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The Art & Science of


Seductive
INTERACTIONS



                   STEPHEN P. ANDERSON
STEPHEN P.
  ANDERSON
      poetpainter.com




  I help businesses with
‘Product Strategy
   & Design’ needs
STEPHEN P.
                     ANDERSON
                         poetpainter.com




                     I help businesses with
@stephenanderson
                   ‘Product Strategy
                      & Design’ needs
asional quick
        occ
              nces to the
       refere



        >
The Art & Science of


Seductive
INTERACTIONS
Q: Why did this work?
Q: Why did this work?




       levels
         rewards
Q: Why did this work?




       levels
         rewards
hold that thought...
+
great product
does fine in
usability testing
no obvious
problems
+                    -
great product       high bounce rate
does fine in         low adoption
usability testing
                    not enough
no obvious          registered users
problems
                    undifferentiated
                    from the
                    competition
+                          -
                      “I’m a great app,
                    if people would just
                     get to know me...”
great product             high bounce rate
does fine in               low adoption
usability testing
                          not enough
no obvious                registered users
problems
                          undifferentiated
                          from the
                          competition
Seduction
Seduction
the process of deliberately enticing a person
    to engage in some sort of behavior,
         frequently sexual in nature
Seduction
the process of deliberately enticing a person
    to engage in some sort of behavior,
         frequently sexual in nature
“GETTING TO FIRST BASE”
HOW DO I ...

GET PEOPLE TO SPEND
MORE THAN 2 MINUTES
  WITH OUR SERVICE




      “GETTING TO FIRST BASE”
HOW DO I ...

GET PEOPLE TO SPEND
MORE THAN 2 MINUTES
  WITH OUR SERVICE      STAND OUT FROM
                        THE COMPETITION



      “GETTING TO FIRST BASE”
HOW DO I ...
                       INCREASE # OF
GET PEOPLE TO SPEND   REGISTERED USERS
MORE THAN 2 MINUTES
  WITH OUR SERVICE                       STAND OUT FROM
                                         THE COMPETITION



      “GETTING TO FIRST BASE”
HOW DO I ...
                       INCREASE # OF
GET PEOPLE TO SPEND   REGISTERED USERS
MORE THAN 2 MINUTES
                               INCREASE USAGE
  WITH OUR SERVICE                              STAND OUT FROM
                                 & ADOPTION
                                                THE COMPETITION



      “GETTING TO FIRST BASE”
2008
 Research for a
MUSIC APPLICATION
” IN THE ROOM?
             NY “BETA-JUNKIES
DO WE HAVE A
A Few...

             “hey, check this out!”
Lots of...

  “meh...”
iLikeT
     M
(What I expected)

List your favorite bands, separated by commas:
x10
USER GOALS         iLike gained lots of
 I had a great
                 data about my musical
 time clicking
                  tastes & preferences
  bands I like
Q: Why did this work?
Q: Why did this work?




     ack loop
feedb
      ctions will modify
Our a
    sequent results
sub
Q:iosity did this work?
    Why
cur
Q:iosity did this work?
    Why
cur
 visual
 imager y
Q:iosity did this work?
    Why
cur
 visual
 imager y

      rn ion
    te it
 at gn
po
  ec
r
Q:iosity did this work?
    Why
cur
 visual
 imager y
             recog
                   nition
      rn ion over re
    te it
 at gn               call
po
  ec
r
But wait, there’s more!
USER GOALS         iLike gained lots of
 I had a great   data about my musical
 time playing     tastes, preferences &
 music games           knowledge
Q: Why did this work?
nsor y
se
      rience this work?
eQ: e
 xpWhy did
nsor y
se
      rience this work?
eQ: e
 xpWhy did
    points
nsor y
se
      rience this work?
eQ: e
 xpWhy did
     points

      ls
     e
   v
le
nsor y
se
      rience this work?
eQ: e
 xpWhy did
     points

      ls
     e
   v
le         appro
                 priate
           challe
                  nge
Did you notice... It
wasn’t the usability
that makes it great?
INCREASING
                                   MOTIVATION
                                   Psychology




                       REMOVING
                        FRICTION
                       Usability
(from Joshua Porter)
INCREASING
                                   MOTIVATION
                                   Psychology




