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NAUGHTY or NICE?
THE PSYCHOLOGY BEHIND
successful products
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There’s an age-old battle that’s raging…
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NAUGHTY
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Win-Lose
Undermine customers’ goals for your benefit
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Win-Lose
Undermine customers’ goals for your benefit
NICE
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Win-Lose
Undermine customers’ goals for your benefit
Win-Win
Assist your customers to achieve their goals
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The 3 battlefields
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1 Conversion
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1 Conversion
2 Adoption
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1 Conversion
2 Adoption
3 Monetization
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1
CONVERSION
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CONVERSION
• Clicking a link
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CONVERSION
• Clicking a link
• Watching a video
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CONVERSION
• Clicking a link
• Watching a video
• Leaving a comment
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CONVERSION
• Clicking a link
• Watching a video
• Leaving a comment
• Signing up to a newsletter
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CONVERSION
• Clicking a link
• Watching a video
• Leaving a comment
• Signing up to a newsletter
• Requesting a trial
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You need to hack their decision-making
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1 Induce a positive emotional state
2 Lower the cognitive load
3 Create an experience of fluency
INCREASING CONVERSIONS
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1 Induce a positive emotional state
2 Lower the cognitive load
3 Create an experience of fluency
INCREASING CONVERSIONS
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Where thought conflicts with emotion,
the latter is designed by the neural
circuitry in our brains to win
INCREASING CONVERSIONS
“ ”R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.
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Which is why clever marketing like this works…
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http://www.campaignlive.co.uk/article/newcastle-brown-ale-if-won-droga5-new-york/1300808
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It disrupts expectations, makes you laugh, and only
brings in the product once you’re feeling good
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1 Induce a positive emotional state
2 Lower the cognitive load
3 Create an experience of fluency
INCREASING CONVERSIONS
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COGNITIVE LOAD
“ ”Paas, F. G., & Van Merriënboer, J. J. (1994). Instructional control of cognitive load in the training of complex cognitive tasks. Educational psychology
review, 6(4), 351-371.
The load that performing a particular task
imposes on your cognitive system
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COGNITIVE LOAD
The total amount of mental effort being
used in your working memory
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We have a limited capacity for cognitive processing
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To encourage conversion, lower the mental effort
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http://www.bathstore.com/
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http://www.bathstore.com/
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http://www.bathstore.com/
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http://www.bathstore.com/
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http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
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http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
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http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
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http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
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1 Induce a positive emotional state
2 Lower the cognitive load
3 Create an experience of fluency
INCREASING CONVERSIONS
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PROCESSING FLUENCY
“ ”Alter, A. L., & Oppenheimer, D. M. (2009). Uniting the tribes of fluency to form a metacognitive nation. Personality and social psychology review.
The ease with which people
process information
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PROCESSING FLUENCY
• Conceptual: Semantic priming
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PROCESSING FLUENCY
• Conceptual: Semantic priming
• Perceptual: Visual clarity
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PROCESSING FLUENCY
• Conceptual: Semantic priming
• Perceptual: Visual clarity
• Linguistic: Simple language
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https://www.optimizely.com/
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Those are the principles...
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- NAUGHTY -
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https://www.vidyard.com/
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https://www.vidyard.com/
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INFLUENCING DECISIONS
• Video induces a positive emotional state
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https://www.vidyard.com/
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INFLUENCING DECISIONS
• Video induces a positive emotional state
• 2 simple options lower cognitive load
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https://www.vidyard.com/
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INFLUENCING DECISIONS
• Video induces a positive emotional state
• Simple options lower cognitive load
• It’s a fluent experience until…
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https://www.vidyard.com/
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https://www.vidyard.com/
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https://www.vidyard.com/
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https://www.vidyard.com/
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https://www.vidyard.com/
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https://www.vidyard.com/
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https://www.vidyard.com/
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https://www.vidyard.com/
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Sure, they get the conversion BUT…
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#RAGE
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This is classic bait and switch
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Here’s what you can do instead
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- NICE -
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https://www.headspace.com/
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https://www.headspace.com/
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INFLUENCING DECISIONS
• Bright and friendly (positive emotional state)
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-----------------
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https://www.headspace.com/
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-----------------
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https://www.headspace.com/
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INFLUENCING DECISIONS
• Bright and friendly (positive emotional state)
• Tasks chunked into steps (low cognitive load)
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https://www.headspace.com/
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INFLUENCING DECISIONS
• Bright and friendly (positive emotional state)
• Tasks chunked into steps (low cognitive load)
• Simple, clear design (high fluency)
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So what are they doing right?
