Chris Lock - Persuation, Emotion and Trust in Online Banking

Human Factors International, Inc. User Experience for a Better World

Persuasion, Emotion and Trust
(PET) in Online Banking

Chris Lock BSc, PhD, CUA
15th September 2012

2012.2

© 2012 Human Factors International, Inc. All rights reserved.

Content of talk

1. What is PET? How does PET relate to
usability?
2. How we do PET
3. Persuasion tools and how they might be used
in online banking
4. Conclusions


What is PET?
How does PET relate to usability?


How Does Usability Engineering Help?
-.-. .-..

Usability is about:

 Effectiveness: Can users achieve what they need by using the product?

 Ease of learning: How fast can a new user learn to use it?

 Efficiency of use: How fast can users complete tasks?

 Memorability: Can users remember enough to reuse the interface
effectively?

 Error prevention: The best way to deal with errors is to design so users do
not make errors.

 Satisfaction: How much does the user like using the system?

© 2012 Human Factors International, Inc. All rights reserved. 1-4

Usability: Reducing the Shock!

Lessons from the Columbia Obstruction Device…

“It’s difficult to get to the cheese”


Persuasiveness: Making the cheese more tempting!

Lessons from the Columbia Obstruction Device…

“I’m desperate to get to the cheese”


It’s NOT Just About Efficient Information!
-.-. .-..

Before

After


Can Do vs. Will do

Can Do. Will Do?


Will Do!


User-Experience (UX) Design Means Dealing with More…

Emotion
PET A mental and
physiological state
Persuasion associated with
The process of a wide variety
guiding people of feelings,
toward the adoption thoughts,
of an idea, attitude, and behaviors.
or action It is a prime
by rational and determinant
symbolic of the sense of
(though not always subjective
logical) well-being.
means. Trust
Confidence in or reliance
on some
person, organization or
object. 1-10

PET Expands Our Horizons…

CAN DO WILL DO
Validation
Design
Assessment

Performance Persuasion
Design Strategy Design

Science


The Study of Persuasion Is NOT New!

In Advertising and In Psychological Warfare…


Emotion Since 1970

Would you buy this coffee maker? Why?

Norman, D.A. (2004). Emotional Design: Why we love (or hate) everyday things. Basic Books. ISBN-13: 978-0-465-05136—6.


User Interface Structural Design Version 7.0

Usability
PET work
work

© 2012 Human Factors International, Inc. All rights reserved. 14

The parts of our brain involved

 Visual  Unconscious Learning
 Intellectual  Motivation
 Memory  Arousal
 Motor  Emotion
Usability PET


How we do PET
• Define PET Objectives
• Gather drives and blocks from users
• Develop PET strategy
• PET design


Determine PET Objectives

Primary Pet Objectives
must result in direct business value:
 Return to a Website
 Originate a bank account
Primary
 Ask Doctor About a Drug
 Vote for a Candidate PET
Objective
If the user is persuaded,
we reach our business objectives!


Precursor PET Objectives

PRECURSOR OBJECTIVES move users
toward a primary objective:
 View a product description
 Read product details Precursor
 Compare products PET
 Put the product in a shopping cart Objective
Scenarios are formed
by threading together
precursor objectives.


Example PET Objectives

Buy a product AND we make more sales revenue


Example PET Objectives

Ask a physician about a drug AND we make more sales revenue…


Threading Precursor PET Objectives
How do you thread precursor PET objectives
to arrive at a primary PET objective?
 The user is a teenage or young adult diabetic and by now is Visit
pretty tired of taking injections 2-4 times a day.
It is a bit painful, annoying, and socially embarrassing.
Website

 The insulin inhaler will be advertised as a better solution:
less pain, less time, and more cool. Seeing the advertisements
will mean the diabetic person will go to our website for more details. Go to
Read
 When they reach the site the patient will see images of cool young people
using the inhaler device in a friendly and social environment Details
(something you can’t have so easily with injections).

 Seeing this will motivate the patient to go to a screen
which shows details of the inhaler.
Ask Doctor
 When reading the description of the product the diabetic patient with Positive
will reflect on how difficult and inconvenient injections can be. Interest
The patient will also reflect on the social challenges associated with
such injections. This will motivate the diabetic patient to ask their doctor
if they can switch to our inhaler system. With the image of a socially
better medication the patient will be positive and perhaps even insistent.

Example Primary PET Objectives in Online Banking

Primary PET Objectives Business benefit

Move existing customers to online Save the huge expense of running
banking branches
Cross-sell new products and services Generate new revenue streams from
existing customers
Up-sell products and services Increase revenue from existing
customers
Get new customers Get new revenue from new customers

Increase account activity Generate more revenue from bank
charges
Improve the way customers manage Customers maintain larger funds with
their money the bank. Customers pose less risk.