                       REMOVING
                        FRICTION
                       Usability
(from Joshua Porter)
ckse:
  ui ci
Q er        What do we know about people?
 x
E
ckse:
  ui ci
Q er        What do we know about people?
 x
E           we're curious
            we're also afraid of change
            we seek out patterns
            we like to order and organize things
            we're intensely self-centered
            we're lazy
            we're highly visual thinkers and learners
            we like to be the hero of the story
            we respond to our name and other first person cues
            we don't like to make choices, but we like choice
            we like to be in control (and we like to be guided)
            we find novelty and surprise interesting
            ...and so on
http://www.flickr.com/photos/laurafries/172143362/
social proo
                             f
People follow t
                he lead of
similar others.
social proo
                             f
People follow t
                he lead of
similar others.
ckse:
  ui ci
Q er        What do we know about people?
 x
E           we're curious
            we're also afraid of change
            we seek out patterns
            we like to order and organize things
            we're intensely self-centered
            we're lazy
            we're highly visual thinkers and learners
            we like to be the hero of the story
            we respond to our name and other first person cues
            we don't like to make choices, but we like choice
            we like to be in control (and we like to be guided)
            we find novelty and surprise interesting
            ...and so on
ckse:
  ui ci
Q er        What do we know about people?
 x
E           we're curious
            we're also afraid of change
            we seek out patterns
            we like to order and organize things
            we're intensely self-centered
            we're lazy
            we're highly visual thinkers and learners
            we like to be the hero of the story
            we respond to our name and other first person cues
            we don't like to make choices, but we like choice
            we like to be in control (and we like to be guided)
            we find novelty and surprise interesting
            ...and so on
Being A Tease.
netflix.com
http://pulse.plaxo.com/
linkedin.com (?)
Playing Hard To Get.
“private beta”
“private beta”

      +

“social proof”
“private beta”
    THE SINGLE MOST IMPORTANT FACTOR IN
 DETERMINING WHETHER OR NOT A PERSON WILL
                             + OR NOT
ADOPT ONE OF THESE SITES IS WHETHER
IT IS THE PLACE WHERE THEIR FRIENDS HANGOUT.
               “social proof”



Danah Boyd
“private beta”

      +

“social proof”
“private beta”

      +

“social proof”
      =



WHOA!
http://www.flickr.com/photos/saxonmoseley/24523450/
+            blogging




plinky.com
roov.com
cubeless.com
cubeless.com
cubeless.com
cubeless.com
60% - 70% of Sabre employees
actively use the system each
month

60% of questions asked are
answered within one hour of
posting (90% in 24 hours)

Average of 30 page views per
employee user visit

Each question posted to the
community receives an average of
nine answers
60% - 70% of Sabre employees
     tation
repu actively use the system each
     month

     60% of questions asked are
     answered within one hour of
     posting (90% in 24 hours)

     Average of 30 page views per
     employee user visit

     Each question posted to the
     community receives an average of
     nine answers
60% - 70% of Sabre employees
     tation
repu actively use the system each
     month

     60% of questions asked are
    points
     answered within one hour of
     posting (90% in 24 hours)

     Average of 30 page views per
     employee user visit

     Each question posted to the
     community receives an average of
     nine answers
60% - 70% of Sabre employees
     tation
repu  actively use the system each
      month

      60% of questions asked are
     points
      answered within one hour of
      posting (90% in 24 hours)

      Average of 30 page views per
      employee user visit

      ls
     e
   v
le    Each question posted to the
      community receives an average of
      nine answers
60% - 70% of Sabre employees
     tation
repu  actively use the system each
      month

      60% of questions asked are
     points
      answered within one hour of
      posting (90% in 24 hours)


                          scarc
      Average of 30 page views per

                                         ity
      employee user visit

      ls
     e
   v
le    Each question posted to the
      community receives an average of
      nine answers
On Friskiness,
Gifts & Pleasant
Surprises.
2008 Personal annual
                     DELIGHTERS
Jan            Feb           Mar          Apr




Austin                 Miami              Sa
Mar 07 to Mar 11       Apr 10 to Apr 14   Ap
                            Matt Jones
APP FOR FREQUENT
          TRAVELLERS




Matt Biddulph
“serendipity”
quot;July, no trips, we envy you.quot;
WILL THE REAL
DOPPLR LOGO
PLEASE STAND UP?
“Personal Velocity”
http://blog.dopplr.com/2008/09/10/dopplr-moo-stickers-api-mooplr/
2008 Personal annual report for Stephen Anderson
Jan                  Feb                      Mar               Apr                   May                   Jun                  Jul                   Aug                   Sep                   Oct                  Nov                   Dec




Austin                           Miami                           San Francisco                    Seattle                          Mountain View                    New York                         Franklin                         Minneapolis
Mar 07 to Mar 11                 Apr 10 to Apr 14                Apr 20 to Apr 22                 Aug 21 to Aug 23                 September 24                     Sep 24 to Sep 26                 Nov 06 to Nov 09                 Dec 09 to Dec 11




