Persuasive Design: Putting it to Use<br />John Whalen, PhD<br />September 16, 2010<br />
P.B.<br />J.<br />+<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />...
Vision Science<br />Cognitive Neuroscience<br />PhD: Math in Brain<br />Linguistics<br />PhD Cognitive Science<br />Post D...
Locations <br />across USA<br />DOJ<br />VisualDesign<br />FDA<br />InteractionDesign<br />ContentCreation<br />USDA<br />...
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />Why bother?<br />What is it?<br />Still n...
2000<br />2005<br />2010<br />
I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.<br />
Behavior is our medium.<br />
Need to know science behind seduction.<br />Entice, induce, tempt.<br />Not manipulation, mind control, one night stand.<b...
Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.<br />
Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.<br />
P.B.<br />J.<br />+<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />...
PremiumAccount<br />Registration<br />Membership<br />Effort<br />Time<br />
PremiumAccount<br />Registration<br />Membership<br />Effort<br />Time<br />Reduce effort with Usability<br />
PremiumAccount<br />Registration<br />Membership<br />Effort<br />Conversion!!!<br />Time<br />Add persuasion to motivate ...
AAA / HFI<br />It works – double the funnel<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Likeability<br />Free<br />Commitment<br />
B<br />A<br />C<br />Likeability<br />Free<br />Commitment<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Intrigue<br />
Endowment<br />
Which <br />works better?<br />Aesthetics<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Narrative<br />
Narrative<br />
Barbeque by the pool<br />Narrative<br />
Achievement<br />
Where’s the barbeque?<br />Achievement<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Reputation<br />Authority<br />Social Proof<br />
B ???<br />C<br />A<br />Reputation<br />Authority<br />Social Proof<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Framing<br />
Anchoring<br />
Mimicry<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Loss Aversion<br />
Status Quo<br />
Effort<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Scarcity<br />
Loss Aversion<br />
Ownership<br />
Phew !!!<br />
P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still n...
Persuasive Design<br />slideshare.net/johnwhalen<br />Twitter: #persuasivedesign<br />Thank You<br />John Whalen<br />Brid...
Likeability 	– capture them with visuals<br />Free 		– give something away to ask for return favor<br />Commitment 	– ask ...
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Transcript of "Persuasive design "

  1. 1. Persuasive Design: Putting it to Use<br />John Whalen, PhD<br />September 16, 2010<br />
  2. 2. P.B.<br />J.<br />+<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Persuasive Design<br />Twitter: <br />#persuasive<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  3. 3. Vision Science<br />Cognitive Neuroscience<br />PhD: Math in Brain<br />Linguistics<br />PhD Cognitive Science<br />Post Doc at UCLAduring Dot.Com boom<br />John Whalen<br />Professor in Psychology<br />VP, User Experience<br />Bridgeline Digital<br />Usability/<br />Accessibility<br />User<br />Experience<br />OnlineStrategy<br />InformationArchitecture<br />
  4. 4. Locations <br />across USA<br />DOJ<br />VisualDesign<br />FDA<br />InteractionDesign<br />ContentCreation<br />USDA<br />Usability/<br />Accessibility<br />InformationArchitecture<br />10 Yrs old<br />SampleClients<br />CareFirst<br />About<br />AARP<br />Bridgeline<br />Ad.com<br />Design<br />Comcast<br />Discovery<br />Delivery<br />Development<br />OnlineStrategy<br />Web Sites<br />User <br />Research<br />Support<br />CMS<br />.NET<br />Custom<br />Apps<br />Intranets<br />iAPPS<br />CustomApps<br />Stakeholder<br />Research<br />eCommerce<br />Online<br />SystemIntegration<br />Facebook<br />Competition<br />iPhone<br />
  5. 5. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />Why bother?<br />What is it?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  6. 6. 2000<br />2005<br />2010<br />
  7. 7. I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.<br />
  8. 8. Behavior is our medium.<br />
  9. 9. Need to know science behind seduction.<br />Entice, induce, tempt.<br />Not manipulation, mind control, one night stand.<br />
  10. 10. Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.<br />
  11. 11. Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.<br />
  12. 12.
