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The Art & Science of


Seductive
INTERACTIONS



                   STEPHEN P. ANDERSON
Seductive Interactions (Idea 09 Version)
?
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
occ asional quick
       refere nces to the



        >
The Art & Science of


Seductive
INTERACTIONS
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Q: Why did this work?
Q: Why did this work?




       levels
Q: Why did this work?




       levels
         challenges
Q: Why did this work?




       levels
         challenges
hold that thought...
Seductive Interactions (Idea 09 Version)
+
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”
“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
  WITH OUR SERVICE             INCREASE USAGE
                                                STAND OUT FROM
                                 & ADOPTION
                                                THE COMPETITION



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

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

  “meh...”
iLike
    TM
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
(What I expected)

List your favorite bands, separated by commas:
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
x10
USER GOALS
 I had a great
 time clicking
                   iLike gained lots of
                 data about my musical
  bands I like    tastes & preferences
Seductive Interactions (Idea 09 Version)
Q: Why did this work?
Q: Why did this work?




feedback loop
Our actions will modif y subsequent results
Q: Why did this work?




feedback loop
Our actions will modif y subsequent results
Q: Why did this work?
Q: Why did this work?
Q:iosity did this work?
cur Why
Q:iosity did this work?
cur Why

 visual
 imager y
Q:iosity did this work?
cur Why

 visual
 imager y

      rn ion
    te it
 at gn
p o
r ec
Q:iosity did this work?
cur Why

 visual
 imager y
             recog
                   nition
      rn ion over re
p o te it
 at gn               call
r ec
Q: Why did this work?
But wait, there’s more!
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
USER GOALS
 I had a great
 time playing
                   iLike gained lots of
                 data about my musical
                  tastes, preferences &
 music games           knowledge
Q: Why did this work?
se nsor y
eQ: e rience this work?
 xpWhy did
se nsor y
eQ: e rience this work?
 xpWhy did
    points
se nsor y
eQ: e rience this work?
 xpWhy did
     points

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

   v els
le         appro
           challepriate
                  nges
Q: Why did this work?
Did you notice... It
wasn’t the usability
that makes it great?
INCREASING
                              MOTIVATION
                              Psychology




                  REMOVING
                   FRICTION
(Joshua Porter)
                  Usability
INCREASING
                              MOTIVATION
                              Psychology




                  REMOVING
                   FRICTION
(Joshua Porter)
                  Usability
Seductive Interactions (Idea 09 Version)
ckse:
   uirci      What do we know about people?
Qex
E
ckse:
   uirci      What do we know about people?
Qex
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/
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
social proo
                                    f
People follow the
others.           lead of similar
social proo
                                    f
People follow the
others.           lead of similar
Seductive Interactions (Idea 09 Version)
i ckse:
  urci       What do we know about people?
Qe
Ex
             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
i ckse:
  urci       What do we know about people?
Qe
Ex
             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.
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Curious?
Playing Hard To Get.
“private beta”
“private beta”

      +

“social proof”
“private beta”

      +

“social proof”
      =



WHOA!
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
www.rypple.com
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
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

repu tation
     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

repu tation
     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

repu tation
      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


   v els
le    Each question posted to the
      community receives an average of
      nine answers
60% - 70% of Sabre employees

repu tation
       actively use the system each
       month

       60% of questions asked are
       points
       answered within one hour of
       posting (90% in 24 hours)
                          limit
      Average of 30 page views per
      employee user visit du       ed
                               ratio
   v   s question posted to the
    elEach                           n
le     community receives an average of
       nine answers
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
Taking A Chance.
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
ck ge:
    uilen
 Qal
C h

        Design the user interface
        that let’s you sync a video file
        (from a presentation) with
        the accompanying slides.
NE AK PRE VIEW!!!
S
Q: Why DOES this work?
Q: Why DOES this work?
ownership
bias
Q: Why DOES this work?
ownership
bias

   playfu lness
Q: Why DOES this work?
ownership
bias        feedback
            loops
   playfu lness
Q: Why DOES this work?
On Friskiness,
Gifts & Pleasant
Surprises.
DELIGHTERS



