Persuasive design presentationd3=r1

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A presentation about methods of persuasive design in web design.

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Persuasive design presentationd3=r1

  1. 1. Persuasive DesignUse emotional triggers to influence user behaviour in a desired way.Friday, September 7, 2012
  2. 2. How do you make decisions?Friday, September 7, 2012
  3. 3. How do you make decisions?“... describes the tendency to over-valuedispositional or personality-based explanations forthe observed behaviors of others while under-valuing situational explanations for thosebehaviors.”Friday, September 7, 2012
  4. 4. How do you make decisions? Our decisions are much more irrational than we would like to think.Friday, September 7, 2012
  5. 5. Persuasive Design Understand user emotions and act on this information to create intriguing experiences and to influence user behaviour in the desired way.Friday, September 7, 2012
  6. 6. Persuasive Design Research for persuasive design is more qualitative and deeper than traditional usability research methods.Friday, September 7, 2012
  7. 7. Persuasive Design Understand what drives user actions and identify points in a user journey where user are most receptive for influence.Friday, September 7, 2012
  8. 8. Persuasive Design Persuasive Design focuses on WHETHER users do something and Interaction Design on HOW people do something.Friday, September 7, 2012
  9. 9. Why Persuasive Design? Usability is still important But User Engagement sets Web designs apart todayFriday, September 7, 2012
  10. 10. Beyond UX Applicable to any product supposed to lead to a positive behaviour change.Friday, September 7, 2012
  11. 11. Beyond UXFriday, September 7, 2012
  12. 12. Beyond UX "Our big finding was that drivers interested in fuel efficiency were playing a game. They want a high score." - Steve Bishop, IDEOs global lead of sustainabilityFriday, September 7, 2012
  13. 13. Beyond UX Attach a measure to make a game from it!Friday, September 7, 2012
  14. 14. Beyond UX Preventative action for Nail BitersFriday, September 7, 2012
  15. 15. Triggers Motivation Ability DecisionFriday, September 7, 2012
  16. 16. Triggers Motivation Ability DecisionFriday, September 7, 2012
  17. 17. Triggers The 6 universal principles of social influence.Friday, September 7, 2012
  18. 18. Triggers I. Reciprocation “If you scratch my back I’ll scratch yours.”Friday, September 7, 2012
  19. 19. Triggers I. ReciprocationFriday, September 7, 2012
  20. 20. Triggers II. Commitment “I do what I say.”Friday, September 7, 2012
  21. 21. Triggers II. Commitment An experiment:Friday, September 7, 2012
  22. 22. Triggers II. Commitment Would you be willing to put a sign reading “DRIVE CAREFULLY” in your front yard? Group AFriday, September 7, 2012
  23. 23. Triggers II. Commitment Would you put a small Would you be willing sign in the back to put a sign reading window reading “DRIVE CAREFULLY” “DRIVE in your front yard? CAREFULLY”? 3 weeks later asked for the sign. Group A Group BFriday, September 7, 2012
  24. 24. Triggers II. Commitment Would you put a small Would you be willing sign in the back Would you sign this to put a sign reading window reading petition to “Keep “DRIVE CAREFULLY” “DRIVE California beautiful”? in your front yard? CAREFULLY”? 3 weeks later asked 3 weeks later asked for the sign. for the sign. Group A Group B Group CFriday, September 7, 2012
  25. 25. Triggers II. Commitment Would you put a small Would you be willing sign in the back Would you sign this to put a sign reading window reading petition to “Keep “DRIVE CAREFULLY” “DRIVE California beautiful”? in your front yard? CAREFULLY”? 3 weeks later asked 3 weeks later asked for the sign. for the sign. Group A Group B Group C 20% 76% 46% agreement agreement agreementFriday, September 7, 2012
  26. 26. Triggers II. Commitment A small change in behaviour now, maybe a larger change later.Friday, September 7, 2012
  27. 27. Triggers III. Social Proof “But everyone else is doing it!”Friday, September 7, 2012
  28. 28. Triggers III. Social ProofFriday, September 7, 2012
  29. 29. Triggers III. Social ProofFriday, September 7, 2012
  30. 30. Triggers III. Social Proof Default values in UI’s as recommendations - that tendency is often misusedFriday, September 7, 2012
  31. 31. Triggers IV. Authority “I am looking to an expert for an advice.”Friday, September 7, 2012
  32. 32. Triggers IV. AuthorityFriday, September 7, 2012
  33. 33. Triggers IV. AuthorityFriday, September 7, 2012
  34. 34. Triggers V. Scarcity If something seems unavailable we seem to want it even more.Friday, September 7, 2012
  35. 35. Triggers V. ScarcityFriday, September 7, 2012
  36. 36. Triggers VI. Liking “Hey, you are similar to me - I’m more likely to listen to you.”Friday, September 7, 2012
  37. 37. Thank you :-)Friday, September 7, 2012

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