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


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 …

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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  • 1. Persuasive Design: Encouraging Your Users To Do What You Want Them To! @andybudd | @clearle? | #persuasivedesign
  • 2. Persuasive Design: Encouraging Your Users To Do What You Want Them To! hBp://www.flickr.com/photos/malkoff/2535263113/sizes/o/
  • 3. Design is all about making decisions Decisions about colour, placement or hierarchy  hBp://www.flickr.com/photos/hubmedia/379347526/sizes/o/
  • 4. These decisions can be used to guide human behaviour hBp://www.flickr.com/photos/lunchSmemama/110765169/sizes/l/
  • 5. Whether it’s at the shopping mall... hBp://www.flickr.com/photos/carlosalejo/3637849381/sizes/o/
  • 6. or sat in front of your computers
  • 7. People are trying to influence us all the Sme hBp://www.flickr.com/photos/infinitewilderness/1035362799/sizes/o/
  • 8. Architects influence how we use  physical spaces hBp://www.flickr.com/photos/nathaninsandiego/2347008566/sizes/o/
  • 9. Or to dissuade and restrict negaSve behaviour hBp://www.flickr.com/photos/jasonyungny/2365447530/sizes/o/
  • 10. Product designers influence our  purchasing decisions hBp://www.flickr.com/photos/jasonyungny/2365447530/sizes/o/ hBp://www.flickr.com/photos/nite_owl/405946678/sizes/l/
  • 11. PoliScians persuade us to vote for them hBp://www.flickr.com/photos/jmSmages/2287332094/sizes/l/in/set‐72157600723692753/
  • 12. Your friends convincing you to  have another beer hBp://www.flickr.com/photos/thomashawk/167663854/sizes/o/
  • 13. Convincing your partner to do that thing in  the bedroom you’ve always wanted  hBp://www.flickr.com/photos/nathaninsandiego/4069121278/sizes/l/
  • 14. AdverSsers are trying to influence our  purchasing decisions all the Sme
  • 15. We may be exposed to 5,000 branding  messages per day! hBp://www.flickr.com/photos/laughingsquid/383433646/sizes/o/
  • 16. Brands use their understanding of human  behaviour to increase consumpSon hBp://www.flickr.com/photos/vic_acid/2333114008/sizes/o/
  • 17. Supermarkets are explicitly designed to  maximise consumpSon www.flickr.com/photos/shankbone/2800620360/
  • 18. Persuasion techniques used by supermarkets www.flickr.com/photos/bunny/2540431589/
  • 19. Some persuasion techniques  are obvious hBp://www.flickr.com/photos/bcosSn/2503659807/sizes/l/in/set‐72157601994953412/
  • 20. Sound levels at bars hBp://www.flickr.com/photos/borghec/74731395/sizes/o/
  • 21. The sweet smell of success www.flickr.com/photos/cc_chapman/2742390105/
  • 22. We like to think that it’s not affecSng us
  • 23. But studies have shown that it is! hBp://www.flickr.com/photos/iceninejon/3557668969/sizes/o/
  • 24. Some people worry that these techniques are  manipulaSve hBp://www.flickr.com/photos/lenore‐m/2599969114/sizes/o/
  • 25. MarkeSng helps overcome the  paradox of choice hBp://www.flickr.com/photos/tracer/3805558623/sizes/o/
  • 26. Choice architecture
  • 27. Understand the cogniSve biases that drive decision making
  • 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. Determine the target behaviour  and design for it
  • 30. Authority and Trust
  • 31. Trust me, I’m a doctor hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/
  • 32. Trust me, I’m Jeffrey Zeldman hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/
  • 33. You’re much more likely to trust this site
  • 34. Than this site
  • 35. What is beauSful is good
  • 36. The Halo Effect
  • 37. Trust Indicators
  • 38. Layout and PosiSoning
  • 39. We make decisions based  on context hBp://www.flickr.com/photos/pgoyeBe/94521651/sizes/o/
  • 40. Pick me hBp://www.flickr.com/photos/lotusgreen/3003474433/sizes/o/
  • 41. Reduces spillage by up to  80 percent! hBp://www.flickr.com/photos/tracer/3805558623/sizes/o/
  • 42. Use sensible defaults hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/
  • 43. Will more people choose Firefox? hBp://www.flickr.com/photos/simplesso/4405765635/sizes/o/
  • 44. The power of defaults hBp://www.flickr.com/photos/simplesso/4405765635/sizes/o/
  • 45. Social Proof
  • 46. Strongly influenced by the  behaviour of others hBp://www.flickr.com/photos/chenchihyung/3531751512/sizes/o/
  • 47. Look to others to determine  the social norms hBp://www.flickr.com/photos/wonderfulhorriblelife/3030611906/sizes/o/
  • 48. Social proof can trick us hBp://www.flickr.com/photos/trois‐tetes/66572272/sizes/o/
  • 49. Social proof is o?en used to  influence behaviour hBp://www.flickr.com/photos/emmaswann/2428435914/sizes/o/
  • 50. Show how popular you are
  • 51. RaSngs and reviews
  • 52. Amazon are the masters of  social proof hBp://www.flickr.com/photos/emmaswann/2428435914/sizes/o/
  • 53. LinkedIn is all about social proof
  • 54. Customer tesSmonials
  • 55. People learn what’s acceptable by  taking the lead of others
  • 56. Use social influence to promote  posiSve behaviour
  • 57. Loss Aversion
  • 58. LimiSng supply can drive demand hBp://www.flickr.com/photos/hubmedia/228394106/sizes/o/
  • 59. LimiSng supply can also  speed the sale hBp://www.flickr.com/photos/sathishcj/1868112883/sizes/o/in/photostream/
  • 60. TV Shopping turns commerce  into a MMO game  hBp://www.flickr.com/photos/thomashawk/398768298/sizes/o/
  • 61. Scarcity and Sme pressure
  • 62. LimiSng supply can drive demand
  • 63. Nobody wants to miss out  on a great deal
  • 64. Loss aversion
  • 65. I can haz one deal a day  at woot.com hBp://www.flickr.com/photos/formatc1/3908942698/sizes/o/in/photostream/
  • 66. Likability and Gi?ing
  • 67. Liking and likability 
  • 68. Win friends and influence people hBp://www.flickr.com/photos/formatc1/3908942698/sizes/o/in/photostream/
  • 69. Make it easy for people to like you
  • 70. Reciprocity and gi?ing  hBp://www.flickr.com/photos/veerles‐blog/2385296766/sizes/o/
  • 71. Make it easy for people to like you
  • 72. Liking
  • 73. Actude similarity effect
  • 74. Using reciprocity to sSmulate acSvity
  • 75. Give something away for free
  • 76. Reading list