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Nathalie Nahai - Designing for the mind & the ethics of persuasion for product design (SXSW)

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In this presentation for SXSW Interactive, I outline 5 key psychological principles for persuasive product designs, and discuss the ethical implications for implementing these.

Joining me on the panel were best-selling authors Roger Dooley and Nir Eyal.

Published in: Internet
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Nathalie Nahai - Designing for the mind & the ethics of persuasion for product design (SXSW)

  1. 1. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DESIGNING FOR THE MIND ETHICS OF PERSUASION And
  2. 2. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOWNLOAD THE SLIDES bit.ly/persuasion_ethics
  3. 3. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST INTRODUCTION
  4. 4. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NATHALIE NAHAI @NathalieNahai TheWebPsychologist.com
  5. 5. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA
  6. 6. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  7. 7. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY I coined the term ‘Web Psychology’ in 2011 and defined it as…
  8. 8. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEB PSYCHOLOGY “ ” The empirical study of how our online environments influence our attitudes and behaviours
  9. 9. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOW IT HELPS YOU Web Psychology is a psychological toolkit that will help you design more persuasive websites, apps, and user experiences
  10. 10. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WEBPSYCHOLOGY HCI neuro- aesthetics user experience social psychology cognitive psychology neuroscience cross-cultural psychology behavioural economics persuasive technology personality psychology digital humanities marketing
  11. 11. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST 3 SECRETS TO ONLINE SUCCESS
  12. 12. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting
  13. 13. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively
  14. 14. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively 3  Sell with integrity
  15. 15. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Know who you’re targeting 2  Communicate persuasively 3  Sell with integrity
  16. 16. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1  Introduction 2  Persuasive copy 3  Engaging images 4  Viral videos 5  Key takeaways TODAY’S TALK @THEWEBPSYCHTHE WEB PSYCHOLOGIST PERSUASIVE PRODUCTS
  17. 17. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Q Before we start let’s take a quick quiz
  18. 18. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Do you ever feel preoccupied with the internet?
  19. 19. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 Do you feel restless, moody, depressed, or irritable when attempting to cut down?
  20. 20. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 Do you stay online longer than originally intended?
  21. 21. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Have you lied to family and friends to conceal the extent of your internet use? 4
  22. 22. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Do you use the internet as a way of escaping from problems or relieving a dysphoric mood? (helplessness, guilt, anxiety, depression) 5
  23. 23. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS
  24. 24. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS The reason we’ve all had these kinds of experiences is because we’re being persuaded all the time
  25. 25. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  27. 27. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  28. 28. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  29. 29. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks 2  Endowed progress
  30. 30. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. LOYALTY CARD vs Nunes, J. C., & Drèze, X. (2006). The endowed progress effect: How artificial advancement increases effort. Journal of Consumer Research, 32(4), 504-512.
  31. 31. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  32. 32. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Opportunity costs 2  Hedonic adaption hacks 3  Endowed progress 4  Arousal & social validation
  33. 33. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  34. 34. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  35. 35. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks 2  Endowed progress 3  Arousal & social validation 4  Variable rewards
  36. 36. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  37. 37. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS 1  Hedonic adaption hacks 2  Endowed progress 3  Arousal & social validation 4  Variable rewards 5  Dopamine loops
  38. 38. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  39. 39. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  40. 40. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIDDEN PERSUADERS We’re constantly being bombarded
  41. 41. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ARE WE ADDICTED?
  42. 42. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Diagnostic Questionnaire for internet addiction
  43. 43. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Q: When do you think it came out?
  44. 44. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Q: When do you think it came out? A: Before twitter, Facebook, Whatsapp…
  45. 45. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE QUIZ Q: When do you think it came out? A: In 1998 Young, K. S. (1998). Internet addiction: The emergence of a new clinical disorder. CyberPsychology & Behavior, 1(3), 237-244.