      Matt Jones
DELIGHTERS



      Matt Jones
APP FOR FREQUENT
          TRAVELLERS




Matt Biddulph
“serendipity”
“Personal Velocity”
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                                     km/h, which is about the same as a duck.               You spent the longest in Minneapolis, Jesse Spalding              Your carbon for 2008
                                                                                                                                       has a tip:
        Jay                                                                                                                            Lots of great farmer's markets in the summer!
                                                                 The 5 most popular cities in your network are San
              in Minneapolis                                                                                                           Minneapolis Farmer's Market on Lyndale Ave and
                                                                 Francisco, Austin, New York, Miami and Chicago.
                                                                                                                                       Cesar Chavez Ave or Nicollet Mall
      Chris                                                                                                                            http://www.mplsfarmersmarket.com/
              in Miami and San Francisco                                                                                               Mill City Farmer's Market on Chicago Ave and 2nd St.
                                                                 The furthest distance you travelled was to New York                   S
 Brandon                                                         (4,120 km from Mountain View), which is the 2nd most                  ...
                                                                 popular city on Dopplr. The shortest distance you                                                                                       6,606 kg CO2
              in Miami and San Francisco                         travelled was to Austin (322 km from Plano), which is                 See more on the city page for Minneapolis on Dopplr.              Based on figures from Fueleconomy.gov, 1 x Hummer
                                                                 the 21st most popular city on Dopplr.                                                                                                   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: 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 Stephen Anderson
an                  Feb                      Mar               Apr                   May                   Jun                  Jul                   Aug                   Sep                   Oct                  Nov                   Dec




Austin                          Miami                           San Francisco                    Seattle                          Mountain View                    New York                         Franklin                         Minneapolis


                                                    This month Dopplr delightfully surprised
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




ou took 17 trips in 2008, which added
                                                    me, supplying me with something I didn’t
                                                                In 2008, you spent



                                                         know I ne43 ed. The result: I’m now a
                                                                  ed
p to 55,753 km or 15% of the
istance to the moon.
                                                            323
n 2008, you mostly coincided with:



                                                                more loyal Dopplr user.
                                                                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                                     km/h, which is about the same as a duck.               You spent the longest in Minneapolis, Jesse Spalding              Your carbon for 2008
                                                                                                                                      has a tip:
       Jay                                                                                                                            Lots of great farmer's markets in the summer!
                                                                The 5 most popular cities in your network are San
             in Minneapolis                                                                                                           Minneapolis Farmer's Market on Lyndale Ave and
                                                                Francisco, Austin, New York, Miami and Chicago.
                                                                                                                                      Cesar Chavez Ave or Nicollet Mall
     Chris                                                                                                                            http://www.mplsfarmersmarket.com/
             in Miami and San Francisco                                                                                               Mill City Farmer's Market on Chicago Ave and 2nd St.
                                                                The furthest distance you travelled was to New York                   S
 Brandon                                                        (4,120 km from Mountain View), which is the 2nd most                  ...
                                                                popular city on Dopplr. The shortest distance you                                                                                       6,606 kg CO2
             in Miami and San Francisco                         travelled was to Austin (322 km from Plano), which is                 See more on the city page for Minneapolis on Dopplr.              Based on figures from Fueleconomy.gov, 1 x Hummer
                                                                the 21st most popular city on Dopplr.                                                                                                   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: 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.




