Persuasive Design: Encouraging Your Users To Do What You Want Them To!


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So you've designed a great product, fixed a stack of usability problems and spent a fortune on marketing. The only problem is, people aren't using it. In this session you will learn how to get your users to do what you want them to through good design, human psychology and a touch of mind control.

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Persuasive Design: Encouraging Your Users To Do What You Want Them To!

  1. 1. Persuasive Design: Encouraging Your Users To Do What You Want Them To! @andybudd | @clearle? | #persuasivedesign
  2. 2. Persuasive Design: Encouraging Your Users To Do What You Want Them To! hBp://
  3. 3. Design is all about making decisions Decisions about colour, placement or hierarchy  hBp://
  4. 4. These decisions can be used to guide human behaviour hBp://
  5. 5. Whether it’s at the shopping mall... hBp://
  6. 6. or sat in front of your computers
  7. 7. People are trying to influence us all the Sme hBp://
  8. 8. Architects influence how we use  physical spaces hBp://
  9. 9. Or to dissuade and restrict negaSve behaviour hBp://
  10. 10. Product designers influence our  purchasing decisions hBp:// hBp://
  11. 11. PoliScians persuade us to vote for them hBp://‐72157600723692753/
  12. 12. Your friends convincing you to  have another beer hBp://
  13. 13. Convincing your partner to do that thing in  the bedroom you’ve always wanted  hBp://
  14. 14. AdverSsers are trying to influence our  purchasing decisions all the Sme
  15. 15. We may be exposed to 5,000 branding  messages per day! hBp://
  16. 16. Brands use their understanding of human  behaviour to increase consumpSon hBp://
  17. 17. Supermarkets are explicitly designed to  maximise consumpSon
  18. 18. Persuasion techniques used by supermarkets
  19. 19. Some persuasion techniques  are obvious hBp://‐72157601994953412/
  20. 20. Sound levels at bars hBp://
  21. 21. The sweet smell of success
  22. 22. We like to think that it’s not affecSng us
  23. 23. But studies have shown that it is! hBp://
  24. 24. Some people worry that these techniques are  manipulaSve hBp://‐m/2599969114/sizes/o/
  25. 25. MarkeSng helps overcome the  paradox of choice hBp://
  26. 26. Choice architecture
  27. 27. Understand the cogniSve biases that drive decision making
  28. 28. InformaSon bias DisposiSon effect Restraint bias  Focusing effect  Post‐purchase raSonalizaSon  Herd ins<nct Pseudocertainty effect Selec<on bias Operant condi<oning Primacy effect ConfirmaSon bias Loss aversion Framing  Illusion of control Contrast effect  DisSncSon bias DenominaSon effect Semmelweis reflex Availability heurisSc Anchoring effect Authority bias Impact bias Mere exposure effect  Halo effect Hyperbolic discounSng NegaSvity bias  Status quo bias  Planning fallacy Von Restorff effect
  29. 29. Determine the target behaviour  and design for it
  30. 30. Authority and Trust
  31. 31. Trust me, I’m a doctor hBp://
  32. 32. Trust me, I’m Jeffrey Zeldman hBp://
  33. 33. You’re much more likely to trust this site
  34. 34. Than this site
  35. 35. What is beauSful is good
  36. 36. The Halo Effect
  37. 37. Trust Indicators
  38. 38. Layout and PosiSoning
  39. 39. We make decisions based  on context hBp://
  40. 40. Pick me hBp://
  41. 41. Reduces spillage by up to  80 percent! hBp://
  42. 42. Use sensible defaults hBp://
  43. 43. Will more people choose Firefox? hBp://
  44. 44. The power of defaults hBp://
  45. 45. Social Proof
  46. 46. Strongly influenced by the  behaviour of others hBp://
  47. 47. Look to others to determine  the social norms hBp://
  48. 48. Social proof can trick us hBp://‐tetes/66572272/sizes/o/
  49. 49. Social proof is o?en used to  influence behaviour hBp://
  50. 50. Show how popular you are
  51. 51. RaSngs and reviews
  52. 52. Amazon are the masters of  social proof hBp://
  53. 53. LinkedIn is all about social proof
  54. 54. Customer tesSmonials
  55. 55. People learn what’s acceptable by  taking the lead of others
  56. 56. Use social influence to promote  posiSve behaviour
  57. 57. Loss Aversion
  58. 58. LimiSng supply can drive demand hBp://
  59. 59. LimiSng supply can also  speed the sale hBp://
  60. 60. TV Shopping turns commerce  into a MMO game  hBp://
  61. 61. Scarcity and Sme pressure
  62. 62. LimiSng supply can drive demand
  63. 63. Nobody wants to miss out  on a great deal
  64. 64. Loss aversion
  65. 65. I can haz one deal a day  at hBp://
  66. 66. Likability and Gi?ing
  67. 67. Liking and likability 
  68. 68. Win friends and influence people hBp://
  69. 69. Make it easy for people to like you
  70. 70. Reciprocity and gi?ing  hBp://‐blog/2385296766/sizes/o/
  71. 71. Make it easy for people to like you
  72. 72. Liking
  73. 73. Actude similarity effect
  74. 74. Using reciprocity to sSmulate acSvity
  75. 75. Give something away for free
  76. 76. Reading list