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Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
Applying Psychology to Web Design
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

Published in: Technology, Health & Medicine
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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

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