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Persuasive Design:
Encouraging Your Users To Do What You Want Them To!




                                  @andybudd | @clearle? | #persuasivedesign
Persuasive Design:
Encouraging Your Users To Do What You Want Them To!




                                               hBp://www.flickr.com/photos/malkoff/2535263113/sizes/o/
Design is all about making decisions
Decisions about colour, placement or hierarchy 




                             hBp://www.flickr.com/photos/hubmedia/379347526/sizes/o/
These decisions can be
used to guide human behaviour




                                hBp://www.flickr.com/photos/lunchSmemama/110765169/sizes/l/
Whether it’s at the shopping mall...




                  hBp://www.flickr.com/photos/carlosalejo/3637849381/sizes/o/
or sat in front of your computers
People are trying to influence us
                                     all the Sme




            hBp://www.flickr.com/photos/infinitewilderness/1035362799/sizes/o/
Architects influence how we use 
physical spaces




                                  hBp://www.flickr.com/photos/nathaninsandiego/2347008566/sizes/o/
Or to dissuade and restrict
       negaSve behaviour




        hBp://www.flickr.com/photos/jasonyungny/2365447530/sizes/o/
Product designers influence our 
purchasing decisions




                                  hBp://www.flickr.com/photos/jasonyungny/2365447530/sizes/o/
                                       hBp://www.flickr.com/photos/nite_owl/405946678/sizes/l/
PoliScians persuade us to vote for them




                                          hBp://www.flickr.com/photos/jmSmages/2287332094/sizes/l/in/set‐72157600723692753/
Your friends convincing you to 
have another beer




                                  hBp://www.flickr.com/photos/thomashawk/167663854/sizes/o/
Convincing your partner to do that thing in 
the bedroom you’ve always wanted 




                                               hBp://www.flickr.com/photos/nathaninsandiego/4069121278/sizes/l/
AdverSsers are trying to influence our 
     purchasing decisions all the Sme
We may be exposed to 5,000 branding 
                  messages per day!




                  hBp://www.flickr.com/photos/laughingsquid/383433646/sizes/o/
Brands use their understanding of human 
     behaviour to increase consumpSon




                       hBp://www.flickr.com/photos/vic_acid/2333114008/sizes/o/
Supermarkets are explicitly designed to 
                maximise consumpSon




                          www.flickr.com/photos/shankbone/2800620360/
Persuasion techniques used by supermarkets




                              www.flickr.com/photos/bunny/2540431589/
Some persuasion techniques 
                                           are obvious




    hBp://www.flickr.com/photos/bcosSn/2503659807/sizes/l/in/set‐72157601994953412/
Sound levels at bars




                       hBp://www.flickr.com/photos/borghec/74731395/sizes/o/
The sweet smell of success




                             www.flickr.com/photos/cc_chapman/2742390105/
We like to think that it’s not affecSng us
But studies have shown that it is!




                hBp://www.flickr.com/photos/iceninejon/3557668969/sizes/o/
Some people worry that these techniques are 
manipulaSve




                                               hBp://www.flickr.com/photos/lenore‐m/2599969114/sizes/o/
MarkeSng helps overcome the 
paradox of choice




                               hBp://www.flickr.com/photos/tracer/3805558623/sizes/o/
Choice architecture
Understand the cogniSve biases
that drive decision making
InformaSon bias                                             DisposiSon effect
                                  Restraint bias 

                                                                            Focusing effect 
 Post‐purchase raSonalizaSon              Herd ins<nct
                                  Pseudocertainty effect
                                                          Selec<on bias
  Operant condi<oning
                                                                       Primacy effect
     ConfirmaSon bias
                              Loss aversion                 Framing 
                                                                          Illusion of control
  Contrast effect 
                         DisSncSon bias              DenominaSon effect

  Semmelweis reflex                                                   Availability heurisSc
                              Anchoring effect
Authority bias                                                      Impact bias
                                          Mere exposure effect 
               Halo effect                                           Hyperbolic discounSng

  NegaSvity bias 
                       Status quo bias 
                                             Planning fallacy
                                                                       Von Restorff effect
Determine the target behaviour 
and design for it
Authority and Trust
Trust me, I’m a doctor




 hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/
Trust me, I’m Jeffrey Zeldman




        hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/
You’re much more likely to trust this site
Than this site
What is beauSful is good
The Halo Effect
Trust Indicators
Layout and PosiSoning
We make decisions based 
                         on context




        hBp://www.flickr.com/photos/pgoyeBe/94521651/sizes/o/
Pick me




hBp://www.flickr.com/photos/lotusgreen/3003474433/sizes/o/
Reduces spillage by up to 
80 percent!




                             hBp://www.flickr.com/photos/tracer/3805558623/sizes/o/
Use sensible defaults




hBp://www.flickr.com/photos/m0xie/295528734/sizes/o/in/photostream/
Will more people choose Firefox?




               hBp://www.flickr.com/photos/simplesso/4405765635/sizes/o/
The power of defaults




    hBp://www.flickr.com/photos/simplesso/4405765635/sizes/o/
Social Proof
Strongly influenced by the 
behaviour of others




                             hBp://www.flickr.com/photos/chenchihyung/3531751512/sizes/o/
Look to others to determine 
the social norms




                               hBp://www.flickr.com/photos/wonderfulhorriblelife/3030611906/sizes/o/
Social proof can trick us




                            hBp://www.flickr.com/photos/trois‐tetes/66572272/sizes/o/
Social proof is o?en used to 
influence behaviour




                                hBp://www.flickr.com/photos/emmaswann/2428435914/sizes/o/
Show how popular you are
RaSngs and reviews
Amazon are the masters of 
social proof




                             hBp://www.flickr.com/photos/emmaswann/2428435914/sizes/o/
LinkedIn is all about social proof
Customer tesSmonials
People learn what’s acceptable by 
         taking the lead of others
Use social influence to promote 
            posiSve behaviour
Loss Aversion
LimiSng supply can drive demand




               hBp://www.flickr.com/photos/hubmedia/228394106/sizes/o/
LimiSng supply can also 
                        speed the sale




  hBp://www.flickr.com/photos/sathishcj/1868112883/sizes/o/in/photostream/
TV Shopping turns commerce 
          into a MMO game 




           hBp://www.flickr.com/photos/thomashawk/398768298/sizes/o/
Scarcity and Sme pressure
LimiSng supply can drive demand
Nobody wants to miss out 
          on a great deal
Loss aversion
I can haz one deal a day 
                              at woot.com




  hBp://www.flickr.com/photos/formatc1/3908942698/sizes/o/in/photostream/
Likability and Gi?ing
Liking and likability 
Win friends and influence people




           hBp://www.flickr.com/photos/formatc1/3908942698/sizes/o/in/photostream/
Make it easy for people
to like you
Reciprocity and gi?ing 




     hBp://www.flickr.com/photos/veerles‐blog/2385296766/sizes/o/
Make it easy for people
to like you
Liking
Actude similarity effect
Using reciprocity to sSmulate acSvity
Give something away for free
Reading list

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Persuasive Design: Encouraging Your Users To Do What You Want Them To!