The document summarizes a presentation on using principles of Persuasion, Emotion and Trust (PET) in user experience design. It describes various PET techniques under the categories of Persuasion, Emotion and Trust that can make experiences more engaging. Examples include using scarcity to create a sense of urgency, consistency to encourage follow-through, framing to influence perception, and social proof to encourage behaviors others are doing. The document also discusses how PET can complement usability best practices and provides a case study of applying PET to a travel website redesign.
Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real WorldNexer Digital
Usability is great but in an age where alternative options are only a click away is it enough? From the outside, you may have designed a shop window to display your products or services in the best possible light but what makes people take that critical step and commit to a purchase? Chris will cover the principles of Persuasion Design, or “Persuasion, Emotion and Trust” as Human Factors International defines PET Theory. They will present some real world examples of how companies are getting it right, and wrong in eCommerce.
GET IN TOUCH WITH SIGMA
This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/.
Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications.
If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.
Working with frog's UX experts, Melinda curated, collated and edited the GE User Experience Playbook for all those charged with designing GE products and services.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Bridging the Gap Between Product Strategy & Execution"
Kévin Boezennec
Singapore Bank: Director of CX, Product, and Innovation
This is a slide deck from one of Marc Stickdorn's courses on service design. It is structured in three parts, the first one is about customer experience in general and how important it is. The second part explains service design in a nutshell, and thirdly you can apply your newly acquired knowledge and create a persona.
Slides showing the Elements of User Experience (by Adaptive Path's Jesse James Garrett) illustrated through the analogy of an iceberg. Good for building client understanding of the fact that Visual design is only the "tip of the iceberg". Feel free to add these slides to your presentations.
A 25 minute workshop on sketchnoting (visual note taking) which I ran at the UK UXPA Creativity event on 21 March 2013, in London. I ran the workshop 3 times back-to-back and by the end of the evening we had around 50 sketchnotes created by the workshop attendees! Mike Rohde and Peachpit very kindly gave me 3 copies of The Sketchnote Handbook to give away and I picked out 3 budding sketchnoters to receive the books. Thanks to the UK UPA for organising the Creativity event and Sapient Nitro for hosting! And a hat tip to Eva-Lotta Lamm who inspired me to start sketchnoting back in 2011.
Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real WorldNexer Digital
Usability is great but in an age where alternative options are only a click away is it enough? From the outside, you may have designed a shop window to display your products or services in the best possible light but what makes people take that critical step and commit to a purchase? Chris will cover the principles of Persuasion Design, or “Persuasion, Emotion and Trust” as Human Factors International defines PET Theory. They will present some real world examples of how companies are getting it right, and wrong in eCommerce.
GET IN TOUCH WITH SIGMA
This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/.
Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications.
If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.
Working with frog's UX experts, Melinda curated, collated and edited the GE User Experience Playbook for all those charged with designing GE products and services.
"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Bridging the Gap Between Product Strategy & Execution"
Kévin Boezennec
Singapore Bank: Director of CX, Product, and Innovation
This is a slide deck from one of Marc Stickdorn's courses on service design. It is structured in three parts, the first one is about customer experience in general and how important it is. The second part explains service design in a nutshell, and thirdly you can apply your newly acquired knowledge and create a persona.
Slides showing the Elements of User Experience (by Adaptive Path's Jesse James Garrett) illustrated through the analogy of an iceberg. Good for building client understanding of the fact that Visual design is only the "tip of the iceberg". Feel free to add these slides to your presentations.
A 25 minute workshop on sketchnoting (visual note taking) which I ran at the UK UXPA Creativity event on 21 March 2013, in London. I ran the workshop 3 times back-to-back and by the end of the evening we had around 50 sketchnotes created by the workshop attendees! Mike Rohde and Peachpit very kindly gave me 3 copies of The Sketchnote Handbook to give away and I picked out 3 budding sketchnoters to receive the books. Thanks to the UK UPA for organising the Creativity event and Sapient Nitro for hosting! And a hat tip to Eva-Lotta Lamm who inspired me to start sketchnoting back in 2011.
Product Design and UX / UI Design Process in Digital Product DevelopmentVolodymyr Melnyk
Presentation about product design and its role in digital product development, UI / UX design process and methodologies, examples of their applications.
