The Designer's Playbook for Persuasive Design - GSummit 2014

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Presented during Gamification Summit 2014 on Thursday, June 12th, 2014, 11:30-12pm, Concourse Exhibition Center, Main Stage.
http://sched.co/1n79ULf
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SESSION DESCRIPTION:

User interface design is no longer only about making apps usable and websites look pretty. Everyday you touch, tap, swipe, and click hundreds of interfaces that were carefully crafted with you in mind. Every interface is a potential experiment in persuading you to take certain actions or conform to prescribed behavior. While you’re usually cognizant of technology that attempts to modify your habits or change your behavior, there are an increasing number of products that are not behavior-changing technologies per se, but they have begun employing tactics on a micro-level to influence you and generally go unnoticed without your awareness. Through persuasive design, designers are building interfaces to meet business goals – goals that may not be aligned with your needs as a user.

This presentation is a practical deep dive on design tactics that harness the power of user persuasion in their products. Designers, product managers, and marketers: this one’s for you.

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The Designer's Playbook for Persuasive Design - GSummit 2014

  1. Designer’s Playbook iPERSUASIVEDESIGN MATT DANNA @mattdanna
  2. @mattdanna 7Matt Danna VP, Product o
  3. @mattdanna f f f f f KGAME PLAN Define “Persuasive Design” Review a Case Study Explore Design Patterns Examine Anti-Patterns Learn How to Apply Persuasive Design
  4. @mattdanna WHAT IS “PERSUASIVE DESIGN” ?c c
  5. @mattdanna PERSUASIVE DESIGN is… Designing with the intent to: 1. Incite a new behavior, or 2. Modify existing behavior
  6. @mattdanna Can be done by either… 1. Increasing a user’s ability, or 2. Increasing a user’s desire PERSUASIVE DESIGN is…
  7. @mattdanna Service Product Feature Interface Component SCOPE OF PERSUASION
  8. @mattdanna 1 SCOPE OF PERSUASION Service Product Feature Interface Component
  9. @mattdanna 1 SCOPE OF PERSUASION Service Product Feature Interface Component
  10. @mattdanna 1 SCOPE OF PERSUASION Service Product Feature Interface Component
  11. @mattdanna 1 SCOPE OF PERSUASION Service Product Feature Interface Component
  12. @mattdanna 1 SCOPE OF PERSUASION Service Product Feature Interface Component
  13. @mattdanna MMMM Macrosuasion Microsuasion SCOPE OF PERSUASION Service Product Feature Interface Component
  14. @mattdanna VALUE PROPOSITION CONVERSION SCOPE OF PERSUASION Service Product Feature Interface Component MMMM Macrosuasion Microsuasion
  15. @mattdanna SCOPE OF PERSUASION Service Product Feature Interface Component VALUE PROPOSITION CONVERSIONMMMM Macrosuasion Microsuasion
  16. @mattdanna ICASE STUDY Email opt-in Defaults
  17. @mattdanna
  18. @mattdanna “Would you like to receive our emails?” Option 1 Unchecked
  19. @mattdanna “Would you like to receive our emails?” Option 1 Unchecked “We think you should receive our emails.” Option 2 Pre-checked
  20. @mattdanna “You are going to receive our emails but can opt-out later” “Would you like to receive our emails?” Option 1 Unchecked “We think you should receive our emails.” Option 2 Pre-checked Option 3 Disabled
  21. @mattdanna “You are going to receive our emails but can opt-out later” “Would you like to receive our emails?” Option 1 Option 4 “You don’t even know this, but you’re going to get our emails.” Unchecked “We think you should receive our emails.” Option 2 Pre-checked Option 3 Disabled Not Shown
