The Subtle Art of

Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!

                  presented by

          Steph...
STEPHEN P.
  ANDERSON
      poetpainter.com




  I help businesses with
‘Product Strategy
   & Design’ needs
STEPHEN P.
                     ANDERSON
                         poetpainter.com




                     I help business...
www.getmentalnotes.com
The Subtle Art of

Seduction
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!

                  presented by

          Steph...
Seduction
Seduction
the process of deliberately enticing a person
     to engage in some sort of behavior,
         #equently sexual...
Seduction
the process of deliberately enticing a person
     to engage in some sort of behavior,
         #equently sexual...
!
FUN &
GAMES
!
FUN &
GAMES
!
FUN &
GAMES
!
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
      ...
“Channel factors,” originally identified
by Kurt Lewin, have been shown to play
a significant role in determining how
people...
Small first steps.
www.getmentalnotes.com
www.getmentalnotes.com
Go
photograph
your favorite
  places!
Go
photograph
your favorite
  places!
Place these items on hold (and pay in person)                                         Place these items on hold (and pay i...
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?)
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




                       GR...
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
VS
VS
“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://bit.ly/bOpLvH
                       http://www.flickr.com/photos/10306745@N00/4257456655/
http://verifyapp.com/
https://www.kapitall.com/
https://www.kapitall.com/
https://www.kapitall.com/
https://www.kapitall.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:
                           ...
Your Contact Information        Your Contact Information
 First Name:                    Name:
                           ...
VS

Payment Information:
                                  Other form of payment?


Credit Card Number          CVC Code

...
Payment Information:
                             Other form of payment?


                       CVC Code


Expires:   01...
Payment Information:
                             Other form of payment?


5111302                CVC Code


Expires:   01...
Payment Information:
                          Other form of payment?


5111302111111113


Expires:   01      2009
Attracting attention.
www.getmentalnotes.com
www.getmentalnotes.com
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
improved signups by


                                                                     31 %

http://dmix.ca/2010/05/ho...
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
http://bit.ly/bje4wI
Would you like to
  • pay online
  • pay over the phone
  • or place this order on hold

                         VS
Pay o...
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!
By the end of the year, Gabriel will be able to...

persuasive essay
Oops! “persuasive” is not a verb!
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.
The mere presence of others
dramatically changes our behavior.
The mere presence of others
dramatically changes our behavior.
The mere presence of others
dramatically changes our behavior.
http://afterthemeeting.com/
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 ne...
Yes, we did some live role playing! It was fun.
Yes, we did some live role playing! It was fun.
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple ne...
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple ne...
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple ne...
Place these items on hold (and pay in person)                                         Place these items on hold (and pay i...
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple ne...
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 ...
Your Contact Information
Name:
First Name                   Last Name

Contact:



Email
   Phone



 So we can send you a...
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple ne...
List your favorite bands, separated by commas:




                          VS
1.   Role play the interaction
2.   Script the narrative experience

3.   Break down compound requests into
     simple ne...
www.getmentalnotes.com
Lots of inspiring examples & advice–
stuff you can actually use!              Integrate behavioral economics,
            ...
T ha nks!!
            Stephen P. Anderson
         www.getmentalnotes.com
                         www.poetpainter.com
  ...
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
The Subtle Art of Seduction
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"All the small things." Minor UI details that can make a BIG difference.

