Persuasive design
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Persuasive design Presentation Transcript

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