                                                              Brandon Schauer
Q: Why DOES this work?
Q: Why DOES this work?
pattern
recognition
Q: Why DOES this work?
pattern
recognition

   playfu lness
Q: Why DOES this work?
pattern
recognition
              gifting

   playfu lness
Q: Why DOES this work?
brains pay attention to what brains
care about, not necessarily what
the conscious mind cares about.
Q: What does
the brain find to what brains
 brains pay attention
interesting?
 care about, not necessarily what
the conscious mind cares about.
Q: What does
the brain find to what brains
 brains pay attention
interesting?
 care about, not necessarily what
Surprise, novelty,
 the conscious mind cares about.
the unexpected
Q: What does
the brain find to what brains
 brains pay attention
interesting?
 care about, not necessarily what
Surprise, novelty,
 the conscious mind cares about.
the unexpected
Fun, playfulness,
humor
Q: What does
the brain find to what brains
 brains pay attention
interesting?
 care about, not necessarily what
Surprise, novelty,
 the conscious mind cares about.
the unexpected
Fun, playfulness,
humor
Varying visuals
Q: What does
the brain find to what brains
 brains pay attention
interesting?
 care about, not necessarily what
Surprise, novelty,
 the conscious mind cares about.
the unexpected
Fun, playfulness,
humor
Varying visuals
(and more!)
WILL THE REAL
DOPPLR LOGO
PLEASE STAND UP?
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
Seductive Interactions (Idea 09 Version)
WHAT?
   SO WHAT?




NOW WHAT?
That was fun!


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


GREAT ONLINE      (REVERSE ENGINEERING)

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

GREAT ONLINE      (REVERSE ENGINEERING)

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

GREAT ONLINE      (REVERSE ENGINEERING)          p sych
                                                       n
                                                 huma ology




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

GREAT ONLINE      (REVERSE ENGINEERING)                                      p sych
                                                                                   n
                                                                             huma ology




 EXPERIENCE
  >




                                           human
                                   y
                            anolog         psychology
                           m h


                    USEFUL TOOLS FOR CREATING..
                        husyc
                         p

                       n
                  huma ology
                      h                                     an lo
                                                                 gy
                  psyc                      n              m cho
                                       huma ology       husy
                                       psych             p
socia          l proof
People follow the le ad of similarreciprocity
others.                        People repay in kind.
  authority                                   duration effects
  People defer to experts.                    Perception of time is subjective and
                                              can be influenced.
       scarcity
          People wan t more of what they can
          have less of.                  recognition over
                                      recall
sensor y integration
People respond better when more of
                                     imager y
                                      jkjkj

the senses are engaged.
???

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


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



                    ???
Seductive Interactions (Idea 09 Version)
How can we use {                            } to... [goal]

                   www.getmentalnotes.com
Social Proof                                                                            Curiosity
                    We tend to follow the patterns of similar others                                      When teased with a small bit of interesting
                           in new or unfamiliar situations.                                              information, people will want to know more!




How can we use {                                                                        } to... [goal]
                   To put people at ease or guide a decision, find creative                            When—and what—can you hold back? Reveal just enough
                   ways to show social activity. This can be in the form of stats                     to arouse interest, then tease someone into taking the next
                   (favorited by, number of views, comments), good positive                           step. You can also arouse interest by doing something unusual
                   reviews/ testimonials, or by providing visibility into the actions                 and unexpected—people will stick around long enough to
                   or outcomes of other users’ behaviors.                                             determine what’s going on. Similarly, puzzles are intriguing.




                     See also: Bystander Effect, Testimonials, Identification                                 See also: Pattern Recognition, Badges, Gifting




                                                                                         Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com
Social Proof                                                                            Curiosity
                    We tend to follow the patterns of similar others                                      When teased with a small bit of interesting
                           in new or unfamiliar situations.                                              information, people will want to know more!




How can we use {                                                                        } to... [goal]
                   To put people at ease or guide a decision, find creative                            When—and what—can you hold back? Reveal just enough
                   ways to show social activity. This can be in the form of stats                     to arouse interest, then tease someone into taking the next
                   (favorited by, number of views, comments), good positive                           step. You can also arouse interest by doing something unusual
                   reviews/ testimonials, or by providing visibility into the actions                 and unexpected—people will stick around long enough to
                   or outcomes of other users’ behaviors.                                             determine what’s going on. Similarly, puzzles are intriguing.




