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UPA Arizona Presentation: Designing web content to engage customers and increase conversion

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A bit more of the .... continually evolving series of talks ... reflecting my current thinking/practice on persuasive/empathetic design research methods and design strategies ... …

A bit more of the .... continually evolving series of talks ... reflecting my current thinking/practice on persuasive/empathetic design research methods and design strategies ...

This talk was designed for practitioners with UX interview experience and presupposes a psychology/motivation background.

More in: Technology , Design
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  • 1. The science of persuasive design Designing  web  content  to   engage  customers  and  increase  conversion Kath  Straub Usability.org Arizona
  • 2. Many others contributed to and cajoled toward this thinking .... Mona  Patel       Eric  Schaffer Diana  Nelson David  Mahaffey Spencer  Gerrol                                               ...  and  a  large  cast  of  many  others  at  various  talks,                 conferences,  meeDngs  and  in  various  pubs               including  (if  Dean  wasn’t  kidding)  later  tonight
  • 3. About  me.  2  facts. I  got  married  in  Vegas (but  not  by  Elvis.) I’m  really  quite  shy.
  • 4. Consumer information ecosystem circa 2000 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet
  • 5. Website credibility circa 2000 Credibility  Killers Quick  response  to  quesDons Slow  download Physical  address Has  ads   Contact  informaDon Typos Recently  updated Broken  links Professionally  designed . Arrangement  makes  sense . . Hard  to  navigate . Has  popup  ads .   No  updates Has  ads  that  match  the  topic . Requires  you  to  register Hard  to  tell  ads  from  content Credibility  Enhancers Fogg,  et.  al.,  2000
  • 6. Website credibility circa 2000 Credibility  Killers Technology Focus Credibility  Enhancers
  • 7. Early evolution of information consumers Quick  response  to  quesDons Design  look Physical  address InformaDon  structure Contact  informaDon . Recently  updated . Professionally  designed Usefulness  of  informaDon Arrangement  makes  sense . . FuncDonality . Customer  Service .   IdenDty  of  sponsor Has  ads  that  match  the  topic . Requires  you  to  register Readability AffiliaDons 2002 2004 Fogg,  et.  al.,  2003 Credibility  Enhancers
  • 8. Early evolution of information consumers Quick  response  to  quesDons Design  look Physical  address InformaDon  structure Contact  informaDon . Recently  updated . Usability Focus Professionally  designed Arrangement  makes  sense Usefullness  of  informaDon . . FuncDonality . Customer  Service .   IdenDty  of  sponsor Has  ads  that  match  the  topic . Requires  you  to  register Readability AfilliaDons 2002 2004 Credibility  Enhancers
  • 9. Consumers use different cues than professionals (2003) Name/AffiliaDon Design  look InformaDon  source InformaDon  focus Business  moDve InformaDon  design InformaDon  focus AdverDsing AdverDsing 3 Company  moDve Design  look 1 ReputaDon/AffiliaDon InformaDon  bias InformaDon  bias InformaDon  design InformaDon  accuracy WriDng  tone WriDng  tone InformaDon  Accuracy 2 InformaDon  source Professionals Non-­‐professionals Fogg,  et.  al.,  2003 Credibility  Enhancers
  • 10. Consumers cues converge toward professional’s (2007) Name/AffiliaDon Site  reputaDon InformaDon  source Source  reputaDon Business  moDve Content  quality InformaDon  focus Content  accuracy AdverDsing Content  usefulness Design  look InformaDon  bias InformaDon  design WriDng  tone InformaDon  Accuracy Professionals Non-­‐professionals Crawford  &  Straub,  (2008) Credibility  Enhancers
  • 11. Consumers cues converge toward professional’s (2007) Content Focus Crawford  &  Straub,  (2008) Credibility  Enhancers
  • 12. 1.  Consumers  have  become   more  sophisDcated 2.  Design  is  now  about CONTENT
  • 13. Consumer information ecosystem circa 2000 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet
  • 14. Consumer information ecosystem circa 2003 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet
  • 15. Consumer information ecosystem circa 2009 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet consumer information ecosystem
  • 16. 17
