@mattdanna
MATTDANNA
Designer’s Playbook
iPERSUASIVEDESIGN
7MatT DanNa
VP, Product
o
Define “Persuasive Design”
Review a Case Study
Explore Design Patterns
Examine Anti-Patterns
Learn How to Apply Persuasive...
IDISCLAIMER
I will be discussing a lot of products, apps, and
services throughout the course of this talk. 

I all of them...
WHAT IS “PERSUASIVE DESIGN” ?c c
PERSUASIVE DESIGN is…
Designing with the intent to:
1. Incite a new behavior, or
2. Modify existing behavior
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
1
PLACEHOLDER
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
1
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
1
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
1
PLACEHOLDER
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
1
PLACEHOLDER
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
MMMM
Macrosuasion
Microsuasion
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
MMMM
VALUE PROPOSITIONMacrosuasion
Microsuasion
CONVERSION
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
MMMM
VALUE PROPOSITIONMacrosuasion
Microsuasion
CONVERSION
@mattdanna
ICASE STUDY
Email opt-in Defaults
@mattdanna
@mattdanna
➜
Option 3: Forced opt-in (field is disabled)
“You are going to receive our emails but can opt-out later”
➜
Opt...
@mattdanna
Honest
Deceptive
➜
Option 3: Forced opt-in (field is disabled)
“You are going to receive our emails but can opt...
@mattdanna Sample size: 8.5MM Users
‘s Email Opt-in Rate at Sign-up
➜
Before (unchecked)
“Send me promotional updates from...
@mattdanna Sample size: 8.5MM Users
‘s Email Opt-in Rate at Sign-up
➜
Before (unchecked)
“Send me promotional updates from...
@mattdanna Sample size: 8.5MM Users
‘s Email Opt-in Rate at Sign-up
➜
Before: “Send me promotional updates from deviantART...
@mattdanna
Design Patterns
for Microsuasion
@mattdanna
Attention
Positioning
Promotion
Presence
Prevention
@mattdanna
Completion Meter
Guidance:
@mattdanna
Stepped Process
Guidance:
@mattdanna
Ongoing Education
Guidance:
@mattdanna
@mattdanna
Good Defaults
Guidance:
@mattdanna
Reduction
Attention:
@mattdanna
Tunneling
Attention:
@mattdanna
Blocking
Attention:
@mattdanna
Social Proof
Biases:
@mattdanna
Testimonials
Biases:
@mattdanna
Kairos (καιρός)
Timing:
“Opportune Moment”
@mattdanna
Kairos (καιρός)
Timing:
“Opportune Moment”
@mattdanna
Feedback Loop
Timing:
@mattdanna
Smart Settings
Error Proofing:
@mattdanna
Conditional Warnings
Error Proofing:
@mattdanna
Time Limitations
Scarcity:
@mattdanna
Availability
Scarcity:
@mattdanna
Exclusivity
Scarcity:
@mattdanna
Color Theory
Visual Design:
@mattdanna
Credibility
Visual Design:
@mattdanna
Calls-to-Action (CTAs)
Wordsmithing:
"Start your free 30 day trial" vs. "Start my free 30 day trial"
"Order Inf...
@mattdanna
Reaffirmation
Recognition:
@mattdanna
Badges
Recognition:
@mattdanna
Fixed
Rewards:
@mattdanna
Variable
Rewards:
@mattdanna
Dark Design Patterns
for Microsuasion
@mattdanna
Presumptuous
Greed:
@mattdanna
Friction
Greed:
@mattdanna
Guilt
Emotions:
@mattdanna
Unexpected Results
Inconsistency:
@mattdanna
Unexpected Results
Inconsistency:
@mattdanna
Unexpected Results
Inconsistency:
@mattdanna
Easy In, 

Difficult Out
Friction:
@mattdanna
Easy In, 

Difficult Out
Friction:
@mattdanna
All or Nothing
Throffer:
“Throffer” = Threat + Offer
@mattdanna
“Privacy
Zuckering”
Cognitive Load:
Jones, Tim. “Facebook’s “Evil Interfaces””. Electronic Frontier Foundation....
@mattdanna
Forget to cancel
rebilling
Prey on users laziness…mental
recall…forgetfulness
@mattdanna
Ethics
of Persuasive Technology
@mattdanna
“Societies eventually develop antibodies to
addictive new things...
...Unless we want to be canaries in the coa...
@mattdanna
White Hat Black Hat
Persuasion
!
Transparent
!
Upfront about intent
!
“Nudging”
Manipulation / Coercion
!
Decep...
@mattdanna
• Your intent, methods of persuasion, and outcomes
determine the ethics of your decisions.
• You will get the b...
@mattdanna
Getting Started
with Applying Persuasive Design
@mattdanna
Know your users
Step 1:
@mattdanna
Know your product
Step 2:
@mattdanna
Functional
Usable
Persuasive
@mattdanna
Determine the behavior
you want to drive
Step 3:
@mattdanna
Put the user in control
Step 4:
@mattdanna
Make desired 