                     See also: Bystander Effect, Testimonials, Identification                                 See also: Pattern Recognition, Badges, Gifting




                                                                                         Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com




  www.getmentalnotes.com
Thanks!!

Stephen P. Anderson

www.poetpainter.com

www.slideshare.net/stephenpa

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Seductive Interactions (Idea 09 Version)

  • 1. The Art & Science of Seductive INTERACTIONS STEPHEN P. ANDERSON
  • 3. ?
  • 4. STEPHEN P. ANDERSON poetpainter.com I help businesses with ‘Product Strategy & Design’ needs
  • 5. STEPHEN P. ANDERSON poetpainter.com I help businesses with @stephenanderson ‘Product Strategy & Design’ needs
  • 6. occ asional quick refere nces to the > The Art & Science of Seductive INTERACTIONS
  • 13. Q: Why did this work?
  • 14. Q: Why did this work? levels
  • 15. Q: Why did this work? levels challenges
  • 16. Q: Why did this work? levels challenges
  • 19. + great product does fine in usability testing no obvious problems
  • 20. + - great product high bounce rate does fine in low adoption usability testing not enough no obvious registered users problems undifferentiated from the competition
  • 21. + - “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
  • 23. Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
  • 24. Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
  • 27. HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE “GETTING TO FIRST BASE”
  • 28. HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE STAND OUT FROM THE COMPETITION “GETTING TO FIRST BASE”
  • 29. 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”
  • 30. HOW DO I ... INCREASE # OF GET PEOPLE TO SPEND REGISTERED USERS MORE THAN 2 MINUTES WITH OUR SERVICE INCREASE USAGE STAND OUT FROM & ADOPTION THE COMPETITION “GETTING TO FIRST BASE”
  • 31. 2008 Research for a MUSIC APPLICATION
  • 32. DO WE HAVE A NY “BETA-JUNKIES ” IN THE ROOM?
  • 33. A Few... “hey, check this out!” Lots of... “meh...”
  • 34. iLike TM
  • 41. (What I expected) List your favorite bands, separated by commas:
  • 50. x10
  • 51. USER GOALS I had a great time clicking iLike gained lots of data about my musical bands I like tastes & preferences
  • 53. Q: Why did this work?
  • 54. Q: Why did this work? feedback loop Our actions will modif y subsequent results
  • 55. Q: Why did this work? feedback loop Our actions will modif y subsequent results
  • 56. Q: Why did this work?
  • 57. Q: Why did this work?
  • 58. Q:iosity did this work? cur Why
  • 59. Q:iosity did this work? cur Why visual imager y
  • 60. Q:iosity did this work? cur Why visual imager y rn ion te it at gn p o r ec
  • 61. Q:iosity did this work? cur Why visual imager y recog nition rn ion over re p o te it at gn call r ec
  • 62. Q: Why did this work?
  • 73. USER GOALS I had a great time playing iLike gained lots of data about my musical tastes, preferences & music games knowledge
  • 74. Q: Why did this work?
  • 75. se nsor y eQ: e rience this work? xpWhy did
  • 76. se nsor y eQ: e rience this work? xpWhy did points
  • 77. se nsor y eQ: e rience this work? xpWhy did points v els le
  • 78. se nsor y eQ: e rience this work? xpWhy did points v els le appro challepriate nges
  • 79. Q: Why did this work?
  • 80. Did you notice... It wasn’t the usability that makes it great?
  • 81. INCREASING MOTIVATION Psychology REMOVING FRICTION (Joshua Porter) Usability
  • 82. INCREASING MOTIVATION Psychology REMOVING FRICTION (Joshua Porter) Usability
  • 84. ckse: uirci What do we know about people? Qex E
  • 85. ckse: uirci What do we know about people? Qex 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
  • 89. social proo f People follow the others. lead of similar
  • 90. social proo f People follow the others. lead of similar
  • 92. i ckse: urci What do we know about people? Qe Ex 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
  • 93. i ckse: urci What do we know about people? Qe Ex 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
  • 106. “private beta” + “social proof”
