In our daily life, we are constantly bombarded with websites, applications, and games that push us to exercise, buy products, quit smoking, use the public transport and more…How do they manage to persuade us? How do these technologies motivate us and hijack our decision-making processes? This talk was originally given at the Pint of Science festival.

1. Persuasive technology
Cristina Vigan0’
UX Designer at Cyber-Duck
@CrVigano

2. Design Psychology

3. WWF - Marketing campaign by Saatchi & Saatchi http://adsoftheworld.com/media/ambient/wwf_paper_dispenser

4. http://www.memecenter.com/fun/1304911/girl-logic

5. Persuasion has been in
our life for a long time
John lewis advert 2015 http://www.johnlewis.com/
Antibes market http://turistipercaso.it/costa-azzurra/image/6445/il-mercato-
provenzale-di-antibes.html

6. Persuasive technology
Child using facebook http://www.mirror.co.uk/news/technology-science/
technology/how-pretend-you-havent-seen-5567320
People using smart phones while waiting https://blog.mozilla.org/ux/2013/09/
firefox-research-in-thailand-five-observations-from-the-field/

7. Medium
Functional triad - B.J. Fogg
SOCIAL ACTOR
TOOL

8. Tool
1. Reduction
2. Tunnelling
3. Tailoring
4. Suggestion
5. Self-monitoring
6. Conditioning

9. 1. Reduction

10. Task difficulty
Motivation
Fogg behaviour model

11. Amazon

12. AmazonPinterest

13. Amazon Dash
Amazon dash

14. 2. tunnelling

15. Asos

16. Duolingo

17. 3. tailoring

18. BBC NEWS

19. NETFLIX

20. SPOTIFY

21. 4. suggestion

22. iBEACON

23. Vouchercloud

24. 5. self-monitoring

25. Jawbone

26. Jawbone

27. Smappee

28. 6. conditioning

29. FOURSQUARE

30. With great power comes great responsibility

31. Persuasive Technology: Using Computers to Change What We Think and Do
B.J. Fogg
100 things every designer needs to know about people
S. M. Weinschenk
Drive: The Surprising Truth About What Motivates Us
D. H. Pink
Resources

32. Thank you!
Cristina Vigano’
UX Designer at Cyber-Duck
@CrVigano
@cyberduck_uk