2. Agenda
___________________________
>
ü I will rant (1 hora)
ü I will go out for a cigarette and you may
watch (10 mins)
ü You will put together something fabularse
(45 mins)
ü You will present your brilliant ideas
(whatever time is left – but you’re not
getting out of it)
4. The Rules
___________________________
>
ü This is an open forum
ü If I’m boring you – let me know
> throw a pen at my head
ü Questions at any time
> Raise your left hand and right foot
ü I will circulate the deck afterwards
5. Persuādēre
(lat) verb
1. Persuade, convince
2. Prevail upon or induce to do something
What is Persuasive Design?
___________________________
>
Beyond interaction design
6. Another methodology? Really?
___________________________
>
Information architecture is about making things findable
Interaction design is about making things usable
Content strategy is about making things meaningful
Experience design is about making things seamless
_______________________________________
Persuasive design is about making things
influential
7. Everything matters
___________________________
>
ü There is no such thing as
“Neutral Design”
ü Small and apparently
insignificant details can
have major impact
on people's
behaviour.
8. Deeper meaning
___________________________
>
Through understanding and enabling behaviour,
we can move towards creating meaningful impacts by
influencing behaviour
Understand Enable Influence
Behaviour Behaviour Behaviour
User Research Interaction design Persuasive design
Impact
9. Changing behaviour
___________________________
>
Persuasive technology is about
automating behaviour change.
_______________________________________
To effectively encode experiences that change
behaviours, we have to
understand human psychology
10. The present &
future self
___________________________
>
Longevity and Now
11. The Now Factor
___________________________
What would you prefer?
>
$100 now or $200 in 1 year
_______________________________________
Hyperbolic
discounting
Given 2 similar rewards,
humans preference is for
the earlier reward.
We discount the value of
the later reward.
14. Device Failure
___________________________
>
Context has a huge effect on our
commitment to our future self
_______________________________________
Those who pay for gym
membership by the month
end up paying
70% more
than those who pay per visit.
15. The Arousal Effect
___________________________
>
Why can’t we commit to our future self?
ü Hot & cold states
ü We underestimate the effect
of arousal - Lowenstein’s “Hot-
cold empathy gap”
ü Our behaviour is altered when
we’re “under the influence”
- Restraint Bias
16. Automatic & Reflective
___________________________
>
Automatic System Reflective System
§ Uncontrolled § Controlled
§ Effortless § Effortful
§ Associative § Deductive
§ Fast § Slow
§ Unconscious § Self Aware
§ Skilled § Rule following
Automatic system usually wins over reflective in a Hot state
19. Persuading for better outcome
___________________________
>
Arousal + mindless choosing
= bad long term outcome
_______________________________________
Design for
context,
arousal and
automatic
pilot
20. Persuading for the future self
___________________________
>
“ We might neglect our future selves
“
because of some failure of belief or
imagination. - Derek Parfit
_______________________________________
Help people
imagine through
time – to see our
future selves
25. The Kano Model
t
Del ig h
Need Fulfillment
Model: Noriaki Kano Satisfaction
26. Bi-as
noun
a particular tendency or inclination,
especially one that prevents unprejudiced
consideration of a question; prejudice.
Bias
___________________________
>
Psychological tendencies that effect our decisions
27. The peak-end rule
___________________________
We judge our past experiences almost entirely on
>
how they were at their peak (whether pleasant or unpleasant)
and how they ended.
Peak
End
When we do this we discard virtually all other information, including net
pleasantness or unpleasantness and how long the experience lasted.
32. Confirmation bias
___________________________
We have a tendency to search for or interpret information in a way that
>
confirms our preconceptions.
So
what
you
really
mean
is
that
my
design
Erm…
I
don’t
is
actually
perfect…
get
this…
Shh!
Quiet
9me!
36. What is a “Nudge”?
___________________________
>
A "Nudge" is anything that significantly
alters the behaviour
of humans.
Nudging gives us the power to
improve decisions about
life
38. The Status Quo Bias
___________________________
The
>
"Yeah
whatever”
heuristic
Inertia
- a strong desire to
stick with what you have
even when change is in our best
interest.
39. Defaults
___________________________
>
We tend to follow the path of least resistance
Our tendency to
do nothing is
reinforced if the
default option comes
with the notion that it
is the normal or
recommended option
40. Social Proof
___________________________
>
We tend to follow the herd
ü People will do things that
they see other people
doing
ü People are nudged by
other people - people
become more likely to
conform when they know
they will be heard / seen
by others
ü We can nudge through
showing what other people
are doing
41. Framing
___________________________
>
Our choices are effected by how problems are stated
ü Framing in terms of loss
is more effective
ü We are mindless /
passive decision makers
and don't let our
reflective system
reframe the problem
42. Priming
___________________________
>
ü Making things visible /salient changes behaviour
ü Priming is unconscious / Automatic
The
Mere-
measurement
effect
people are likely to act in
accordance with what they say
they intend to do
43. Anchoring & Adjustment
___________________________
Influencing the decision by subtly
>
suggesting a starting point
_______________________________________
The dating heuristic
How happy are you? “I haven’t dated
for ages…
I MUST be
How often are you dating? miserable”
44. Availability
___________________________
>
We assess risk based on how readily
examples come to mind (Automatic system)
Salience is increased:
ü personal
experience,
ü Vividness & easily
imagined events
ü Recency
46. Nudging in action
___________________________
>
ü Quit smoking without a patch
(quit or lose your cash)
ü Gambling self ban
(Reflective over Auto)
ü Dollar a day keeps the baby away
(reduce subsequent teenage pregnancy)
ü Disulfiram
(the incredible hangover)
ü Civility check
(abusive email delay)
50. Core Motivators
___________________________
>
ü Pleasure / Pain
immediate, in-the-moment, primal
ü Hope / Fear
Anticipation of an outcome
ü Social acceptance / rejection
behave to get accepted and avoid rejection
52. Behaviour triggers
___________________________
>
ü Spark
motivates a behaviour
ü Facilitator
makes behaviour easier
ü Signal
reminds or indicates – doesn’t seek to motivate or
simplify
53. 3 factors of behaviour
___________________________
>
Motivation Ability Trigger
Want Can Told to
For a behaviour to happen, temporal
convergence of these 3 things must occur
54. Kairos
___________________________
>
Timing is key to triggers
Kairos is the opportune moment to persuade
When ability and
motivation put us
above the behaviour
activation threshold
56. Changing behaviour
___________________________
>
Motivation + Ability + trigger
A successful trigger is
ü Noticed / recognized
ü associated to a behavior
ü there when user is both
motivated and able to
take action
57. Persuading with Fogg
___________________________
>
ü Help to motivate
ü Make it easier to do
ü Provide triggers in context
Persuasion design increases motivation
and /or makes something easier – but there
must be a trigger.
59. We have the power
___________________________
>
The idea that "Everything matters" is both
paralysing & empowering
We should try and influence choice to
make people better off
(as judged by themselves)
60. Use power for good
___________________________
>
To fix the world - you have to first
understand it
"Persuasion" refers to attempts to
influence behavior
Choice Architecture should be used for
social good not evil.
63. Your challenge
___________________________
>
1. Help Phillipa save for a holiday
2. Help me quit smoking
_______________________________________
ü What are the commitment devices?
ü Where do they fail?
ü What are the motivations and biases?
ü How can you make it easier?
ü What triggers can you use?
ü Take advantage of all channels.
You will need to present your idea and the methodology behind it
