1. Persuasive Design:
Encouraging Your Users To Do What You Want Them To!
@andybudd | @clearle? | #persuasivedesign

2. Persuasive Design:
Encouraging Your Users To Do What You Want Them To!
hBp://www.flickr.com/photos/malkoff/2535263113/sizes/o/

3. Design is all about making decisions
Decisions about colour, placement or hierarchy
hBp://www.flickr.com/photos/hubmedia/379347526/sizes/o/

4. These decisions can be
used to guide human behaviour
hBp://www.flickr.com/photos/lunchSmemama/110765169/sizes/l/

5. Whether it’s at the shopping mall...
hBp://www.flickr.com/photos/carlosalejo/3637849381/sizes/o/

6. or sat in front of your computers

7. People are trying to influence us
all the Sme
hBp://www.flickr.com/photos/infinitewilderness/1035362799/sizes/o/

8. Architects influence how we use
physical spaces
hBp://www.flickr.com/photos/nathaninsandiego/2347008566/sizes/o/

9. Or to dissuade and restrict
negaSve behaviour
hBp://www.flickr.com/photos/jasonyungny/2365447530/sizes/o/

10. Product designers influence our
purchasing decisions
hBp://www.flickr.com/photos/jasonyungny/2365447530/sizes/o/
hBp://www.flickr.com/photos/nite_owl/405946678/sizes/l/

11. PoliScians persuade us to vote for them
hBp://www.flickr.com/photos/jmSmages/2287332094/sizes/l/in/set‐72157600723692753/

12. Your friends convincing you to
have another beer
hBp://www.flickr.com/photos/thomashawk/167663854/sizes/o/

13. Convincing your partner to do that thing in
the bedroom you’ve always wanted
hBp://www.flickr.com/photos/nathaninsandiego/4069121278/sizes/l/

14. AdverSsers are trying to influence our
purchasing decisions all the Sme

15. We may be exposed to 5,000 branding
messages per day!
hBp://www.flickr.com/photos/laughingsquid/383433646/sizes/o/

16. Brands use their understanding of human
behaviour to increase consumpSon
hBp://www.flickr.com/photos/vic_acid/2333114008/sizes/o/

17. Supermarkets are explicitly designed to
maximise consumpSon
www.flickr.com/photos/shankbone/2800620360/

18. Persuasion techniques used by supermarkets
www.flickr.com/photos/bunny/2540431589/

19. Some persuasion techniques
are obvious
hBp://www.flickr.com/photos/bcosSn/2503659807/sizes/l/in/set‐72157601994953412/

20. Sound levels at bars
hBp://www.flickr.com/photos/borghec/74731395/sizes/o/

21. The sweet smell of success
www.flickr.com/photos/cc_chapman/2742390105/

22. We like to think that it’s not affecSng us

23. But studies have shown that it is!
hBp://www.flickr.com/photos/iceninejon/3557668969/sizes/o/

24. Some people worry that these techniques are
manipulaSve
hBp://www.flickr.com/photos/lenore‐m/2599969114/sizes/o/

25. MarkeSng helps overcome the
paradox of choice
hBp://www.flickr.com/photos/tracer/3805558623/sizes/o/

26. Choice architecture

27. Understand the cogniSve biases
that drive decision making

28. InformaSon bias DisposiSon effect
Restraint bias
Focusing effect
Post‐purchase raSonalizaSon Herd ins<nct
Pseudocertainty effect
Selec<on bias
Operant condi<oning
Primacy effect
ConfirmaSon bias
Loss aversion Framing
Illusion of control
Contrast effect
DisSncSon bias DenominaSon effect
Semmelweis reflex Availability heurisSc
Anchoring effect
Authority bias Impact bias
Mere exposure effect
Halo effect Hyperbolic discounSng
NegaSvity bias
Status quo bias
Planning fallacy
Von Restorff effect

29. Determine the target behaviour
and design for it

30. Authority and Trust

31. Trust me, I’m a doctor
hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/

32. Trust me, I’m Jeffrey Zeldman
hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/

33. You’re much more likely to trust this site

34. Than this site

35. What is beauSful is good

36. The Halo Effect

37. Trust Indicators

38. Layout and PosiSoning

39. We make decisions based
on context
hBp://www.flickr.com/photos/pgoyeBe/94521651/sizes/o/

40. Pick me
hBp://www.flickr.com/photos/lotusgreen/3003474433/sizes/o/

41. Reduces spillage by up to
80 percent!
hBp://www.flickr.com/photos/tracer/3805558623/sizes/o/

42. Use sensible defaults
hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/

43. Will more people choose Firefox?
hBp://www.flickr.com/photos/simplesso/4405765635/sizes/o/

44. The power of defaults
hBp://www.flickr.com/photos/simplesso/4405765635/sizes/o/

45. Social Proof

46. Strongly influenced by the
behaviour of others
hBp://www.flickr.com/photos/chenchihyung/3531751512/sizes/o/

47. Look to others to determine
the social norms
hBp://www.flickr.com/photos/wonderfulhorriblelife/3030611906/sizes/o/

48. Social proof can trick us
hBp://www.flickr.com/photos/trois‐tetes/66572272/sizes/o/

49. Social proof is o?en used to
influence behaviour
hBp://www.flickr.com/photos/emmaswann/2428435914/sizes/o/

50. Show how popular you are

51. RaSngs and reviews

52. Amazon are the masters of
social proof
hBp://www.flickr.com/photos/emmaswann/2428435914/sizes/o/

53. LinkedIn is all about social proof

54. Customer tesSmonials

55. People learn what’s acceptable by
taking the lead of others

56. Use social influence to promote
posiSve behaviour

57. Loss Aversion

58. LimiSng supply can drive demand
hBp://www.flickr.com/photos/hubmedia/228394106/sizes/o/

59. LimiSng supply can also
speed the sale
hBp://www.flickr.com/photos/sathishcj/1868112883/sizes/o/in/photostream/

60. TV Shopping turns commerce
into a MMO game
hBp://www.flickr.com/photos/thomashawk/398768298/sizes/o/

61. Scarcity and Sme pressure

62. LimiSng supply can drive demand

63. Nobody wants to miss out
on a great deal

64. Loss aversion

65. I can haz one deal a day
at woot.com
hBp://www.flickr.com/photos/formatc1/3908942698/sizes/o/in/photostream/

66. Likability and Gi?ing

67. Liking and likability

68. Win friends and influence people
hBp://www.flickr.com/photos/formatc1/3908942698/sizes/o/in/photostream/

69. Make it easy for people
to like you

70. Reciprocity and gi?ing
hBp://www.flickr.com/photos/veerles‐blog/2385296766/sizes/o/

71. Make it easy for people
to like you

72. Liking

73. Actude similarity effect

74. Using reciprocity to sSmulate acSvity

75. Give something away for free

76. Reading list