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Applying Psychology to Web Design
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Applying Psychology to Web Design

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The slides I used for my SXSW presentation: ...

The slides I used for my SXSW presentation:

High On Line: Applying Psychology to Web Design

Audio can be found here: http://schedule.sxsw.com/2012/events/event_IAP13717

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http://www.persuasive.ly 493
http://www.scoop.it 208
http://opportunitytoexcel.wordpress.com 102
http://gettingtoux.tumblr.com 100
http://blog.mysnowball.com 78
http://lanyrd.com 76
http://www.pinterest.com 47
http://rmartins.net 43
http://hreha.tumblr.com 37
http://www.linkedin.com 33
http://storify.com 28
http://createdev.previewbox.info 26
http://forabiggerdesign.tumblr.com 25
http://create.previewbox.info 16
http://feeds.feedburner.com 14
https://twitter.com 12
http://bundlr.com 5
http://pinterest.com 4
http://us-w1.rockmelt.com 4
http://www.tumblr.com 4
http://createv2.previewbox.info 2
https://si0.twimg.com 1
http://a0.twimg.com 1
http://paper.li 1
http://tr.pinterest.com 1
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Applying Psychology to Web Design Applying Psychology to Web Design Presentation Transcript

  • Behavior Driven Design 101D JASON HREHA : Behavior Driven Design 101
  • D Jason Hreha jason.hreha@gmail www.persuasive.ly @jhreha
  • D Co-founder of Dopamine UX Advisor @ 500 Startups
  • D Studied Neuroscience @ Stanford Researched in the Stanford Persuasive Tech Lab
  • D A framework
  • D Why do we need one?
  • D
  • D
  • D
  • D
  • D 1. Commitment 2. Consistency 3. Social Proof 4. Liking 5. Authority 6. Scarcity
  • D
  • D Why do these tactics work? What are we changing?
  • D BJ FOGG
  • D FOGG BEHAVIOR MODEL
  • D What causes BEHAVIOR?
  • D 3 things need to coincide for behavior to occur
  • D 1. Ability 2. Motivation 3. Trigger
  • D What do we need to fly a ROCKET?
  • D Shell = Ability Fuel = Motivation Match = Trigger
  • D Shell = Ability Fuel = Motivation Match = Trigger
  • D RunningMotivation + Ability Time
  • D 1. Ability + 2. Motivation + 3. Trigger
  • D 1. Ability
  • D BJ Fogg’s Ability Factors • Time • Money • Physical Effort • Mental Effort • Social Deviance • Non-routine (experience)
  • D Time = proxy for how hard/ streamlined the expected experience is
  • D The Central Question: Are we asking for too much?
  • D Are we asking for too much money?
  • D
  • D
  • D Demand curve.
  • D Are we asking for too much text? (physical effort)
  • D
  • D
  • D Are we asking for too much information? (mental effort)
  • D
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  • D Jason’s list • Amount of money required • Amount of text required • Amount of information required • Amount of media required • Amount of learning required (familiarity) • Equipment required
  • D Fundamentally, it’s about: Getting to the CORE of the experience. What is absolutely necessary? Get rid of everything else.
  • D 2. Motivation
  • D 2 levels 1. product 2. screen-to-screen
  • D Does the product solve a true pain point? (-) to (+)
  • D Does it provide users with value? (-) to (+) (+) +
  • D If you’re not solving a true problem, you’ll be treated like a game. Finished in 40 hours.
  • D 2 levels 1. product 2. screen-to-screen
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  • D Operant Conditioning
  • D 3. Trigger
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  • D On-site triggers Off-site triggers
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  • D Off-site triggers Emails etc.
  • D !
  • D !
  • D !
  • D !
  • D On-site triggers Calls-to-Action (CTA)
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  • D 1
  • D 1 2
  • D 1 2 3
  • D 1 2 3 4
  • D 1 2 3 4 5
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  • D 1 2 3 4 5 6 7 11 8 9 10
  • D 1 2 3 4 5 6 7 12 etc... 11 8 9 10
  • D Motivation Ability
  • D Ability Motivation 1 6 11 2 7 3 8 4 9 5 10
  • D 1. Ability + 2. Motivation + 3. Trigger
  • D The order of design: 1. Trigger + 2. Ability + 3. Motivation
  • D BJ FOGG
  • D Jason Hreha jason.hreha@gmail www.persuasive.ly @jhreha