Example Pre-cursor PET Objectives in Online Banking

Precursor PET Objectives Primary objective supported
Reduce security concerns Move customers to online banking
Persuade customers to provide • Cross sell
banking needs-related information • Up sell
Persuade customers to learn about • Cross sell
bank’s products and services • Up sell
Persuade customers it’s easy to pay Increase account activity
multiple beneficiaries in one
transaction
Persuade customers to recommend Get new customers
bank to friends
Persuade customers to save more Improve the way customers manage
their money


We Need to Understand DRIVES and BLOCKS

BLOCKS

Practicalities I’m Being Fear of
Of Treatment Manipulated Vaccination

DRIVES

Reduce
Protection Curiosity Effort and
From To Learn Pain of
Physical Risk More Vaccination


Drives and blocks come from our analysis of feelings and beliefs

Protection
From Physical
Risk
Protection
From Physical
Risk
I Feel Confident
in Asking My Doctor
Hepatitis is Easy
to Catch
Information May
I Feel Not Under Control
Protect Me and My Family I Would Feel Guilty
I Feel Scared for
Giving Disease to
Myself and My Family I Feel Under Others
Control Because I can
Prevent This


PET Analysis – Internet Banking 26

I don’t have internet or a
computer. It doesn’t A paper receipt as a It makes me
Anything can The internet is too
make sense to invest in proof is more reliable anxious to know that
happen on the complicated! Its
them just for banking than an SMS or a email with a wrong click I
internet. not for me!
online may lose my money
So, how do we generate
this sort of information?
Accessibility Lack of Accountability Safety and Security Fear of mistakes Complexity

Positive Self Aligning with
Effectiveness Efficiency Image Safety Control Peer Group

Banking online
boosts my ego.
I can plan my When I bank online I feel more comfortable I feel lost when
I feel in control
finances better everything is a click performing banking I don’t know what
I feel good when I know
when I can access away and I don’t have operations when there is my friends are
about myself exactly what is
my account to waste time on no one around me. talking about.
when I can use going on in my
anytime queues
new technology. account

I feel more
productive, more work
can get done


We do this with in-depth interview methods


Customer personas

Of interest in looking at banking security concerns

Pieter van Anholt Nomusa Ngoma Thomas Bangizwe
The Sage The Dancer The Wrestler


The Dancer
Drives and Blocks
Drives and Blocks
for TRUSTING
around SECURITY
a person / service

Inconsistency Dishonesty Inconsistency

Being Looked Familiarity Physical Financial
After Safety Safety

Reliability Reciprocation Emotional Familiarity
Security

Value Transparency


Develop a PET strategy

Often this is around a frame.

An example from banking needs analysis could be:

“Allow us get to know you better, so
we can do what’s right for you.”

Being treated as
Being Looked Familiarity
“just a number”
After

This frame reinforces the drives and mitigates the blocks


Strategy may incorporate a range of persuasion tools

For example:
1. Social proof – “32,000 customers have benefited from our needs
assessment this year”
2. Reciprocation – “We have already provided you with 1000
reward points. We’re hoping you’ll help us get to know you
better by completing this brief form”
3. Social learning - testimonial – “I now have the banking solutions I
need for my business, thanks to the bank’s new needs analysis
service”

We’ll look at more persuasion tools in a moment


Design
When we have…..
• understood the drives and blocks
• developed a strategy
• identified the types of persuasion tools we’ll use….
we can work on our PET designs.

PET designs require attention to detail at the content level, for
example:
• Precise wording of messages
• Careful selection of images

PET and performance design needs to work in concert
There is sometimes a (hopefully healthy) tension between PET and
performance

Conflict with Classic Usability

Usable? Persuasive?


Designing for social learning strategy


Norman’s model of emotional design

Visceral – Designing for our gut instincts –
Initial appearance

Behavioural - Designing for pleasure and
effectiveness of use

Reflective – designing for self
image, personal satisfaction and
memories


Viscerally Negative

Creepy Crawly….oooh err!


Viscerally Negative

Threat….aaargh!


Viscerally Negative

Disgusting….yuck!


Viscerally Positive

Smooth, curvaceous
objects….oooh, nice!


Viscerally Positive

Bright, primary
colours…wow!


Viscerally Positive

Symmetrical, beautiful
faces….yummy!


