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Seductive Interactions (Idea 09 Version)
 

Seductive Interactions (Idea 09 Version)

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How can we use psychology to get first time users of a Web app or site "to first base" (and beyond!)

How can we use psychology to get first time users of a Web app or site "to first base" (and beyond!)

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  • Excellent and very helpful. Great slide.

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  • Fantastic job, many thanks!
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  • Brilliant but even better with the original presenter Stephen as I've seen it at web2.0 expo at new-york last week...
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  • Brilliant. So useful!
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    Seductive Interactions (Idea 09 Version) Seductive Interactions (Idea 09 Version) Presentation Transcript

    • The Art & Science of Seductive INTERACTIONS STEPHEN P. ANDERSON
    • ?
    • STEPHEN P. ANDERSON poetpainter.com I help businesses with ‘Product Strategy & Design’ needs
    • STEPHEN P. ANDERSON poetpainter.com I help businesses with @stephenanderson ‘Product Strategy & Design’ needs
    • occ asional quick refere nces to the > The Art & Science of Seductive INTERACTIONS
    • Q: Why did this work?
    • Q: Why did this work? levels
    • Q: Why did this work? levels challenges
    • Q: Why did this work? levels challenges
    • hold that thought...
    • + great product does fine in usability testing no obvious problems
    • + - great product high bounce rate does fine in low adoption usability testing not enough no obvious registered users problems undifferentiated from the competition
    • + - “I’m a great app, if people would just get to know me...” great product high bounce rate does fine in low adoption usability testing not enough no obvious registered users problems undifferentiated from the competition
    • Seduction
    • Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
    • Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
    • “GETTING TO FIRST BASE”
    • “GETTING TO FIRST BASE”
    • HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE “GETTING TO FIRST BASE”
    • HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE STAND OUT FROM THE COMPETITION “GETTING TO FIRST BASE”
    • HOW DO I ... INCREASE # OF GET PEOPLE TO SPEND REGISTERED USERS MORE THAN 2 MINUTES WITH OUR SERVICE STAND OUT FROM THE COMPETITION “GETTING TO FIRST BASE”
    • HOW DO I ... INCREASE # OF GET PEOPLE TO SPEND REGISTERED USERS MORE THAN 2 MINUTES WITH OUR SERVICE INCREASE USAGE STAND OUT FROM & ADOPTION THE COMPETITION “GETTING TO FIRST BASE”
    • 2008 Research for a MUSIC APPLICATION
    • DO WE HAVE A NY “BETA-JUNKIES ” IN THE ROOM?
    • A Few... “hey, check this out!” Lots of... “meh...”
    • iLike TM
    • (What I expected) List your favorite bands, separated by commas:
    • x10
    • USER GOALS I had a great time clicking iLike gained lots of data about my musical bands I like tastes & preferences
    • Q: Why did this work?
    • Q: Why did this work? feedback loop Our actions will modif y subsequent results
    • Q: Why did this work? feedback loop Our actions will modif y subsequent results
    • Q: Why did this work?
    • Q: Why did this work?
    • Q:iosity did this work? cur Why
    • Q:iosity did this work? cur Why visual imager y
    • Q:iosity did this work? cur Why visual imager y rn ion te it at gn p o r ec
    • Q:iosity did this work? cur Why visual imager y recog nition rn ion over re p o te it at gn call r ec
    • Q: Why did this work?
    • But wait, there’s more!
    • USER GOALS I had a great time playing iLike gained lots of data about my musical tastes, preferences & music games knowledge
    • Q: Why did this work?
    • se nsor y eQ: e rience this work? xpWhy did
    • se nsor y eQ: e rience this work? xpWhy did points
    • se nsor y eQ: e rience this work? xpWhy did points v els le
    • se nsor y eQ: e rience this work? xpWhy did points v els le appro challepriate nges
    • Q: Why did this work?
    • Did you notice... It wasn’t the usability that makes it great?
    • INCREASING MOTIVATION Psychology REMOVING FRICTION (Joshua Porter) Usability
    • INCREASING MOTIVATION Psychology REMOVING FRICTION (Joshua Porter) Usability
    • ckse: uirci What do we know about people? Qex E
    • ckse: uirci What do we know about people? Qex E we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
    • http://www.flickr.com/photos/laurafries/172143362/
    • social proo f People follow the others. lead of similar
    • social proo f People follow the others. lead of similar
    • i ckse: urci What do we know about people? Qe Ex we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
    • i ckse: urci What do we know about people? Qe Ex we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
    • Being A Tease.
    • Curious?
    • Playing Hard To Get.
    • “private beta”
    • “private beta” + “social proof”
    • “private beta” + “social proof” = WHOA!
    • www.rypple.com