  • 17. The  internet  is  your  first   (and  possibly  last)  chance   to  engage  a  new  customer...
  • 18. Modified belief  or  behavior ===  Website  === Exis*ng Motivation belief  or  behavior
  • 19. How  good  is  your    pickup  line? engage  
  • 20. Modified belief  or  behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment barrier ===  Website  === Exis*ng Motivation belief  or  behavior
  • 21. How  good  is  your    small  talk? persuade  
  • 22. EMPATHY
  • 23. Modified belief  or  behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment barrier ===  Website  === Exis*ng Motivation Increase belief  or  behavior MoDvaDon
  • 24. To  make  content  persuasive.... Modified belief  or  behavior Commitment barrier Reduce/remove Commitment Commitment barrier Commitment                            barriers barrier barrier Commitment barrier Reducing/removing   Commitment barrier barriers  is  another. ===  Website  === Exis*ng Increase Motivation belief  or  behavior MoDvaDon
  • 25. How  good  is  your    ability  to  respond   to  my  pain empatheDcally?   convert
  • 26. Persuasive  content  design  is  a  2  step  process 1.  Learn  your  user’s  moDvaDons  and  barriers  to  commitment   2.  Apply  social  psych  principles  of  influence  to  amplify                moDvaDons  and  reduce/remove  barriers
  • 27. Good  grief, what  does  empatheDc  content  look  like?
  • 28. Trust  markers • Health  informa6on  consumer  today  use  the  trust/credibility  markers   that  health  experts  used  in  2002. • SItes  are  more  credible  if  the  first  confirm  something  that  the   informa6on  seeker  already  knows. • Content  quality  and  characteris6cs  are  increasingly  important  for  in6al   Content trust  and  driving  repeat  visits. Self-­‐reported  behaviors • Health  informa6on  consumers  are  looking  for  convenient,   comprehensive  that  can  be  perused  privately.   • They  read  more  than  they  interact.   Credibility  &  Trust
  • 29. Credibility & trust for consumer seekers 2000 Technology 2002 Usability 2008 Content Technology mediated conversation & Social networking Content level usability Computer-mediated empathy
  • 30. Ideal diagnostician (and salesman) behaviors Confident, Positive Empathetic Attentive (Humane) Comprehensive Plain English (Forthright) Collaborative (Respectful) Conscientious (Thorough) Bendapudi,, et al, 2006
  • 31. Modified belief  or  behavior Exis*ng belief  or  behavior
  • 32. PERSUASIVE  DESIGN  INTERVIEWS      1.  Are  about  topics  not  tasks      2.  Are  (guided)  free  form      3.  Take  longer        4.  Typically  require  some  laddering* You  .... •  listen  for  moDvaDons  and  barriers  to  commitment •  watch  for  body  language  /  fidgeDng  that  indicates  emoDonal   change *Having  some  therapeuDc  training  helps
  • 33. Usability  tesDng wants  this  level   of  descripDon What  I  am  doing Most  people  are   comfortable   here How  is  it  working What  I  am  feeling          EmpatheDc  content   interviews  need  to  tap   into  this
  • 34. Ask  3  Dmes I  want  to  lose  some  weight I  want  to  loose  some  weight  so  I  can coach  my  daughters  soccer  team.... Afraid of Genetics I  want  to  loose  weight  because  my   father  died  of  a  heart  adack  at  45.
  • 35. PERSUASIVE  CONTENT  DESIGN Ψ                                applies  the  social  psychology  of  influence  to                    amplify  moDvaDons  and  reduce/remove  barriers
  • 36. Influence  v.  Decision  Architecture Ψ  
  • 37. Stages  of  Influence !""#$% &'(#)*+,-% .*-//)*-% Allow – make it available Encourage – architect the decision space (to favor the organization) Pressure – Engage emotions or reflexes to tip the decision (Ethics!)
  • 38. allow-­‐  provide  a   consistent  story
  • 39. encourage  -­‐  tap  into   loss  aversion
  • 40. !"#$%&'()* Heuristics (Loss Aversion) Social Proof (People like me) ?Extrinsic Reward 41
  • 41. pressure  -­‐  trigger  automaDc  responses   @  the  psychology  level
  • 42. Ψ   INFLUENCE !""#$% &'(#)*+,-% .*-//)*-% Reciprocity “Feel Good” Social Proof (People like me) ?Extrinsic Reward Social Learning Heuristics (Loss Aversion) Dissonance  (Ini6a6on) ?Extrinsic Reward Conformity Compliance
  • 43. Measuring  Persuasion
  • 44. QuesDons?
  • 45. Kath  Straub kath@usability.org kas kstraub kstraub researchdrivebys.usability.org