Elisa del Gado presents at Camp Digital 2012.

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.