    • 60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers
    • 60% - 70% of Sabre employees repu tation actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers
    • 60% - 70% of Sabre employees repu tation actively use the system each month 60% of questions asked are points answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers
    • 60% - 70% of Sabre employees repu tation actively use the system each month 60% of questions asked are points answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit v els le Each question posted to the community receives an average of nine answers
    • 60% - 70% of Sabre employees repu tation actively use the system each month 60% of questions asked are points answered within one hour of posting (90% in 24 hours) limit Average of 30 page views per employee user visit du ed ratio v s question posted to the elEach n le community receives an average of nine answers
    • 60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers
    • Taking A Chance.
    • ck ge: uilen Qal C h Design the user interface that let’s you sync a video file (from a presentation) with the accompanying slides.
    • NE AK PRE VIEW!!! S
    • Q: Why DOES this work?
    • Q: Why DOES this work? ownership bias
    • Q: Why DOES this work? ownership bias playfu lness
    • Q: Why DOES this work? ownership bias feedback loops playfu lness
    • Q: Why DOES this work?
    • On Friskiness, Gifts & Pleasant Surprises.
    • DELIGHTERS Matt Jones
    • DELIGHTERS Matt Jones
    • APP FOR FREQUENT TRAVELLERS Matt Biddulph
    • “serendipity”
    • “Personal Velocity”
    • 2008 Personal annual report for Stephen Anderson Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Austin Miami San Francisco Seattle Mountain View New York Franklin Minneapolis Mar 07 to Mar 11 Apr 10 to Apr 14 Apr 20 to Apr 22 Aug 21 to Aug 23 September 24 Sep 24 to Sep 26 Nov 06 to Nov 09 Dec 09 to Dec 11 You took 17 trips in 2008, which added In 2008, you spent up to 55,753 km or 15% of the distance to the moon. 323 43 In 2008, you mostly coincided with: You have 52 travellers in your network. They travelled a total of 1,753,265 km in 2008, and everyone on Dopplr Kevin travelled a total of 1331.4 million km or 8.9 AU in 2008: the approximate distance to Saturn from the Earth as in Austin, Miami and San Francisco of January 2009. Peter Your personal velocity for 2008 was 6.36 in Austin, Miami and Berkeley km/h, which is about the same as a duck. You spent the longest in Minneapolis, Jesse Spalding Your carbon for 2008 has a tip: Jay Lots of great farmer's markets in the summer! The 5 most popular cities in your network are San in Minneapolis Minneapolis Farmer's Market on Lyndale Ave and Francisco, Austin, New York, Miami and Chicago. Cesar Chavez Ave or Nicollet Mall Chris http://www.mplsfarmersmarket.com/ in Miami and San Francisco Mill City Farmer's Market on Chicago Ave and 2nd St. The furthest distance you travelled was to New York S Brandon (4,120 km from Mountain View), which is the 2nd most ... popular city on Dopplr. The shortest distance you 6,606 kg CO2 in Miami and San Francisco travelled was to Austin (322 km from Plano), which is See more on the city page for Minneapolis on Dopplr. Based on figures from Fueleconomy.gov, 1 x Hummer the 21st most popular city on Dopplr. H3 4WD truck produces nearly 10 metric tonnes of CO2 a year. The visualisation above uses this figure to illustrate your carbon from Dopplr as calculated by our friends at http://amee.cc and is an approximation only. The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: by pusgums, brickell by alexdecarvalho, Passing Under The Golden Gate Bridge by Dawn Endico, Seattle, Washington by fddi1, Apple I keyboard by Marcin Wichary, smokin by mudpig and Spoonbridge and Cherry by TimWilson.
    • 2008 Personal annual report for Stephen Anderson an Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Austin Miami San Francisco Seattle Mountain View New York Franklin Minneapolis This month Dopplr delightfully surprised Mar 07 to Mar 11 Apr 10 to Apr 14 Apr 20 to Apr 22 Aug 21 to Aug 23 September 24 Sep 24 to Sep 26 Nov 06 to Nov 09 Dec 09 to Dec 11 ou took 17 trips in 2008, which added me, supplying me with something I didn’t In 2008, you spent know I ne43 ed. The result: I’m now a ed p to 55,753 km or 15% of the istance to the moon. 323 n 2008, you mostly coincided with: more loyal Dopplr user. You have 52 travellers in your network. They travelled a total of 1,753,265 km in 2008, and everyone on Dopplr Kevin travelled a total of 1331.4 million km or 8.9 AU in 2008: the approximate distance to Saturn from the Earth as in Austin, Miami and San Francisco of January 2009. Peter Your personal velocity for 2008 was 6.36 in Austin, Miami and Berkeley km/h, which is about the same as a duck. You spent the longest in Minneapolis, Jesse Spalding Your carbon for 2008 has a tip: Jay Lots of great farmer's markets in the summer! The 5 most popular cities in your network are San in Minneapolis Minneapolis Farmer's Market on Lyndale Ave and Francisco, Austin, New York, Miami and Chicago. Cesar Chavez Ave or Nicollet Mall Chris