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https://www.headspace.com/
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https://www.headspace.com/
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NICE
Using psychological principles to empower users
to achieve daunting but desired goal
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Win-Lose
Undermine customers’ goals for your benefit
Win-Win
Assist your customers to achieve their goals
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2
ADOPTION
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Successful products create habits
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But these habits aren’t always empowering…
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- NAUGHTY -
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How do these products hook us in?
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4.1
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They activate our dopamine system
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DOPAMINE
• Arvid Carlsson & Nils-Ake Hillarp (1958)
National Heart Institute of Sweden
Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
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DOPAMINE
• Arvid Carlsson & Nils-Ake Hillarp (1958)
National Heart Institute of Sweden
• Critical for mood, attention, motivation, thinking,
moving, sleeping
Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
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DOPAMINE
• Arvid Carlsson & Nils-Ake Hillarp (1958)
National Heart Institute of Sweden
• Critical for mood, attention, motivation, thinking,
moving, sleeping
• Causes pleasure-seeking behavior
Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
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For example, post-conference drinks…
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WANTING VS LIKING
Dopamine
“Wanting”
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WANTING VS LIKING
Dopamine
“Wanting”
Take action
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WANTING VS LIKING
Dopamine
“Wanting”
Opioid
“Liking”
Take action
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WANTING VS LIKING
Dopamine
“Wanting”
Opioid
“Liking”
Take action
Feel satisfied
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WANTING VS LIKING
Dopamine
“Wanting”
Opioid
“Liking”
Feel satisfied
Take action
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BUT habitual products create dopamine loops
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WANTING VS LIKING
Dopamine
“Wanting”
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WANTING VS LIKING
Dopamine
“Wanting”
Take action
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WANTING VS LIKING
Dopamine
“Wanting”
Take action
Opioid
“Liking”
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WANTING VS LIKING
Dopamine
“Wanting”
Take action
Opioid
“Liking”
Feel satisfied
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WANTING VS LIKING
Dopamine
“Wanting”
Take action
Opioid
“Liking”
Feel satisfied
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So what’s happening?
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DOPAMINE LOOPS
1 We seek more than we’re satisfied
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DOPAMINE LOOPS
1 We seek more than we’re satisfied
2 Anticipating vs. receiving reward
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DOPAMINE LOOPS
1 We seek more than we’re satisfied
2 Anticipating vs. receiving reward
3 External triggers
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DOPAMINE LOOPS
1 We seek more than we’re satisfied
2 Anticipating vs. receiving reward
3 External triggers
4 Small rewards
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DOPAMINE LOOPS
1 We seek more than we’re satisfied
2 Anticipating vs. receiving reward
3 External triggers
4 Small rewards
5 Unpredictable
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There is another way
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- NICE -
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Your product can create empowering habits
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https://www.tunnelbear.com/
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https://www.tunnelbear.com/
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CREATE HABITS
• Offers clear, tangible benefits
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https://www.tunnelbear.com/
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https://www.tunnelbear.com/
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https://www.tunnelbear.com/
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CREATE HABITS
• Offers clear, tangible benefits
• Anthropomorphizes and delights
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https://www.tunnelbear.com/
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https://www.tunnelbear.com/
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
CREATE HABITS
• Offers clear, tangible benefits
• Anthropomorphizes and delights
• Simplifies a complex action
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
CREATE HABITS
• Offers clear, tangible benefits
• Anthropomorphizes and delights
• Simplifies a complex action
• Creates a calm experience
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
CREATE HABITS
• Offers clear, tangible benefits
• Anthropomorphizes and delights
• Simplifies a complex action
• Creates a calm experience
• Induces loss aversion
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Once you’ve created a habit, how do you monetize it?
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
3
MONETIZATION
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
- NAUGHTY -
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Most people sign up here, BUT if you dig deeper…
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
You’re not getting a 30 day ‘free’ (£1) trial
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
You’re not getting a 30 day ‘free’ (£1) trial
you’re signing up for covert subscription
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
The trouble is that convenience and urgency
often override rational consideration
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://play.google.com/store/apps/details?id=com.supercell.clashofclans&hl=en
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://play.google.com/store/apps/details?id=com.supercell.clashofclans&hl=en
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://play.google.com/store/apps/details?id=com.ea.game.simcitymobile_row&hl=en
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
MONETIZATION
BetaBlog (2011). Roger Dickey's Tactics for Game Monetization:
http://www.gamasutra.com/blogs/BetableBlog/20111129/90708/Roger_Dickeys_Tactics_for_Game_Monetization.php
They create ‘fun pain’ by making us wait in real time
(e.g. for our city / fortress to be built)
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
MONETIZATION
In Sim City, to solve this pain we need to buy ‘bliss’…
But how do we value ‘bliss’?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
We can’t!
