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PERSUASIVE DESIGN
Onca Uğurlu
UX & Usability Consultant
Get Closer
• 

History: 1997 IntouchSol & ActiveBuilder

• 

Area: Banking, Health, Finance, Telecom., Multi Media, E-Comm...
What is Persuasive Design?

“Persuasive design is the science of what gets users to
take action.
A methodology for making ...
User Centered Design

Persuasive Design

•  What users CAN do
•  Focus on features and
functionalities to make it usable

...
Social Validation

5
©2013 All Rights Reserved.

IA
Institute
Social Validation

6
©2013 All Rights Reserved.

IA
Institute
Scarcity

7
©2013 All Rights Reserved.

IA
Institute
Language

8
©2013 All Rights Reserved.

IA
Institute
Help them make a choice / Contrast

9
©2013 All Rights Reserved.

IA
Institute
Trust

10
©2013 All Rights Reserved.

IA
Institute
Saving/Design

11
©2013 All Rights Reserved.

IA
Institute
Trust

12
©2013 All Rights Reserved.

IA
Institute
Combination of Persuasion Techniques
Social
Validation
Social
Validation

Recency

Social
Validation

13
©2013 All Rights ...
Personalization

14
©2013 All Rights Reserved.

IA
Institute
Limited availability-Goods based scarcity

15
©2013 All Rights Reserved.

IA
Institute
Speed

16
©2013 All Rights Reserved.

IA
Institute
Speed

17
©2013 All Rights Reserved.

IA
Institute
Social Validation

©2013 All Rights Reserved.

IA
Institute
Gift/ Free

19
©2013 All Rights Reserved.

IA
Institute
Can You Trust This Website?

20
©2013 All Rights Reserved.

IA
Institute
Solution

Usability + Persuasive Design = The Best User Experience

21
©2013 All Rights Reserved.

IA
Institute
Thanks & Keep in Touch
oncaugurlu@activebuilder.com
www.activebuilder.com

Tel:

+90 216 651 42 62

Fax: +90 216 651 42 61...
References

http://www.marketingdonut.co.uk/marketing/pr/pr-opportunities/how-i-use-publicitystunts-to-promote-my-online-c...
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Persuasive Design-World Usability Day 2013 Istanbul Chapter

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Transcript of "Persuasive Design-World Usability Day 2013 Istanbul Chapter"

  1. 1. PERSUASIVE DESIGN Onca Uğurlu UX & Usability Consultant
  2. 2. Get Closer •  History: 1997 IntouchSol & ActiveBuilder •  Area: Banking, Health, Finance, Telecom., Multi Media, E-Commerce -112 projects. •  Services & Product: Technology, Design, Consultancy, Usability (Test, Training) ; DCMS •  Partnership: Sia Insight- Marketing and Consumer Behavior Research About Me •  Education: Boğaziçi University (History), University of Bedfordshire (IT) •  Expertise Sectors: Banking, Health, Finance, Telecom., E-Commerce, E-Learning •  Expertise Area & Services: UCD, Persuasive Design, Content Writing, Usability Tests and Training References: My blog: www.uxmagazin.com 2 ©2013 All Rights Reserved. IA Institute
  3. 3. What is Persuasive Design? “Persuasive design is the science of what gets users to take action. A methodology for making user experiences more engaging, compelling, and effective. “ PET Design- PhD. Eric Schaffer, HFI 3 ©2013 All Rights Reserved. IA Institute
  4. 4. User Centered Design Persuasive Design •  What users CAN do •  Focus on features and functionalities to make it usable •  What users WILL do •  visual elements, images, colors, and content that provide motivation to complete tasks User Experience DesignJJ. Garrette, Co-Founder & Chief Creative Officer, Adaptive Path PET Design- PhD. Eric Schaffer, CEO, Human Factors International Build TRUST Create EMOTIONAL engagement PERSUADE your customers to take action. 4 ©2013 All Rights Reserved. IA Institute
  5. 5. Social Validation 5 ©2013 All Rights Reserved. IA Institute
  6. 6. Social Validation 6 ©2013 All Rights Reserved. IA Institute
  7. 7. Scarcity 7 ©2013 All Rights Reserved. IA Institute
  8. 8. Language 8 ©2013 All Rights Reserved. IA Institute
  9. 9. Help them make a choice / Contrast 9 ©2013 All Rights Reserved. IA Institute
  10. 10. Trust 10 ©2013 All Rights Reserved. IA Institute
  11. 11. Saving/Design 11 ©2013 All Rights Reserved. IA Institute
  12. 12. Trust 12 ©2013 All Rights Reserved. IA Institute
  13. 13. Combination of Persuasion Techniques Social Validation Social Validation Recency Social Validation 13 ©2013 All Rights Reserved. IA Institute
  14. 14. Personalization 14 ©2013 All Rights Reserved. IA Institute
  15. 15. Limited availability-Goods based scarcity 15 ©2013 All Rights Reserved. IA Institute
  16. 16. Speed 16 ©2013 All Rights Reserved. IA Institute
  17. 17. Speed 17 ©2013 All Rights Reserved. IA Institute
  18. 18. Social Validation ©2013 All Rights Reserved. IA Institute
  19. 19. Gift/ Free 19 ©2013 All Rights Reserved. IA Institute
  20. 20. Can You Trust This Website? 20 ©2013 All Rights Reserved. IA Institute
  21. 21. Solution Usability + Persuasive Design = The Best User Experience 21 ©2013 All Rights Reserved. IA Institute
  22. 22. Thanks & Keep in Touch oncaugurlu@activebuilder.com www.activebuilder.com Tel: +90 216 651 42 62 Fax: +90 216 651 42 61 Mobil:+90 533 687 17 17 22 ©2013 All Rights Reserved. IA Institute
  23. 23. References http://www.marketingdonut.co.uk/marketing/pr/pr-opportunities/how-i-use-publicitystunts-to-promote-my-online-car-leasing-business http://blog.jjg.net www.humanfactors.com 23 ©2013 All Rights Reserved. IA Institute
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