Addictive
websites
donderdag 1 oktober 2009

Hi! My name is Bart
donderdag 1 oktober 2009

I work at web agency Netlash
... and a few other companies:
donderdag 1 oktober 2009

Addictive websites
Design for Persuasion 2009
donderdag 1 oktober 2009

Websites are designed for people
donderdag 1 oktober 2009

People don’t always act rational
donderdag 1 oktober 2009

donderdag 1 oktober 2009

Some basic human traits that are
engrained in our brains...
donderdag 1 oktober 2009

Goal: make you aware of these
traits and use them consciously
donderdag 1 oktober 2009

With great power
comes
great responsibility
donderdag 1 oktober 2009

5 basic human traits that are
engrained in our brains:
donderdag 1 oktober 2009

1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

1. Collecting
donderdag 1 oktober 2009

1. Collecting
We like to collect things
We like our collection to be complete
donderdag 1 oktober 2009

donderdag 1 oktober 2009

donderdag 1 oktober 2009

1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

2. Social Validation
donderdag 1 oktober 2009

2. Social Validation
We will do what the crowd does
donderdag 1 oktober 2009

2. Social Validation
We will do what the crowd does
“the bandwagon effect”
donderdag 1 oktober 2009

2. Social Validation
We will do what the crowd does
“the bandwagon effect”
(sorry to disappoint you)
donderdag 1 oktober 2009

donderdag 1 oktober 2009

donderdag 1 oktober 2009

1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

3. Reciprocity
donderdag 1 oktober 2009

3. Reciprocity
If you buy me a cup of coffee,
I feel obliged to buy you one back
donderdag 1 oktober 2009

3. Reciprocity
MySpace -> Tom!
donderdag 1 oktober 2009

3. Reciprocity
Free Shipping!
donderdag 1 oktober 2009

3. Reciprocity
Free Shipping!
(beware: it has to be unconditional)
donderdag 1 oktober 2009

1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

4. Commitment
donderdag 1 oktober 2009

4. Commitment
We convince ourselves to be
consistent
donderdag 1 oktober 2009

4. Commitment
We convince ourselves to be
consistent
Once on a path, we’ll continue on that
path, and will rationalise it.
donderdag 1 oktober 2009

4. Commitment
Small steps!
donderdag 1 oktober 2009

4. Commitment
Piramid
1 Creators
10 Commentators
100 Lurkers
1000 Strangers
donderdag 1 oktober 2009

donderdag 1 oktober 2009

1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

5. Discovery
donderdag 1 oktober 2009

5. Discovery
Dopamine
donderdag 1 oktober 2009

donderdag 1 oktober 2009

5. Discovery
We like to discover new things
donderdag 1 oktober 2009

5. Discovery
We like to discover new things
Use that curiosity
donderdag 1 oktober 2009

donderdag 1 oktober 2009

donderdag 1 oktober 2009

1. Collecting
2. Social Validation
3. Reciprocity
4. Commitment
5. Discovery
donderdag 1 oktober 2009

More basic human traits
donderdag 1 oktober 2009

More basic human traits
Concession, scarcity, fear of loss, the
endowment effect, choice, Hawthorne effect,
clustering illusion, availability cascade,
authority bias, competition, zero-risk bias...
donderdag 1 oktober 2009

More soon on the Netlash blog:
www.netlash.com
donderdag 1 oktober 2009

Questions?
donderdag 1 oktober 2009

Bart de Waele
bart@netlash.com
www.netlash.com
twitter.com/netlash
Design for Persuasion - 1/10/2009
donderdag 1 oktober 2009