Instead we have to buy gems
(intermediate currency) in exchange for ‘bliss’
MONETIZATION
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://play.google.com/store/apps/details?id=com.ea.game.simcitymobile_row&hl=en
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
These products use intermediate currency
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Adding just one intermediate currency between
consumers and real money reduces our ability
to assess the value of the transaction
MONETIZATION
Gabaix, X., & Laibson, D. (2004). Shrouded attributes and information suppression in competitive markets. National Bureau of Economic Research.
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Allowing people to earn currency
(albeit very slowly) and offering bulk discounts
cloaks the true cost of playing
MONETIZATION
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Other products use sneaky dynamic pricing
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
When you price items at a
level determined by a customer's
perceived ability to pay
DYNAMIC PRICING
“ ”
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://www.theguardian.com/technology/2014/dec/15/uber-offers-free-rides-after-backlash-over-surge-pricing-during-sydney-siege
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://www.theguardian.com/technology/2014/dec/15/uber-offers-free-rides-after-backlash-over-surge-pricing-during-sydney-siege
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.businessinsider.com/women-raises-362-to-pay-for-uber-ride-2014-11
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.skyscanner.com/
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.skyscanner.com/
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.skyscanner.com/
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.booking.com/
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.booking.com/
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://www.booking.com/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
But dynamic pricing isn’t always bad
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
- NICE -
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://2015.meaningconference.co.uk/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://2015.meaningconference.co.uk/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://2015.meaningconference.co.uk/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
http://2015.meaningconference.co.uk/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://www.debenhamsflowers.com/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
You can also monetize by offering a free trial
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://www.headspace.com/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
And by being explicit about billing cycles
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
https://www.headspace.com/
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
Whatever product you’re designing, there’s
one crucial point we have to remember
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
Persuasion
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
Persuasion
Coercion
All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution.
@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
PERSUASION CONTINUUM
Facilitation
Persuasion
Coercion
Manipulation
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
As product designers…
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
You are both the
ARCHITECTS & THE USERS
of our future tech
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
WHAT KIND OF WORLD
do you want to build?
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
@NathalieNahai
NathalieNahai.com
THANK YOU!

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Nathalie Nahai - Naughty or nice? The psychology behind successful products

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NAUGHTY or NICE? THE PSYCHOLOGY BEHIND successful products
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There’s an age-old battle that’s raging…
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NAUGHTY
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Win-Lose Undermine customers’ goals for your benefit
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Win-Lose Undermine customers’ goals for your benefit NICE
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Win-Lose Undermine customers’ goals for your benefit Win-Win Assist your customers to achieve their goals
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The 3 battlefields
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Conversion
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Conversion 2 Adoption
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Conversion 2 Adoption 3 Monetization
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 CONVERSION
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONVERSION • Clicking a link
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONVERSION • Clicking a link • Watching a video
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONVERSION • Clicking a link • Watching a video • Leaving a comment
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONVERSION • Clicking a link • Watching a video • Leaving a comment • Signing up to a newsletter
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONVERSION • Clicking a link • Watching a video • Leaving a comment • Signing up to a newsletter • Requesting a trial
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You need to hack their decision-making
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Induce a positive emotional state 2 Lower the cognitive load 3 Create an experience of fluency INCREASING CONVERSIONS
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Induce a positive emotional state 2 Lower the cognitive load 3 Create an experience of fluency INCREASING CONVERSIONS
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Where thought conflicts with emotion, the latter is designed by the neural circuitry in our brains to win INCREASING CONVERSIONS “ ”R. Carter (1999) Mapping the Mind. Berkeley, CA: University of California Press.