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...UXPA International
Agile Methodology refers to software design and development methodologies centered around the idea of iterative design and development, where requirements and concepts evolve through collaboration between self-organizing cross-functional teams. Thus, Agile enables teams to deliver value faster, with greater quality and predictability, and greater aptitude to respond to change. With evolving product features every design sprint, designers & researchers find it difficult to follow the design process. This sometimes leads to designs delivered in haste or sub-par design artifacts which result in UX debt. UX debt is accumulated when design teams take actions or shortcuts to expedite the delivery of a piece of functionality or a project which later needs to be refactored. It is the result of prioritizing speedy delivery of design to the development team over a perfect experience journey. Experience Maps is a great tool to practice UX in Agile as well as manage UX Debt.
Tips for better surveys: better questions in your questionnaire, better overall survey process. From UPA2012 in Las Vegas.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
PDF, audio, and voiceover are now available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
These are the slides for my Product Management Workshop hosted by UpGrad on 8 Nov 2016.
Take a look at fundamentals of usability
Learn why usability is not enough
Understand that trust is a threshold
A few tips and tricks to build trust
Takeaway a few Persuasion Techniques
Learn Basics of Persuasive Design Strategy
Further Reading
How to Design a Killer Deck - 8 Essential Tips in Presentation DesignCarole Alalouf
Comprehensive presentation on how to design a killer deck, including 8 essential tips in presentation design, and plenty of freebies to keep for reference. Enjoy!
To see more of our presentations, visit <a href="https://www.exaltus.ca">https://www.exaltus.ca</a> or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
Role of UI and UX in improving customer experienceZoho SalesIQ
UI & UX help brands anticipate every customer persona and create a product that its users will love. They put the customers at the centre of a company's design process (both visual and structural), which results in great customer experience. Curious to see how it works?
Here, learn how you can leverage UI and UX to understand, influence, and improve your customer experience.
Agenda:
1) What is UI & UX
2) Theoretical and psychological aspects of UI & UX
3) How does a UI/UX designer go about it?
4) Future of UI & UX in terms of CX
Shared at "Data-Driven Design for User Experience" with Le Wagon Tokyo, 25 Aug
https://www.meetup.com/ja-JP/Le-Wagon-Tokyo-Coding-Station/events/280067831/
In UX design, data means the voice of users (customers) and actionable insights that are beyond just numbers. Hearing these voices through user research and usage analytics is a critical process of building a human-centric design. Based on data-driven design, UX designers, product managers, and even senior management can listen to the inner voice of users and extrapolate those to discover a user journey for clear call-to-action and unwavering customer loyalty.
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Agenda:
✔️ Data ecosystem — Data lake, data warehouse…what does it mean for UX?
✔️ Small data and big data — the opportunities and pitfalls
✔️ Research method basics — qualitative, quantitative or triangulated
✔️ Usage analytics and A/B testing
✔️ What about COVID-19 and remote usability testing?
As humans, designers exhibit errors in thinking that leads to faulty decision-making. It is important to acknowledge biases and create intuitive experiences for the users.
Here our UX designer Jayashree says " Don't believe everything you think."
Product Design and UX / UI Design Process in Digital Product DevelopmentVolodymyr Melnyk
Presentation about product design and its role in digital product development, UI / UX design process and methodologies, examples of their applications.
UXPA 2023: Experience Maps - A designer's framework for working in Agile team...UXPA International
Agile Methodology refers to software design and development methodologies centered around the idea of iterative design and development, where requirements and concepts evolve through collaboration between self-organizing cross-functional teams. Thus, Agile enables teams to deliver value faster, with greater quality and predictability, and greater aptitude to respond to change. With evolving product features every design sprint, designers & researchers find it difficult to follow the design process. This sometimes leads to designs delivered in haste or sub-par design artifacts which result in UX debt. UX debt is accumulated when design teams take actions or shortcuts to expedite the delivery of a piece of functionality or a project which later needs to be refactored. It is the result of prioritizing speedy delivery of design to the development team over a perfect experience journey. Experience Maps is a great tool to practice UX in Agile as well as manage UX Debt.
Tips for better surveys: better questions in your questionnaire, better overall survey process. From UPA2012 in Las Vegas.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
PDF, audio, and voiceover are now available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
These are the slides for my Product Management Workshop hosted by UpGrad on 8 Nov 2016.
Take a look at fundamentals of usability
Learn why usability is not enough
Understand that trust is a threshold
A few tips and tricks to build trust
Takeaway a few Persuasion Techniques
Learn Basics of Persuasive Design Strategy
Further Reading
How to Design a Killer Deck - 8 Essential Tips in Presentation DesignCarole Alalouf
Comprehensive presentation on how to design a killer deck, including 8 essential tips in presentation design, and plenty of freebies to keep for reference. Enjoy!
