Uploaded byCatherine Ryan
Persuasive design
The document discusses the concept of persuasive design, which is about influencing choices without coercion. It explains that designers can subtly influence behavior through small details and by understanding human psychology. Specifically, it describes how people tend to discount future rewards and benefits, are swayed more by immediate needs and emotions, and have biases that can be addressed through design, such as by making positive behaviors the default choice or easy option. The overall goal of persuasive design is to automate behavior change for the better by addressing human tendencies and biases.
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Persuasive design
- 1. Persuasive Design ___________________________ > Influencing Choice (without drugs or serums)
- 2. Agenda ___________________________ > ü I will rant (1 hora) ü I will go out for a cigarette and you may watch (10 mins) ü You will put together something fabularse (45 mins) ü You will present your brilliant ideas (whatever time is left – but you’re not getting out of it)
- 3. Your challenge ___________________________ > 1. Help Philippa save for a holiday 2. Help me quit smoking
- 4. The Rules ___________________________ > ü This is an open forum ü If I’m boring you – let me know > throw a pen at my head ü Questions at any time > Raise your left hand and right foot ü I will circulate the deck afterwards
- 5. Persuādēre (lat) verb 1. Persuade, convince 2. Prevail upon or induce to do something What is Persuasive Design? ___________________________ > Beyond interaction design
- 6. Another methodology? Really? ___________________________ > Information architecture is about making things findable Interaction design is about making things usable Content strategy is about making things meaningful Experience design is about making things seamless _______________________________________ Persuasive design is about making things influential
- 7. Everything matters ___________________________ > ü There is no such thing as “Neutral Design” ü Small and apparently insignificant details can have major impact on people's behaviour.
- 8. Deeper meaning ___________________________ > Through understanding and enabling behaviour, we can move towards creating meaningful impacts by influencing behaviour Understand Enable Influence Behaviour Behaviour Behaviour User Research Interaction design Persuasive design Impact
- 9. Changing behaviour ___________________________ > Persuasive technology is about automating behaviour change. _______________________________________ To effectively encode experiences that change behaviours, we have to understand human psychology
- 10. The present & future self ___________________________ > Longevity and Now
- 11. The Now Factor ___________________________ Whatwould you prefer? > $100 now or $200 in 1 year _______________________________________ Hyperbolic discounting Given 2 similar rewards, humans preference is for the earlier reward. We discount the value of the later reward.
- 12. Cost Benefit ___________________________ > Present self Future self Benefit now Cost now Cost later Benefit later
- 13. Commitment Devices ___________________________ > Tricks one plays on oneself to increase commitment to action
- 14. Device Failure ___________________________ > Context has a huge effect on our commitment to our future self _______________________________________ Those who pay for gym membership by the month end up paying 70% more than those who pay per visit.
- 15. The Arousal Effect ___________________________ > Why can’t we commit to our future self? ü Hot & cold states ü We underestimate the effect of arousal - Lowenstein’s “Hot- cold empathy gap” ü Our behaviour is altered when we’re “under the influence” - Restraint Bias
- 16. Automatic & Reflective ___________________________ > Automatic System Reflective System § Uncontrolled § Controlled § Effortless § Effortful § Associative § Deductive § Fast § Slow § Unconscious § Self Aware § Skilled § Rule following Automatic system usually wins over reflective in a Hot state
- 17. Mindless Choice ___________________________ > Our Autopilot just continues doing what it’s used to Big plates = bad nudge
- 19. Persuading for betteroutcome ___________________________ > Arousal + mindless choosing = bad long term outcome _______________________________________ Design for context, arousal and automatic pilot
- 20. Persuading for thefuture self ___________________________ > “ We might neglect our future selves “ because of some failure of belief or imagination. - Derek Parfit _______________________________________ Help people imagine through time – to see our future selves
- 21. MOTIVATION ___________________________ > Understanding what drives us human peeps…
- 22. Tangental Motivation ___________________________ > The behaviour satisfies our motives even though it's not directly related to the task
- 23. Intrinsic Motivation ___________________________ > ü A voluntary challenge to Anxiety succeed Difficulty ü "Gamification” provides an optimal experience of Boredom “Flow” Model: Mihaly Csikszentmihalyi Ability
- 24. External Motivation ___________________________ > If you can’t make the behaviour compelling… ü External rewarding (short term/ transient) ü Social motivation is far stronger
- 25. The Kano Model t Del ig h Need Fulfillment Model: Noriaki Kano Satisfaction
- 26. Bi-as noun a particular tendency or inclination, especially one that prevents unprejudiced consideration of a question; prejudice. Bias ___________________________ > Psychological tendencies that effect our decisions
- 27. The peak-end rule ___________________________ Wejudge our past experiences almost entirely on > how they were at their peak (whether pleasant or unpleasant) and how they ended. Peak End When we do this we discard virtually all other information, including net pleasantness or unpleasantness and how long the experience lasted.
- 28. Endowment effect ___________________________ > ü People are "loss averse" ü Losing something makes you twice as miserable as gaining the same thing makes you happy.
- 29. Interloper Effect ___________________________ > People value 3rd Party consultation as objective, confirming and without bias
- 30. Denomination effect ___________________________ > We tend to spend more money when it is denominated in small amounts rather than LARGE amounts.
