hcid2011 - Persuasion, Trust and the Bottom Line - Rob Gillham (Foolproof)
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 1,644 views

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

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

Statistics

Views

Total Views
1,644
Views on SlideShare
1,641
Embed Views
3

Actions

Likes
3
Downloads
15
Comments
0

2 Embeds 3

https://twitter.com 2
http://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • 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 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
  • Initial relationship-building is increasingly in the hands of the customer Online &Salesman Store Self-serve 3
  • Is a “rational” person a cool, unemotional user of logic?4
  • 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
  • “Six Weapons of Influence” • Reciprocity • Commitment Consistency • Social Proof • Authority • Liking • Scarcity Robert B. Cialdini “Influence: The Psychology of6 Persuasion”
  • • Reciprocity • Commitment Consistency • People tend to return a • Social Proof favour • Authority • Liking • Scarcity7
  • • Reciprocity • Commitment Consistency • People behave more • Social Proof consistently when they have • Authority committed to something • Liking • Scarcity8
  • • Reciprocity • Commitment Consistency • People are more likely to do • Social Proof what everyone else is doing • Authority • Liking • Scarcity9
  • • Reciprocity • Commitment Consistency • People will obey perceived • Social Proof figures of authority • Authority • Liking • Scarcity10
  • • Reciprocity • Commitment Consistency • People are more likely to buy • Social Proof from people they like • Authority • Liking • Scarcity11
  • • Reciprocity • Commitment • Goods become more valuable as Consistency they become scare and we • Social Proof compete for them • Authority • Liking • Scarcity12
  • 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 competitive advantage – it’s becoming a given • ‘Usability’ doesn’t persuade (but the lack of it can disuade!)14
  • 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
  • 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
  • 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 & Start Commit to Converted conversion Explore “Checkout” Convert Visitor path Unengaged Unpersuaded Unconverted
  • 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
  • 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
  • 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
  • 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
  • Thank You!24 BBC World Service - Chinese