outcome align with 

the user’s interest
Step 5:
@mattdanna
Market that behavior
through education, stories,
social norms, gains,
surprises, etc.
Step 6:
@mattdanna
Identify potential losses
or negative results to
discourage behavior
Step 7:
@mattdanna
Build the path to the
desired outcome and
help users through it
Step 8:
@mattdanna
Keep it simple
Step 9:
@mattdanna
Experiment, measure,
learn, & iterate
Step 10:
THX! <3
Discussion / Q&A
Matt Danna
@mattdanna
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GSummit SF 2014 - The Designer’s Playbook for Persuasive Design by Matt Danna @mattdanna

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GSummit SF 2014 - The Designer’s Playbook for Persuasive Design by Matt Danna @mattdanna

  1. 1. @mattdanna MATTDANNA Designer’s Playbook iPERSUASIVEDESIGN
  2. 2. 7MatT DanNa VP, Product o
  3. 3. Define “Persuasive Design” Review a Case Study Explore Design Patterns Examine Anti-Patterns Learn How to Apply Persuasive Design f f f f f KGAME PLAN
  4. 4. IDISCLAIMER I will be discussing a lot of products, apps, and services throughout the course of this talk. 
 I all of them...well, most of them. ! Also, my views are their own, and do not necessarily reflect those of my employer. k
  5. 5. WHAT IS “PERSUASIVE DESIGN” ?c c
  6. 6. PERSUASIVE DESIGN is… Designing with the intent to: 1. Incite a new behavior, or 2. Modify existing behavior
  7. 7. Service Product Feature Interface Component SCOPE OF PERSUASION
  8. 8. Service Product Feature Interface Component SCOPE OF PERSUASION 1 PLACEHOLDER
  9. 9. Service Product Feature Interface Component SCOPE OF PERSUASION 1
  10. 10. Service Product Feature Interface Component SCOPE OF PERSUASION 1
  11. 11. Service Product Feature Interface Component SCOPE OF PERSUASION 1 PLACEHOLDER
  12. 12. Service Product Feature Interface Component SCOPE OF PERSUASION 1 PLACEHOLDER
  13. 13. Service Product Feature Interface Component SCOPE OF PERSUASION MMMM Macrosuasion Microsuasion
  14. 14. Service Product Feature Interface Component SCOPE OF PERSUASION MMMM VALUE PROPOSITIONMacrosuasion Microsuasion CONVERSION
  15. 15. Service Product Feature Interface Component SCOPE OF PERSUASION MMMM VALUE PROPOSITIONMacrosuasion Microsuasion CONVERSION
  16. 16. @mattdanna ICASE STUDY Email opt-in Defaults
  17. 17. @mattdanna
  18. 18. @mattdanna ➜ Option 3: Forced opt-in (field is disabled) “You are going to receive our emails but can opt-out later” ➜ Option 1: Unchecked “Would you like to receive our emails?” ➜ Option 2: Pre-checked “We think you should receive our emails.” ➜ Option 4: No UI “Ha! You don’t even know this, but you’re going to get our emails.”
  19. 19. @mattdanna Honest Deceptive ➜ Option 3: Forced opt-in (field is disabled) “You are going to receive our emails but can opt-out later” ➜ Option 1: Unchecked “Would you like to receive our emails?” ➜ Option 2: Pre-checked “We think you should receive our emails.” ➜ Option 4: No UI “Ha! You don’t even know this, but you’re going to get our emails.”
  20. 20. @mattdanna Sample size: 8.5MM Users ‘s Email Opt-in Rate at Sign-up ➜ Before (unchecked) “Send me promotional updates from deviantART” Language (stays the same): 1.6% opt-in
  21. 21. @mattdanna Sample size: 8.5MM Users ‘s Email Opt-in Rate at Sign-up ➜ Before (unchecked) “Send me promotional updates from deviantART” ➜ After (pre-checked) 42.4% opt-in Language (stays the same): 1.6% opt-in
  22. 22. @mattdanna Sample size: 8.5MM Users ‘s Email Opt-in Rate at Sign-up ➜ Before: “Send me promotional updates from deviantART” ➜ After “Email me about the latest deviantART news, contests, and special offers.” 48.5% opt-in 42.4% opt-in
  23. 23. @mattdanna Design Patterns for Microsuasion
  24. 24. @mattdanna Attention Positioning Promotion Presence Prevention
  25. 25. @mattdanna Completion Meter Guidance:
