Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real World

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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.

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  • Developed by Human Factors It’s a toolkit of principles designed to help Motivate, Enable and Constrain user behaviour. Strong focus on interaction and en- couraging “Will do” actions from usersBroadly compliments usability, but there are a few important exceptions. It’s a toolkit of concepts. Not a rule book.
  • To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
  • To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
  • To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
  • While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.
  • While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.
  • Are there opportunities to use visuals to create an emotional response or to speed up response time? If you blur all text, does the imagery convey what you want to communicate?Asking "Can a 5-year-old understand this" us a great wayto uncover where text can be replaced or reinforced with an image.Use images to elicit emotions, top make literal associations (an icon or avatar) or suggestive associations.
  • Are there opportunities to use visuals to create an emotional response or to speed up response time? If you blur all text, does the imagery convey what you want to communicate?Asking "Can a 5-year-old understand this" us a great wayto uncover where text can be replaced or reinforced with an image.Use images to elicit emotions, top make literal associations (an icon or avatar) or suggestive associations.
  • While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.
  • Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real World

    1. 1. INTRODUCTION TOPET THEORY Chris Bush UX Practice Lead @wearesigma / @suthen
    2. 2. TOPICS• What is PET theory• How is it used?• Getting started with persuasion principles• Using PET responsibly
    3. 3. WHAT IS P.E.T THEORYIt is a series of principles pioneered/developed byHuman Factors Inc. to help support the developinginformation eco-system
    4. 4. • Persuasion Principles used to encourage or discourage a users behaviour during a process• Emotion Principles used that are used to encourage any emotional response during a process such as achievement, empathy or surprise.• Trust Principles that are used to establish confidence during a process, for example: confidence, security and credibility
    5. 5. HOW IS IT USED
    6. 6. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task
    7. 7. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task “Can do” “Will do”
    8. 8. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task “Can do” “Will do” Encourage, Motivate, Constrain
    9. 9. UsabilityAn easy to use door
    10. 10. PersuasionA door you’re motivated to enter
    11. 11. PersuasionSome things can appear too inviting…
    12. 12. PersuasionA bench which constrains behaviour
    13. 13. GETTING STARTED WITHPERSUASION PRINCIPLES
    14. 14. GetMentalNotes.com
    15. 15. HOW CAN I USE THEM?A brief exploration of some of the techniques
    16. 16. SOCIAL PROOFWe tend to follow the patterns of similarpeople in new or unfamiliar situations
    17. 17. SOCIAL PROOF›
    18. 18. SOCIAL PROOF Likes and Likes & reviews›
    19. 19. SCARCITYI want now what I may not be able to get inthe future.
    20. 20. SCARCITY
    21. 21. SCARCITY Only 5 left
    22. 22. GOAL SETTINGWe are compelled to strive to achieve a goalif it is achievable.
    23. 23. GOAL SETTING
    24. 24. GOAL SETTING
    25. 25. DELIGHTWe remember and respond favourably tosmall, unexpected and playful pleasures.
    26. 26. DELIGHT
    27. 27. DELIGHT
    28. 28. DELIGHT
    29. 29. CERTIFICATIONWe trust established, certified organisationsand trademarks
    30. 30. CERTIFICATION›
    31. 31. CERTIFICATION Reinforced secure check out button› Known and trusted Money handling companies
    32. 32. WAIT…But aren’t people suspicious of these techniques?
    33. 33. DON’T DISTORT THE TRUTH (LIMITED DURATION ) Once it’s gone... It’s still here›
    34. 34. SocialDON’T OVERLOAD THE USER Proof Social proof / Scarcity Scarcity Framing Social Proof
    35. 35. DON’T BE EVIL
    36. 36. BE RESPONSIBLE,BE CLEAR
    37. 37. USE PET SPAIRINGLY Social proof & DifferenceAuthority
    38. 38. USE TECHNIQUES THAT SUPPORT YOURBUSINESS GOALS Goal setting Appeal
    39. 39. THANKS!, QUESTIONSGrab me later if you’re keen to make the panelchris.bush@sigma.sewearesigma.com@wearesigma / @suthen#campdigital

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