Persuasive design  02 November 2012       Clare Barnett
User experience pyramidInitially, the information age was all about hardwareand software. Now, hardware and software are a...
Persuasive designWhat is persuasion?Persuasion is about making someone want to do something in the firstplace; guiding a p...
A human decision-Social proof                                                  making shortcut.Our brains take a decision ...
Social proof studyRobert Cialdini and a research team conducted a study to see which types of signs wouldencourage Arizona...
We consider itemsScarcity                                                               worthwhile and                    ...
We can beAssociation                                                        conditioned by                                ...
We are more likelyLimited choice                                                               to make a choice           ...
Limited choice studyDr Sheena Iyengar, an expert in choice,conducted an academic study to research ifthe number of choices...
A frame is aFraming                                                                mental model that                      ...
You control yourContrast                                                                frame by contrast,                ...
Contact detailsClare Barnettclare@nilehq.comOur Address13-15 Circus Lane, Edinburgh, EH3 6SUT: +44(0)131 220 5671, www.nil...
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Nile Persuasive design

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Nile Persuasive design

  1. 1. Persuasive design 02 November 2012 Clare Barnett
  2. 2. User experience pyramidInitially, the information age was all about hardwareand software. Now, hardware and software are a softwarecommodity.Then came usability. People’s interaction with usabilitysoftware and websites became the main focus.Usability is about making it easier for someone tocomplete a goal.• Can they do it?Next came user experience. It’s all about experienceengagement, making the user want to do somethingin the first place, and guiding them towards adoptingan idea or attitude using rational and emotionalmeans.• Will they do it?• Will they do it again?Stephen P Anderson summed it up nicely with his Pyramid.User Experience Pyramidhttp://contrast.ie/blog/make-it-meaningful/2
  3. 3. Persuasive designWhat is persuasion?Persuasion is about making someone want to do something in the firstplace; guiding a person towards adopting an idea, attitude or action byrational and emotional means.How do you design with persuasion?• You need to understand emotions that influence decision making• Then use that knowledge to design powerful productsPersuasive design tacticsThere’s lots of different persuasive tactics that can be applied to design. I’vechosen 5 to discuss:1. Social proof2. Scarcity3. Association4. Limited choice5. Framing • Contrast (a type of framing)3
  4. 4. A human decision-Social proof making shortcut.Our brains take a decision shortcut by interpreting popular When we start tothings as things that are worthwhile. act, but are not sure what decisionExamples of this are: to take, we look• Peer pressure around to see what• People who shopped for this also bought others are doing.• Top 10 most visited travel spots• Testimonials by people similar in values to you• User ratings We tend to follow the patterns of similar people.4 Persuasion
  5. 5. Social proof studyRobert Cialdini and a research team conducted a study to see which types of signs wouldencourage Arizona hotel visitors to reuse their towels.Stage 1Signs used were:• “Help save the environment”• “Help save resources for future generations”These statements had similar results, 30% of guests reused their towel.Stage 2The research team then added a bit of peer pressure.“Join your fellow guests in helping to save the environment, nearly three-quarters of guestsused their towels more than once” saw a 44% increase in the reuse of towels.Stage 3Taking it one step further by using “Seventy-five percent of the guests who stayed in thisroom used their towels more than once”. Nearly 50% of guests reused their towel.Telling people about the behaviour of previous guests increased the likelihood of reusing theirtowels.More info: http://www.influenceatwork.com/wp-content/uploads/2012/02/E_Brand_principles.pdf5 Persuasion
  6. 6. We consider itemsScarcity worthwhile and valuable if theyMake people think they don’t want to miss an opportunity have limitedthat will run out time. availability or are promoted as being• If there’s not much left, then others must really want it scarce.• It’s tied to social proof as if it’s popular, others must like it• Sometimes scarcity can make people purchase things they may not have otherwise• The word ‘exclusive’ represents scarcity and specialnessScarcity can be used to encourage purchasing behaviours.• Limit sales to a short space of time e.g. count down hours left to purchase• Create urgency e.g. highlight the end date or time of a sale• Create exclusive opportunities6 Persuasion
  7. 7. We can beAssociation conditioned by pairing specificLinking a product, service or idea with the qualities and images to concepts.behaviours valued by the target market, often done throughimagery.• The message provides a strong emotional response• This can be positive e.g. Nike using sports stars to advertise products• It can also be negative and is often used in wars e.g. Iraq associated with weapons of mass destruction.7 Persuasion
  8. 8. We are more likelyLimited choice to make a choice when there arePeople tell us they want lots of choices. If you give them too fewer options.many, they are more likely to freeze and not make anychoices at all. We love choice, but often it can• If there’s too much choice, the user can be put off by the length of time it will take them to make a choice. They feel overwhelmed paralyse us into• Simplify the decision path, present the more pressing option first making no choice• By making it simple for a user to choose, they are more likely to at all. take action rather than delaying Image source: http://mobileapplicationtestingtimes.wordpress.com/8 Persuasion
  9. 9. Limited choice studyDr Sheena Iyengar, an expert in choice,conducted an academic study to research ifthe number of choices people have affecttheir decision making and purchasingprocess.• Pots of jam were set out on tables in a supermarket• These were in groups of 6 and 24• Shoppers who stopped at the table with less jams on it made more purchases• The table with more jam, although was Image source: http://www.humanfactors.com/ visually appealing so shoppers stopped, as it made them think they had more choice, it didn’t create as many sales of jamMore information:http://www.youtube.com/watch?v=SAuhGXa6-Gs&feature=player_embedded9 Persuasion
  10. 10. A frame is aFraming mental model that shapes how weFraming is normally associated with pictures – you frame a think about thepicture. In this context, the frame shapes the way you think world.about things.• What is inside the frame, we recognise• What is outside the frame, we ignoreFraming is a technique used commonly in politics by usingemotionally charged words. It’s also used in courtrooms, whereattorneys try to shape the frame they want the jury to see.A digital example would be providing three choices, were two of themare red herrings, one a luxury choice, the other a basic. The choiceyou want people to make sits midway between the other two. What is inside the frame, we recognise10 Persuasion
  11. 11. You control yourContrast frame by contrast, makingContrast is a specific type of framing. In order for people to comparisonsunderstand the value of something, they will make againstcomparisons against alternatives, or use some sort of alternatives.external benchmark.Use the contrast principle to shape the decision space. For example,think of a wine list• Extend the upper boundaries by putting more expensive options on the list. By extending boundaries, customers are likely to choose a more expensive wine• Get the anchor point (the person’s most preferred position or expectations) in the right place11 Persuasion
  12. 12. Contact detailsClare Barnettclare@nilehq.comOur Address13-15 Circus Lane, Edinburgh, EH3 6SUT: +44(0)131 220 5671, www.nilehq.com

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