This is a talk I gave at the DC Action Design Meetup on BJ Fogg's Behavior Model, Persuasive Technology / Design Principles. I use some pragmatic examples from the Speek user experience and also talk about common growth and conversion tactics that leverage the M+A+T intersection for persuading users as taught by BJ Fogg.

1. Persuasive
Design
Danny Boice, Co-Founder - Speek
@DannyBoice
@SpeekApp
www.Speek.com

2. BJ Fogg
Professor at Stanford
Founded Stanford “Captology”
Research Lab (1998),
Persuasive Technology
Consults with Industry on Behavior
Change
Holds regular “Bootcamp” trainings

3. What Is It?
Brain
Ninja

4. What Is It For Realsies?
Persuasive design is the process of creating
“technology that is designed to change
attitudes or behaviors of the users through
persuasion and social influence, but not
through coercion.”
- BJ Fogg

5. Basic Tenets (M+A+T)
Persuading users requires motivation, ability
and a trigger.
● Motivation and ability
● Use insights from psychology
● Triggers must be present and contextually
relevant

6. Pretty PPT Chart

7. Speek
Behavior Change:
Dialing digits to join conference calls.

8. Speek
Our Solution:
Use a personal link instead of dial-ins.
Example: speek.com/Danny

9. Speek
The Psychology:
Show users the light - albeit slowly.

10. How We Did It

17. Other Triggers

18. Social Validation

19. Press Validation

20. Teaser