional’s (2007)
Name/AffiliaDon Site
reputaDon
InformaDon
source Source
reputaDon
Business
moDve Content
quality
InformaDon
focus Content
accuracy
AdverDsing Content
usefulness
Design
look
InformaDon
bias
InformaDon
design
WriDng
tone
InformaDon
Accuracy
Professionals Non-­‐professionals
Crawford
&
Straub,
(2008) Credibility
Enhancers

12. Consumers cues converge toward professional’s (2007)
Content Focus
Crawford
&
Straub,
(2008) Credibility
Enhancers

13. 1.
Consumers
have
become
more
sophisDcated
2.
Design
is
now
about
CONTENT

14. Consumer information ecosystem circa 2000
Friends Domain
and
Family Professionals
(Bricks
and
mortar)
Media
Internet

15. Consumer information ecosystem circa 2003
Friends Domain
and
Family Professionals
(Bricks
and
mortar)
Media
Internet

16. Consumer information ecosystem circa 2009
Friends Domain
and
Family Professionals
(Bricks
and
mortar)
Media
Internet
consumer information ecosystem

17. 17

18. The
internet
is
your
first
(and
possibly
last)
chance
to
engage
a
new
customer...

19. Modified
belief
or
behavior
===
Website
===
Exis*ng Motivation
belief
or
behavior

20. How
good
is
your
pickup
line?
engage

21. Modified
belief
or
behavior
Commitment
barrier
Commitment
barrier
Commitment Commitment
barrier barrier
Commitment
barrier
Commitment
barrier
===
Website
===
Exis*ng Motivation
belief
or
behavior

22. How
good
is
your
small
talk?
persuade

23. EMPATHY

24. Modified
belief
or
behavior
Commitment
barrier
Commitment
barrier
Commitment Commitment
barrier barrier
Commitment
barrier
Commitment
barrier
===
Website
===
Exis*ng Motivation Increase
belief
or
behavior
MoDvaDon

25. To
make
content
persuasive....
Modified
belief
or
behavior
Commitment
barrier Reduce/remove
Commitment
Commitment
barrier
Commitment
barriers
barrier barrier
Commitment
barrier
Reducing/removing
Commitment
barrier
barriers
is
another.
===
Website
===
Exis*ng Increase
Motivation
belief
or
behavior
MoDvaDon

26. How
good
is
your
ability
to
respond
to
my
pain
empatheDcally?
convert

27. Persuasive
content
design
is
a
2
step
process
1.
Learn
your
user’s
moDvaDons
and
barriers
to
commitment
2.
Apply
social
psych
principles
of
influence
to
amplify
moDvaDons
and
reduce/remove
barriers

28. Good
grief,
what
does
empatheDc
content
look
like?

29. Trust
markers
• Health
informa6on
consumer
today
use
the
trust/credibility
markers
that
health
experts
used
in
2002.
• SItes
are
more
credible
if
the
first
confirm
something
that
the
informa6on
seeker
already
knows.
• Content
quality
and
characteris6cs
are
increasingly
important
for
in6al
Content
trust
and
driving
repeat
visits.
Self-­‐reported
behaviors
• Health
informa6on
consumers
are
looking
for
convenient,
comprehensive
that
can
be
perused
privately.
• They
read
more
than
they
interact.
Credibility
&
Trust

30. Credibility & trust for consumer seekers
2000 Technology
2002 Usability
2008 Content
Technology mediated conversation
& Social networking
Content level usability
Computer-mediated empathy

31. Ideal diagnostician (and salesman) behaviors
Confident, Positive
Empathetic
Attentive (Humane)
Comprehensive
Plain English (Forthright)
Collaborative (Respectful)
Conscientious (Thorough)
Bendapudi,, et al, 2006

32. Modified
belief
or
behavior
Exis*ng
belief
or
behavior

33. PERSUASIVE
DESIGN
INTERVIEWS
1.
Are
about
topics
not
tasks
2.
Are
(guided)
free
form
3.
Take
longer
4.
Typically
require
some
laddering*
You
....
•
listen
for
moDvaDons
and
barriers
to
commitment
•
watch
for
body
language
/
fidgeDng
that
indicates
emoDonal
change
*Having
some
therapeuDc
training
helps

34. Usability
tesDng
wants
this
level
of
descripDon
What
I
am
doing
Most
people
are
comfortable
here
How
is
it
working
What
I
am
feeling
EmpatheDc
content
interviews
need
to
tap
into
this

35. Ask
3
Dmes
I
want
to
lose
some
weight
I
want
to
loose
some
weight
so
I
can
coach
my
daughters
soccer
team....
Afraid of
Genetics
I
want
to
loose
weight
because
my
father
died
of
a
heart
adack
at
45.

36. PERSUASIVE
CONTENT
DESIGN
Ψ
applies
the
social
psychology
of
influence
to
amplify
moDvaDons
and
reduce/remove
barriers

37. Influence
v.
Decision
Architecture
Ψ

38. Stages
of
Influence
!""#$% &'(#)*+,-% .*-//)*-%
Allow – make it available
Encourage – architect the decision space (to favor the organization)
Pressure – Engage emotions or reflexes to tip the decision (Ethics!)

39. allow-­‐
provide
a
consistent
story

40. encourage
-­‐
tap
into
loss
aversion

41. !"#$%&'()*
Heuristics (Loss Aversion)
Social Proof (People like me)
?Extrinsic Reward 41

42. pressure
-­‐
trigger
automaDc
responses
@
the
psychology
level

43. Ψ
INFLUENCE
!""#$% &'(#)*+,-% .*-//)*-%
Reciprocity
“Feel Good” Social Proof (People like me)
?Extrinsic Reward
Social Learning Heuristics (Loss Aversion)
Dissonance
(Ini6a6on)
?Extrinsic Reward
Conformity Compliance

44. Measuring
Persuasion

47. QuesDons?

48. Kath
Straub
kath@usability.org
kas
kstraub
kstraub
researchdrivebys.usability.org