- 31. Post-purchase rationalization ___________________________ > We persuade ourselves through rational argument that a purchase was a good decision Choice supportive bias
- 32. Confirmation bias ___________________________ We havea tendency to search for or interpret information in a way that > confirms our preconceptions. So what you really mean is that my design Erm… I don’t is actually perfect… get this… Shh! Quiet 9me!
- 33. Illusion of control ___________________________ Thetendency for people to think that they can > control or at least influence outcomes that they really can’t.
- 34. Unrealistic optimism ___________________________ “ > “ The triumph of hope over experience - Samuel Johnson _______________________________________ 50% of marriages end in divorce
- 35. The “Nudge” ___________________________ > Helping people make better (or worse) choices
- 36. What is a“Nudge”? ___________________________ > A "Nudge" is anything that significantly alters the behaviour of humans. Nudging gives us the power to improve decisions about life
- 37. stimulus response compatibility ___________________________ > When the signal received (stimulus) is GREEN not consistent with the desired action - increases error You as a designer indirectly influence the choices people make
- 38. The Status QuoBias ___________________________ The > "Yeah whatever” heuristic Inertia - a strong desire to stick with what you have even when change is in our best interest.
- 39. Defaults ___________________________ > We tend to follow the path of least resistance Our tendency to do nothing is reinforced if the default option comes with the notion that it is the normal or recommended option
- 40. Social Proof ___________________________ > We tend to follow the herd ü People will do things that they see other people doing ü People are nudged by other people - people become more likely to conform when they know they will be heard / seen by others ü We can nudge through showing what other people are doing
- 41. Framing ___________________________ > Our choices are effected by how problems are stated ü Framing in terms of loss is more effective ü We are mindless / passive decision makers and don't let our reflective system reframe the problem
- 42. Priming ___________________________ > ü Making things visible /salient changes behaviour ü Priming is unconscious / Automatic The Mere- measurement effect people are likely to act in accordance with what they say they intend to do
- 43. Anchoring & Adjustment ___________________________ Influencingthe decision by subtly > suggesting a starting point _______________________________________ The dating heuristic How happy are you? “I haven’t dated for ages… I MUST be How often are you dating? miserable”
- 44. Availability ___________________________ > We assess risk based on how readily examples come to mind (Automatic system) Salience is increased: ü personal experience, ü Vividness & easily imagined events ü Recency
- 45. Representativeness ___________________________ > The similarity heuristic Can cause misconceptions of patterns in real life (confusion of random data with causal patterns)
- 46. Nudging in action ___________________________ > ü Quit smoking without a patch (quit or lose your cash) ü Gambling self ban (Reflective over Auto) ü Dollar a day keeps the baby away (reduce subsequent teenage pregnancy) ü Disulfiram (the incredible hangover) ü Civility check (abusive email delay)
- 47. My favourite nudge ___________________________ > The Urinal Fly Fly in-urinal solution reduced spillage by 80%
- 48. The Fabulous Fogg ___________________________ > Motivation, ability and triggers
- 49. Core motivators Target behaviour Triggers Motivation Simplicity Factors Ability (simplicity)
- 50. Core Motivators ___________________________ > ü Pleasure / Pain immediate, in-the-moment, primal ü Hope / Fear Anticipation of an outcome ü Social acceptance / rejection behave to get accepted and avoid rejection
- 51. Simplicity factors (Ability) ___________________________ > ü Time ü money ü physical effort ü brain cycles ü social deviance ü non-routine
- 52. Behaviour triggers ___________________________ > ü Spark motivates a behaviour ü Facilitator makes behaviour easier ü Signal reminds or indicates – doesn’t seek to motivate or simplify
- 53. 3 factors ofbehaviour ___________________________ > Motivation Ability Trigger Want Can Told to For a behaviour to happen, temporal convergence of these 3 things must occur
- 54. Kairos ___________________________ > Timing is key to triggers Kairos is the opportune moment to persuade When ability and motivation put us above the behaviour activation threshold
- 55. Behaviour activation threshold ___________________________ > Target behaviour Motivation Ability (simplicity)
- 56. Changing behaviour ___________________________ > Motivation + Ability + trigger A successful trigger is ü Noticed / recognized ü associated to a behavior ü there when user is both motivated and able to take action
- 57. Persuading with Fogg ___________________________ > ü Help to motivate ü Make it easier to do ü Provide triggers in context Persuasion design increases motivation and /or makes something easier – but there must be a trigger.
- 58. Conclusion ___________________________ > Check it I’m nearly done with the rant
- 59. We have thepower ___________________________ > The idea that "Everything matters" is both paralysing & empowering We should try and influence choice to make people better off (as judged by themselves)
- 60. Use power forgood ___________________________ > To fix the world - you have to first understand it "Persuasion" refers to attempts to influence behavior Choice Architecture should be used for social good not evil.
- 62. Persuasion in practice ___________________________ > Time to start helping people make better choices
- 63. Your challenge ___________________________ > 1. Help Phillipa save for a holiday 2. Help me quit smoking _______________________________________ ü What are the commitment devices? ü Where do they fail? ü What are the motivations and biases? ü How can you make it easier? ü What triggers can you use? ü Take advantage of all channels. You will need to present your idea and the methodology behind it