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Le Persuasive Design : Théories de la communication et de la psychologie humaine (par Raphaël Yharrassarry)

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Raphaël Yharrassarry, Consultant indépendant en ergonomie et UX designer, est intervenu sur le sujet du Persuasive Design : “Pourquoi certains sites web fonctionnent-ils mieux que d’autres ? Théories de la communication et de la psychologie humaine”.

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Le Persuasive Design : Théories de la communication et de la psychologie humaine (par Raphaël Yharrassarry)

  1. 1. Persuasive designAfterweb, février 2013 iErgo
  2. 2. Raphaël YharrassarryErgonome, UX, PsychologueFreelance iergohttp://blocnotes.iergo.fr iErgo
  3. 3. CaptologyPersuasion Technologie Source : BJ Fogg fogg.com iErgo
  4. 4. Changer les comportements http://www.flickr.com/photos/tueletemps/5886575935/ iErgo
  5. 5. Avoir les bonnes Changer les idées comportements iErgo
  6. 6. Avoir les bonnes Changer les idées comportements iErgo
  7. 7. Avoir les bonnes Changer les idées comportements iErgo
  8. 8. Avoir les bonnes Changer les idées comportements iErgo
  9. 9. L’effet de gel iErgo
  10. 10. L’amorçage http://www.flickr.com/photos/49881551@N02/6761267969/ iErgo
  11. 11. Le pied dans la porte iErgo
  12. 12. VisibilitéImportance de l’acteRaisons d’ordre interne iErgo
  13. 13. VisibilitéImportance de l’acte L’engagementRaisons d’ordre interne iErgo
  14. 14. Développement durable iErgo
  15. 15. Casual Game sur la gestion de l’énergie iErgo
  16. 16. Nike + iErgo
  17. 17. iErgo
  18. 18. iErgo
  19. 19. S’engager Un coup de pouce iErgo
  20. 20. Libre choix Visibilité iErgo
  21. 21. Des récompenses virtuelles de plus en plus exigeantes iErgo
  22. 22. Phase 1 : Découverte Découvrir le service Visiter le site Comportements ciblesPhase 2 :Engagement superficiel Décider d’essayer Commencer à utiliser Comportements ciblesPhase 3 :Réel Engagement Créer de la valeur et Engager les autres du contenu Rester actif et fidèle Comportements cibles d’après, Fogg et Eckles, 2007
  23. 23. Degré de persuasionCritères statiques : Crédibilité pour la confiance que peut inspirer le site ; Privacité pour la préservation des données personnelles et la sûreté ; Personnalisation pour l’adaptation de l’interface aux besoins de l’utilisateur ; Attractivité pour l’esthétique permettant de capter l’attention.Critères dynamiques : Sollicitation pour désigner la première étape d’amorçage ; Accompagnement initial qui permettra à l’utilisateur d’initier un comportement ; Engagement puis de l’Emprise, qui marquent la montée en puissance de l’implication de l’utilisateur. Source : Alexandra Nemery http://www.univ-metz.fr/ufr/sha/2lp-etic/Criteres_Persuasion_Interactive-2.pdf www.iergo.fr - raphael@iergo.fr 19
  24. 24. Etablir une stratégie en termes de comportements à obtenir. iErgo
  25. 25. Questions ? iErgo
  26. 26. RaphaëlYharrassarrywww.iergo.frraphael@iergo.fr iergo iErgo

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