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

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  • 1. @mattdanna MATTDANNA Designer’s Playbook iPERSUASIVEDESIGN
  • 2. 7MatT DanNa VP, Product o
  • 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. 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. WHAT IS “PERSUASIVE DESIGN” ?c c
  • 6. PERSUASIVE DESIGN is… Designing with the intent to: 1. Incite a new behavior, or 2. Modify existing behavior
  • 7. Service Product Feature Interface Component SCOPE OF PERSUASION
  • 8. Service Product Feature Interface Component SCOPE OF PERSUASION 1 PLACEHOLDER
  • 9. Service Product Feature Interface Component SCOPE OF PERSUASION 1
  • 10. Service Product Feature Interface Component SCOPE OF PERSUASION 1
  • 11. Service Product Feature Interface Component SCOPE OF PERSUASION 1 PLACEHOLDER
  • 12. Service Product Feature Interface Component SCOPE OF PERSUASION 1 PLACEHOLDER
  • 13. Service Product Feature Interface Component SCOPE OF PERSUASION MMMM Macrosuasion Microsuasion
  • 14. Service Product Feature Interface Component SCOPE OF PERSUASION MMMM VALUE PROPOSITIONMacrosuasion Microsuasion CONVERSION
  • 15. Service Product Feature Interface Component SCOPE OF PERSUASION MMMM VALUE PROPOSITIONMacrosuasion Microsuasion CONVERSION
  • 16. @mattdanna ICASE STUDY Email opt-in Defaults
  • 17. @mattdanna
  • 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. @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. @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. @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. @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. @mattdanna Design Patterns for Microsuasion
  • 24. @mattdanna Attention Positioning Promotion Presence Prevention
  • 25. @mattdanna Completion Meter Guidance:
  • 26. @mattdanna Stepped Process Guidance:
  • 27. @mattdanna Ongoing Education Guidance:
  • 28. @mattdanna
  • 29. @mattdanna Good Defaults Guidance:
  • 30. @mattdanna Reduction Attention:
  • 31. @mattdanna Tunneling Attention:
  • 32. @mattdanna Blocking Attention:
  • 33. @mattdanna Social Proof Biases:
  • 34. @mattdanna Testimonials Biases:
  • 35. @mattdanna Kairos (καιρός) Timing: “Opportune Moment”
  • 36. @mattdanna Kairos (καιρός) Timing: “Opportune Moment”
  • 37. @mattdanna Feedback Loop Timing:
  • 38. @mattdanna Smart Settings Error Proofing:
  • 39. @mattdanna Conditional Warnings Error Proofing:
  • 40. @mattdanna Time Limitations Scarcity:
  • 41. @mattdanna Availability Scarcity:
  • 42. @mattdanna Exclusivity Scarcity:
  • 43. @mattdanna Color Theory Visual Design:
  • 44. @mattdanna Credibility Visual Design:
  • 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. @mattdanna Reaffirmation Recognition:
  • 47. @mattdanna Badges Recognition:
  • 48. @mattdanna Fixed Rewards:
  • 49. @mattdanna Variable Rewards:
  • 50. @mattdanna Dark Design Patterns for Microsuasion
  • 51. @mattdanna Presumptuous Greed:
  • 52. @mattdanna Friction Greed:
  • 53. @mattdanna Guilt Emotions:
  • 54. @mattdanna Unexpected Results Inconsistency:
  • 55. @mattdanna Unexpected Results Inconsistency:
  • 56. @mattdanna Unexpected Results Inconsistency:
  • 57. @mattdanna Easy In, 
 Difficult Out Friction:
  • 58. @mattdanna Easy In, 
 Difficult Out Friction:
  • 59. @mattdanna All or Nothing Throffer: “Throffer” = Threat + Offer
  • 60. @mattdanna “Privacy Zuckering” Cognitive Load: Jones, Tim. “Facebook’s “Evil Interfaces””. Electronic Frontier Foundation. 29 April 2010
  • 61. @mattdanna Forget to cancel rebilling Prey on users laziness…mental recall…forgetfulness
  • 62. @mattdanna Ethics of Persuasive Technology
  • 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. @mattdanna White Hat Black Hat Persuasion ! Transparent ! Upfront about intent ! “Nudging” Manipulation / Coercion ! Deceptive ! Disregards user interest ! “Shoving” Behavior Design
  • 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. @mattdanna Getting Started with Applying Persuasive Design
  • 67. @mattdanna Know your users Step 1:
  • 68. @mattdanna Know your product Step 2:
  • 69. @mattdanna Functional Usable Persuasive
  • 70. @mattdanna Determine the behavior you want to drive Step 3:
  • 71. @mattdanna Put the user in control Step 4:
  • 72. @mattdanna Make desired 
 outcome align with 
 the user’s interest Step 5:
  • 73. @mattdanna Market that behavior through education, stories, social norms, gains, surprises, etc. Step 6:
  • 74. @mattdanna Identify potential losses or negative results to discourage behavior Step 7:
  • 75. @mattdanna Build the path to the desired outcome and help users through it Step 8:
  • 76. @mattdanna Keep it simple Step 9:
  • 77. @mattdanna Experiment, measure, learn, & iterate Step 10:
  • 78. THX! <3 Discussion / Q&A Matt Danna @mattdanna