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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Transcript

  • 1. Behavior Driven Design 101D JASON HREHA : Behavior Driven Design 101
  • 2. D Jason Hreha jason.hreha@gmail www.persuasive.ly @jhreha
  • 3. D Co-founder of Dopamine UX Advisor @ 500 Startups
  • 4. D Studied Neuroscience @ Stanford Researched in the Stanford Persuasive Tech Lab
  • 5. D A framework
  • 6. D Why do we need one?
  • 7. D
  • 8. D
  • 9. D
  • 10. D
  • 11. D 1. Commitment 2. Consistency 3. Social Proof 4. Liking 5. Authority 6. Scarcity
  • 12. D
  • 13. D Why do these tactics work? What are we changing?
  • 14. D BJ FOGG
  • 15. D FOGG BEHAVIOR MODEL
  • 16. D What causes BEHAVIOR?
  • 17. D 3 things need to coincide for behavior to occur
  • 18. D 1. Ability 2. Motivation 3. Trigger
  • 19. D What do we need to fly a ROCKET?
  • 20. D Shell = Ability Fuel = Motivation Match = Trigger
  • 21. D Shell = Ability Fuel = Motivation Match = Trigger
  • 22. D RunningMotivation + Ability Time
  • 23. D 1. Ability + 2. Motivation + 3. Trigger
  • 24. D 1. Ability
  • 25. D BJ Fogg’s Ability Factors • Time • Money • Physical Effort • Mental Effort • Social Deviance • Non-routine (experience)
  • 26. D Time = proxy for how hard/ streamlined the expected experience is
  • 27. D The Central Question: Are we asking for too much?
  • 28. D Are we asking for too much money?
  • 29. D
  • 30. D
  • 31. D Demand curve.
  • 32. D Are we asking for too much text? (physical effort)
  • 33. D
  • 34. D
  • 35. D Are we asking for too much information? (mental effort)
  • 36. D
  • 37. D
  • 38. 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
  • 39. D Fundamentally, it’s about: Getting to the CORE of the experience. What is absolutely necessary? Get rid of everything else.
  • 40. D 2. Motivation
  • 41. D 2 levels 1. product 2. screen-to-screen
  • 42. D Does the product solve a true pain point? (-) to (+)
  • 43. D Does it provide users with value? (-) to (+) (+) +
  • 44. D If you’re not solving a true problem, you’ll be treated like a game. Finished in 40 hours.
  • 45. D 2 levels 1. product 2. screen-to-screen
  • 46. D
  • 47. D
  • 48. D
  • 49. D
  • 50. D Operant Conditioning
  • 51. D 3. Trigger
  • 52. D
  • 53. D
  • 54. D On-site triggers Off-site triggers
  • 55. D
  • 56. D
  • 57. D Off-site triggers Emails etc.
  • 58. D !
  • 59. D !
  • 60. D !
  • 61. D !
  • 62. D On-site triggers Calls-to-Action (CTA)
  • 63. D
  • 64. D
  • 65. D
  • 66. D
  • 67. D
  • 68. D 1
  • 69. D 1 2
  • 70. D 1 2 3
  • 71. D 1 2 3 4
  • 72. D 1 2 3 4 5
  • 73. D 1 2 3 4 5 6
  • 74. D 1 2 3 4 5 6 7
  • 75. D 1 2 3 4 5 6 7 8
  • 76. D 1 2 3 4 5 6 7 8 9
  • 77. D 1 2 3 4 5 6 7 8 9 10
  • 78. D 1 2 3 4 5 6 7 11 8 9 10
  • 79. D 1 2 3 4 5 6 7 12 etc... 11 8 9 10
  • 80. D Motivation Ability
  • 81. D Ability Motivation 1 6 11 2 7 3 8 4 9 5 10
  • 82. D 1. Ability + 2. Motivation + 3. Trigger
  • 83. D The order of design: 1. Trigger + 2. Ability + 3. Motivation
  • 84. D BJ FOGG
  • 85. D Jason Hreha jason.hreha@gmail www.persuasive.ly @jhreha