http://www.mplsfarmersmarket.com/ in Miami and San Francisco Mill City Farmer's Market on Chicago Ave and 2nd St. The furthest distance you travelled was to New York S Brandon (4,120 km from Mountain View), which is the 2nd most ... popular city on Dopplr. The shortest distance you 6,606 kg CO2 in Miami and San Francisco travelled was to Austin (322 km from Plano), which is See more on the city page for Minneapolis on Dopplr. Based on figures from Fueleconomy.gov, 1 x Hummer the 21st most popular city on Dopplr. H3 4WD truck produces nearly 10 metric tonnes of CO2 a year. The visualisation above uses this figure to illustrate your carbon from Dopplr as calculated by our friends at http://amee.cc and is an approximation only. The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: by pusgums, brickell by alexdecarvalho, Passing Under The Golden Gate Bridge by Dawn Endico, Seattle, Washington by fddi1, Apple I keyboard by Marcin Wichary, smokin by mudpig and Spoonbridge and Cherry by TimWilson. Brandon Schauer
    • Q: Why DOES this work?
    • Q: Why DOES this work? pattern recognition
    • Q: Why DOES this work? pattern recognition playfu lness
    • Q: Why DOES this work? pattern recognition gifting playfu lness
    • Q: Why DOES this work?
    • brains pay attention to what brains care about, not necessarily what the conscious mind cares about.
    • Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what the conscious mind cares about.
    • Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected
    • Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected Fun, playfulness, humor
    • Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected Fun, playfulness, humor Varying visuals
    • Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected Fun, playfulness, humor Varying visuals (and more!)
    • WILL THE REAL DOPPLR LOGO PLEASE STAND UP?
    • WHAT? SO WHAT? NOW WHAT?
    • That was fun! GREAT ONLINE EXPERIENCE
    • Hmm... WHY was That was fun! that fun? GREAT ONLINE (REVERSE ENGINEERING) EXPERIENCE
    • Hmm... WHY was That was fun! that fun? Aha! GREAT ONLINE (REVERSE ENGINEERING) EXPERIENCE
    • Hmm... WHY was That was fun! that fun? Aha! GREAT ONLINE (REVERSE ENGINEERING) p sych n huma ology EXPERIENCE
    • (sorry, no 9 tips or 5 lessons)
    • Hmm... WHY was That was fun! that fun? Aha! GREAT ONLINE (REVERSE ENGINEERING) p sych n huma ology EXPERIENCE > human y anolog psychology m h USEFUL TOOLS FOR CREATING.. husyc p n huma ology h an lo gy psyc n m cho huma ology husy psych p
    • socia l proof People follow the le ad of similarreciprocity others. People repay in kind. authority duration effects People defer to experts. Perception of time is subjective and can be influenced. scarcity People wan t more of what they can have less of. recognition over recall sensor y integration People respond better when more of imager y jkjkj the senses are engaged.
    • ??? COGNITIVE SEDUCTION: FUN, HUMOR, PLAYFULNESS, GAME SURPRISE, ??? MECHANICS ??? SOCIAL PSYCHOLOGY / PERSUASION, CHOICE, INFLUENCE SOCIAL DESIGN ???
    • How can we use { } to... [goal] www.getmentalnotes.com
    • Social Proof Curiosity We tend to follow the patterns of similar others When teased with a small bit of interesting in new or unfamiliar situations. information, people will want to know more! How can we use { } to... [goal] To put people at ease or guide a decision, find creative When—and what—can you hold back? Reveal just enough ways to show social activity. This can be in the form of stats to arouse interest, then tease someone into taking the next (favorited by, number of views, comments), good positive step. You can also arouse interest by doing something unusual reviews/ testimonials, or by providing visibility into the actions and unexpected—people will stick around long enough to or outcomes of other users’ behaviors. determine what’s going on. Similarly, puzzles are intriguing. See also: Bystander Effect, Testimonials, Identification See also: Pattern Recognition, Badges, Gifting Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com
    • Social Proof Curiosity We tend to follow the patterns of similar others When teased with a small bit of interesting in new or unfamiliar situations. information, people will want to know more! How can we use { } to... [goal] To put people at ease or guide a decision, find creative When—and what—can you hold back? Reveal just enough ways to show social activity. This can be in the form of stats to arouse interest, then tease someone into taking the next (favorited by, number of views, comments), good positive step. You can also arouse interest by doing something unusual reviews/ testimonials, or by providing visibility into the actions and unexpected—people will stick around long enough to or outcomes of other users’ behaviors. determine what’s going on. Similarly, puzzles are intriguing. See also: Bystander Effect, Testimonials, Identification See also: Pattern Recognition, Badges, Gifting Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com www.getmentalnotes.com
    • Thanks!! Stephen P. Anderson www.poetpainter.com www.slideshare.net/stephenpa