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The Subtle Art of Seduction

  1. 1. The Subtle Art of Seduction MINOR UI CHANGES THAT MADE A BIG DIFFERENCE! presented by Stephen P. Anderson @stephenanderson
  2. 2. STEPHEN P. ANDERSON poetpainter.com I help businesses with ‘Product Strategy & Design’ needs
  3. 3. STEPHEN P. ANDERSON poetpainter.com I help businesses with @stephenanderson ‘Product Strategy & Design’ needs
  4. 4. www.getmentalnotes.com
  5. 5. The Subtle Art of Seduction MINOR UI CHANGES THAT MADE A BIG DIFFERENCE! presented by Stephen P. Anderson @stephenanderson
  6. 6. Seduction
  7. 7. Seduction the process of deliberately enticing a person to engage in some sort of behavior, #equently sexual in nature
  8. 8. Seduction the process of deliberately enticing a person to engage in some sort of behavior, #equently sexual in nature
  9. 9. ! FUN & GAMES
  10. 10. ! FUN & GAMES
  11. 11. ! FUN & GAMES
  12. 12. ! FUN & GAMES
  13. 13. ! FUN & GAMES Subtlety
  14. 14. "The act of seducing is a subtle and enticing game"
  15. 15. “All the small things…”
  16. 16. http://bit.ly/c2R2tF
  17. 17. 3% GROUP 1 got the shot http://bit.ly/c2R2tF
  18. 18. 3% GROUP 1 got the shot GROUP 2 28% got the shot http://bit.ly/c2R2tF
  19. 19. “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.
  20. 20. Small first steps.
  21. 21. www.getmentalnotes.com www.getmentalnotes.com
  22. 22. Go photograph your favorite places!
  23. 23. Go photograph your favorite places!
  24. 24. 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?
  25. 25. CHALLENGE: You are a travel site. When should you ask someone to setup their account?
  26. 26. Notice how hotel.com begins with create account offer... (More seductive?)
  27. 27. Notice how hotel.com begins with create account offer... (More seductive?)
  28. 28. http://bit.ly/c3axQv
  29. 29. 19% GROUP 1 filled up the punch card http://bit.ly/c3axQv
  30. 30. 19% GROUP 1 filled up the punch card GROUP 2 34% filled up the punch card http://bit.ly/c3axQv
  31. 31. www.getmentalnotes.com www.getmentalnotes.com
  32. 32. www.getmentalnotes.com www.getmentalnotes.com
  33. 33. VS
  34. 34. VS
  35. 35. “Get ready for bed.”
  36. 36. “Get ready for bed.” VS Get your jammies on. Brush your teeth. Use the bathroom. Get in your bed.
  37. 37. (Inline Contextual Actions)
  38. 38. Coming on too strong. (How not to)
  39. 39. http://bit.ly/bOpLvH http://www.flickr.com/photos/10306745@N00/4257456655/
  40. 40. http://bit.ly/bOpLvH http://www.flickr.com/photos/10306745@N00/4257456655/
  41. 41. http://verifyapp.com/
  42. 42. https://www.kapitall.com/
  43. 43. https://www.kapitall.com/
  44. 44. https://www.kapitall.com/
  45. 45. https://www.kapitall.com/
  46. 46. https://www.kapitall.com/
  47. 47. http://highrisehq.com/
  48. 48. You had to be there! Video clip showing how you can click links to reveal form field options
  49. 49. If every additional form field lowered response rates by 10%, what would you cut?
  50. 50. Your Contact Information Your Contact Information First Name: Name: First Name Last Name Last Name: VS Contact: Email: Email Phone Phone: Phone Phone
  51. 51. Your Contact Information Your Contact Information First Name: Name: First Name Last Name Last Name: VS Contact: Email: Email Phone Phone: Phone Phone
  52. 52. VS Payment Information: Other form of payment? Credit Card Number CVC Code Expires: 01 2009
  53. 53. Payment Information: Other form of payment? CVC Code Expires: 01 2009
  54. 54. Payment Information: Other form of payment? 5111302 CVC Code Expires: 01 2009
  55. 55. Payment Information: Other form of payment? 5111302111111113 Expires: 01 2009
  56. 56. Attracting attention.
  57. 57. www.getmentalnotes.com www.getmentalnotes.com
  58. 58. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  59. 59. http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  60. 60. improved signups by 31 % http://dmix.ca/2010/05/how-we-increased-our-conversion-rate-by-72/
  61. 61. http://bit.ly/bje4wI
  62. 62. http://bit.ly/bje4wI
  63. 63. http://bit.ly/bje4wI
  64. 64. http://bit.ly/bje4wI
  65. 65. http://bit.ly/bje4wI
  66. 66. http://bit.ly/bje4wI
  67. 67. 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.
  68. 68. You had to be there! Video clip showing animated “Stumble!” button
  69. 69. You had to be there! Video clip showing “flyout” animation that occurs as you scroll down the page.
  70. 70. Video clip- just go to www.jetsetter.com
  71. 71. Offering suggestions.
  72. 72. http://www.flickr.com/photos/26235754@N05/2794828678/
  73. 73. The Power of Defaults (Benign / Libertarian Paternalism)
  74. 74. “Where should we go for lunch?”
  75. 75. increased completions by 29%
  76. 76. By the end of the year, Gabriel will be able to...
  77. 77. By the end of the year, Gabriel will be able to... persuasive essay Oops! “persuasive” is not a verb!
  78. 78. By the end of the year, Gabriel will be able to... persuasive essay Oops! “persuasive” is not a verb!
  79. 79. By the end of the year, Gabriel will be able to... persuasive essay Oops! “persuasive” is not a verb!
  80. 80. http://blog.steepster.com/post/226679106/better-rating-system
  81. 81. Make it personal.
  82. 82. The mere presence of others dramatically changes our behavior.
  83. 83. The mere presence of others dramatically changes our behavior.
  84. 84. The mere presence of others dramatically changes our behavior.
  85. 85. The mere presence of others dramatically changes our behavior.
  86. 86. http://afterthemeeting.com/
  87. 87. http://afterthemeeting.com/
  88. 88. kept 1 million people a year on the site.
  89. 89. kept 1 million people a year on the site. 1 Million less deactivated accounts!
  90. 90. I could go on…
  91. 91. REVEALING SUBTLE MOMENTS
  92. 92. 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!
  93. 93. Yes, we did some live role playing! It was fun.
  94. 94. Yes, we did some live role playing! It was fun.
  95. 95. 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!
  96. 96. 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!
  97. 97. 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!
  98. 98. 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
  99. 99. 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!
  100. 100. Your Contact Information Name: First Name Last Name Contact: Email Phone Phone Phone
  101. 101. Your Contact Information Name: First Name Last Name Contact: Email Phone So we can send you an email confirmation! Phone Phone
  102. 102. 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!
  103. 103. 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!
  104. 104. List your favorite bands, separated by commas: VS
  105. 105. 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!
  106. 106. www.getmentalnotes.com
  107. 107. 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
  108. 108. 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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