You took 17 trips in 2008, which added                            In 2008, you spent
up to 55,753 km or 15% of the
distance to the moon.
                                                                         323                    43
In 2008, you mostly coincided with:
                                                                  You have 52 travellers in your network. They travelled a
                                                                  total of 1,753,265 km in 2008, and everyone on Dopplr
      Kevin                                                       travelled a total of 1331.4 million km or 8.9 AU in 2008:
                                                                  the approximate distance to Saturn from the Earth as
              in Austin, Miami and San Francisco
                                                                  of January 2009.
      Peter
                                                                                Your personal velocity for 2008 was 6.36
              in Austin, Miami and Berkeley
                                                                                                                                                                                                         Your carbon for 2008
                                                                                                                                       You spent the longest in Minneapolis, Jesse Spalding
                                                                                km/h, which is about the same as a duck.
                                                                                                                                       has a tip:
        Jay                                                                                                                            Lots of great farmer's markets in the summer!
                                                                  The 5 most popular cities in your network are San
                                                                                                                                       Minneapolis Farmer's Market on Lyndale Ave and
              in Minneapolis
                                                                  Francisco, Austin, New York, Miami and Chicago.
                                                                                                                                       Cesar Chavez Ave or Nicollet Mall
      Chris                                                                                                                            http://www.mplsfarmersmarket.com/
                                                                                                                                       Mill City Farmer's Market on Chicago Ave and 2nd St.
              in Miami and San Francisco
                                                                  The furthest distance you travelled was to New York                  S
                                                                  (4,120 km from Mountain View), which is the 2nd most
 Brandon                                                                                                                               ...                                                               6,606 kg CO2
                                                                  popular city on Dopplr. The shortest distance you
                                                                                                                                       See more on the city page for Minneapolis on Dopplr.              Based on figures from Fueleconomy.gov, 1 x Hummer
                                                                  travelled was to Austin (322 km from Plano), which is
              in Miami and San Francisco
                                                                                                                                                                                                         H3 4WD truck produces nearly 10 metric tonnes of
                                                                  the 21st most popular city on Dopplr.
                                                                                                                                                                                                         CO2 a year. The visualisation above uses this figure to
                                                                                                                                                                                                         illustrate your carbon from Dopplr as calculated by our
                                                                                                                                                                                                         friends at http://amee.cc and is an approximation only.

      The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: by pusgums, brickell by alexdecarvalho, Passing Under The Golden Gate Bridge by Dawn Endico, Seattle, Washington by fddi1, Apple I keyboard by Marcin
      Wichary, smokin by mudpig and Spoonbridge and Cherry by TimWilson.
2008 Personal annual report for Barack Obama
Jan                   Feb                   Mar                    Apr                   May                   Jun                   Jul                    Aug                   Sep                   Oct                    Nov                   Dec




Manchester                       Boston                            Washington                        Kabul                             Berlin                            Denver                            New York                          Chicago
January 05                       February 04                       June 04                           July 20                           July 24                           August 28                         October 16                        November 04




You took 234 trips in 2008, which                                   In 2008, you spent
added up to 337,729 km or 92% of the
distance to the moon.
                                                                           133                  233
In 2008, you mostly coincided with:
                                                                    You have 4 travellers in your network. They travelled a
                                                                    total of 657,789 km in 2008, and everyone on Dopplr
        Joe                                                         travelled a total of 1331.4 million km or 8.9 AU in 2008:
                                                                    the approximate distance to Saturn from the Earth as
              including Des Moines and Washington
                                                                    of January 2009.
      John
                                                                                  Your personal velocity for 2008 was 38.10
              including Peterborough and Washington
                                                                                                                                                                                                              Your carbon for 2008
                                                                                  km/h, which is about the same as a                       You spent the most time in Chicago. Lauren
                                                                                  six-lined race runner lizard.
                                                                                                                                           Kurtz has a tip: “The Publican. Amazing beer
 Michelle
                                                                                                                                           list and melt in your mouth food. In the Fulton
                                                                    The 5 most popular cities in your network are
              including Washington and Detroit
                                                                                                                                           Market area.”
                                                                    Washington, Columbus, Cincinnati, Denver and Miami.
      Sarah
              in Columbus
                                                                    The furthest distance you travelled was to Kabul
                                                                    (11,211 km from Chicago), which is the 829th most
                                                                                                                                                                                                              42,299 kg CO2 (4.2 Hummers)
                                                                    popular city on Dopplr. The shortest distance you
                                                                                                                                                                                                              Based on figures from Fueleconomy.gov, 1 x Hummer
                                                                    travelled was to Oregon (6 km from Toledo).
                                                                                                                                                                                                              H3 4WD truck produces nearly 10 metric tonnes of
                                                                                                                                                                                                              CO2 a year. The visualisation above uses this figure to
                                                                                                                                                                                                              illustrate your carbon from Dopplr as calculated by our
                                                                                                                                                                                                              friends at http://amee.cc and is an approximation only.

