Information Architecture
for
Persuasive Design
A presentation by
Ujjaini Lahiri
Disclaimer:
The following pages contain screen shots and sections taken from projects and presentations created
at Heath Wallace. The copyright of the documents are owned by respective copyright owners. This
document is for viewing only and should not be distributed or published.

Persuasuation
Persuation
persuasion is defined as the attempt to change
attitudes or behaviors or both
Dr. B.J. Fogg,
Persuasive Technology: Using Computers to Change What We Think and Do
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Persuasive Design
What is Persuasive design?
The art and science of designing web sites that
help users to make decisions that result in
desirable transactions
Andrew Chak,
Submit Now: Designing Persuasive Websites
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Hierarchy of User Needs
Influence users to the point where they want to take
Desire action
Willing to transact
Confident of selected the right product or service in
Confidence
the site reliance on the site
Usability Users being able to use your site
Availability Making the site available to users
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Persuasive design process
Understanding users and their needs
Defining content and functionality
Choreographing the experience
Persuasive testing
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Understanding users
Understanding users and their needs
Defining content and functionality
Choreographing the experience
Persuasive testing
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

User profiles
To come up with effective user profiles we plot users’ investment patterns against their information
requirements. The closer to the top right a user is, the more they are likely to use market A John Collins
information to maximise their returns, while users on the lower left corner have shorter investment Ambitious investor
horizons and require help with understanding the market. Maximum return on investment by being
well informed about market trends
Need Information
B Helene White
Responsible Investor
A Needs information and some help
E at times and wants good returns
C Clair Webb
Cautious investor
Needs information, help and wants
Short term Maximum good returns
returns B return
C D William Prince
Pensioner
Makes short term investments, and
needs help with system and investment
D E James Smith
Smart Investor
Needs to live for now, sharp market
speculator, makes high risk investment
Need Help
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Persona with scenarios
Helene White
Sales Manager Managing personal finance
§ Personal finances are well organised
§ Makes long term financial with low risk, assured returns
“I want assured returns, and like to § Wants see and compare different financial products
§
take informed decisions ”
Do not need help with budgeting
§ Prefers to manage her finances online
§ Needs help with selection of financial products
§ Willing to learn more about the financial market
Helene White, 28 is Sales Manager at John Lewis.
Helen lives with her boyfriend in a single bed stylish apartment Key expectations
she has recently bought. The mortgage payment has made her § Create and maintain investment portfolio
more keen on understanding and managing her finances. § Manage transactions online
§ Search for suitable products
She expects to get market information and sound financial advice § Advice on investment and financial risk
along with good service from her banks. She chooses to manage § Make watch list to see product perform before investing
finances online, as she is able to monitor her investments closely § Calculator tool to assess returns
at her convenience. § Get SMS reminders and alerts for her investments
Scenario Needs Features Behaviour
Helene has received the annual bonus and wants to § Search § Search Helene goes to the website and searches for products
keep it for her wedding. She wants to know how much § Calculate § Calculator with guaranteed returns in two years. She calculates
return she can earn on it in two years and select the § Compare § Compare table the returns using calculator tool. She then shortlists
best investment. and goes to compare products to get a better view.
While searching for her financial products recently she § Save selection § Watch list Helene selects the products she wants to monitor and
came across few products which appeared very § Get report § Performance report saves them to her ‘watch list’. She gets a snapshot of
lucrative. She wants see how the products do for a the of these products from performance graph.
few days but do not want to risk any money on them.
Helen has a very busy schedule and wishes she could § Updates on mobile § SMS Updates Helene goes to the site and registers her mobile
receive updates of her investment on her mobile and § SMS Alerts number. She selects the SMS updates and alerts
did not need to go online. she would like to receive on her mobile.
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Concept model
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Journey
Ma
na
ge Se
ale tA
rts ler
ts
Re
po e
rts ye
a
dp
Ad
Ho n t
me me
La
nd p ay
ing Pa
ym k ing
Pa
ge en
ts Ma
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Defining content
Understanding users and their needs
Defining content and functionality
Choreographing the experience
Persuasive testing
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Content Structure
Sites are conceived in isolation Content is interconnected in the web cluster
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Site navigation
Current site Proposed solution
Homepage Homepage
Advice & benefits Community & living Council & democracy Advice & benefits Community & living Council & democracy
Level 1
Birth Birth Birth Council Birth
tax
Council tax Council tax Council tax
Birth Council tax Council tax
Level 2
Birth Re-registering Birth Registering Council tax New claims Council tax New claims Birth Registering
Level 3
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Defining navigation elements
HOME PAGE Level 1 Pages Level 2 Pages Level 3 Pages
Option 1
Home page with the 1st level 1st Level options available as 1st and 2nd Level options 3rd level pages with the main
list on the left navigation bar. main sections in Left available in left navigation bar content appear in the body
navigation bar. as expandable menu. text area.
2nd level list available appear
on the left navigation bar
Option 2
Home page with the 1st level 1st Level options available as
The left navigation bar stays 3rd level list appear in
list on the left navigation bar. main sections in Left
the same as level 2 page. dropdown box on top of the
navigation bar.
page content.
3rd level list appear in the
2nd level list available appear
body text area
on the left navigation bar
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Wireframes
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Screen elements
Product Info Compare Eligibility Review
Product details pages Key features
· Product features for this product
· Main features
· Need to be displayed here
· In a bullet list so user can read them
· And it covers all the information user
may need
Best suited for
· Some information
· On the user profiles
· The product is targeted for
· Helping user to take desission
Customer rating Additional information
· Add some extra info
Average rating 4 star
· Like availability
Rate this product
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Process Flow
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Mapping process flow to wireframes
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Designing interaction
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Choreographing the experience
Understanding users and their needs
Defining content and functionality
Choreographing the experience
Persuasive testing
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Browsing pattern
Home pages are designed as Users may browse the site without going to the
starting point of journey homepage at all
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

User walkthrough
Finding Product - user walkthrough
Landing page for business sector Business needs advice page Product details pages
Products Products Related Products
Business Bank Accounts Credit cards
Business Direct Business Direct
Business Direct Credit Card Business Current Account Business Current Account
Business Current Account
Business Business Credit Card Business Credit Card
Business Debit cards Business Deposit Bonds
Loans and Financing Saving
Business Business high interest bonds Business Debit cards
Business Loan
Savin Business high interest bonds
Business Financing
Business high interest bonds
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

User journey
Internet banking landing page
Login process
Internet banking login page Security questions
Green sale
product
banner
Existing customer usually comes to site
with specific tasks in mind. Starts
Logging in to internet banking before
browsing.
‘Green’ product details page Start apply journey
Apply journey
Overview More info
Apply now
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Persuasive testing
Understanding users and their needs
Defining content and functionality
Choreographing the experience
Persuasive testing
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Wireframe (Low fidelity) & Visual design
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Wireframe (High fidelity) and Visual design
High fidelity wireframes are used for user
testing, as this gives better feel of the
proposed site. The header and footer follow
the brand guideline so that users can identify
with the site and brand.
Final visual design derived from the wireframe
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission

Thank you
Document owner and author: Ujjaini Lahiri Do not copy or distribute without permission