UX Psychology and the 'Dark arts'
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@mrjoe's talk from UX Bristol on the psychology used online to make customers feel better about an online purchase.
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UX Psychology and the 'Dark arts'
- 1. YOU LOVE MRJOE Psychology, UX & the dark arts @mrjoe 1
- 2. Hello, I’m @mrjoe, but you can call me Joe @reply me on Twitter if you enjoyed the prezzo. @mrjoe
- 3. What won’t be in this workshop... @mrjoe
- 4. YO U LO VE M RJ OE @mrjoe
- 5. It started with a book... it started with a book, I found this book on my Mum’s bookshelf, she’s a psychologist, explains a lot. I found this book at 15, finally I thought, a use for psychology. 5
- 6. I went on to study Neuroscience then HCI at university. YOU LOVE MRJOE 6
- 7. ...and another book This one was lent to me by Richard Caddick just after I started working at cx 6 years ago. Why we buy. Great at explaining well, why people buy stuff and the psychology behind it. http://short.cx/OLBYQc 7
- 8. Subliminal messaging James Vicary claimed to have introduced subliminal messages with big advertisement effects in 1957 “Eat Popcorn" and "Drink Coca-Cola" created an 18.1% increase in Coke sales and a 57.8% increase in popcorn sales Well no, it was faked. Subliminal messaging isn’t all it’s cracked up to be: http://www.badabingrecords.com/2011/03/the-subliminal-scares-a-short-history- of-an-american-obsession/ http://www.businessinsider.com/subliminal-ads-2011-5?op=1 8
- 9. Not very subliminal & not very effective. 9
- 10. Can’t carry on without talking about Harry Brignell’s work on Dark Patterns 10
- 11. This is the Ryanair example. [see my blog post on where I did the exact opposite for Trainline] 11
- 12. 12
- 13. @mrjoe’s code of conduct for the dark arts 1. Don’t trick 2. Don’t cheat 3. Don’t lie 4. Provide positive benefit We need some rules. Especially point 4. Always be NICE! 13
- 14. This good looking chap is Garth Knight. Anyone remember Michael Knight from Knight Rider? Garth was his evil twin. 14
- 15. Evil Spock too! Semiotics, the study of signs and symbols as elements of communicative behaviour. 15
- 16. @mrjoe’s code of conduct for the dark arts 1. Don’t trick 2. Don’t cheat 3. Don’t lie 4. Provide positive benefit 5. ALWAYS WEAR A GOATEE 16
- 17. Using Menu Psychology to Entice Diners By SARAH KERSHAW New York Times. December 22, 2009 http://www.nytimes.com/2009/12/23/dining/23menus.html This is a great article about how to help people order food and feel comfortable about what they’ve ordered. 17
- 18. Uncle Joey's eatery Pan fried Sea Bream 15. Uncle Joey's Burger 9. Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. An example menu 18
- 19. Uncle Joey's eatery Pan fried Sea Bream 15. Uncle Joey's Burger 9. Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. This is called an ‘Enhancer’ 19
- 20. Uncle Joey's eatery Pan fried Sea Bream 15. Uncle Joey's Burger 9. Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. Cut out numbers and £ symbols = “Hello, you are about to spend money!” 20
- 21. Uncle Joey's eatery Pan fried Sea Bream 15. Decoys = they may place a really expensive item at the top of the menu, so that other dishes look more Uncle Joey's Burger 9. Glastonbury Smokehouse Bacon & reasonably priced. research shows that diners tend to order neither the most nor least expensive items, drifting toward the middle Sometime called PRICE FRAMING Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. 21
- 22. Uncle Joey's eatery Pan fried Sea Bream 15. More enhancers - sensory Uncle Joey's Burger 9. labels. vivid adjectives Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. 22
- 23. UX, Psychology & the 'dark arts' ____________________ ____________________ ____________________ ______ Cognitive biases ____________________ ______ http://en.wikipedia.or g/wiki/ List_of_cognitive_biases Power Words £629.99 £610.99 http://blog.emurse.com/ 2007/02/08/complet John': your price e-list-of- english-power-words/ £5__. __ Save 22% £14.12 Colour: black 6 in stock _______________ Add to wishlist I ❤ @mrjoe Or pay £91 a month over 36 months 19.9 % APR You say: We say: £___.__ £___.__ Features: The exercise _______________ I ❤ @mrjoe _______________ sheet. See ________________ ________________ the blog post for more details. Uncle Joey's eatery Pan fried Sea Bream 15. Uncle Joey's Burger 9. Glastonbury Smokehouse Bacon & Farm Fresh Eggs 8.50. Spaghe i Carbonara 7. @mrjoe made this 23
- 24. Q. How do we test this stuff? 24
- 25. A B A|B or multi-variant testing is great for this. User testing less so ) 25
- 26. Learn from your spam folder Symantec investigated the word composition of global spam for a 1 week period. Word that encourage an immediate reaction, add emotion. 5 of the top 6 words have an exclamation mark. These are called POWER WORDS. http://www.symantec.com/connect/blogs/word-usage-spam 26
