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Persuasive design presentationd3=r1
 

Persuasive design presentationd3=r1

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A presentation about persuasive design for websites.

A presentation about persuasive design for websites.

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    Persuasive design presentationd3=r1 Persuasive design presentationd3=r1 Presentation Transcript

    • Persuasive DesignUse emotional triggers to influence user behaviour in a desired way.Friday, September 7, 2012
    • How do you make decisions?Friday, September 7, 2012
    • 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
    • How do you make decisions? Our decisions are much more irrational than we would like to think.Friday, September 7, 2012
    • 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
    • Persuasive Design Research for persuasive design is more qualitative and deeper than traditional usability research methods.Friday, September 7, 2012
    • 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
    • Persuasive Design Persuasive Design focuses on WHETHER users do something and Interaction Design on HOW people do something.Friday, September 7, 2012
    • Why Persuasive Design? Usability is still important But User Engagement sets Web designs apart todayFriday, September 7, 2012
    • Beyond UX Applicable to any product supposed to lead to a positive behaviour change.Friday, September 7, 2012
    • Beyond UXFriday, September 7, 2012
    • 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
    • Beyond UX Attach a measure to make a game from it!Friday, September 7, 2012
    • Beyond UX Preventative action for Nail BitersFriday, September 7, 2012
    • Triggers Motivation Ability DecisionFriday, September 7, 2012
    • Triggers Motivation Ability DecisionFriday, September 7, 2012
    • Triggers The 6 universal principles of social influence.Friday, September 7, 2012
    • Triggers I. Reciprocation “If you scratch my back I’ll scratch yours.”Friday, September 7, 2012
    • Triggers I. ReciprocationFriday, September 7, 2012
    • Triggers II. Commitment “I do what I say.”Friday, September 7, 2012
    • Triggers II. Commitment An experiment:Friday, September 7, 2012
    • Triggers II. Commitment Would you be willing to put a sign reading “DRIVE CAREFULLY” in your front yard? Group AFriday, September 7, 2012
    • 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
    • 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
    • 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
    • Triggers II. Commitment A small change in behaviour now, maybe a larger change later.Friday, September 7, 2012
    • Triggers III. Social Proof “But everyone else is doing it!”Friday, September 7, 2012
    • Triggers III. Social ProofFriday, September 7, 2012
    • Triggers III. Social ProofFriday, September 7, 2012
    • Triggers III. Social Proof Default values in UI’s as recommendations - that tendency is often misusedFriday, September 7, 2012
    • Triggers IV. Authority “I am looking to an expert for an advice.”Friday, September 7, 2012
    • Triggers IV. AuthorityFriday, September 7, 2012
    • Triggers IV. AuthorityFriday, September 7, 2012
    • Triggers V. Scarcity If something seems unavailable we seem to want it even more.Friday, September 7, 2012
    • Triggers V. ScarcityFriday, September 7, 2012
    • Triggers VI. Liking “Hey, you are similar to me - I’m more likely to listen to you.”Friday, September 7, 2012
    • Thank you :-)Friday, September 7, 2012