UX Design And The Mind (UX Design + Persuasion)

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This is an overview of how to take your UX Design to the next level by using persuasive psychology to create reason based deliverables.

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  • Practical reasoning theories consider how we ought to act based on weighing all of our reasons correctly and concluding the best act based on those reasons. People don’t reason that way and this has been a major problem for AI research. People take shortcuts.
  • How many of you have presented your wireframes, site maps, or comps to your client only to be told that they think something should be different? (give concrete examples) The aim of, what I call, Reason Based Deliverables is to build trust and provide substantive discussions about the deliverables. (explain how that works)
  • I want to talk about taking an interdisciplinary approach. Instead of us trying to build on UX Design from within the interactive community, draw on approaches people in other, related fields are working out.
  • Once the UX strategy is done, ideation starts. Often ideation will incubate in strategy.
  • Site maps, wireframes, user flows
  • http://quince.infragistics.com
  • 76% are methodical, they also know what a homepage is. Make it easy for them to dive in. There are clear and pertinent links in the navigation as well as decision making “tabs” on the homepage. - methodical
    Free! Get started here - spontaneous
    Why our user love mint - humanistic
    “best”, “top pick”, endorsed by the press, “understand your money” - competitive
  • I want to show how it work on a company website on the homepage and interior page.
  • Cognitive shortcuts vs reasoning through each decision.
  • I want to start out with a basic story from Ellen Langer illustrating the effect of influence patterns...(copying machine) “...because I’m in a rush” 94% compliance, no reason 60% compliance, “...because I need to make copies” 93% compliance
  • Netflix has some copy at the bottom for credibility. That’s great.
  • Notice that ebay tells you why they need your telephone number and also gives you some reassurance on the email address.
  • The best example is Yahoo! which has the reason in the title and then adds detail on focus. They don’t say they’re not gonna spam you.
  • rejection then retreat: boy scout offered $5 tickets to annual boy scouts circus, Cialdini responded “no”, then boy scout offered $1 candy bar, so Cialdini bought candy bars and he doesn’t even like chocolate
  • If the user does something for you, give them something. Why take my own ticket? Because I can show all my friends that I did something in support of what I think it right. How did I get here? I saw it in a friends feed (social proof). That’s another reason to do it.
  • Anybody see the problem? What is reciprocity? Look at the lost opportunity for reciprocation. Instead, the focus is on friends that gave to other friends. To increase use of the application, stress that someone gave the user currently using the application a drink so that they reciprocate that act.
  • and retreat
  • Wait, free trial and then you ask me which price point to commit to? This makes me a little uneasy. What’s a better workflow?
  • Look, they remind you of the commitment with the “Thanks for choosing Basecamp!” messaging.
  • social proof is usually an accurate and beneficial cognitive shortcut.
    the obvious social proof
  • It sells
  • Credibility icons.
  • Simplicity is a function of your scarcest resource at that moment. Think about time as a resource, If you don’t have 10 minutes to spend, and the target behavior requires 10 minutes, then it’s not simple. Money is another resource. If you don’t have $1, and the behavior requires $1, then it’s not simple.
  • An effective Trigger for a small behavior can lead people to perform harder behaviors. For example, if I can trigger someone to walk for 10 minutes a day, that person may then buy some walking shoes without any external triggering or intervention. That’s elegant persuasion because the walker doesn’t feel like she’s being persuaded to buy shoes.
  • questions?
  • UX Design And The Mind (UX Design + Persuasion)

    1. 1. UX Design + Persuasion: Reason Based Deliverables Robert J Neal agolne.com
    2. 2. • What is UX Design? • What are traditional results (deliverables)? • What are some applications of persuasive psychology? agolne.com • Robert J Neal • robert@agolne.com Overview
    3. 3. • User interface (UI) design • Information architecture (IA) • Interaction Design • User-centered design • Visual design • Persuasive technology agolne.com • Robert J Neal • robert@agolne.com What is UX Design?
    4. 4. • Strategy • Storyboards, sketches, & wireframes • Personas • Site diagrams and flows • Taxonomy & content inventory • Comps • Use cases • Annotations and functional requirements agolne.com • Robert J Neal • robert@agolne.com Typical Deliverables
    5. 5. UX Design + Persuasion What’s the Motivation? agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method
    6. 6. UX Design + Persuasion What’s the Upshot? agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method
    7. 7. “Traditional” UX Design
    8. 8. • Organization goals • Competitive landscape • Demographics • Personas agolne.com • Robert J Neal • robert@agolne.com UX Strategy
    9. 9. • Ideation • Information architecture • UI patterns agolne.com • Robert J Neal • robert@agolne.com UX Design
    10. 10. agolne.com • Robert J Neal • robert@agolne.com UX Design - Ideation
    11. 11. agolne.com • Robert J Neal • robert@agolne.com UX Design - Information Architecture
    12. 12. agolne.com • Robert J Neal • robert@agolne.com UX Design - UI Patterns
    13. 13. UX Design + Persuasion
    14. 14. • Personality types • Influence patterns • Persona motivation agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion
    15. 15. • Methodical • Humanistic • Spontaneous • Competitive agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Personality Types
    16. 16. • Reciprocation • Commitment & consistency • Social proof • Liking • Authority • Scarcity agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Influence Patterns
    17. 17. • Tell people what you want • Give them a reason agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Influence Patterns
    18. 18. • social networking recognition (also social proof) a twofer! • facebook gift giving apps • buy now or add to cart for later (rejection then retreat or concession) agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Reciprocation
    19. 19. • People want to act consistently even if irrationally • Once people commit to a belief or type of act they are more likely to rationalize other consistent acts agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Commitment & Consistency
    20. 20. • “we determine what is correct by finding out what other people think is correct” (Influence: Science and Practice) agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Social Proof
    21. 21. • Credibility • Social proof for when you don’t trust your peers agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Authority
    22. 22. “opportunities seem more valuable to us when they are less available” agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Scarcity
    23. 23. Tupperware Parties Leverage • Reciprocity • Commitment • Social Proof • and...? agolne.com • Robert J Neal • robert@agolne.com Influence Patterns - Liking
    24. 24. Persona Motivation • Motivation • Ability • Trigger
    25. 25. BJ’s “Behavior Model highlights three Core Motivators: Sensation, Anticipation, and Social Cohesion. Each of these has two sides: pleasure/pain, hope/fear, acceptance/rejection.” agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Motivation
    26. 26. “Ability is the correct general term in the model, but in practice Simplicity is what persuasion designers should seek. By focusing on Simplicity of the target behavior you increase Ability.” agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Ability
    27. 27. BJ’s “Behavior Model names three types of triggers: Facilitator, Signal, and Spark. Those designing for persuasion should use the Trigger type that matches their target user’s context, which combines motivation and ability.” agolne.com • Robert J Neal • robert@agolne.com Persona Motivation - Ability
    28. 28. Principles in Action • Obama uses twitter...
    29. 29. UX Design + Persuasion: Reason Based Deliverables Robert J Neal agolne.com

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