      The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: Sunset on the Charles by Pear Biter, Pennsylvania Ave - Old Post Office to the Capitol at Night by wyntuition, we'll meet again by chaosinjune, Colorado State
      Additional imagery by Flickr users: Gongus, Matthias Winkelmann, Wendy Piersall, Spotbott and Beard Papa
2008 Personal annual report for Barack Obama
Jan                   Feb                   Mar                    Apr                   May                   Jun                   Jul                    Aug                   Sep                   Oct                    Nov                   Dec




                                              This month Dopplr delightfully surprised
Manchester                       Boston                            Washington                        Kabul                             Berlin                            Denver                            New York                          Chicago
January 05                       February 04                       June 04                           July 20                           July 24                           August 28                         October 16                        November 04




                                              me, supplying me with something I didn’t
                                                   know I needed. The result: I’m now a
You took 234 trips in 2008, which                                   In 2008, you spent
added up to 337,729 km or 92% of the
distance to the moon.



                                                          more loyal Dopplr user.
                                                        133  233
In 2008, you mostly coincided with:
                                                                    You have 4 travellers in your network. They travelled a
                                                                    total of 657,789 km in 2008, and everyone on Dopplr
        Joe                                                         travelled a total of 1331.4 million km or 8.9 AU in 2008:
                                                                    the approximate distance to Saturn from the Earth as
              including Des Moines and Washington
                                                                    of January 2009.
      John
                                                                                  Your personal velocity for 2008 was 38.10
              including Peterborough and Washington
                                                                                                                                                                                                              Your carbon for 2008
                                                                                  km/h, which is about the same as a                       You spent the most time in Chicago. Lauren
                                                                                  six-lined race runner lizard.
                                                                                                                                           Kurtz has a tip: “The Publican. Amazing beer
 Michelle
                                                                                                                                           list and melt in your mouth food. In the Fulton
                                                                    The 5 most popular cities in your network are
              including Washington and Detroit
                                                                                                                                           Market area.”
                                                                    Washington, Columbus, Cincinnati, Denver and Miami.
      Sarah
              in Columbus
                                                                    The furthest distance you travelled was to Kabul
                                                                    (11,211 km from Chicago), which is the 829th most
                                                                                                                                                                                                              42,299 kg CO2 (4.2 Hummers)
                                                                    popular city on Dopplr. The shortest distance you
                                                                                                                                                                                                              Based on figures from Fueleconomy.gov, 1 x Hummer
                                                                    travelled was to Oregon (6 km from Toledo).
                                                                                                                                                                                                              H3 4WD truck produces nearly 10 metric tonnes of
                                                                                                                                                                                                              CO2 a year. The visualisation above uses this figure to
                                                                                                                                                                                                              illustrate your carbon from Dopplr as calculated by our
                                                                                                                                                                                                              friends at http://amee.cc and is an approximation only.

      The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: Sunset on the Charles by Pear Biter, Pennsylvania Ave - Old Post Office to the Capitol at Night by wyntuition, we'll meet again by chaosinjune, Colorado State
      Additional imagery by Flickr users: Gongus, Matthias Winkelmann, Wendy Piersall, Spotbott and Beard Papa



                                                        Brandon Schauer                                                                                                        http://www.adaptivepath.com/blog/2009/01/26/2099/
Q: Why DOES this work?
brains pay attention to what brains
care about, not necessarily what the
conscious mind cares about. And to
the brain, quot;interestingquot; is just the
most basic prereq.
                                                                  Kathy Sierra




http://headrush.typepad.com/creating_passionate_users/2005/12/but_is_it_inter.html
If you were a brain, and you'd been
                                         brains pay attention to what brains
evolving for a very, very long time...
what would you find interesting?
                                         care about, not necessarily what the
* Surprise, novelty, the unexpected
                                         conscious mind cares about. And to
* Beauty
* Stories
                                         the brain, quot;interestingquot; is just the
* Conversation
* Emotionally touching (the whole
                                         most basic prereq.
kids and puppies thing)
* Counterintuitive failures or
                                                                                                           Kathy Sierra
mistakes
* Fun, playfulness, humor
* Varying visuals
* Faces of people, especially with
strong expressions
* Sounds, music
* Shock, creepy things
and of course...
* Sexiness



                                         http://headrush.typepad.com/creating_passionate_users/2005/12/but_is_it_inter.html
http://www.mailchimp.com/
http://www.mailchimp.com/
http://www.mailchimp.com/
The Fine Art of
Playful Conversation.
explore.zappos.com
explore.zappos.com
http://www.willyoujoinus.com/takeAction/energyGenerator/
nytimes.com
The way you present data changes the
connection that people have to that
information. A lot of what gets described as
“playful” design is really just about making it
clear what the data you can alter is, and
providing simple inputs to make that change -
it’s all about highlighting those feedback loops.