To see more of our presentations, visit <a href="https://www.exaltus.ca">https://www.exaltus.ca</a> or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
Role of UI and UX in improving customer experienceZoho SalesIQ
UI & UX help brands anticipate every customer persona and create a product that its users will love. They put the customers at the centre of a company's design process (both visual and structural), which results in great customer experience. Curious to see how it works?
Here, learn how you can leverage UI and UX to understand, influence, and improve your customer experience.
Agenda:
1) What is UI & UX
2) Theoretical and psychological aspects of UI & UX
3) How does a UI/UX designer go about it?
4) Future of UI & UX in terms of CX
Shared at "Data-Driven Design for User Experience" with Le Wagon Tokyo, 25 Aug
https://www.meetup.com/ja-JP/Le-Wagon-Tokyo-Coding-Station/events/280067831/
In UX design, data means the voice of users (customers) and actionable insights that are beyond just numbers. Hearing these voices through user research and usage analytics is a critical process of building a human-centric design. Based on data-driven design, UX designers, product managers, and even senior management can listen to the inner voice of users and extrapolate those to discover a user journey for clear call-to-action and unwavering customer loyalty.
At this webinar, our guest speaker Emi Kwon, UX Design Director at Metlife, will walk you through the basics of data-driven design as well as share some tips and tricks for making data-driven design your value proposition as a product manager/ UX specialist.
Agenda:
✔️ Data ecosystem — Data lake, data warehouse…what does it mean for UX?
✔️ Small data and big data — the opportunities and pitfalls
✔️ Research method basics — qualitative, quantitative or triangulated
✔️ Usage analytics and A/B testing
✔️ What about COVID-19 and remote usability testing?
As humans, designers exhibit errors in thinking that leads to faulty decision-making. It is important to acknowledge biases and create intuitive experiences for the users.
Here our UX designer Jayashree says " Don't believe everything you think."
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Trust from a Human Computer Interaction perspective Sónia
Persuasion, Emotion and Trust (PET) is a design methodology that enables design more technologically engaging products. PET uses three main design values,
Persuasion – Triggers actions;
Emotion - Generate an emotional response; and
Trust – Leveraging credibility and cooperation.
This design methodology main aim is to incentives people to become more engaged and connected with a certain product or ecosystems.
Our main aim is to stress the role of trust on persuasive design.
In general, we will focus on the following aspects:
1) First we will start by creating a clear understanding on the challenges of transferring Human Computer Trust (HCT) values to influence user engagement and fostering trust-enabling interactions.
2) Then, in the second part we will learn to analyze interaction design sequences from digital products that changes human trust behaviors. As well as explore different methodologies for testing.
3) We will end by presenting and reflection on the result achieved.
For more information read my human computer trust blog https://humancomputertrust.wordpress.com
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1. PET
Designing for Persuasion,
Emotion and Trust
Presented by Barry Briggs (@quiffboy)
Monday 5th September 2011
Northern User Experience
#nuxuk
2. Today’s Session
• A bit about us
• Overview of Persuasion, Emotion and Trust (PET)
• How PET works with User-Centered Design (UCD)
• A look at some PET techniques in detail
• Case study – applying PET to a real world example
• The power of the Dark Side – using UX for evil
4. Some background
• Established in 1999 & still independently owned
• Current headcount of 55 people
• Delivering a mix of strategy, channel, UX, creative & technical
• Launched over 300 websites & online applications
• Won lots of awards for the work
5.
6.
7. Hello, my name is
Barry
• UX Architect at Code Computerlove
• Finished uni in 1998 & first “proper”
job as a Web developer
• Worked for a couple of digital
agencies in Leeds before moving to
William Hill in 2001
• William Hill’s lead front-end
developer before becoming their
first UX Architect in 2005
• Embedded UX values & principles
into their design & development
teams
• Been at Code since May 2008
Barry Briggs
User Experience
11. What is PET?
• Rooted in social psychology & pioneered by Human Factors Inc
• A methodology for making user experiences more engaging,
compelling, and effective
• 50+ techniques
• Complements classic usability & user experience best practice
• Adds a layer of psychology to “gently nudge” potential customers
towards your stated goal
• Offline retailers have been using similar tools for years
12. Facilitates activities:
Browse
Search
Consume
Comprehend
Interact
H o w P ET works alongside usability
Usability
Can Do
PET
Will Do
Encourages users to:
Engage
Connect
Convert
Return
13. P.E.T.
• Persuasion techniques relate to the mechanics; the
triggers to an action
• Emotion techniques are about eliciting a desired
emotional response during a process
• Trust techniques are for establishing credibility,
providing assurances and removing risk
14. Evil Science?
• Marketeers may notice some familiar concepts in here
• Psychologists probably consider it a bit “Psych 101”
• Some concepts may sound cynical, manipulative or exploitative
• They could be used for evil purposes…
• (We’ll show you some of these later)
• Remember: It’s a toolset. Do with it what you will.
