This document discusses principles of persuasion and their application to design. It begins with an agenda that covers introduction, principles of persuasion, decision making, and examples. It then discusses six universal principles of social influence including reciprocation, authority, commitment, scarcity, liking, and social proof. The document also examines how emotions and rationality both shape decision making. It notes that users have limited attention and are paralyzed by too many choices. Finally, it provides examples of how persuasive design can be applied to online ordering and selling wine online.

1. Persuasion in Design
Understanding behaviour to guide design
Elisa del Galdo
del Galdo Consulting Ltd.
elisa@delgaldo.co.uk

2. • Introduction
• Principles of Persuasion
• Decision Making
• Examples
Agenda

3. If you are speaking a different language from your
customers, It doesn’t matter how persuasive your
argument.
3 Flow User Centred Design ©2010 Flow Interactive

4. How do we make decisions?

5. Persuasive Design vs. Usability
5 ©2012 del Galdo Consulting Ltd.
Usability –
Can the user do it?
User Experience –
Will the user do it?

6. Where’s the difference?
©2012 del Galdo Consulting Ltd.

7. • Introduction
• Principles of Persuasion
• Decision Making
• Examples
Agenda

8. Six Universal Principles of Social Influence
8 ©2012 del Galdo Consulting Ltd.
• Reciprocation
• Authority
• Commitment/Consistency
• Scarcity
• Liking
• Social Proof

9. Reciprocity

10. Authority

11. Authority

12. Scarcity

13. Liking

14. Social Proof

15. Social Proof

16. Commitment & Consistency

17. Using emotion

18. Using Emotion

19. Completeness

20. The Power of Free/Reciprocity/Scarcity

21. Positive Reinforcement

22. Loss Aversion

23. Susceptible Moments

24. Saving for Tomorrow

25. • Introduction
• Principles of Persuasion
• Decision Making
• Examples
Agenda

26. Emotions shape all activity in adaptive ways. In
the absence of emotional markers, decision
making is virtually impossible.
Saver and Damasio (1991)
26 Flow User Centred Design ©2010 Flow Interactive

27. Decision Making is Emotional & Rational
27 ©2012 del Galdo Consulting Ltd.
• Rationality
• Justifications
• Need to follow through on decision
• Can think about, discuss & let it guide your
behaviour
• Emotion
• Anticipatory or Reactive
• ‘Gut Instinct’
• Intuitive, survival-based reaction that guide
decision making & predict outcomes

28. Challenges with Emotion
28 ©2012 del Galdo Consulting Ltd.
• Study by Nisbett and Wilson
• Have 4 to choose from (A,B,C,D)
• Can’t just ask which is best]
• Why? Superior knit, sheerness, elasticity
• A -12%
• B 17%
• C 31%
• D 40%

29. Users have limited attention
29
• Average American – 4k marketing
messages/day
• 120 million + websites to choose from
• 3 zillion types of toilet paper
• We have become experts at blocking out
messages.
• Advertising is changing – less ‘marketing
at’ moving toward having a ‘conversation’
with users
Foundations of User Centred Design
©2012 del Galdo Consulting Ltd.

30. Users are paralysed by choice
31
• When people encounter too much
choice, they tend to choose nothing at
all because it’s too difficult
• If we do make a choice, human nature
dictates that we will always regret it to
some extent.
• Greater information overload leads to
greater amount of emotional decision
making.
Foundations of User Centred Design
©2012 del Galdo Consulting Ltd.

31. • Introduction
• Principles of Persuasion
• Decision Making
• Examples
Agenda

32. Online Ordering – Office Communications
33 ©2012 del Galdo Consulting Ltd.
• Automated Online Ordering
• Customer needs communications system
• The supplier needs information
• Asking the questions for which there are
answers
• Using expertise to increase trust
• Using customer data to up and cross sell
• Providing a ‘short list’ of relevant options

33. Wine and Expertise Online
34 ©2012 del Galdo Consulting Ltd.
• Whan to be an authority to a wide range
• Want to be a supplier of wide range of
wines
• How do you instil trust
• How do you categorise
• ‘Up and Cross selling variability

34. Summing Up – Putting Persuasion into Design
35 ©2012 del Galdo Consulting Ltd.
• Identifying what the business wants to
achieve
• Identifying what will engage your
customer/users/visitors
• Create proposition to support both
• Designing to support decision making
• Influencing Behaviour

35. Persuasive Design is not about manipulation...
It’s about supporting decision making
It is easy to make something usable- it is more difficult to make something
that people truly want to use.
36 Flow User Centred Design ©2010 Flow Interactive

36. Contact:
Elisa del Galdo
elisa@delgaldo.co.uk
37
Thank you.