Persuasive eco- system


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Nomensa's head of UX Mark Hicks presents 'Persuasive eco-system' at UX4NonProfit on 27th June 2012.

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  • Original talkfor 30 mins about behavioural mechanics, nudge and how we could use our knowledge of applied psychology to improve and funnel behaviour across your third-sector digital assets. ‘nudge’ is a term that has emerged from behavioural economics and is based upon principles of applied psychology. ‘nudge’ aims to push with the grain, rather than against the grain of human nature when trying to influence behaviour.BUT dug a little further and found that didn’t want to limit myself to talking about isolated nudges and interventions on say, a web-site, were not only covered by Simon this morning that I rather wanted to talk about a bigger picture how these smart persuasive tools could fit within your eco-systems – what I will call your persuasive eco-systems.BUT your eco-systems are rather intricate and complex, and they tend not to be described as eco-systems , and they also deliver a service :That service is the promise of greater happiness and well-being for beneficiary and donor, and trades on civic obligation and good-will, rather than currency and consumerism So that’s what I am going to talk about today, I hope you also find it intriguing.
  • Another factor – I came across this report :.Q. What would a business do at a time when trust in its brand was strong, at a time when trust elsewhere was weak ? When it had advantage ? A. It would capitaliseon these opportunities by emphasising the strength and perhaps the differenceThat’s what I look at now – how to do this, how to take that body of good will and persuasion and really put it to work. This is about strategic, rather than tactical UX.Another issue referred to in this report (wont tackle now):CAN third sector leaders can overcome historic rivalries and the competition for scarce resources to forge a new strategic alliance and a strong strategic narrative vision to exploit that latent power, and provide leadership to empower the whole sector.”Henry Kissinger : why academia competition and in-fighting so venomous ? "because the stakes are so low".This isn’t true about charities, maybe strategic alliance rather than competition is the way forward ?
  • This is a UX Strategy PieceSo my talk is about eco-systems and persuasion or behav. mechanics OR ‘nudge’ – if we know how to nudge – how do we make it really effective – we create an eco-system around it.Eco-Systems have lots of properties, but its after lunch and I want to get you in the mood for thinking about them with an organic example.
  • Lets run through a simple organic eco-system, that contains dedicated specialists that make something much bigger than them happen, and without whom it wouldn’t exist at all - are you getting the analogy ?!The Brazil Nut Tree Eco-SystemTREE – 160ft tall – one of the tallest in the Amazon Rain ForestSpecialists : ORCHID BEE – Long specialised proboscis, flies about, lover of brazil nut pollen, only insect that can get to brazil nut pollenSpecilists : AGOUTI – Ground hugging rodent, very sharp teeth, powerful jaw muscles – the only animal that can crack a brazil nut (which it loves) and stores underground
  • In an eco-system of persuasion – WHO are the persuaders ?
  • Your walking down the street, its raining you want to get home and ….Street : Its about stopping, affirming, thanking, building the story, reassuring and when the time is right - making staggered asks.Phone : Its about affirming, building the story, interjecting with validatory prompts and then making staggered asksThe box – is simply asking – but there’s no pressure to give, or to think about amount – but its fun, and can lighten a wallet, in a good way.Letters, street advertising and TV advertising are all well thought through BUT word of mouth is king.,
  • New persuaders use new ways of affecting behaviour through tech (ass discussed by Simon this morning) Behavioural mechanics and network effects etc, can deliver unparalleled relevance based upon context and come through a channel that is appropriate for that Knowing who you are and what you likeKnowing who you knowKnowing where you are..and turning this into something useful for you through the channels you use – this is the new currency of persuasion – and of course the web.These TRADITIONAL AND NEW PERSUADERS are the players in your ECO SYSTEM
  • As mentioned your eco-systems are rather intricate and complex, and they tend not to be described as eco-systems – But they are.And they are eco-systems that deliver a service - And that service is greater happiness and well-being for beneficiary and donor, trading on civic obligation and good-will, rather than currency and consumerism
  • Lets look at some of the possible benefits of rigorously joining things up at this level.
  • Now lets consider joining things up at this levelSNSPeer reviewsRecommendationsCurationDigital Content – its all there and its not that complicated to access
  • Now lets think about how your persuasive eco-sysyem will be consumed
  • Don’t need to do all at one, can and should prioritise – which messages, to whom, how and through which channel ?
  • Thank you! Mark Hicks – Head of UX at Nomensa. Contact:, 0117 929 7333
  • Persuasive eco- system

    1. 1. Persuasive Eco-Systems Mark Hicks Head of UX
    2. 2. Third Sector Research Centre Working Paper 76Third sector leadership: the power of narrativeDr Rob Macmillan and Vic McLaren March 2012…at a time when the reputations of former scions of society(MPs, bankers, the media) are so badly dented, and withvarious recent scandals surrounding the capacity of theprivate sector to deliver public services (care homesmanagement; maltreatment of vulnerable adults), the thirdsector has come to embody a form of institutionalised trustand trustworthiness.If the foregoing analysis is correct then that suggests anelement of latent power and opportunity for the sector.
    3. 3. ec·o·sys·tem {ek-oh-sis-tuhm, ee-koh-}noun.a system formed by the interaction of a community oforganisms with their environment.
    4. 4. SymbioticOrganicEcosystem
    5. 5. Who are the specialists in your persuasive eco-systems ?
    6. 6. ThePersuaders(Specialists)
    7. 7. TheNEW TechPersuaders(Generalists)
    8. 8. Persuasion as a Service Eco-System
    9. 9. PersuasiveServiceEco-systems
    10. 10. Persuasive Location Technology services Digital content stores EcosystemsSocial NetworkingService Integration 3rd Sector Service Recommendations engines
    11. 11. How will your messages be Through the dominant channelsconsumed ? and services
    12. 12. With all these assets, what would a business do ? Create a service eco-system and track it’s effectiveness
    13. 13. So, lets create persuasive eco-systems and tracktheir effectiveness..