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PERSUASIVE DESIGN
Onca Uğurlu
UX & Usability Consultant
Get Closer
• 

History: 1997 IntouchSol & ActiveBuilder

• 

Area: Banking, Health, Finance, Telecom., Multi Media, E-Commerce -112 projects.

• 

Services & Product: Technology, Design, Consultancy, Usability (Test, Training) ; DCMS

• 

Partnership: Sia Insight- Marketing and Consumer Behavior Research
About Me

• 

Education: Boğaziçi University (History), University of Bedfordshire (IT)

• 

Expertise Sectors: Banking, Health, Finance, Telecom., E-Commerce, E-Learning

• 

Expertise Area & Services: UCD, Persuasive Design, Content Writing, Usability Tests and Training
References:

My blog: www.uxmagazin.com

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©2013 All Rights Reserved.

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Institute
What is Persuasive Design?

“Persuasive design is the science of what gets users to
take action.
A methodology for making user experiences more
engaging, compelling, and effective. “
PET Design- PhD. Eric Schaffer, HFI

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User Centered Design

Persuasive Design

•  What users CAN do
•  Focus on features and
functionalities to make it usable

•  What users WILL do
•  visual elements, images, colors, and
content that provide motivation to
complete tasks

User Experience DesignJJ. Garrette, Co-Founder & Chief
Creative Officer, Adaptive Path

PET Design- PhD. Eric Schaffer,
CEO, Human Factors International

Build TRUST

Create
EMOTIONAL
engagement

PERSUADE
your customers
to take action.

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Social Validation

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Social Validation

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Scarcity

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Language

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Help them make a choice / Contrast

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Trust

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Saving/Design

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Trust

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Combination of Persuasion Techniques
Social
Validation
Social
Validation

Recency

Social
Validation

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Personalization

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Limited availability-Goods based scarcity

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Speed

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Speed

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Social Validation

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Gift/ Free

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Can You Trust This Website?

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Solution

Usability + Persuasive Design = The Best User Experience

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Thanks & Keep in Touch
oncaugurlu@activebuilder.com
www.activebuilder.com

Tel:

+90 216 651 42 62

Fax: +90 216 651 42 61
Mobil:+90 533 687 17 17

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References

http://www.marketingdonut.co.uk/marketing/pr/pr-opportunities/how-i-use-publicitystunts-to-promote-my-online-car-leasing-business
http://blog.jjg.net
www.humanfactors.com

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Persuasive Design-World Usability Day 2013 Istanbul Chapter