-Tom Armitage



              http://infovore.org/talks/if-gamers-ran-the-world/
WHAT?
   SO WHAT?




NOW WHAT?
That was fun!


GREAT ONLINE
 EXPERIENCE
Hmm... WHY was
                          that fun?
  That was fun!


GREAT ONLINE      (REVERSE ENGINEERING)

 EXPERIENCE
Hmm... WHY was
                          that fun?
  That was fun!
                                          Aha!

GREAT ONLINE      (REVERSE ENGINEERING)

 EXPERIENCE
Hmm... WHY was
                          that fun?
  That was fun!
                                          Aha!

GREAT ONLINE                                           n
                                                 huma ology
                  (REVERSE ENGINEERING)            sych
                                                 p




 EXPERIENCE
(sorry, no 9 tips or 5 lessons)
Hmm... WHY was
                                   that fun?
  That was fun!
                                                                      Aha!

GREAT ONLINE                                                                       n
                                                                             huma ology
                  (REVERSE ENGINEERING)                                        sych
                                                                             p




 EXPERIENCE
  >




                                           human
                                   y
                            anolog         psychology
                           mh


                    USEFUL TOOLS FOR CREATING..
                        husyc
                         p

                       n
                  huma ology                                     gy
                                                            an lo
                      h
                  psyc                                     m cho
                                            n
                                       huma ology       husy
                                       psych             p
l proof
socia
       follow the lead of reciprocity
People
similar others.              People repay in kind.
                                         duration effects
  authority
                                         Perception of time is subjective
  People defer to experts.
                                         and can be influenced.
      scarcity
             want more of what they
      People
                                recognition over
      can have less of.
                                   recall
sensor y integration jkjkj
                                 imager y
People respond better when more
of the senses are engaged.      Vision trumps all other senses.
FOR PERSUASION
  from Social Psychology



          Social Proof
       People follow the lead
         of similar others.
  quot;Lorem ipsum dolor sit amet, consectetur
  adipisicing elit, sed do eiusmod tempor
  incididunt ut labore et dolore magna aliqua. Ut
  enim ad minim veniam, quis nostrud
  exercitation ullamco laboris nisi ut aliquip ex ea
  commodo consequat. Duis aute irure dolor in
  reprehenderit in voluptate velit esse cillum
  dolore eu fugiat nulla pariatur. Excepteur sint
  occaecat cupidatat non proident, sunt in culpa
  qui officia deserunt mollit anim id est laborum.quot;




   SEE ALSO: bandwagon effect, herd mentality




(concept I’m working on)
How can we use {            } to... [goal]




        (concept I’m working on)
How can we use {            } to... [goal]




        (concept I’m working on)
???

                    COGNITIVE SEDUCTION:
                  FUN, HUMOR, PLAYFULNESS,
                                             ???
        GAME             SURPRISE,
      MECHANICS


???                        SOCIAL PSYCHOLOGY /
       PERSUASION, CHOICE,
                              SOCIAL DESIGN
           INFLUENCE



                    ???
Thanks!!

Stephen P. Anderson

www.poetpainter.com

www.slideshare.net/stephenpa

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The Art & Science of Seductive Interactions