15. User Centred Design
Analysis Design Implementation
Expert review
Audience research
Competitor review
Design concepts
Evaluation
Expert review
Analytics audit
User personas
User journeys
Information architecture
Prototypes
Usability testing
Standards & guidelines
Usability testing
Accessibility & standards
User feedback
User testing
KPI measurement
Stakeholder research
Process engineering
Design walkthrough
Common PET touch points
within the larger UCD process
Usability testing
16. Audience
Research
& User
Understanding
Site Goals
Definition
& Design
How that works
Build & Test
Use the toolkit to
identify which PET
principles fit with
your stated goals
and then look to
implement in your
definition work
18. Persuasion
The following summary describes some of the Persuasion techniques.
Anchoring. When making decisions we rely too heavily on one piece of information or
anchor.
Authority. Use your authority and others will obey.
Completion. We need to complete that which is started.
Commitment. If we make a commitment, we often feel bound to follow through on it
Consistency. We like to maintain consistency between what we think, say and do.
Contrast. We notice and decide by difference between two things, not absolutes.
Framing. Our perception is influenced by the information we are presented.
Investment. If I have invested in something, I do not want to waste that investment.
Reciprocation. If I give something to you, you are obliged to return the favour
Repetition. If something happens often enough, I will eventually be persuaded.
Scarcity. I want now what I may not be able to get in the future.
Similarity. We trust people who are like us or who are similar to people we like.
Social Proof. When uncertain we take cues other people
19. Consistency
We like to maintain consistency
between what we think, say and do
20. Consistency
• Ask someone to state a position, declare their intentions or
show a small gesture of support
• Why? Because people don’t like to be seen to change their
mind
• People will generally act in a manner consistent with their first
action
• And here's the stinger: this applies even if a subsequent
request asks them to make a much larger commitment – as
long as it's consistent with their initial commitment
22. Then you ask them
to commit & enter
their details
Repeat the amount throughout
the process to remind them of
their initial pledge
23. Contrast
When scanning visual information
we are unconsciously drawn
towards things which stand out
from others
24.
25. Contrast
• What do you want people to focus on?
• Use colour, shapes and sizes to create visual contrast
• Subtle movements on an otherwise static page grab attention
• Contrast can also be applied to time
• Regular vs. Intermittent/occasional email newsletters
27. Framing
• For difficult or important concepts, wrapping the
action in a story can make it easier to understand
and more persuasive
• Framing subscriptions or regular payments as costing
“less than a cup of coffee a day” can help people
rationalise repeat payments
36. Emotion
The following summary describes some of the Emotion principles.
Visceral processing. We immediately react to pleasing visual stimuli.
Behavioural processing. We respond favourably to learned, expected behaviours.
Aesthetic usability. Aesthetically pleasing designs are often perceived to be easier to use.
Arousal. When aroused we are fully engaged and hence more likely to pay attention
Social contagion. Our emotions are affected by the actions of those we see around us.
Optimal level of challenge. We like to be challenged and tested, but not too much.
Goal setting. We are compelled to strive to achieve a goal if it is achievable.
Knowledge of results. We continue our actions if we are shown evidence of their success.
39. Visceral processing
• Add surprise, delight and playful elements to create an emotional
bond with your audience
• Find subtle ways to add illustrative imagery, interactions, visual
cues and visual feedback
• These can brighten up routine tasks and feel like rewards when
discovered
• Can reinforce Framing
41. Behavioral processing
• If it works like something we already know, it feels easier and we
like it more
• Learning how to use something new shouldn’t be hard work
• One of the useful side-effects of Facebook’s ubiquity
• Facebook, Amazon and eBay have set expectations for complex
interactions such as image uploading, rating, liking, commenting
• Learned interactions you can re-use
• Creates self-confidence and a sense of accomplishment
• Increased adoption, usage rates & satisfaction due to familiarity
44. Aesthetic usability
• Attractive things work better
• Or at least we perceive them to be easier to use
• Opinions based on visual stimuli happen very quickly
• This “first impression” can shape your perceptions
• The halo effect
45.
