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201104019 rgillham-persuasion-unbranded


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Robert Gillham's talk, "The Strategy of Persuasive Design" from HCID 2011 at City University, 19th April 2011.

Published in: Design, Technology
  • Older, more detailed and longer (but arguably less interesting!) version I did at UX Brighton a few years ago posted by Harry Brignull @ (warning it always crashes Firefox when I try it)
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201104019 rgillham-persuasion-unbranded

  1. 1. Engineering Persuasion, Emotion & TrustThe Strategy of Persuasive Design<br />Robert Gillham<br />19th April 2011<br />
  2. 2. 2<br />Why Consumer Experience (as opposed to ‘usability’) is Important<br />79% of consumers will commit to a deeper brand relationship – through product or service adoption – after a satisfying online experience<br />59% of customers will stop doing business with the brand after just one bad experience in any channel<br />IBM customer study<br />
  3. 3. Initial relationship-building is increasingly in the hands of the customer<br />Online &Self-serve<br />Store<br />Salesman<br />3<br />
  4. 4. Is a “rational” person a cool, unemotional user of logic?<br />4<br />
  5. 5. Persuasion, Emotion & Trust?<br />Persuasion<br />Communication intended to induce belief or action<br />Process of guiding someone toward the adoption of an idea, attitude, or action by rational and symbolic means <br />Not coercive <br />5<br />Emotion<br /><ul><li>Defined loosely as a physiological state of arousal
  6. 6. Triggered by beliefs about something
  7. 7. Has cognitive, physiological, social, and behavioural aspects</li></ul>Trust<br /><ul><li>To have faith or confidence in something or someone</li></li></ul><li>“Six Weapons of Influence”<br />6<br />Reciprocity<br />Commitment Consistency<br />Social Proof<br />Authority<br />Liking<br />Scarcity<br />Robert B. Cialdini “Influence: The Psychology of Persuasion”<br />
  8. 8. Reciprocity<br />Commitment Consistency<br />Social Proof<br />Authority<br />Liking<br />Scarcity<br />7<br /><ul><li>People tend to return a favour</li></li></ul><li>Reciprocity<br />Commitment Consistency<br />Social Proof<br />Authority<br />Liking<br />Scarcity<br /><ul><li>People behave more consistently when they have committed to something</li></ul>8<br />
  9. 9. Reciprocity<br />Commitment Consistency<br />Social Proof<br />Authority<br />Liking<br />Scarcity<br /><ul><li>People are more likely to do what everyone else is doing</li></ul>9<br />
  10. 10. Reciprocity<br />Commitment Consistency<br />Social Proof<br />Authority<br />Liking<br />Scarcity<br /><ul><li>People will obey perceived figures of authority</li></ul>10<br />
  11. 11. Reciprocity<br />Commitment Consistency<br />Social Proof<br />Authority<br />Liking<br />Scarcity<br /><ul><li>People are more likely to buy from people they like</li></ul>11<br />
  12. 12. Reciprocity<br />Commitment Consistency<br />Social Proof<br />Authority<br />Liking<br />Scarcity<br /><ul><li>Goods become more valuable as they become scare and we compete for them</li></ul>12<br />
  13. 13. Why is Persuasive Design a Challenge for UX?<br />13<br />
  14. 14. Usability is only a hygienic factor<br />‘Easy to use’ is something consumers always ask for<br />But it’s not a competitive advantage – it’s becoming a given<br />‘Usability’ doesn’t persuade (but the lack of it can disuade!)<br />14<br />
  15. 15. Emotion influences perceived usability<br />Once a consumer feels positively (or negatively) about a product or service, their emotional reaction influences the perceived importance of small usability issues<br />15<br />
  16. 16. 16<br />Consumers don’t have sufficient insight to help<br /><ul><li>Pantyhose Study by Nisbett and Wilson</li></ul>12% 17% 31% 40%<br />“This pair is sheerer”<br />“I think this pair is better made.”<br />
  17. 17. Measuring Persuasion Through Conversion<br />17<br />
  18. 18. Measuring Persuasion: How do people think about a new online banking proposition?<br />18<br />
  19. 19. Measuring Persuasion: Task flow on the banking site<br />Commit to Convert<br />Start “Checkout”<br />Enter Site<br />Converted<br />Visitor<br />Browse & Explore<br />Choose a conversion path<br />Unengaged<br />Unpersuaded<br />Unconverted<br />
  20. 20. Common Conversion<br />Measuring Persuasion: The traditional view - X visitors in, Y visitors out<br />Browse & Explore<br />Choose a conversion path<br />Commit to Convert<br />Start “Checkout”<br />Enter Site<br />Converted<br />Visitor<br />
  21. 21. Measuring Persuasion: Start measuring from a meaningful point<br />Common Conversion<br />Engaged Conversion<br />Browse & Explore<br />Choose a conversion path<br />Commit to Convert<br />Start “Checkout”<br />Enter Site<br />Converted<br />Visitor<br />
  22. 22. Engaged Conversion<br />Measuring Persuasion: Distinguish between different cognitive stages<br />Common Conversion<br />Engaged Conversion<br />Browse & Explore<br />Choose a conversion path<br />Commit to Convert<br />Start “Checkout”<br />Enter Site<br />Converted<br />Visitor<br />Committed Conversion<br />
  23. 23. Summary<br /><ul><li>Human beings make decisions based on emotional responses as well as rational thought processes
  24. 24. Usability governs whether or not people cancomplete a task
  25. 25. Persuasion, emotion & trust determines whetherthey will do it
  26. 26. Psychological principles give us a framework for thinking about persuasive design solutions
  27. 27. Persuasion can be thought about in terms of conversion – but only if we break it down and think about conversion as a series of persuasive steps</li></li></ul><li>Thank You!<br />24<br />BBC World Service - Chinese<br />