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which is why clever marketing like this works…
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.campaignlive.co.uk/article/newcastle-brown-ale-if-won-droga5-new-york/1300808
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. It disrupts expectations, makes you laugh, and only brings in the product once you’re feeling good
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Induce a positive emotional state 2 Lower the cognitive load 3 Create an experience of fluency INCREASING CONVERSIONS
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. COGNITIVE LOAD “ ”Paas, F. G., & Van Merriënboer, J. J. (1994). Instructional control of cognitive load in the training of complex cognitive tasks. Educational psychology review, 6(4), 351-371. The load that performing a particular task imposes on your cognitive system
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. COGNITIVE LOAD The total amount of mental effort being used in your working memory
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We have a limited capacity for cognitive processing
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To encourage conversion, lower the mental effort
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.bathstore.com/
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.bathstore.com/
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.bathstore.com/
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.bathstore.com/
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 Induce a positive emotional state 2 Lower the cognitive load 3 Create an experience of fluency INCREASING CONVERSIONS
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PROCESSING FLUENCY “ ”Alter, A. L., & Oppenheimer, D. M. (2009). Uniting the tribes of fluency to form a metacognitive nation. Personality and social psychology review. The ease with which people process information
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PROCESSING FLUENCY • Conceptual: Semantic priming
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PROCESSING FLUENCY • Conceptual: Semantic priming • Perceptual: Visual clarity
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PROCESSING FLUENCY • Conceptual: Semantic priming • Perceptual: Visual clarity • Linguistic: Simple language
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.optimizely.com/
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Those are the principles...
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. - NAUGHTY -
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFLUENCING DECISIONS • Video induces a positive emotional state
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFLUENCING DECISIONS • Video induces a positive emotional state • 2 simple options lower cognitive load
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFLUENCING DECISIONS • Video induces a positive emotional state • Simple options lower cognitive load • It’s a fluent experience until…
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.vidyard.com/
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Sure, they get the conversion BUT…
  • 61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. #RAGE
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. This is classic bait and switch
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Here’s what you can do instead
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. - NICE -
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.headspace.com/
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.headspace.com/
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFLUENCING DECISIONS • Bright and friendly (positive emotional state)
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ----------------- ----------------- https://www.headspace.com/
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ----------------- ----------------- https://www.headspace.com/
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFLUENCING DECISIONS • Bright and friendly (positive emotional state) • Tasks chunked into steps (low cognitive load)
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. ----------------- ----------------- https://www.headspace.com/
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. INFLUENCING DECISIONS • Bright and friendly (positive emotional state) • Tasks chunked into steps (low cognitive load) • Simple, clear design (high fluency)
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So what are they doing right?
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.headspace.com/
  • 75. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.headspace.com/
  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. NICE Using psychological principles to empower users to achieve daunting but desired goal
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Win-Lose Undermine customers’ goals for your benefit Win-Win Assist your customers to achieve their goals
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 ADOPTION
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Successful products create habits
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But these habits aren’t always empowering…
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. - NAUGHTY -
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. How do these products hook us in?
  • 83. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4.1
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. They activate our dopamine system
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE • Arvid Carlsson & Nils-Ake Hillarp (1958) National Heart Institute of Sweden Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE • Arvid Carlsson & Nils-Ake Hillarp (1958) National Heart Institute of Sweden • Critical for mood, attention, motivation, thinking, moving, sleeping Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE • Arvid Carlsson & Nils-Ake Hillarp (1958) National Heart Institute of Sweden • Critical for mood, attention, motivation, thinking, moving, sleeping • Causes pleasure-seeking behavior Carlsson, A., & Hillarp, N. Å. (1958). On the state of the catechol amines of the adrenal medullary granules. Acta Physiologica Scandinavica,44(2), 163-169.
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. For example, post-conference drinks…
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Take action
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Opioid “Liking” Take action
  • 94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Opioid “Liking” Take action Feel satisfied
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Opioid “Liking” Feel satisfied Take action
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. BUT habitual products create dopamine loops
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting”
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Take action
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Take action Opioid “Liking”
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Take action Opioid “Liking” Feel satisfied
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WANTING VS LIKING Dopamine “Wanting” Take action Opioid “Liking” Feel satisfied
  • 102. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So what’s happening?
  • 103. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1 We seek more than we’re satisfied
  • 104. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1 We seek more than we’re satisfied 2 Anticipating vs. receiving reward
  • 105. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1 We seek more than we’re satisfied 2 Anticipating vs. receiving reward 3 External triggers
  • 106. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1 We seek more than we’re satisfied 2 Anticipating vs. receiving reward 3 External triggers 4 Small rewards
  • 107. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. DOPAMINE LOOPS 1 We seek more than we’re satisfied 2 Anticipating vs. receiving reward 3 External triggers 4 Small rewards 5 Unpredictable
  • 108. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. There is another way
  • 109. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. - NICE -
  • 110. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Your product can create empowering habits
  • 111. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.tunnelbear.com/
  • 112. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.tunnelbear.com/
  • 113. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CREATE HABITS • Offers clear, tangible benefits
  • 114. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.tunnelbear.com/
  • 115. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.tunnelbear.com/
  • 116. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.tunnelbear.com/
  • 117. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CREATE HABITS • Offers clear, tangible benefits • Anthropomorphizes and delights
  • 118. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.tunnelbear.com/
  • 119. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.tunnelbear.com/
  • 120. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CREATE HABITS • Offers clear, tangible benefits • Anthropomorphizes and delights • Simplifies a complex action
  • 121. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 122. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 123. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CREATE HABITS • Offers clear, tangible benefits • Anthropomorphizes and delights • Simplifies a complex action • Creates a calm experience
  • 124. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 125. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 126. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CREATE HABITS • Offers clear, tangible benefits • Anthropomorphizes and delights • Simplifies a complex action • Creates a calm experience • Induces loss aversion
  • 127. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Once you’ve created a habit, how do you monetize it?