Reflective

I’m rich and famous


Reflective

I’m a tough fighter pilot


Persuasion tools and how they
might be used in online banking


A great read! - Some useful/fun books on persuasion


HFI’s Job Aid of PET Tools


Decidophobia – Paradox of choice

We think we want more choice, but….
• We are bewildered and confused by too many choices
• When we make a choice we worry it might have been
the wrong one
• If you offer too many choices, people might not make
any decision at all


Try Some Jam…

6 Jams 24 Jams

Approach 40% 60%

Try 1.4 jams 1.5 jams

Buy ?
30% ?
3%

Iyengar, Sheena S. and Mark Lepper (2000). “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?” Journal of
Personality and Social Psychology 76: 995-1006.


Avoiding Decidophobia in online banking

Offer only a limited
Banking needs choice of highly relevant
analysis banking products and
services

Learn about Provide faceted
navigation so customers
products and can home in only on
services what is relevant to them


Social proof

There are loads of people doing this.
Go on! You do it too!


Social proof

If we think lots of other people are doing it, we’ll be
persuaded to do it ourselves.

“3.5 million Australians are now
successfully banking online with
xxx Bank”

“Yesterday, 500,000 xxx Bank
customers paid their utility bills
at the click of a button”


Pressure by People We Like

From whom would you buy Tupperware?


Pressure by people we like

We feel obliged to respond to recommendations from
family and friends.

“Recommend our current account
special offer to your nearest and
dearest . We’ll give you 1000 extra
reward points in return, if they
sign up.” Find out more
However, Extrins
ic Reward kills
Intrinsic Reward!


Sensitivity of Reciprocation?

Hotel Cards asking Guests to Reuse Their Towels….

If you reuse your towel, we will make a donation
to an environmental group on your behalf.
+0%

We have made a donation to an environmental group
+45%
on your behalf. Please reuse your towel.

Goldstein, Noah J., Martin, Steve J. and Cialdini, Robert B. (2008). Yes!: 50 Scientifically Proven Ways to Be Persuasive (Hardcover), Free
Press. ISBN-10: 1416570969, ISBN-13: 978-1416570967.


Reciprocation

We feel a strong obligation to return a favour.

“In recognition of your interest
in xxx Bank, we’ve already
allocated you 1000 reward
points. Please now help us by
filling in this brief form”


Intrinsic Motivation – Money management and gamification

PNC Bank helps younger customers manage money better through ‘Virtual Wallet’:
• Fun to use UX features
• You decide on your financial goals
• You get to see progress towards meeting these goals.

Punch the pig

Every time you’ve got a bit of
money to save, you click on (punch)
the pig.
• Set or select amount
• Transferred automatically from
spend to savings account
• You design your own pig symbol
• Pig can appear regularly, or
spontaneously
• Goes ‘oink!’ when you ‘punch’ it


Discovery Optimization

Demonstrate the
experience of online
banking to persuade
people to sign up… “This is
what it’ll be like for you”

Cross and up-sell by
showing customers the
products and services they
could have, alongside the
ones they’ve already got
Ikea’s guided path

Compliance laddering

It’s easier to persuade people to take small steps than
giant leaps


Use Compliance Laddering from ATM and Branch

Would you like Check your
to know your account balance
account balance? anytime on your
You have
withdrawn phone by..
200 Pounds

Example transaction:
Withdrawing money from an ATM

Would you like
the receipt to be
Shift customers
sent to your to Digital
- Email - Channels for
Mobile Banking

Seducible Past transactions
Moment xx/xx/xxx Joe cheque xxx
xx/xx/xxx xxxx ATM xxx
xx/xx/xxx Joe cheque xx
ATM transaction
Transfer funds to Joe
You have withdrawn
You can view all through net banking
200 Pounds.
your past
transactions here


Conclusions


Conclusions

To really achieve business goals we need to attend to both the
• ‘CAN DO’ and
• ‘WILL DO’
aspects of what makes a design great

Many UX consultants already recognise and address design
persuasiveness, but PET provides:
• A strong methodology for formalising the science and craft of
persuasive design
• A set of researched and proven persuasion tools
• A language and terminology by which we can articulate what we
are doing


Articulating what makes a design persuasive
• An experienced wine taster can explain exactly
what the characteristics of great-tasting wine are
• An experienced PET consultant can articulate
exactly what makes a design truly persuasive


Coordinating PET and Usability work

PET and performance work needs
to go hand in hand, all the way


Thank You…
Thank You…

Human Factors International, Inc. User Experience for a Better World

hfi@humanfactors.com

Corporate Headquarters.
410 West Lowe, P.O. Box 2020
Fairfield, IA 52556
USA
800-242-4480 / +1-641-472-4480


Chris Lock - Persuation, Emotion and Trust in Online Banking

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