46.
47. Optimal
level of
challenge
We like to be challenged and
tested, but not too much.
48. Optimal level of challenge
• Game design – starts simple but gets harder as you progress
• A game can live or die by getting this difficulty curve correct
• Can create sense of achievement by making that process a
little trickier
• Not appropriate for all cases!
49.
50. Trust
Trust is influenced by a combination of factors which act as Trust Markers.
Design quality. We perceive value in the things we see.
Current content. Up-to-date content indicates freshness and responsiveness.
Extensive quality content. We trust an authority that is plentiful with knowledgeable.
Links. We judge other based on their recommendations and affiliations.
Certifications. We trust established, certified organisations and trademarks.
Testimonials. We trust organisations who trust and value their customers opinions
Famous people and common people. I trust people like me, and celebrities I admire.
Peer advice. We trust our peers more than we do official marketing bumf.
Argue against self interest. We trust recommendations that are not in self interest.
Technology. We always expect technology to work, trust is damaged if it does not.
61. We’ve had some great results
Year One Year Two Year Three
50% increase in
return visits
135% increase in
online sales
Year Four
Travel Website of the
year 2009 (DADIs)
80% increase in
online sales
103% increase in
online ticket sales
Doubled customer
database to 150,000
45% increase in
online sales
65. By-line – the wording draws the user in,
creating engagement, DRIVE
FULFILLMENT, FRAMING and FEEL GOOD.
It also uses elements of OVERSTATING THE
NEGATIVE IMPACT of not doing something
66. Call to action - implies
SCARCITY or LIMITED
DURATION
Design elements - CONTRAST
and VISCERAL PROCESSING
67. Official event logo –
adds VISUAL APPEAL
and CONTRAST, and
serves as a TRUST
MARKER
68. Change the branded imagery – using people adds
FRAMING (and elements of SOCIAL PROOF) and
builds on VISCERAL PROCESSING
Example of
typical savings
allows the brain
to calculate the
worth and value
of the price
69. Show the offer’s expiry date –
compliments the call to action and
the savings message to reinforce
SCARCITY and LIMITED DURATION
71. The power of
the Dark Side
Image credit:
Lucasfilm
72. Evil by design…
• There’s a difference between BAD UX and EVIL UX
• Bad UX can be down to poor attention to detail,
laziness, lack of understanding of the web
• Evil UX (boo hiss!) is completely the opposite…
73. Evil UX
• It’s done by people who sit in chairs like this
• No, honestly!
• Evil UX is deliberately crafted with
loving care
• Utilises an understanding of human
nature and psychology
• Specifically designed to fool, trick
or exploit users
• Examples of this exist on the web,
in software and even in the real world
Image credit:
Suck.uk.com
74. The box around this content
uses a technique called
Uniform Connectedness
And placing this optional
extra in with compulsory
passenger information is a
technique called Proximity
Travel insurance
Note how the
instructions for removing
insurance are OPT OUT,
convoluted and located
AFTER the option
75. Here’s the option to
select no insurance -
In between LATVIA
and LITHUANIA
77. OMG!! That would
be a disaster…
…IF either of these
things happened…
…and the
standard password
reminder service
didn’t work.
Skip this step
78. The (Don’t) Contact Us page
• Offering a feedback form but no other contact details
• Means the user has no record of contacting you, giving you
plausible deniability
• They cannot chase you up any other way
• There’s no context to subsequent correspondence
• Every follow-up must be done through the
feedback form & feels like yet another first approach
79.
80. Link to opt out is
hidden behind a
‘more info’ link
Image credit:
darkpatterns.org
81. Opt out
Opt in
Compulsory
Image credit:
darkpatterns.org
82. Facilitates activities:
Browse
Search
Consume
Comprehend
Interact
In Summary
Usability
Can Do
PET
Will Do
Encourages users to:
Engage
Connect
Convert
Return
83. Further Reading
• Human Factors International – pioneers of PET
http://www.humanfactors.com/
• Mental Notes – Persuasion reference cards
http://getmentalnotes.com/
• Changing Minds – Persuasion principles
http://changingminds.org/principles/principles.htm
• What makes them click?
http://www.whatmakesthemclick.net
• Dark Patterns – Examples of Evil UX in the wild
http://wiki.darkpatterns.org/