  • 1. The Art & Science of Seductive INTERACTIONS STEPHEN P. ANDERSON
  • 2.
  • 3. STEPHEN P. ANDERSON poetpainter.com I help businesses with ‘Product Strategy & Design’ needs
  • 4. STEPHEN P. ANDERSON poetpainter.com I help businesses with @stephenanderson ‘Product Strategy & Design’ needs
  • 5. asional quick occ nces to the refere > The Art & Science of Seductive INTERACTIONS
  • 6.
  • 7. Q: Why did this work?
  • 8. Q: Why did this work? levels rewards
  • 9. Q: Why did this work? levels rewards
  • 11. + great product does fine in usability testing no obvious problems
  • 12. + - great product high bounce rate does fine in low adoption usability testing not enough no obvious registered users problems undifferentiated from the competition
  • 13. + - “I’m a great app, if people would just get to know me...” great product high bounce rate does fine in low adoption usability testing not enough no obvious registered users problems undifferentiated from the competition
  • 15. Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
  • 16. Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
  • 18. HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE “GETTING TO FIRST BASE”
  • 19. HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE STAND OUT FROM THE COMPETITION “GETTING TO FIRST BASE”
  • 20. HOW DO I ... INCREASE # OF GET PEOPLE TO SPEND REGISTERED USERS MORE THAN 2 MINUTES WITH OUR SERVICE STAND OUT FROM THE COMPETITION “GETTING TO FIRST BASE”
  • 21. HOW DO I ... INCREASE # OF GET PEOPLE TO SPEND REGISTERED USERS MORE THAN 2 MINUTES INCREASE USAGE WITH OUR SERVICE STAND OUT FROM & ADOPTION THE COMPETITION “GETTING TO FIRST BASE”
  • 22. 2008 Research for a MUSIC APPLICATION
  • 23. ” IN THE ROOM? NY “BETA-JUNKIES DO WE HAVE A
  • 24. A Few... “hey, check this out!” Lots of... “meh...”
  • 25. iLikeT M
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. (What I expected) List your favorite bands, separated by commas:
  • 33.
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  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. x10
  • 41. USER GOALS iLike gained lots of I had a great data about my musical time clicking tastes & preferences bands I like
  • 42.
  • 43. Q: Why did this work?
  • 44. Q: Why did this work? ack loop feedb ctions will modify Our a sequent results sub
  • 45. Q:iosity did this work? Why cur
  • 46. Q:iosity did this work? Why cur visual imager y
  • 47. Q:iosity did this work? Why cur visual imager y rn ion te it at gn po ec r
  • 48. Q:iosity did this work? Why cur visual imager y recog nition rn ion over re te it at gn call po ec r
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. USER GOALS iLike gained lots of I had a great data about my musical time playing tastes, preferences & music games knowledge
  • 57. Q: Why did this work?
  • 58. nsor y se rience this work? eQ: e xpWhy did
  • 59. nsor y se rience this work? eQ: e xpWhy did points
  • 60. nsor y se rience this work? eQ: e xpWhy did points ls e v le
  • 61. nsor y se rience this work? eQ: e xpWhy did points ls e v le appro priate challe nge
  • 62. Did you notice... It wasn’t the usability that makes it great?
  • 63. INCREASING MOTIVATION Psychology REMOVING FRICTION Usability (from Joshua Porter)
  • 64. INCREASING MOTIVATION Psychology REMOVING FRICTION Usability (from Joshua Porter)
  • 65.
  • 66. ckse: ui ci Q er What do we know about people? x E
  • 67. ckse: ui ci Q er What do we know about people? x E we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
  • 69.
  • 70. social proo f People follow t he lead of similar others.
  • 71. social proo f People follow t he lead of similar others.
  • 72. ckse: ui ci Q er What do we know about people? x E we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
  • 73. ckse: ui ci Q er What do we know about people? x E we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
  • 75.
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  • 82.
  • 83.
  • 86. “private beta” + “social proof”
  • 87. “private beta” THE SINGLE MOST IMPORTANT FACTOR IN DETERMINING WHETHER OR NOT A PERSON WILL + OR NOT ADOPT ONE OF THESE SITES IS WHETHER IT IS THE PLACE WHERE THEIR FRIENDS HANGOUT. “social proof” Danah Boyd
  • 88. “private beta” + “social proof”
  • 89. “private beta” + “social proof” = WHOA!
  • 91.
  • 92. + blogging plinky.com
  • 98. 60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers
  • 99. 60% - 70% of Sabre employees tation repu actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers
  • 100. 60% - 70% of Sabre employees tation repu actively use the system each month 60% of questions asked are points answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers
  • 101. 60% - 70% of Sabre employees tation repu actively use the system each month 60% of questions asked are points answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit ls e v le Each question posted to the community receives an average of nine answers