  • 128. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 MONETIZATION
  • 129. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. - NAUGHTY -
  • 130. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 131. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 132. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 133. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 134. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Most people sign up here, BUT if you dig deeper…
  • 135. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 136. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 137. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 138. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 139. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.thesundaytimes.co.uk/sto/culture/books/non_fiction/article1547012.ece
  • 140. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You’re not getting a 30 day ‘free’ (£1) trial
  • 141. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You’re not getting a 30 day ‘free’ (£1) trial you’re signing up for covert subscription
  • 142. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. The trouble is that convenience and urgency often override rational consideration
  • 143. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://play.google.com/store/apps/details?id=com.supercell.clashofclans&hl=en
  • 144. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://play.google.com/store/apps/details?id=com.supercell.clashofclans&hl=en
  • 145. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://play.google.com/store/apps/details?id=com.ea.game.simcitymobile_row&hl=en
  • 146. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MONETIZATION BetaBlog (2011). Roger Dickey's Tactics for Game Monetization: http://www.gamasutra.com/blogs/BetableBlog/20111129/90708/Roger_Dickeys_Tactics_for_Game_Monetization.php They create ‘fun pain’ by making us wait in real time (e.g. for our city / fortress to be built)
  • 147. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. MONETIZATION In Sim City, to solve this pain we need to buy ‘bliss’… But how do we value ‘bliss’?
  • 148. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. We can’t! Instead we have to buy gems (intermediate currency) in exchange for ‘bliss’ MONETIZATION
  • 149. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://play.google.com/store/apps/details?id=com.ea.game.simcitymobile_row&hl=en
  • 150. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. These products use intermediate currency
  • 151. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Adding just one intermediate currency between consumers and real money reduces our ability to assess the value of the transaction MONETIZATION Gabaix, X., & Laibson, D. (2004). Shrouded attributes and information suppression in competitive markets. National Bureau of Economic Research.
  • 152. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Allowing people to earn currency (albeit very slowly) and offering bulk discounts cloaks the true cost of playing MONETIZATION
  • 153. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Other products use sneaky dynamic pricing
  • 154. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. When you price items at a level determined by a customer's perceived ability to pay DYNAMIC PRICING “ ”
  • 155. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.theguardian.com/technology/2014/dec/15/uber-offers-free-rides-after-backlash-over-surge-pricing-during-sydney-siege
  • 156. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.theguardian.com/technology/2014/dec/15/uber-offers-free-rides-after-backlash-over-surge-pricing-during-sydney-siege
  • 157. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.businessinsider.com/women-raises-362-to-pay-for-uber-ride-2014-11
  • 158. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.skyscanner.com/
  • 159. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.skyscanner.com/
  • 160. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.skyscanner.com/
  • 161. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.booking.com/
  • 162. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.booking.com/
  • 163. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://www.booking.com/
  • 164. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. But dynamic pricing isn’t always bad
  • 165. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. - NICE -
  • 166. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://2015.meaningconference.co.uk/
  • 167. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://2015.meaningconference.co.uk/
  • 168. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://2015.meaningconference.co.uk/
  • 169. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. http://2015.meaningconference.co.uk/
  • 170. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.debenhamsflowers.com/
  • 171. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You can also monetize by offering a free trial
  • 172. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.headspace.com/
  • 173. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. And by being explicit about billing cycles
  • 174. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. https://www.headspace.com/
  • 175. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Whatever product you’re designing, there’s one crucial point we have to remember
  • 176. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM
  • 177. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation
  • 178. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion
  • 179. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion Coercion
  • 180. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSUASION CONTINUUM Facilitation Persuasion Coercion Manipulation
  • 181. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. As product designers…
  • 182. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. You are both the ARCHITECTS & THE USERS of our future tech
  • 183. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. WHAT KIND OF WORLD do you want to build?
  • 184. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. @NathalieNahai NathalieNahai.com THANK YOU!