Perspectives on Persuasive Design
for Mobile
19 Jan 09
Kath Straub, PhD
Chief Scientist / Executive Director
Human Factors International

Persuasive design ...
Target Attitudes
Barrier
Target Behavior
Barrier Barrier
Barrier
Barrier
Barrier
Drive Drive

PET design reduces or removes barriers & amplifies drive
Target Attitudes
Barrier
Target Behavior
Barrier Barrier
Barrier
Barrier
Barrier
Exposure to Interface
Drive Drive

My handset can play the role of
connector, concierge, coach, and
court jester.
Are we ready?

Drives and barriers for mobile adoption
Target Attitudes
Just
Hard to
another
learn Target Behavior
toy Wastes Doesn’t
Time help ME
Security Cost
Hard to
Easier to
see
do on PC
More to
learn
be efficient connect
be up to
date

Some
not so
much...
Some
are....

Persuasive design means
different things
for different groups

Middle Aged & Older Market
Just
More to
another
learn
toy
Security
Too
much
bother
be efficient
9

Connecting the mobile with security
Security
10

Connecting the mobile through consistency
Just
More to
another
learn
toy
ATM Laptop Mobile
11

All markets | Facilitated performance = persuasion
Hard to
read
Eye movements
Reading is even
during reading more cognitively challenging
on a small screen
in a bumpy train
with small text ... that is
in the mobile environment
12

All markets | Improved performance = persuasion
Minimizing
the barrier
Hard to
read
for more information
13
www.readsmart.com

All markets | Improved performance = persuasion
Minimizing !\"#$%&$'()*
!\"#$%#&'()\"*
the barrier
Hard to
read
information
Direct Mail Donor Acquisition
Reading Short Essays
for more information
14
www.readsmart.com

Youth Market: Amplify drives rather than reduce drives
connect
15

Other Market Opportunities: Amplify drives
connect
16

My handset can play the role of
connector, concierge and court jester.
But perhaps not all for
the same person. Yet.

For more information contact
Kath Straub
kath at humanfactors dot com
or
Scott Weiss
scott dot weiss at humanfactors dot com