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Persuasive Design

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These are the slides for my Product Management Workshop hosted by UpGrad on 8 Nov 2016.
Take a look at fundamentals of usability
Learn why usability is not enough
Understand that trust is a threshold
A few tips and tricks to build trust
Takeaway a few Persuasion Techniques
Learn Basics of Persuasive Design Strategy
Further Reading

Published in: Design
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Persuasive Design

  1. 1. ENGAGEMENT AND CONVERSION Designing for Udit Khandelwal
  2. 2. ABOUT ME DEV DESIGN STRATEGY MACHINERY TELEVISION RESPONSIVE DESKTOP APPS OMNI CHANNEL
  3. 3. WHAT TO EXPECT USABILITY TRUST PERSUASION
  4. 4. RAISE YOUR HANDS TECH DESIGN PM MARKETING OTHER
  5. 5. USABILITY? Can there be a formula for
  6. 6. GUY WHO SELLS UNDERWEAR USABILITY Usability = E5 S + VIMM
  7. 7. USABILITY = E5 S + VIMM Effectiveness Efficiency Easy to learn Easy to remember Error free Satisfaction VISUAL INTELLECTUAL MEMORY MOTOR
  8. 8. PERSUASIVE DESIGN PERFORMANCE DESIGN PERSUASION DESIGN CAN DO WILL DO
  9. 9. light ELECTRIC SHOCK THE MOUSE CAN WALK THROUGH THE SHOCK BUT, WILL IT?
  10. 10. COLOMBIA OBSTRUCTION DEVICE Source: Research works of Carl J Warden, PhD 1922 light ELECTRIC SHOCK
  11. 11. SHOCK vs CHEESE SHOCK CHEESE NO GO GO
  12. 12. USABILITY Reducing the shock How else? PERSUASIVE DESIGN
  13. 13. FAMILIARITY BEHAVIOR EXPERTISE 3 LENSES New vs Returning Explorer vs Navigator Novice vs Expert
  14. 14. USABILITY TRUST EMOTION PERSUASION ATTENTION INTEREST DESIRE ACTION MECHANICS OF PERSUASION
  15. 15. TRUST IS A THRESHOLD EFFORT / TOOLS TRUST I trust you
  16. 16. A FEW TRICKY ONES Photos of famous people vs common people A mix of negative & positive comments Match existing knowledge Argue against self interest Follow the norms Too good to be true offers BUILDING TRUST
  17. 17. AND A FEW OBVIOUS ONES Good visual design Extensive and current content Badges - awards, certificates, seals Disclosures, policies, citations Contact, Address, Support, FAQs, Links BUILDING TRUST
  18. 18. QUICK EVALUATION RAPID SCREENING EVALUATION OF CONTENT NOVICES EXPERTS CHANGING LENS eg. Buying a phone
  19. 19. EMOTION COGNITION Blood Chemical Feelings Faster Neurons Electrical Thoughts Slower MEDIUM FLOW AS SPEED WE ARE COGNITIVE MISERS Brain likes to take shortcuts
  20. 20. PERSUASION TECHNIQUES
  21. 21. TUNNELING One cheese at a time
  22. 22. DECOY STRATEGY (UGLY JERRY) This cheese is better
  23. 23. UGLY JERRY Experiment by Dan Ariely, Behavioral Economist
  24. 24. SUBSCRIPTION % $@ Web Only Web and Print TOTAL REVENUE 68% 32% $59 $125 $4,012 $4,000 $8,012 SUBSCRIPTION %@ $ Web Only Print Only Web and Print TOTAL REVENUE 16% 0% 84% $59 $125 $125 $944 $0 $10,500 $11,444
  25. 25. DECIDOPHOBIA (PARADOX OF CHOICE) Analysis Paralysis Fatigue Escalated Expectation Lost Opportunity Decreased Satisfaction Conversion Engagement Making the choice of cheese easier
  26. 26. DIVESTITURE AVERSION My precious cheese
  27. 27. No thanks, I don’t want today’s most important stocks.
  28. 28. TIMER WARNING PROGRESS USE OF YOUR ATTACH
  29. 29. COGNITIVE DISSONANCE (AND CONSONANCE) I am the one who goes for cheese, no matter what!
  30. 30. Visitors are challenged to live on $1000 a month
  31. 31. PUBLIC COMMITMENT Since I said I’ll go for the cheese!
  32. 32. PERSUASION STRATEGY BLOCKS DRIVES NO CONFLICTS
  33. 33. FURTHER READING
  34. 34. QUESTIONS
  35. 35. THANKS! Udit Khandelwal http://notuser.com

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