  22. @mattdanna “You are going to receive our emails but can opt-out later” “Would you like to receive our emails?” Option 1 Option 4 “You don’t even know this, but you’re going to get our emails.” Unchecked “We think you should receive our emails.” Option 2 Pre-checked Option 3 Disabled Not Shown DECEPTIVETRANSPARENT
  23. @mattdanna Sample size: 8.5MM User Sign-ups ’s Email Opt-in Rate at Sign-up Send me promotional updates from deviantART Unchecked Pre-checked Send me promotional updates from deviantART 42.4% opt-in 1.6% opt-in New TEXT Email me about the latest deviantART news, contests, and special offers. 48.5% opt-in
  24. @mattdanna PERSUASIVE PATTERNSw DESIGNR
  25. @mattdanna PRIMING
  26. @mattdanna WALKTHROUGHS
  27. @mattdanna JOYRIDES
  28. @mattdanna COACH MARKS
  29. @mattdanna Blank Slate
  30. @mattdanna ONBOARDING
  31. @mattdanna OUT-OF-BOX EXPERIENCE
  32. @mattdanna COMPLETION METER
  33. @mattdanna EMPTY STATE
  34. @mattdanna SEeDING
  35. @mattdanna ONGOING ONBOARDING
  36. @mattdanna Cognitive Load
  37. @mattdanna REDUCTION
  38. @mattdanna CHUNKING
  39. @mattdanna Sequenced Flows
  40. @mattdanna WIZARDS
  41. @mattdanna PROGRESsIVE 
 DISCLOSURE
  42. @mattdanna TUNnELING
  43. @mattdanna ANCHORING
  44. @mattdanna BIASES
  45. @mattdanna CREDIBILITY
  46. @mattdanna SOCIAL
  47. @mattdanna GOoD DEFAULTS
  48. @mattdanna STORYTELlING
  49. @mattdanna AFfORDANCES
  50. @mattdanna BLOCKING
  51. @mattdanna EMPHASIS
  52. @mattdanna SCAN PATtERN Images courtesy of nngroup.com
  53. @mattdanna Images courtesy of lukew.com TAP ACcESs
  54. @mattdanna FEeDBACK
  55. @mattdanna Kairos (καιρός) “Opportune Moment” TIMING
  56. @mattdanna FeEdback LoOp
  57. @mattdanna Belonging
  58. @mattdanna reciprocation
  59. @mattdanna ERrOR PROoFING
  60. @mattdanna SMART SETtINGS
  61. @mattdanna Conditional Warnings
  62. @mattdanna IN-LINE HELP
  63. @mattdanna PROACTIVE RESOLUTIONS
  64. @mattdanna PERSUASIVE DESIGN DARK PATTERNS w
  65. @mattdanna Presumptuous Defaults
  66. @mattdanna FRICTION
  67. @mattdanna GUILT
  68. @mattdanna UNEXPECTED RESULTS
  69. @mattdanna UNEXPECTED RESULTS
  70. @mattdanna UNEXPECTED RESULTS
  71. @mattdanna EASY IN,
 DifFicult Out
  72. @mattdanna EASY IN,
 DifFicult Out
  73. @mattdanna ALl OR NOTHING Throffer = Threat + Offer
  74. @mattdanna Jones, Tim. “Facebook’s “Evil Interfaces”. 
 Electronic Frontier Foundation. 29 April 2010 “Privacy Zuckering”
  75. @mattdanna “Privacy Zuckering”
  76. @mattdanna PERSUASIVE ETHICSw DESIGN
  77. @mattdanna Persuasion ! Transparent ! Upfront about intent ! “Nudging” Manipulation / Coercion ! Deceptive ! Disregards user interest ! “Shoving” WHITE HAT BLACK HAT
  78. @mattdanna • Your intent, methods of persuasion, and outcomes determine the ethics of your decisions. • You will get the behavior you incent • Be especially careful when it comes to user privacy, online identity, personal identifying information, commerce, and publishing DESIGN WITH CARE
  79. @mattdanna APPLYING PERSUASIVE DESIGN
  80. @mattdanna Know your users Step 1
  81. @mattdanna Know your product Step 2
  82. @mattdanna Functional Reliable Usable Persuasive
  83. @mattdanna Determine the behavior you want to drive Step 3
  84. @mattdanna Put the user in control Step 4
  85. @mattdanna Make desired outcome align with the user’s interest Step 5
  86. @mattdanna Market that behavior through education, stories, social norms, gains, surprises, etc. Step 6
  87. @mattdanna Identify potential losses or negative results to discourage behavior Step 7
  88. @mattdanna Build the path to the desired outcome and help users through it Step 8
  89. @mattdanna Keep it simple Step 9
  90. @mattdanna Experiment, measure, learn, & iterate Step 10
  91. Discussion / Q&A Thanks! @mattdanna MATT DANNA

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