  • 102. 60% - 70% of Sabre employees tation repu actively use the system each month 60% of questions asked are points answered within one hour of posting (90% in 24 hours) scarc Average of 30 page views per ity employee user visit ls e v le Each question posted to the community receives an average of nine answers
  • 103. On Friskiness, Gifts & Pleasant Surprises.
  • 104. 2008 Personal annual DELIGHTERS Jan Feb Mar Apr Austin Miami Sa Mar 07 to Mar 11 Apr 10 to Apr 14 Ap Matt Jones
  • 105. APP FOR FREQUENT TRAVELLERS Matt Biddulph
  • 107. quot;July, no trips, we envy you.quot;
  • 108. WILL THE REAL DOPPLR LOGO PLEASE STAND UP?
  • 109.
  • 112.
  • 113.
  • 114. 2008 Personal annual report for Stephen Anderson Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Austin Miami San Francisco Seattle Mountain View New York Franklin Minneapolis Mar 07 to Mar 11 Apr 10 to Apr 14 Apr 20 to Apr 22 Aug 21 to Aug 23 September 24 Sep 24 to Sep 26 Nov 06 to Nov 09 Dec 09 to Dec 11 You took 17 trips in 2008, which added In 2008, you spent up to 55,753 km or 15% of the distance to the moon. 323 43 In 2008, you mostly coincided with: You have 52 travellers in your network. They travelled a total of 1,753,265 km in 2008, and everyone on Dopplr Kevin travelled a total of 1331.4 million km or 8.9 AU in 2008: the approximate distance to Saturn from the Earth as in Austin, Miami and San Francisco of January 2009. Peter Your personal velocity for 2008 was 6.36 in Austin, Miami and Berkeley Your carbon for 2008 You spent the longest in Minneapolis, Jesse Spalding km/h, which is about the same as a duck. has a tip: Jay Lots of great farmer's markets in the summer! The 5 most popular cities in your network are San Minneapolis Farmer's Market on Lyndale Ave and in Minneapolis Francisco, Austin, New York, Miami and Chicago. Cesar Chavez Ave or Nicollet Mall Chris http://www.mplsfarmersmarket.com/ Mill City Farmer's Market on Chicago Ave and 2nd St. in Miami and San Francisco The furthest distance you travelled was to New York S (4,120 km from Mountain View), which is the 2nd most Brandon ... 6,606 kg CO2 popular city on Dopplr. The shortest distance you See more on the city page for Minneapolis on Dopplr. Based on figures from Fueleconomy.gov, 1 x Hummer travelled was to Austin (322 km from Plano), which is in Miami and San Francisco H3 4WD truck produces nearly 10 metric tonnes of the 21st most popular city on Dopplr. CO2 a year. The visualisation above uses this figure to illustrate your carbon from Dopplr as calculated by our friends at http://amee.cc and is an approximation only. The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: by pusgums, brickell by alexdecarvalho, Passing Under The Golden Gate Bridge by Dawn Endico, Seattle, Washington by fddi1, Apple I keyboard by Marcin Wichary, smokin by mudpig and Spoonbridge and Cherry by TimWilson.
  • 115. 2008 Personal annual report for Barack Obama Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Manchester Boston Washington Kabul Berlin Denver New York Chicago January 05 February 04 June 04 July 20 July 24 August 28 October 16 November 04 You took 234 trips in 2008, which In 2008, you spent added up to 337,729 km or 92% of the distance to the moon. 133 233 In 2008, you mostly coincided with: You have 4 travellers in your network. They travelled a total of 657,789 km in 2008, and everyone on Dopplr Joe travelled a total of 1331.4 million km or 8.9 AU in 2008: the approximate distance to Saturn from the Earth as including Des Moines and Washington of January 2009. John Your personal velocity for 2008 was 38.10 including Peterborough and Washington Your carbon for 2008 km/h, which is about the same as a You spent the most time in Chicago. Lauren six-lined race runner lizard. Kurtz has a tip: “The Publican. Amazing beer Michelle list and melt in your mouth food. In the Fulton The 5 most popular cities in your network are including Washington and Detroit Market area.” Washington, Columbus, Cincinnati, Denver and Miami. Sarah in Columbus The furthest distance you travelled was to Kabul (11,211 km from Chicago), which is the 829th most 42,299 kg CO2 (4.2 Hummers) popular city on Dopplr. The shortest distance you Based on figures from Fueleconomy.gov, 1 x Hummer travelled was to Oregon (6 km from Toledo). H3 4WD truck produces nearly 10 metric tonnes of CO2 a year. The visualisation above uses this figure to illustrate your carbon from Dopplr as calculated by our friends at http://amee.cc and is an approximation only. The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: Sunset on the Charles by Pear Biter, Pennsylvania Ave - Old Post Office to the Capitol at Night by wyntuition, we'll meet again by chaosinjune, Colorado State Additional imagery by Flickr users: Gongus, Matthias Winkelmann, Wendy Piersall, Spotbott and Beard Papa
