Persuasive design
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    Persuasive design Persuasive design Presentation Transcript

    • Persuasive Design: Putting it to Use
      John Whalen, PhD
      September 16, 2010
    • 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
    • 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
    • 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
    • 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
    • 2000
      2005
      2010
    • I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.
    • Behavior is our medium.
    • Need to know science behind seduction.
      Entice, induce, tempt.
      Not manipulation, mind control, one night stand.
    • Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.
    • Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process.
    • 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
    • PremiumAccount
      Registration
      Membership
      Effort
      Time
    • PremiumAccount
      Registration
      Membership
      Effort
      Time
      Reduce effort with Usability
    • PremiumAccount
      Registration
      Membership
      Effort
      Conversion!!!
      Time
      Add persuasion to motivate effort
    • AAA / HFI
      It works – double the funnel
    • 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
    • Likeability
      Free
      Commitment
    • B
      A
      C
      Likeability
      Free
      Commitment
    • 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
    • Intrigue
    • Endowment
    • Which
      works better?
      Aesthetics
    • 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
    • Narrative
    • Narrative
    • Barbeque by the pool
      Narrative
    • Achievement
    • Where’s the barbeque?
      Achievement
    • 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
    • Reputation
      Authority
      Social Proof
    • B ???
      C
      A
      Reputation
      Authority
      Social Proof
    • 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
    • Framing
    • Anchoring
    • Mimicry
    • 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
    • Loss Aversion
    • Status Quo
    • Effort
    • 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
    • Scarcity
    • Loss Aversion
    • Ownership
    • Phew !!!
    • 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
    • Persuasive Design
      slideshare.net/johnwhalen
      Twitter: #persuasivedesign
      Thank You
      John Whalen
      Bridgeline Digital
      Bridgelinedigital.com
      jwhalen@blinedigital.com
      @bridgeline
      @johnwhalen
      240-281-0764
    • 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