  • 107. “private beta” + “social proof” = WHOA!
  • 117. 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
  • 118. 60% - 70% of Sabre employees repu tation 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
  • 119. 60% - 70% of Sabre employees repu tation 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
  • 120. 60% - 70% of Sabre employees repu tation 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 v els le Each question posted to the community receives an average of nine answers
  • 121. 60% - 70% of Sabre employees repu tation actively use the system each month 60% of questions asked are points answered within one hour of posting (90% in 24 hours) limit Average of 30 page views per employee user visit du ed ratio v s question posted to the elEach n le community receives an average of nine answers
  • 122. 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
  • 130. ck ge: uilen Qal C h Design the user interface that let’s you sync a video file (from a presentation) with the accompanying slides.
  • 131. NE AK PRE VIEW!!! S
  • 132. Q: Why DOES this work?
  • 133. Q: Why DOES this work? ownership bias
  • 134. Q: Why DOES this work? ownership bias playfu lness
  • 135. Q: Why DOES this work? ownership bias feedback loops playfu lness
  • 136. Q: Why DOES this work?
  • 137. On Friskiness, Gifts & Pleasant Surprises.
  • 138. DELIGHTERS Matt Jones
  • 139. DELIGHTERS Matt Jones
  • 140. APP FOR FREQUENT TRAVELLERS Matt Biddulph
  • 143. 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 km/h, which is about the same as a duck. You spent the longest in Minneapolis, Jesse Spalding Your carbon for 2008 has a tip: Jay Lots of great farmer's markets in the summer! The 5 most popular cities in your network are San in Minneapolis Minneapolis Farmer's Market on Lyndale Ave and Francisco, Austin, New York, Miami and Chicago. Cesar Chavez Ave or Nicollet Mall Chris http://www.mplsfarmersmarket.com/ in Miami and San Francisco Mill City Farmer's Market on Chicago Ave and 2nd St. The furthest distance you travelled was to New York S Brandon (4,120 km from Mountain View), which is the 2nd most ... popular city on Dopplr. The shortest distance you 6,606 kg CO2 in Miami and San Francisco travelled was to Austin (322 km from Plano), which is See more on the city page for Minneapolis on Dopplr. Based on figures from Fueleconomy.gov, 1 x Hummer the 21st most popular city on Dopplr. 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: 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.
  • 144. 2008 Personal annual report for Stephen Anderson an Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Austin Miami San Francisco Seattle Mountain View New York Franklin Minneapolis This month Dopplr delightfully surprised 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 ou took 17 trips in 2008, which added me, supplying me with something I didn’t In 2008, you spent know I ne43 ed. The result: I’m now a ed p to 55,753 km or 15% of the istance to the moon. 323 n 2008, you mostly coincided with: more loyal Dopplr user. 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 km/h, which is about the same as a duck. You spent the longest in Minneapolis, Jesse Spalding Your carbon for 2008 has a tip: Jay Lots of great farmer's markets in the summer! The 5 most popular cities in your network are San in Minneapolis Minneapolis Farmer's Market on Lyndale Ave and Francisco, Austin, New York, Miami and Chicago. Cesar Chavez Ave or Nicollet Mall Chris http://www.mplsfarmersmarket.com/ in Miami and San Francisco Mill City Farmer's Market on Chicago Ave and 2nd St. The furthest distance you travelled was to New York S Brandon (4,120 km from Mountain View), which is the 2nd most ... popular city on Dopplr. The shortest distance you 6,606 kg CO2 in Miami and San Francisco travelled was to Austin (322 km from Plano), which is See more on the city page for Minneapolis on Dopplr. Based on figures from Fueleconomy.gov, 1 x Hummer the 21st most popular city on Dopplr. 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: 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. Brandon Schauer
  • 145. Q: Why DOES this work?
  • 146. Q: Why DOES this work? pattern recognition
