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

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

  • @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 Design f f f f f KGAME PLAN
  • 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
  • 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” ➜ 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.”
  • @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.”
  • @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
  • @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
  • @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
  • @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 Information" vs. "Get Information" "Create Account" vs. "Join Now" etc.
  • @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. 29 April 2010
  • @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 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
  • @mattdanna White Hat Black Hat Persuasion ! Transparent ! Upfront about intent ! “Nudging” Manipulation / Coercion ! Deceptive ! Disregards user interest ! “Shoving” Behavior Design
  • @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
  • @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