The Subtle Art of Seduction

The Subtle Art of Seduction MINOR UI CHANGES THAT MADE A BIG DIFFERENCE! presented by Stephen P. Anderson @stephenanderson

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

www.getmentalnotes.com

The Subtle Art of Seduction MINOR UI CHANGES THAT MADE A BIG DIFFERENCE! presented by Stephen P. Anderson @stephenanderson

Seduction

Seduction the process of deliberately enticing a person to engage in some sort of behavior, #equently sexual in nature

! FUN & GAMES

! FUN & GAMES Subtlety

"The act of seducing is a subtle and enticing game"

“All the small things…”

http://bit.ly/c2R2tF

3% GROUP 1 got the shot http://bit.ly/c2R2tF

3% GROUP 1 got the shot GROUP 2 28% got the shot http://bit.ly/c2R2tF

“Channel factors,” originally identified by Kurt Lewin, have been shown to play a significant role in determining how people behave. Small first steps—minor sunk costs, a priori commitments, etc.— can lead to significant shifts in subsequent behavior.

Small first steps.

www.getmentalnotes.com www.getmentalnotes.com

Go photograph your favorite places!

Place these items on hold (and pay in person) Place these items on hold (and pay in person) or change payment method or change payment method Your Contact Information Your Contact Information Name: Name: First Name Last Name First Name Last Name Contact: Contact: Email Phone So we can send you an email confirmation! VS Email Phone So we can send you an email confirmation! Phone Phone Phone Phone So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup! What time do you think you’ll pick this up?

CHALLENGE: You are a travel site. When should you ask someone to setup their account?

Notice how hotel.com begins with create account offer... (More seductive?)

http://bit.ly/c3axQv

19% GROUP 1 ﬁlled up the punch card http://bit.ly/c3axQv

19% GROUP 1 ﬁlled up the punch card GROUP 2 34% ﬁlled up the punch card http://bit.ly/c3axQv

“Get ready for bed.”

“Get ready for bed.” VS Get your jammies on. Brush your teeth. Use the bathroom. Get in your bed.

(Inline Contextual Actions)

Coming on too strong. (How not to)

http://bit.ly/bOpLvH http://www.ﬂickr.com/photos/10306745@N00/4257456655/

http://verifyapp.com/

https://www.kapitall.com/

http://highrisehq.com/

You had to be there! Video clip showing how you can click links to reveal form field options

If every additional form ﬁeld lowered response rates by 10%, what would you cut?

Your Contact Information Your Contact Information First Name: Name: First Name Last Name Last Name: VS Contact: Email: Email Phone Phone: Phone Phone

VS Payment Information: Other form of payment? Credit Card Number CVC Code Expires: 01 2009

Payment Information: Other form of payment? CVC Code Expires: 01 2009

Payment Information: Other form of payment? 5111302 CVC Code Expires: 01 2009

Payment Information: Other form of payment? 5111302111111113 Expires: 01 2009

Attracting attention.

http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

improved signups by 31 % http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/

http://bit.ly/bje4wI

Would you like to • pay online • pay over the phone • or place this order on hold VS Pay online or over the phone? You can also place these items on hold and pay for them when you pick them up.

You had to be there! Video clip showing animated “Stumble!” button

You had to be there! Video clip showing “flyout” animation that occurs as you scroll down the page.

Video clip- just go to www.jetsetter.com

Offering suggestions.

http://www.flickr.com/photos/26235754@N05/2794828678/

The Power of Defaults (Benign / Libertarian Paternalism)

“Where should we go for lunch?”

increased completions by 29%

By the end of the year, Gabriel will be able to...

By the end of the year, Gabriel will be able to... persuasive essay Oops! “persuasive” is not a verb!

http://blog.steepster.com/post/226679106/better-rating-system

Make it personal.

The mere presence of others dramatically changes our behavior.

http://afterthemeeting.com/

kept 1 million people a year on the site.

kept 1 million people a year on the site. 1 Million less deactivated accounts!

I could go on…

REVEALING SUBTLE MOMENTS

1. Role play the interaction 2. Script the narrative experience 3. Break down compound requests into simple next steps (sequencing) 4. Minimize the number of choices (& actions) a person has to make at any one moment 5. Look for “micromoments” 6. Clicks over characters!

Yes, we did some live role playing! It was fun.

Place these items on hold (and pay in person) Place these items on hold (and pay in perso or change payment method or change payment method Your Contact Information Your Contact Information Name: Name: First Name Last Name First Name Last Name Contact: Contact: Email Phone So we can send you an email confirmation! VS Email Phone So we can send you an email confirmation! Phone Phone Phone Phone So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup! Contact you: by phone Got it! How would you like to be contacted? •by phone (default) •by email

Your Contact Information Name: First Name Last Name Contact: Email Phone Phone Phone

Your Contact Information Name: First Name Last Name Contact: Email Phone So we can send you an email conﬁrmation! Phone Phone

Your Contact Information Name: First Name Last Name Contact: Email Phone So we can send you an email conﬁrmation! Phone Phone So we can conﬁrm your order and let you know when it’ll be ready for pickup!

List your favorite bands, separated by commas: VS

www.getmentalnotes.com

Lots of inspiring examples & advice– stuff you can actually use! Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process The Art & Science of Seductive Interactions Workshop Bring your design to the next level For anyone involved with using natural curiosity, playfulness Web sites or applications and other delightful elements poetpainter.com/seductive-interactions

T ha nks!! Stephen P. Anderson www.getmentalnotes.com www.poetpainter.com www.slideshare.net/stephenpa The W or ks hop ! poetpainter.com/seductive-interactions

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The Subtle Art of Seduction

by Stephen Anderson

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