UX Design And The Mind (UX Design + Persuasion)

UX Design + Persuasion: Reason Based Deliverables Robert J Neal agolne.com

• 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

• 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?

• 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

UX Design + Persuasion What’s the Motivation? agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method

UX Design + Persuasion What’s the Upshot? agolne.com • Robert J Neal • robert@agolne.com Ágolne’ Method

“Traditional” UX Design

• Organization goals • Competitive landscape • Demographics • Personas agolne.com • Robert J Neal • robert@agolne.com UX Strategy

• Ideation • Information architecture • UI patterns agolne.com • Robert J Neal • robert@agolne.com UX Design

agolne.com • Robert J Neal • robert@agolne.com UX Design - Ideation

agolne.com • Robert J Neal • robert@agolne.com UX Design - Information Architecture

agolne.com • Robert J Neal • robert@agolne.com UX Design - UI Patterns

UX Design + Persuasion

• Personality types • Inﬂuence patterns • Persona motivation agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion

• Methodical • Humanistic • Spontaneous • Competitive agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Personality Types

• Reciprocation • Commitment & consistency • Social proof • Liking • Authority • Scarcity agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Inﬂuence Patterns

• Tell people what you want • Give them a reason agolne.com • Robert J Neal • robert@agolne.com UX Design + Persuasion - Inﬂuence Patterns

• 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

• 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

• “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

• Credibility • Social proof for when you don’t trust your peers agolne.com • Robert J Neal • robert@agolne.com Inﬂuence Patterns - Authority

“opportunities seem more valuable to us when they are less available” agolne.com • Robert J Neal • robert@agolne.com Inﬂuence Patterns - Scarcity

Tupperware Parties Leverage • Reciprocity • Commitment • Social Proof • and...? agolne.com • Robert J Neal • robert@agolne.com Inﬂuence Patterns - Liking

Persona Motivation • Motivation • Ability • Trigger

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

“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

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

Principles in Action • Obama uses twitter...

UX Design + Persuasion: Reason Based Deliverables Robert J Neal agolne.com

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UX Design And The Mind (UX Design + Persuasion)

by Robert Neal on Nov 05, 2009

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UX Design And The Mind (UX Design + Persuasion) — Presentation Transcript