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Presented at the Edge of the Web 2009 conference in Perth, Western Australia
Presented at the Edge of the Web 2009 conference in Perth, Western Australia
trigger neuro eotw09 design influence stanford eotw2009 kairos eotw bj fogg persuasion motivation ux leer designing to persuade shaping the user experience user experience persuasivedesign ue persuasive designing todo ixd psychology
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Yura van Winden
, UX Consultant
at Capgemini
2 months ago
elisaheiken
3 months ago
Wei Eng Koh
, Design Researcher
8 months ago
Alf Conlon
8 months ago
baobaoxx
11 months ago
Jonas Holl-Epstein
, New Media Analyst
at Suite Partners
11 months ago
Kwesi Patrick
1 year ago
Tom Evans
1 year ago
polyogi
1 year ago
philip huang
, Solutions
at Toll
1 year ago
Started with simple websites
Got more functionality
Do it on purpose or not, you’re designing user experiences
Do it on purpose or not, you’re designing user experiences
Do it on purpose or not, you’re designing user experiences
<“I’m on a diet”>
It’s stronger if they write it out or show it in a public place
<“The majority of our guests re-use their towel at least once” increased compliance 28%>
Krista: “Everybody's been real nice.”
Jim: “Well, that's because you have big jugs.”
If it’s hard to do, there’s got to be high motivation - fill out employee form to get paid, no matter how unusable
So how can we look at motivations?
Mating & harm avoidance
Mating & harm avoidance
Mating & harm avoidance
Conceive the future
Conceive the future
Conceive the future
Low ability - trigger needs to help the user
Low motivation - trigger needs to provide a spark
High ability - trigger just needs to say “do it now”
High motivation, but lack ability. The facilitator triggers the behaviour and makes it easier to do e.g. address book uploader
When a user lacks motivation, he or she needs a motivational ‘spark’
Remember when you first were invited to Facebook?
e.g. Calendar reminder to get ready for this preso
Trigger: Buy app button
Cross-promo for PocketGod
Gameplay: Simple > progressive add of features > flow
Buttons = Well-timed trigger is a spark AND facilitator
Trigger: Buy app button
So, how has all this worked out for them?
Something that takes little or no effort to change
Pick the channel(s) that best match the behaviour
Nike+ relies on an accelerometer and shoe. Heavy on motivation with social proof & authority. Compete with others. Get tips from experts.
Runkeeper increases ability: no extra equipment, mapping, elevation, cheaper. Can also be used for any dist. activities.
Every successful online service started small Google; Amazon; iPod
Every successful online service started small Google; Amazon; iPod
iPod’s came from Apple’s ‘digital hub’ category, yet started with just music
Large selection + Delivered to your door = increased ability
Strong use of social proof - motivated to make purchase decision
Uses 3G to increase ability via WhisperNet
If people can consume more books, they’ll buy more books.