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Designing to
Persuade:
Shaping User Experience




                          designing better user experiences
Evolution of the industry
Evolution of the industry
Evolution of the industry
Evolution of the industry
Evolution of the industry
Evolution of the industry




  Functionality
Evolution of the industry




              Usability

  Functionality
Evolution of the industry

                   User Experience

              Usability

  Functionality
Stand Up.
Couldn’t go
straight into
a silly movement
• Authority
• Authority
• Simple behaviour
• Authority
• Simple behaviour
• Social proof
• Authority
• Simple behaviour
• Social proof
• Small increments
• Authority
• Simple behaviour
• Social proof
• Small increments
• Trigger
persuasion:
the process of
guiding someone towards
the adoption of a behaviour or idea
Understand
behaviours
Driven by primal instinct
Compete




Survive
                       Socialise




          Reproduce                Conserve
Maslow’s Hierarchy of needs
Dr. Robert B Cialdini
Reciprocity    Scarcity




Commitment      Compliance        Social proof
& Consistency
                Psychology

         Authority       Liking
Reciprocity
( Scarcity )
Commitment-&-Consistency
Authority
Social Proof
Liking
Compliance psychology
    1. Reciprocity
    2. Scarcity
    3. Consistency & commitment
    4. Authority
    5. Social proof
    6. Liking
“On the Web,
usability is a
necessary
condition for
survival.”
J Nielsen - Usability 101: Introduction to Usability
http://www.useit.com/alertbox/20030825.html
i think you’ll find
    it’s a bit more
complicated than that.
              www.badscience.net
Usability is
obviously not
the whole story
Elements of behaviour change:

    1. Ability
Elements of behaviour change:

    1. Ability
    2. Motivation
Elements of behaviour change:

    1. Ability
    2. Motivation
    3. Trigger
Fogg Behaviour Model
      High
                                                            Target
                                        3. Trigger          Behaviour




                                                   ur
                                                  vio
       2. Motivation




                                                ha
                                             be
                                           et
                                           rg
                                        ta
                                      rm
                                  rfo
                                 pe
                             o
                            st
                            es
                         lin
                       ke
                       Li




       Low                       1. Ability                 High

                                                        Modified from www.BehaviorModel.org
Piano stairs - TheFunTheory.com http://www.youtube.com/watch?v=2lXh2n0aPyw
1. Ability




        Low   1. Ability   High
Time and Money
Physical Effort
Brain Cycles
Social Deviance
Non-Routine
1. Ability
To increase ability, lower the need for:
       1. Time
       2. Money
       3. Physical effort
       4. Brain cycles
       5. Social deviance
       6. Non-routine
2. Motivation
      High



      2. Motivation




      Low             1. Ability   High
Ability v Motivation
       High



       2. Motivation




       Low             1. Ability   High
Sensation
Sensation



            P leasure
Sensation



            P leasure   Pain
Anticipation
Anticipation
Hope
Anticipation
Hope

       Fear
Social Cohesion
Social Cohesion




Acceptance
Social Cohesion




Acceptance
               Rejection
2. Motivation
To increase motivation:

                   Promise     Threat

                    Pleasure     Pain

                     Hope        Fear

                  Acceptance   Rejection
3. Trigger
       High

                             3. Trigger
       2. Motivation




       Low             1. Ability         High
Kairos: Opportune moment
Designing to Persuade: Shaping the User Experience
Three types of trigger
        High



        2. Motivation
                        1. Facilitator




        Low                    1. Ability   High
Three types of trigger
        High



        2. Motivation




                                     2. Spark
        Low             1. Ability     High
Three types of trigger
        High



        2. Motivation
                                     3. Signal




        Low             1. Ability     High
Facilitator
 Facilitator
    as a
as a Trigger
  Trigger


    High motivation, Low ability
Facilitator to help
Spark as a Trigger
Low motivation, High ability
Spark to motivate
Signal as a Trigger
High motivation, High ability
Signal to say “do it now”
3. Trigger
       High



       2. Motivation
                       1. Facilitator      3. Signal




                                           2. Spark
       Low                    1. Ability     High
Fogg Behaviour Model
      High
                                                            Target
                                        3. Trigger          Behaviour




                                                   ur
                                                  vio
       2. Motivation




                                                ha
                                             be
                                           et
                                           rg
                                        ta
                                      rm
                                  rfo
                                 pe
                             o
                            st
                            es
                         lin
                       ke
                       Li