  13. 13. P.B.<br />J.<br />+<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  14. 14. PremiumAccount<br />Registration<br />Membership<br />Effort<br />Time<br />
  15. 15. PremiumAccount<br />Registration<br />Membership<br />Effort<br />Time<br />Reduce effort with Usability<br />
  16. 16. PremiumAccount<br />Registration<br />Membership<br />Effort<br />Conversion!!!<br />Time<br />Add persuasion to motivate effort<br />
  17. 17. AAA / HFI<br />It works – double the funnel<br />
  18. 18.
  19. 19. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Oh Cool”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  20. 20. Likeability<br />Free<br />Commitment<br />
  21. 21. B<br />A<br />C<br />Likeability<br />Free<br />Commitment<br />
  22. 22. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Why wouldI want one?”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />“Oh Cool”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30. Intrigue<br />
  31. 31. Endowment<br />
  32. 32. Which <br />works better?<br />Aesthetics<br />
  33. 33. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Is it anygood?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />“Oh Cool”<br />“Why wouldI want one?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  34. 34. Narrative<br />
  35. 35. Narrative<br />
  36. 36. Barbeque by the pool<br />Narrative<br />
  37. 37. Achievement<br />
  38. 38. Where’s the barbeque?<br />Achievement<br />
  39. 39. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Why wouldI want one?”<br />“Conversion”<br />“Is it worththat price?”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  40. 40. Reputation<br />Authority<br />Social Proof<br />
  41. 41. B ???<br />C<br />A<br />Reputation<br />Authority<br />Social Proof<br />
  42. 42. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“I want<br />one but…”<br />“Why wouldI want one?”<br />“Conversion”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  43. 43. Framing<br />
  44. 44. Anchoring<br />
  45. 45. Mimicry<br />
  46. 46. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“Why wouldI want one?”<br />“Conversion”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />“I want<br />one but…”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  47. 47. Loss Aversion<br />
  48. 48. Status Quo<br />
  49. 49. Effort<br />
  50. 50. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“Why wouldI want one?”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />“I want<br />one but…”<br />“Conversion”<br />LikabilityFreeCommitment<br />Scarcity<br />Loss Aversion<br />Ownership<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  51. 51. Scarcity<br />
  52. 52. Loss Aversion<br />
  53. 53. Ownership<br />
  54. 54. Phew !!!<br />
  55. 55. P.B.<br />J.<br />Beginnings<br />Persuasion<br />Usability<br />Definition<br />What is it?<br />Why bother?<br />Still need help?<br />Same old<br />Same old<br />Persuasive Design<br />Hire Us<br />Persuasion During Buying Process<br />oops<br />Freudian slip<br />“Why wouldI want one?”<br />“Conversion”<br />“What’s that?”<br />“Oh Cool”<br />“Is it anygood?”<br />“Is it worththat price?”<br />“I want<br />one but…”<br />Scarcity<br />Loss Aversion<br />Ownership<br />LikabilityFreeCommitment<br />Intrigue <br />Endowment<br />Aesthetics<br />Loss Aversion<br />Status Quo<br />Effort<br />FramingAnchoringMimicry<br />NarrativeAchievement<br />ReputationAuthority<br />Social Proof<br />
  56. 56. Persuasive Design<br />slideshare.net/johnwhalen<br />Twitter: #persuasivedesign<br />Thank You<br />John Whalen<br />Bridgeline Digital<br />Bridgelinedigital.com<br />jwhalen@blinedigital.com<br />@bridgeline<br />@johnwhalen<br />240-281-0764<br />
  57. 57. Likeability – capture them with visuals<br />Free – give something away to ask for return favor<br />Commitment – ask for small commitment to build bigger ones<br />Intrigue – gradually reveal information – make me look<br />Endowment – if I’ve worked harder its more valuable to me<br />Aesthetics – more aesthetically pleasing feels more usable<br />Narrative – tell me a story about how this fits my life<br />Achievement – show me that I've made an accomplishment<br />Reputation – the brand’s reputation counts<br />Authority – official recognition important <br />Social Proof – if everyone else is buying one…<br />Loss Aversion – how do I know I’m not going to lose on the deal?<br />Status Quo – must overcome how things are today w/ shopper<br />Effort – how hard is it to check out?<br />Scarcity – if I might not be able to get one I want it more<br />Loss Aversion – don’t want to lose out on the deal<br />Ownership – let me be in control during the buying process<br />
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