- 27. The lime in Corona. Where did it come from ? 1. An ancient aztec Social proof is a type of fertility ritual conformity. When a person is in a situation where they 2. Introduced by are unsure of the correct Spanish colonists in way to behave, they will drinking water to act as often look to others for a anti-bacterial cues concerning the correct 3. A result of a bet behavior. When "we conform because we believe between 2 barmen in that other's interpretation of NYC in 1981 to see if he an ambiguous situation is could get patrons to more accurate than ours copy him by putting a and will help us choose an lime in the neck of the appropriate course of bottle action," 27
- 29. We need to be careful how we used this stuff. Use it for good, don’t forget the code we talked about. This stuff should be used to make people feel comfortable about what they are doing, not by tricking them into something. 29
- 30. @mrjoe’s code of conduct for the dark arts 1. Don’t trick 2. Don’t cheat 3. Don’t lie 4. Provide positive benefit We need some rules. Especially point 4. Always be NICE! 30
- 31. Thank you. I’m @mrjoe on twitter I (we) write at cxpartners.co.uk/blog 31
Editor's Notes
- http://www.badabingrecords.com/2011/03/the-subliminal-scares-a-short-history-of-an-american-obsession/\n
- hands up exercise:\na train ticket\nonline auction\nhotel room\n10 years, psychology background\n$8.9 billion\n
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- it started with a book, I found this book on my Mum’s bookshelf, she’s a psychologist, explains a lot. I founf this book at 15, finally I thought, a use for psychology. \n\nFinally, I thought, a use for psychology. \n
- I went on to study Neuroscience then HCI. \n
- This one was lent to me by Richard Caddick just after I started working at cx 6 years ago. Why we buy. \nGreat at explaining well, why people buy stuff and the psychology behind it. \n
- Subliminal messaging James Vicary claimed to have introduced subliminal messages with big advertisement effects in 1957 “Eat Popcorn" and "Drink Coca-Cola" created an 18.1% increase in Coke sales and a 57.8% increase in popcorn sales\n\nRead more: http://www.businessinsider.com/subliminal-ads-2011-5?op=1#ixzz2153vt9OY\n\nRead more: http://www.experiment-resources.com/subliminal-messages.html#ixzz2153hi5hG\n\nThe near-consensus among research psychologists is that subliminal messages do not produce a powerful, enduring effect on behavior\n\nPratkanis, A. R.; Greenwald, A. G. (1988). "Recent perspectives on unconscious processing: Still no marketing applications". Psychology and Marketing 5 (4): 337. DOI:10.1002/mar.4220050405. edit\n\nhttp://www.businessinsider.com/subliminal-ads-2011-5?op=1\n
- http://www.badabingrecords.com/2011/03/the-subliminal-scares-a-short-history-of-an-american-obsession/\nhttp://www.businessinsider.com/subliminal-ads-2011-5?op=1\n
- Can’t carry on without talking about Harry Brignell’s work on Dark Patterns \n
- This is the Ryanair example\n
- Good, question should we?\n
- We need some rules, and a beard\n\n
- This good looking chap is Garthe Knight. Anyone remember Michael Knight from Knight Rider?\nHe was the evil version of him. \nHow should we approach this? Designing using psychology and being ‘ethical’\n\n
- Semiotics, the study of signs and symbols as elements of communicative behavior\nHow should we approach this? Designing using psychology and being ‘ethical’\n\n
- We need some rules, and a beard\n\n
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- An enhancer\n
- Cut out numbers and £ symbols = “Hello, you are about to spend money!”\n
- Decoys = they may place a really expensive item at the top of the menu, so that other dishes look more reasonably priced. research shows that diners tend to order neither the most nor least expensive items, drifting toward the middle\nPRICE FRAMING\n
- enhancers - sensory labels. vivid adjectives \n
- \n
- \n
- \n
- Symnatec. global spam, 1 week period.\nencouraging an immediate reaction, trying to get some sense of urgency\n5 of the top 6 words have an exclamation mark\nOk, add some urgency. \n
- The lime in Corona.\n1. An ancient aztec fertility ritual \n2. Introduced by Spanish colonists in drinking water to act as a anti-bacterial\n3. A result of a bet between 2 barmen in NYC in 1981 to see if he could get patrons to copy him by puttinga lime in the neck of the bottle \n\nSocial proof is a type of conformity. When a person is in a situation where they are unsure of the correct way to behave, they will often look to others for cues concerning the correct behavior. When "we conform because we believe that other's interpretation of an ambiguous situation is more accurate than ours and will help us choose an appropriate course of action,"\n
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- We need some rules, and a beard\n\n
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