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UX Psychology and the 'Dark arts'

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@mrjoe's talk from UX Bristol on the psychology used online to make customers feel better about an online purchase.

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UX Psychology and the 'Dark arts'

  1. 1. YOU LOVE MRJOEPsychology, UX & thedark arts @mrjoe 1
  2. 2. Hello, I’m @mrjoe, but you can call me Joe @reply me on Twitter if you enjoyed the prezzo. @mrjoe
  3. 3. What won’t be inthis workshop... @mrjoe
  4. 4. YO U LO VE M RJ OE @mrjoe
  5. 5. It started witha book...it started with a book, I found this book on myMum’s bookshelf, she’s a psychologist, explainsa lot. I found this book at 15, finally I thought, ause for psychology. 5
  6. 6. I went on to study Neurosciencethen HCI at university. YOU LOVE MRJOE 6
  7. 7. ...and another bookThis one was lent to me byRichard Caddick just after Istarted working at cx 6 yearsago.Why we buy. Great at explainingwell, why people buy stuff andthe psychology behind it.http://short.cx/OLBYQc 7
  8. 8. Subliminal messaging James Vicary claimed to have introduced subliminal messageswith big advertisement effects in 1957 “Eat Popcorn" and "Drink Coca-Cola" createdan 18.1% increase in Coke sales and a 57.8% increase in popcorn salesWell no, it was faked. Subliminal messaging isn’t all it’s cracked up to be:http://www.badabingrecords.com/2011/03/the-subliminal-scares-a-short-history-of-an-american-obsession/http://www.businessinsider.com/subliminal-ads-2011-5?op=1 8
  9. 9. Not very subliminal & notvery effective. 9
  10. 10. Can’t carry on withouttalking about HarryBrignell’s work on DarkPatterns 10
  11. 11. This is the Ryanair example. [seemy blog post on where I did theexact opposite for Trainline] 11
  12. 12. 12
  13. 13. @mrjoe’s code of conduct for the dark arts1. Don’t trick2. Don’t cheat3. Don’t lie4. Provide positive benefit We need some rules. Especially point 4. Always be NICE! 13
  14. 14. This good looking chap is Garth Knight. Anyoneremember Michael Knight from Knight Rider?Garth was his evil twin. 14
  15. 15. Evil Spock too!Semiotics, the study of signs and symbols aselements of communicative behaviour. 15
  16. 16. @mrjoe’s code of conduct for the dark arts1. Don’t trick2. Don’t cheat3. Don’t lie4. Provide positive benefit5. ALWAYS WEAR A GOATEE 16
  17. 17. Using Menu Psychology to Entice Diners By SARAH KERSHAW New York Times. December 22, 2009http://www.nytimes.com/2009/12/23/dining/23menus.html This is a great article about how to help people order food and feel comfortable about what they’ve ordered. 17
  18. 18. Uncle Joeys eatery Pan fried Sea Bream 15. Uncle Joeys Burger 9.Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7.An example menu 18
  19. 19. Uncle Joeys eatery Pan fried Sea Bream 15. Uncle Joeys Burger 9.Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7.This is called an ‘Enhancer’ 19
  20. 20. Uncle Joeys eatery Pan fried Sea Bream 15. Uncle Joeys Burger 9. Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7.Cut out numbers and £ symbols = “Hello, you are about to spendmoney!” 20
  21. 21. Uncle Joeys eatery Pan fried Sea Bream 15.Decoys = they may place areally expensive item at thetop of the menu, so thatother dishes look more Uncle Joeys Burger 9. Glastonbury Smokehouse Bacon &reasonably priced. researchshows that diners tend toorder neither the most norleast expensive items,drifting toward the middleSometime called PRICEFRAMING Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. 21
  22. 22. Uncle Joeys eatery Pan fried Sea Bream 15.Moreenhancers- sensory Uncle Joeys Burger 9.labels.vividadjectives Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. 22
  23. 23. UX, Psychology & the dark arts ____________________ ____________________ ____________________ ______ Cognitive biases ____________________ ______ http://en.wikipedia.or g/wiki/ List_of_cognitive_biases Power Words £629.99 £610.99 http://blog.emurse.com/ 2007/02/08/complet John: your price e-list-of- english-power-words/ £5__. __ Save 22% £14.12 Colour: black 6 in stock _______________ Add to wishlist I ❤ @mrjoe Or pay £91 a month over 36 months 19.9 % APR You say: We say: £___.__ £___.__ Features:Theexercise _______________ I ❤ @mrjoe _______________sheet. See ________________ ________________the blogpost formoredetails. Uncle Joeys eatery Pan fried Sea Bream 15. Uncle Joeys Burger 9. Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. @mrjoe made this 23
  24. 24. Q. How do we test this stuff? 24
  25. 25. A BA|B or multi-variant testing is greatfor this. User testing less so ) 25
  26. 26. Learn from your spam folder Symantec investigated the word composition of global spam for a 1 week period. Word that encourage an immediate reaction, add emotion. 5 of the top 6 words have an exclamation mark. These are called POWER WORDS. http://www.symantec.com/connect/blogs/word-usage-spam 26
  27. 27. The lime in Corona.Where did it comefrom ?1. An ancient aztec Social proof is a type offertility ritual conformity. When a person is in a situation where they2. Introduced by are unsure of the correctSpanish colonists in way to behave, they willdrinking water to act as often look to others fora anti-bacterial cues concerning the correct3. A result of a bet behavior. When "we conform because we believebetween 2 barmen in that others interpretation ofNYC in 1981 to see if he an ambiguous situation iscould get patrons to more accurate than ourscopy him by putting a and will help us choose anlime in the neck of the appropriate course ofbottle action," 27
  28. 28. delicious.com/mrjoe/uxcogpsy 28
  29. 29. We need to be careful how we used this stuff. Use it for good, don’t forget the codewe talked about. This stuff should be used to make people feel comfortable aboutwhat they are doing, not by tricking them into something. 29
  30. 30. @mrjoe’s code of conduct for the dark arts1. Don’t trick2. Don’t cheat3. Don’t lie4. Provide positive benefit We need some rules. Especially point 4. Always be NICE! 30
  31. 31. Thank you.I’m @mrjoe on twitter I (we) write atcxpartners.co.uk/blog 31

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