  26. 26. @mattdanna Stepped Process Guidance:
  27. 27. @mattdanna Ongoing Education Guidance:
  28. 28. @mattdanna
  29. 29. @mattdanna Good Defaults Guidance:
  30. 30. @mattdanna Reduction Attention:
  31. 31. @mattdanna Tunneling Attention:
  32. 32. @mattdanna Blocking Attention:
  33. 33. @mattdanna Social Proof Biases:
  34. 34. @mattdanna Testimonials Biases:
  35. 35. @mattdanna Kairos (καιρός) Timing: “Opportune Moment”
  36. 36. @mattdanna Kairos (καιρός) Timing: “Opportune Moment”
  37. 37. @mattdanna Feedback Loop Timing:
  38. 38. @mattdanna Smart Settings Error Proofing:
  39. 39. @mattdanna Conditional Warnings Error Proofing:
  40. 40. @mattdanna Time Limitations Scarcity:
  41. 41. @mattdanna Availability Scarcity:
  42. 42. @mattdanna Exclusivity Scarcity:
  43. 43. @mattdanna Color Theory Visual Design:
  44. 44. @mattdanna Credibility Visual Design:
  45. 45. @mattdanna Calls-to-Action (CTAs) Wordsmithing: "Start your free 30 day trial" vs. "Start my free 30 day trial" "Order Information" vs. "Get Information" "Create Account" vs. "Join Now" etc.
  46. 46. @mattdanna Reaffirmation Recognition:
  47. 47. @mattdanna Badges Recognition:
  48. 48. @mattdanna Fixed Rewards:
  49. 49. @mattdanna Variable Rewards:
  50. 50. @mattdanna Dark Design Patterns for Microsuasion
  51. 51. @mattdanna Presumptuous Greed:
  52. 52. @mattdanna Friction Greed:
  53. 53. @mattdanna Guilt Emotions:
  54. 54. @mattdanna Unexpected Results Inconsistency:
  55. 55. @mattdanna Unexpected Results Inconsistency:
  56. 56. @mattdanna Unexpected Results Inconsistency:
  57. 57. @mattdanna Easy In, 
 Difficult Out Friction:
  58. 58. @mattdanna Easy In, 
 Difficult Out Friction:
  59. 59. @mattdanna All or Nothing Throffer: “Throffer” = Threat + Offer
  60. 60. @mattdanna “Privacy Zuckering” Cognitive Load: Jones, Tim. “Facebook’s “Evil Interfaces””. Electronic Frontier Foundation. 29 April 2010
  61. 61. @mattdanna Forget to cancel rebilling Prey on users laziness…mental recall…forgetfulness
  62. 62. @mattdanna Ethics of Persuasive Technology
  63. 63. @mattdanna “Societies eventually develop antibodies to addictive new things... ...Unless we want to be canaries in the coal mine of each new addiction—the people whose sad example becomes a lesson to future generations—we’ll have to figure out for ourselves what to avoid and how.” –Paul Graham, 2010 The Acceleration of Addictiveness Graham, Paul. paulgraham.com. July 2010
  64. 64. @mattdanna White Hat Black Hat Persuasion ! Transparent ! Upfront about intent ! “Nudging” Manipulation / Coercion ! Deceptive ! Disregards user interest ! “Shoving” Behavior Design
  65. 65. @mattdanna • Your intent, methods of persuasion, and outcomes determine the ethics of your decisions. • You will get the behavior you incent • Be especially careful when it comes to user privacy, online identity, personal identifying information, commerce, and publishing Design with Care
  66. 66. @mattdanna Getting Started with Applying Persuasive Design
  67. 67. @mattdanna Know your users Step 1:
  68. 68. @mattdanna Know your product Step 2:
  69. 69. @mattdanna Functional Usable Persuasive
  70. 70. @mattdanna Determine the behavior you want to drive Step 3:
  71. 71. @mattdanna Put the user in control Step 4:
  72. 72. @mattdanna Make desired 
 outcome align with 
 the user’s interest Step 5:
  73. 73. @mattdanna Market that behavior through education, stories, social norms, gains, surprises, etc. Step 6:
  74. 74. @mattdanna Identify potential losses or negative results to discourage behavior Step 7:
  75. 75. @mattdanna Build the path to the desired outcome and help users through it Step 8:
  76. 76. @mattdanna Keep it simple Step 9:
  77. 77. @mattdanna Experiment, measure, learn, & iterate Step 10:
  78. 78. THX! <3 Discussion / Q&A Matt Danna @mattdanna
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