The science of persuasive design | Capturing emotional triggers that transform exploration into action

The science of persuasive design Capturing emo.onal triggers that transform explora.on into ac.on Kath Straub Arno Bublitz Usability.ORG Human Factors Interna8onal

Designing persuasive content is a 2 step process 1. Learn your user’s mo.va.ons and barriers to commitment 2. Apply social psych principles of inﬂuence to amplify mo.va.ons and reduce/remove barriers

What’s persuasive? circa 2000 Friends Domain and Family Professionals (Bricks and mortar) Media Internet consumer information ecosystem 3

Website credibility circa 2000 Credibility Killers Quick response to ques.ons Slow download Physical address Has ads Contact informa.on 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

Website credibility circa 2000 Credibility Killers Technology Focus Credibility Enhancers

Early evolution of information consumers Quick response to ques.ons Design look Physical address Informa.on structure Contact informa.on . Recently updated . Professionally designed Usefulness of informa.on Arrangement makes sense . . Func.onality . Customer Service . Iden.ty of sponsor Has ads that match the topic . Requires you to register Readability Aﬃlia.ons 2002 2004 Fogg, et. al., 2003 Credibility Enhancers

Early evolution of information consumers Quick response to ques.ons Design look Physical address Informa.on structure Contact informa.on . Recently updated . Usability Focus Professionally designed Arrangement makes sense Usefullness of informa.on . . Func.onality . Customer Service . Iden.ty of sponsor Has ads that match the topic . Requires you to register Readability Aﬁllia.ons 2002 2004 Credibility Enhancers

Consumers use different cues than professionals (2003) Name/Aﬃlia.on Design look Informa.on source Informa.on focus Business mo.ve Informa.on design Informa.on focus Adver.sing Adver.sing 3 Company mo.ve Design look 1 Reputa.on/Aﬃlia.on Informa.on bias Informa.on bias Informa.on design Informa.on accuracy Wri.ng tone Wri.ng tone Informa.on Accuracy 2 Informa.on source Professionals Non-‐professionals Fogg, et. al., 2003 Credibility Enhancers

What’s persuasive? circa 2000 Friends Domain and Family Professionals (Bricks and mortar) Media Internet consumer information ecosystem 9

Consumers cues converge toward professional’s (2007) Name/Aﬃlia.on Site reputa.on Informa.on source Source reputa.on Business mo.ve Content quality Informa.on focus Content accuracy Adver.sing Content usefulness Design look Informa.on bias Informa.on design Wri.ng tone Informa.on Accuracy Professionals Non-‐professionals Crawford & Straub, (2008) Credibility Enhancers

Consumers cues converge toward professional’s (2007) Content Focus Crawford & Straub, (2008) Credibility Enhancers

1. Consumers have become more sophis.cated users 2. Design is becoming more about CONTENT

What’s persuasive? circa today Friends Domain and Family Professionals (Bricks and mortar) Media Internet consumer information ecosystem 13

The internet is may be your ﬁrst (and last) chance to engage a new customer.

Modiﬁed belief or behavior The goal of a website is to change a set of beliefs and behaviors, driving target ac.ons. === Website === Exis*ng Motivation belief or behavior

Modiﬁed belief or behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment The goal is o^en barrier thwarted by consumers’ barriers to commitment. === Website === Exis*ng Motivation belief or behavior

Human to human interac.ons are diﬀerent from reading web content because face to face interac.ons support empathy & message tuning real .me

To make content persuasive.... Modiﬁed belief or behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment Increasing mo.va.on barrier is one way to make content persuasive. === Website === Exis*ng Motivation Increase belief or behavior Mo.va.on

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 Mo.va.on

Designing persuasive content is a 2 step process 1. Learn your user’s mo.va.ons and barriers to commitment 2. Apply social psych principles of inﬂuence to amplify mo.va.ons and reduce/remove barriers

PERSUASIVE CONTENT INTERVIEWS 1. Are about topics not tasks 2. Are (guided) free form 3. Take longer 4. Typically require some laddering* You will • listen for mo.va.ons and barriers to commitment • watch for body language / ﬁdge.ng that indicates emo.onal change *Having some therapeu3c training helps

Usability tes3ng wants this level of descrip3on What I am doing Most people are comfortable here How is it working What I am feeling Empathe3c content interviews need to tap into this

PERSUASIVE CONTENT DESIGN Ψ applies the social psychology of inﬂuence to amplify mo.va.ons and reduce/remove barriers

Ψ A few of the principles of of INFLUENCE Scarcity Authority Consistency Contrast Dissonance WriNen commitment Reciprocity Social Proof Social Valida8on Loss Aversion Impression Management Framing

Mapping Inﬂuence Principles to Design Want to keep number Cost to change Phone plans are too complex Painful to change Uncertain of choice This is just an example of using good marke8ng. 9¢/ minute. No maNer what. Want to Save $$ understand Simple. Simple.Simple. Want to appear consistent

Mapping Inﬂuence Principles to Design Simyo has a help system that takes in personal account info and helps you kill/end Want to keep other accounts simply ... number Cost to even if the process is Phone plans change challenging. The link is are too complex prominent on the homepage. Painful to change Uncertain of choice Want to Save $$ understand Want to appear consistent

Mapping Inﬂuence Principles to Design Customer tes8monials ... Social Proof hundreds .... by real Want to keep number (People like me) customers ... these are not Cost to change marke8ng photos. Surely Phone plans someone in here looks like are too complex you ... Painful to change Uncertain of choice Want to Save $$ understand Want to appear consistent

Mapping Inﬂuence Principles to Design Social Proof? Want to keep number Can you iden8fy Cost to with this guy? change Phone plans are too complex Painful to change Uncertain of choice Want to Save $$ understand Want to appear consistent

Mapping Inﬂuence Principles to Design Potential Subscribers Visible Commitment reciprocity Want to keep (Dissonance) number Cost to change Phone plans are too complex Painful to change Uncertain of choice If you tell them when your Save $$ Want to current contract ends, they understand will nudge you to remind Want to you that simyo is there. appear consistent WriNen commitment + reciprocity.

Mapping Inﬂuence Principles to Design Current Subscribers Visible Commitment Want to keep (Dissonance) number Cost to change Phone plans are too complex Painful to change Uncertain of choice Current customers provide Save $$ Want to support to new customers. This understand public tes8monia is a form of Want to public commitment -‐-‐ this 8me to appear consistent deepen rela8onships with current customers.

PERSUASIVE CONTENT DESIGN 1. Learn your user’s mo.va.ons and barriers to commitment 2. Apply social psych principles of inﬂuence to amplify mo.va.ons and reduce/remove barriers

Author Contact Informa3on Kath Straub Arno Bublitz kath@usability.org arno@humanfactors.com kas abublitz kstraub abublitz kstraub researchdrivebys.usability.org

The science of persuasive design | Capturing emotional triggers that transform exploration into action

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