  • 147. Q: Why DOES this work? pattern recognition playfu lness
  • 148. Q: Why DOES this work? pattern recognition gifting playfu lness
  • 149. Q: Why DOES this work?
  • 150. brains pay attention to what brains care about, not necessarily what the conscious mind cares about.
  • 151. Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what the conscious mind cares about.
  • 152. Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected
  • 153. Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected Fun, playfulness, humor
  • 154. Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected Fun, playfulness, humor Varying visuals
  • 155. Q: What does the brain find to what brains brains pay attention interesting? care about, not necessarily what Surprise, novelty, the conscious mind cares about. the unexpected Fun, playfulness, humor Varying visuals (and more!)
  • 156. WILL THE REAL DOPPLR LOGO PLEASE STAND UP?
  • 162. WHAT? SO WHAT? NOW WHAT?
  • 163. That was fun! GREAT ONLINE EXPERIENCE
  • 164. Hmm... WHY was That was fun! that fun? GREAT ONLINE (REVERSE ENGINEERING) EXPERIENCE
  • 165. Hmm... WHY was That was fun! that fun? Aha! GREAT ONLINE (REVERSE ENGINEERING) EXPERIENCE
  • 166. Hmm... WHY was That was fun! that fun? Aha! GREAT ONLINE (REVERSE ENGINEERING) p sych n huma ology EXPERIENCE
  • 167. (sorry, no 9 tips or 5 lessons)
  • 168. Hmm... WHY was That was fun! that fun? Aha! GREAT ONLINE (REVERSE ENGINEERING) p sych n huma ology EXPERIENCE > human y anolog psychology m h USEFUL TOOLS FOR CREATING.. husyc p n huma ology h an lo gy psyc n m cho huma ology husy psych p
  • 169. socia l proof People follow the le ad of similarreciprocity others. People repay in kind. authority duration effects People defer to experts. Perception of time is subjective and can be influenced. scarcity People wan t more of what they can have less of. recognition over recall sensor y integration People respond better when more of imager y jkjkj the senses are engaged.
  • 170. ??? COGNITIVE SEDUCTION: FUN, HUMOR, PLAYFULNESS, GAME SURPRISE, ??? MECHANICS ??? SOCIAL PSYCHOLOGY / PERSUASION, CHOICE, INFLUENCE SOCIAL DESIGN ???
  • 172. How can we use { } to... [goal] www.getmentalnotes.com
  • 173. Social Proof Curiosity We tend to follow the patterns of similar others When teased with a small bit of interesting in new or unfamiliar situations. information, people will want to know more! How can we use { } to... [goal] To put people at ease or guide a decision, find creative When—and what—can you hold back? Reveal just enough ways to show social activity. This can be in the form of stats to arouse interest, then tease someone into taking the next (favorited by, number of views, comments), good positive step. You can also arouse interest by doing something unusual reviews/ testimonials, or by providing visibility into the actions and unexpected—people will stick around long enough to or outcomes of other users’ behaviors. determine what’s going on. Similarly, puzzles are intriguing. See also: Bystander Effect, Testimonials, Identification See also: Pattern Recognition, Badges, Gifting Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com
  • 174. Social Proof Curiosity We tend to follow the patterns of similar others When teased with a small bit of interesting in new or unfamiliar situations. information, people will want to know more! How can we use { } to... [goal] To put people at ease or guide a decision, find creative When—and what—can you hold back? Reveal just enough ways to show social activity. This can be in the form of stats to arouse interest, then tease someone into taking the next (favorited by, number of views, comments), good positive step. You can also arouse interest by doing something unusual reviews/ testimonials, or by providing visibility into the actions and unexpected—people will stick around long enough to or outcomes of other users’ behaviors. determine what’s going on. Similarly, puzzles are intriguing. See also: Bystander Effect, Testimonials, Identification See also: Pattern Recognition, Badges, Gifting Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com www.getmentalnotes.com