  46. 46. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Folks, the research is in
  47. 47. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INTERNET (APP) USE Nielsen (2014). Tech-or-treat: Consumers are sweet on mobile apps, Q3 2014 Report. http://acnielsen.Co.Uk/us/en/insights/news/2014/tech-or-treat-consumers-are-sweet-on-mobile-apps.Html
  48. 48. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. And there’s an unseen impact
  49. 49. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IMPACT 1  Mood Facebook research1,2, FOMO3
  50. 50. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IMPACT 1  Mood Facebook research1,2, FOMO3 2  Relationships Facebook jealousy4, phone stacking5, emotional cues6
  51. 51. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. IMPACT 1  Mood Facebook research1,2, FOMO3 2  Relationships Facebook jealousy4, phone stacking5, emotional cues6 3  Sex life Disruptive checking habits7
  52. 52. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back:
  53. 53. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back: •  Blackout productivity apps
  54. 54. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back: •  Blackout productivity apps •  Blackout vacations
  55. 55. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE RESULT? Growing media attention & push-back: •  Blackout productivity apps •  Blackout vacations •  Tracker- and ad-blocking software
  56. 56. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So where does that leave us?
  57. 57. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ETHICS As designers, we have to decide whether and in what way to use these ethically in our product design
  58. 58. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT How on earth do we decide?
  59. 59. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RISK / REWARD •  Easier to take immediate risk for short-term rewards
  60. 60. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RISK / REWARD •  Easier to take immediate risk for short-term rewards •  Leverage heuristics with (e.g.) dark patterns
  61. 61. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. RISK / REWARD •  Easier to take immediate risk for short-term rewards •  Leverage heuristics with (e.g.) dark patterns •  Blackhat practices
  62. 62. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success
  63. 63. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success •  Build trust to secure & increase sales
  64. 64. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BALANCE •  Short term vs. long term success •  Build trust to secure & increase sales •  Build advocacy to boost brand salience
  65. 65. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT There’s one crucial point we’re forgetting…
  66. 66. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WE ARE THE USER
  67. 67. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT?
  68. 68. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation
  69. 69. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHERE DO YOU SIT? Facilitation Coercion
  70. 70. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Empower
  71. 71. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Empower vs
  72. 72. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EnslaveEmpower vs
  73. 73. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INTENTION The difference between persuasion and manipulation is intent Robin Dreeke, Head of the Behavioural Analysis Unit, FBI “ ”
  74. 74. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THE SILVER RULE Do not do unto others what you would not have them do unto you Hillel the Elder in Talmud: Shabbat 31a “ ”
  75. 75. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As designers…
  76. 76. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You are both the ARCHITECTS & THE USERS of our future tech
  77. 77. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHAT KIND OF WORLD do you want to build?
  78. 78. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES & FURTHER READING 1  Meyer, R. (2014). Everything We Know About Facebook's Secret Mood Manipulation Experiment. The Atlantic, June 28th: http://www.theatlantic.com/technology/archive/2014/06/everything-we-know-about-facebooks-secret-mood-manipulation- experiment/373648/ 2  Horn, L. Study Finds Chemical Reason Behind Facebook 'Addiction'. PC Mag (2012). Available from http://www.pcmag.com/article2/0,2817,2400011,00.asp (retrieved 17th February 2015) 3  Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841-1848. 4  Muise, A., Christofides, E., & Desmarais, S. (2009). More information than you ever wanted: Does Facebook bring out the green- eyed monster of jealousy? CyberPsychology & Behavior, 12(4), 441-444. 5  Przybylski, A. K., & Weinstein, N. (2013). Can you connect with me now? How the presence of mobile communication technology influences face-to-face conversation quality. Journal of Social and Personal Relationships, 30(3), 237-246. 6  Bavelier, D., Green, C. S., & Dye, M. W. (2010). Children, wired: for better and for worse. Neuron, 67(5), 692-701 7  Harris Interactive (2013). Mobile Consumer Habits Study. Available from: http://pages.jumio.com/rs/jumio/images/Jumio%20-%20Mobile%20Consumer%20Habits%20Study-2.pdf (retrieved 13th March 2015)
  79. 79. All material © THE WEB PSYCHOLOGIST LTD. 2015. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Get in touch. ANY QUESTIONS? @NathalieNahai TheWebPsychologist.com

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