Presentation given to IxDA Singapore on art of persuasive design.
Is your landing page conversion rate low? Do users keep missing your big “Subscribe” button? Do users miss your cross-sell popup? Chances are this lack of action has got to do with low motivation. People may not be motivated even if you make the font size bigger. Motivation is driven by internal, emotional triggers rather than external ones.
The good news is that we can use the science of influence and persuasion to motivate people to take action. We call this the art of persuasive design.
In this session, we will share examples of persuasive design strategies such as reciprocity and social proof to drive action.
2. Agenda
• A bit about us
• What is persuasive design all about?
• Customer’s decision making journey
• Glimpse of persuasive principles in action
• What we have in store for you for later
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3. About us
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PebbleRoad is an user experience
design consultancy based in
Singapore.
Since 2004, we’ve been helping
clients turn complex, challenging
problems into elegant, innovative
designs (www.pebbleroad.com)
4. Usability vs. User Experience
The Columbia Obstruction Device
Electric grid
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5. What is Persuasive Design
• Designing an interface that persuades users to take
action
• Borrows well grounded principles of social psychology
• Uses 50+ techniques
Persuasion is an attempt to change attitudes or behaviors or both
(without coercion or deception)
- B.J.Fogg
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6. Why Persuasive Design?
Will
do?
Can
do.
USABILITY – Site
interaction
• Can users easily find
information?
• Can users complete task?
• Can they interact with it?
Persuasion – Beyond the
Site
• Do users connect with the
product/ service?
• Are they persuaded to take
action?
• Do behaviors & attitude
change?
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9. Emotional Biases
Much research has been conducted on the impact of
emotions on decision making
• Urge to buy a product (Impulse buying) online was strongly
correlated to the positive emotion created by the website ease of
use, enjoyment and communication style (Verhagen & Dolen, 2011)
• Messages that elicit strong arousing emotions, for example, awe or
anger are more likely to go viral (Berger, 2011)
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15. Obedience to Authority
What is it?
Why it works?
How to apply it?
• Users are more likely to act on information that is communicated by an expert
• Users will follow credible, knowledgeable experts
• Deep seated sense of duty or obligation (e.g. Milgram Experiment)
• Highlight your experience
• Highlight your expertise in the content and services you provide
• Showcase achievements, success stories
• Establish thought leadership
• Use Authoritative figures
• Use a celebrity, professional or an industry authority whom users trust to
represent your brand
• Pay attention to tone
• Use a professional and authoritative tone
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21. Social Proof
• Users are more likely to do what everyone else is doing
• Need to fit in and belong is wired into our brains and our biology
• We are cognitive misers and look for information from others
• Show users that people just like them are using and loving your
product/service
• Highlight ratings and reviews from satisfied customers
• Showcase real testimonials from delighted customers
• Use social media “likes” and “mentions”
• Remember that a frustrating user experience is equally likely to go viral as a
positive experience
What is it?
Why it works?
How to apply it?
What to watch out for?
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22. Contrast
(Ref. Ariely, Dan (2009) Predictably Irrational: The Hidden Forces That Shape Our Decisions)
Ugly versions of Tom and Jerry
Tom and Jerry equally attractive
Jerry is more attractive than Tom
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24. Contrast
• We evaluate or value things in comparison to other things
• People need an anchor and not see things as absolutes
• It creates attention and affects the perception of facts
• Give users ways to compare a product with others (cost, features etc.)
• Use “Ugly Jerry” strategy to highlight one product
• Make it easier for users to compare between choices by giving clear information
• Be mindful that people delay action when presented with too many choices
What is it?
Why it works?
How to apply it?
What to watch out for?
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28. What we have in store for you
9 more interesting
principles
• Argue against self
interest (T)
• Reciprocation
• Commitment &
Consistency
• Power of people we
like
• & more
Case studies
• Walkthrough of real
life case studies
utilizing the
persuasive design
principles
Put them into practice
• Hands-on training on
applying the
principles to a real life
case study
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Introduction:
UX journey
Technology doctor
UX designer – part pscychologist + part designer
Today we will be looking at some of pscychological aspects of human behavior and how that can be translated into persuasive strategy and design
Introduction:
UX journey
Technology doctor
UX designer – part pscychologist + part designer
Today we will be looking at some of pscychological aspects of human behavior and how that can be translated into persuasive strategy and design
A lot of time people use these terms interchangeably.. Are they the same?
What is usability?
Effectiveness
Efficiency
Learnability
Memorability
Error reduction
Satisfaction
What is UX?
Once users come to the site usability should assure that users can do a set of actions…but will they even come to the site and will they perform those actions?
The answers to these question are given by persuasion principles…will do and still do..its also about their experience after they have bought the product/service..persuade them to come back again and again…
How do you make decisions? If you’re like most people, you’ll probably answer that you pride yourself on weighing the pros and cons of a situation carefully and then make a decision based on logic. You know that other people have weak personalities and are easily swayed by their emotions, but this rarely happens to you.
Think of the last time you went to a store and bought something that was over the budget you had set initially
We make decisions and then we try to rationalize them, we confabulate..
Humans by nature are cognitive misers. We do not like to think too much and expend resources. If we can get the information from someone else, we are happy to get it.
Evolutionary biology-
Cognitive biases are many a times emotional is nature.
Read the book by don norman on emotional design
Talks about the basic instincts and how emotions affect our decision making
We have established that decision making is a complex process
We try to simplify it by using shortcuts or cognitive biases
Persuasion is really about using these biases to alter people’s behavior and attitude
Cialdini – first pscychologist wrote a book on persuasion
Eric Koston is a legitimate expert on skateboarding and all the clothing, hardware and other requirements that come with. Because he skateboards professionally, he is an actual Authority on skateboarding, and therefore customers are more likely to trust his recommendations for a high-quality,
Talk about Milgram experiment
Imagine you are in a new city
You want to buy cake, muffin..enter a mall with 2 bakery shops side by side..