Engineering Persuasion, Emotion & TrustThe Strategy of Persuasive DesignRobert Gillham19th April 2011
Why Consumer Experience (as opposed to ‘usability’) is Important 79% of consumers will commit to a deeper brand relationsh...
Initial relationship-building is increasingly in the hands of the customer                                                ...
Is a “rational” person a cool, unemotional user of logic?4
Persuasion, Emotion & Trust?    Persuasion             Emotion                Trust    • Communication        • Defined lo...
“Six Weapons of Influence”     • Reciprocity     • Commitment       Consistency     • Social Proof     • Authority     • L...
•   Reciprocity    •   Commitment        Consistency                       • People tend to return a    •   Social Proof  ...
•   Reciprocity    •   Commitment        Consistency    • People behave more    •   Social Proof                         c...
•   Reciprocity    •   Commitment        Consistency    • People are more likely to do    •   Social Proof                ...
•   Reciprocity     •   Commitment         Consistency    • People will obey perceived     •   Social Proof               ...
•   Reciprocity     •   Commitment         Consistency                        • People are more likely to buy     •   Soci...
•   Reciprocity     •   Commitment                        • Goods become more valuable as         Consistency             ...
Why is Persuasive Design a Challenge for UX?13
Usability is only a hygienic factor     • ‘Easy to use’ is something consumers always ask for     • But it’s not a competi...
Emotion influences perceived usability     Once a consumer feels positively (or negatively) about a product or     service...
Consumers don’t have sufficient insight to help     • Pantyhose Study by Nisbett and Wilson          12%      17%       31...
Measuring Persuasion Through Conversion17
Measuring Persuasion: How do people think about     a new online banking proposition?18
Measuring Persuasion: Task flow on the banking site                                 Choose a   Enter Site      Browse &   ...
Measuring Persuasion: The traditional view - X visitors in, Y visitors outCommon Conversion                               ...
Measuring Persuasion: Start measuring from a meaningful pointCommon Conversion                   Engaged Conversion       ...
Measuring Persuasion: Distinguish between different cognitive stagesCommon Conversion                   Engaged Conversion...
Summary •   Human beings make decisions based on emotional responses as well     as rational thought processes •   Usabili...
Thank You!24 BBC World Service - Chinese
Upcoming SlideShare
Loading in...5
×

hcid2011 - Persuasion, Trust and the Bottom Line - Rob Gillham (Foolproof)

1,481

Published on

One of the many talks at hcid2011 held at City University London on 19th April 2011

Published in: Technology, Travel
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,481
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
17
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

hcid2011 - Persuasion, Trust and the Bottom Line - Rob Gillham (Foolproof)

  1. 1. Engineering Persuasion, Emotion & TrustThe Strategy of Persuasive DesignRobert Gillham19th April 2011
  2. 2. Why Consumer Experience (as opposed to ‘usability’) is Important 79% of consumers will commit to a deeper brand relationship – through product or service adoption – after a satisfying online experience 59% of customers will stop doing business with the brand after just one bad experience in any channel IBM customer study 2
  3. 3. Initial relationship-building is increasingly in the hands of the customer Online &Salesman Store Self-serve 3
  4. 4. Is a “rational” person a cool, unemotional user of logic?4
  5. 5. Persuasion, Emotion & Trust? Persuasion Emotion Trust • Communication • Defined loosely as • To have faith or intended to induce a physiological confidence in belief or action state of arousal something or • Process of guiding • Triggered by someone someone toward beliefs about the adoption of an something idea, attitude, or • Has cognitive, action by rational physiological, and symbolic social, and means behavioural • Not coercive aspects5
  6. 6. “Six Weapons of Influence” • Reciprocity • Commitment Consistency • Social Proof • Authority • Liking • Scarcity Robert B. Cialdini “Influence: The Psychology of6 Persuasion”
  7. 7. • Reciprocity • Commitment Consistency • People tend to return a • Social Proof favour • Authority • Liking • Scarcity7
  8. 8. • Reciprocity • Commitment Consistency • People behave more • Social Proof consistently when they have • Authority committed to something • Liking • Scarcity8
  9. 9. • Reciprocity • Commitment Consistency • People are more likely to do • Social Proof what everyone else is doing • Authority • Liking • Scarcity9
  10. 10. • Reciprocity • Commitment Consistency • People will obey perceived • Social Proof figures of authority • Authority • Liking • Scarcity10
  11. 11. • Reciprocity • Commitment Consistency • People are more likely to buy • Social Proof from people they like • Authority • Liking • Scarcity11
  12. 12. • Reciprocity • Commitment • Goods become more valuable as Consistency they become scare and we • Social Proof compete for them • Authority • Liking • Scarcity12
  13. 13. Why is Persuasive Design a Challenge for UX?13
  14. 14. Usability is only a hygienic factor • ‘Easy to use’ is something consumers always ask for • But it’s not a competitive advantage – it’s becoming a given • ‘Usability’ doesn’t persuade (but the lack of it can disuade!)14
  15. 15. Emotion influences perceived usability Once a consumer feels positively (or negatively) about a product or service, their emotional reaction influences the perceived importance of small usability issues15
  16. 16. Consumers don’t have sufficient insight to help • Pantyhose Study by Nisbett and Wilson 12% 17% 31% 40% “This pair is sheerer” “I think this pair is better made.”16
  17. 17. Measuring Persuasion Through Conversion17
  18. 18. Measuring Persuasion: How do people think about a new online banking proposition?18
  19. 19. Measuring Persuasion: Task flow on the banking site Choose a Enter Site Browse & Start Commit to Converted conversion Explore “Checkout” Convert Visitor path Unengaged Unpersuaded Unconverted
  20. 20. Measuring Persuasion: The traditional view - X visitors in, Y visitors outCommon Conversion Choose a Enter Site Browse & Start Commit to Converted conversion Explore “Checkout” Convert Visitor path
  21. 21. Measuring Persuasion: Start measuring from a meaningful pointCommon Conversion Engaged Conversion Choose a Enter Site Browse & Start Commit to Converted conversion Explore “Checkout” Convert Visitor path
  22. 22. Measuring Persuasion: Distinguish between different cognitive stagesCommon Conversion Engaged Conversion Committed Conversion Choose a Enter Site Browse & Start Commit to Converted conversion Explore “Checkout” Convert Visitor path
  23. 23. Summary • Human beings make decisions based on emotional responses as well as rational thought processes • Usability governs whether or not people can complete a task • Persuasion, emotion & trust determines whether they will do it • Psychological principles give us a framework for thinking about persuasive design solutions • Persuasion can be thought about in terms of conversion – but only if we break it down and think about conversion as a series of persuasive steps
  24. 24. Thank You!24 BBC World Service - Chinese
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×