  • 116. 2008 Personal annual report for Barack Obama Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec This month Dopplr delightfully surprised Manchester Boston Washington Kabul Berlin Denver New York Chicago January 05 February 04 June 04 July 20 July 24 August 28 October 16 November 04 me, supplying me with something I didn’t know I needed. The result: I’m now a You took 234 trips in 2008, which In 2008, you spent added up to 337,729 km or 92% of the distance to the moon. more loyal Dopplr user. 133 233 In 2008, you mostly coincided with: You have 4 travellers in your network. They travelled a total of 657,789 km in 2008, and everyone on Dopplr Joe travelled a total of 1331.4 million km or 8.9 AU in 2008: the approximate distance to Saturn from the Earth as including Des Moines and Washington of January 2009. John Your personal velocity for 2008 was 38.10 including Peterborough and Washington Your carbon for 2008 km/h, which is about the same as a You spent the most time in Chicago. Lauren six-lined race runner lizard. Kurtz has a tip: “The Publican. Amazing beer Michelle list and melt in your mouth food. In the Fulton The 5 most popular cities in your network are including Washington and Detroit Market area.” Washington, Columbus, Cincinnati, Denver and Miami. Sarah in Columbus The furthest distance you travelled was to Kabul (11,211 km from Chicago), which is the 829th most 42,299 kg CO2 (4.2 Hummers) popular city on Dopplr. The shortest distance you Based on figures from Fueleconomy.gov, 1 x Hummer travelled was to Oregon (6 km from Toledo). H3 4WD truck produces nearly 10 metric tonnes of CO2 a year. The visualisation above uses this figure to illustrate your carbon from Dopplr as calculated by our friends at http://amee.cc and is an approximation only. The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: Sunset on the Charles by Pear Biter, Pennsylvania Ave - Old Post Office to the Capitol at Night by wyntuition, we'll meet again by chaosinjune, Colorado State Additional imagery by Flickr users: Gongus, Matthias Winkelmann, Wendy Piersall, Spotbott and Beard Papa Brandon Schauer http://www.adaptivepath.com/blog/2009/01/26/2099/
  • 117. Q: Why DOES this work?
  • 118. brains pay attention to what brains care about, not necessarily what the conscious mind cares about. And to the brain, quot;interestingquot; is just the most basic prereq. Kathy Sierra http://headrush.typepad.com/creating_passionate_users/2005/12/but_is_it_inter.html
  • 119. If you were a brain, and you'd been brains pay attention to what brains evolving for a very, very long time... what would you find interesting? care about, not necessarily what the * Surprise, novelty, the unexpected conscious mind cares about. And to * Beauty * Stories the brain, quot;interestingquot; is just the * Conversation * Emotionally touching (the whole most basic prereq. kids and puppies thing) * Counterintuitive failures or Kathy Sierra mistakes * Fun, playfulness, humor * Varying visuals * Faces of people, especially with strong expressions * Sounds, music * Shock, creepy things and of course... * Sexiness http://headrush.typepad.com/creating_passionate_users/2005/12/but_is_it_inter.html
  • 120.
  • 121.
  • 125. The Fine Art of Playful Conversation.
  • 130. The way you present data changes the connection that people have to that information. A lot of what gets described as “playful” design is really just about making it clear what the data you can alter is, and providing simple inputs to make that change - it’s all about highlighting those feedback loops. -Tom Armitage http://infovore.org/talks/if-gamers-ran-the-world/
  • 131. WHAT? SO WHAT? NOW WHAT?
  • 132. That was fun! GREAT ONLINE EXPERIENCE
  • 133. Hmm... WHY was that fun? That was fun! GREAT ONLINE (REVERSE ENGINEERING) EXPERIENCE
  • 134. Hmm... WHY was that fun? That was fun! Aha! GREAT ONLINE (REVERSE ENGINEERING) EXPERIENCE
  • 135. Hmm... WHY was that fun? That was fun! Aha! GREAT ONLINE n huma ology (REVERSE ENGINEERING) sych p EXPERIENCE
  • 136. (sorry, no 9 tips or 5 lessons)
  • 137. Hmm... WHY was that fun? That was fun! Aha! GREAT ONLINE n huma ology (REVERSE ENGINEERING) sych p EXPERIENCE > human y anolog psychology mh USEFUL TOOLS FOR CREATING.. husyc p n huma ology gy an lo h psyc m cho n huma ology husy psych p
  • 138. l proof socia follow the lead of reciprocity People similar others. People repay in kind. duration effects authority Perception of time is subjective People defer to experts. and can be influenced. scarcity want more of what they People recognition over can have less of. recall sensor y integration jkjkj imager y People respond better when more of the senses are engaged. Vision trumps all other senses.
  • 139. FOR PERSUASION from Social Psychology Social Proof People follow the lead of similar others. quot;Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.quot; SEE ALSO: bandwagon effect, herd mentality (concept I’m working on)
  • 140. How can we use { } to... [goal] (concept I’m working on)
  • 141. How can we use { } to... [goal] (concept I’m working on)
  • 142. ??? COGNITIVE SEDUCTION: FUN, HUMOR, PLAYFULNESS, ??? GAME SURPRISE, MECHANICS ??? SOCIAL PSYCHOLOGY / PERSUASION, CHOICE, SOCIAL DESIGN INFLUENCE ???