       Low                       1. Ability                 High

                                                        Modified from www.BehaviorModel.org
Doodle Jump - BE WARNED:
Insanely Addictive!
Persuasion on many levels
Simple
instructions
& gameplay
increase
ability
High score
marks
motivate
Immediate
                                                    replay
                                                    trigger
                                                    makes it
                                                    ‘Insanely
                                                    Addictive’

Doodle Jump and Pocket God Crossover Easter Egg http://www.youtube.com/watch?v=qbuniFB2lkA
Motivation
to share
high score
Facilitator
Reinforcing
motivation
Polite
confirmation
+
extra
facilitator
Motivation + ability + trigger
Guiding the next person to play
Facilitator
Motivation + ability + trigger
Results of persuasive design

Mar     Doodle Jump Released
Apr     #1 Arcade Game: US
May     #1 Arcade Game: France
 Jun    #1 App: Austria
  Jul   #1 App: Austria
Aug     #1 Game: Germany & Spain
Sep     #1 Game: Australia
Design process for persuasion
1. Start small
1. Start small
2. Choose a receptive audience
3. Discover what’s currently
preventing the behaviour

    1. Ability
    2. Motivation
    3. Trigger
4. Choose the right channel
5. Look for relevant examples of
persuasive technology
6. Imitate
7. Test and iterate quickly
7. Test and iterate quickly
  a. I’m on Twitter.                                                              4.70%




                       Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
7. Test and iterate quickly
  a. I’m on Twitter.                                                              4.70%

  b. Follow me on twitter.                                                        7.31%




                       Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
7. Test and iterate quickly
  a. I’m on Twitter.                                                              4.70%

  b. Follow me on twitter.                                                        7.31%

  c. You should follow me on twitter.                                           10.09%




                       Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
7. Test and iterate quickly
  a. I’m on Twitter.                                                              4.70%

  b. Follow me on twitter.                                                        7.31%

  c. You should follow me on twitter.                                           10.09%

  d. You should follow me on twitter here.                                      12.81%


                       Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
7. Test and iterate quickly
  a. I’m on Twitter.                                                              4.70%

  b. Follow me on twitter.                                                        7.31%

  c. You should follow me on twitter.                                           10.09%

  d. You should follow me on twitter here.                                      12.81%

                                              total increase 173%
                       Dustin Curtis http://dustincurtis.com/you_should_follow_me_on_twitter.html
8. Expand on success
8. Expand on success
8. Expand on success
8. Expand on success
1. Start small
2. Choose a receptive audience
3. Discover what’s stopping them
4. Choose the right channel
5. Look for persuasive examples
6. Imitate
7. Test & iterate quickly
8. Expand on success
Buy
more
books
The old way
Buy
 more
 books




Shop from home
Buy
 more
 books




Social motivation
Buy
     more
     books




Increase ability to buy
Buy
more
books




        Recommend
        new books
Buy
                   more
                   books

Holds my library
Buy
                        more
                        books

Buy anywhere, anytime
Buy
          more
          books




Better battery
Holds more books
Smaller
Lighter
Cheaper
Buy
      more
      books




100 countries
Buy
more
books
x   x   x
            Buy
            more
            books
Fogg Behaviour Model
      High
                                                            Target
                                        3. Trigger          Behaviour




                                                   ur
                                                  vio
       2. Motivation




                                                ha
                                             be
                                           et
                                           rg
                                        ta
                                      rm
                                  rfo
                                 pe
                             o
                            st
                            es
                         lin
                       ke
                       Li




       Low                       1. Ability                 High

                                                        Modified from www.BehaviorModel.org
Resources
Influence: The Psychology of Persuasion
http://www.amazon.com/Influence-Psychology-Persuasion-INFLUENCE-REV/dp/B001SS2HTK/ref=sr_1_2?
ie=UTF8&s=books&qid=1257229147&sr=1-2-spell




Persuasive Technology
http://www.amazon.com/Persuasive-Technology-Computers-Interactive-Technologies/dp/1558606432




Neuro Web Design
http://www.amazon.com/Neuro-Web-Design-Makes-Click/dp/0321603605/ref=sr_1_1?ie=UTF8&s=books&qid=1257229091&sr=1-1




Persuasion, Emotion, Trust (PET)
http://www.humanfactors.com/training/pet.asp
Ash Donaldson
      ash@produxi.com
        @ashdonaldson




      designing better user experiences

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Designing to Persuade: Shaping the User Experience

Editor's Notes

  1. Alex took us through the history this morning Started with simple websites
  2. 1998 ‘modern web era’ Got more functionality
  3. Browsers & functionality exploded with web apps common
  4. Added new devices
  5. ...and the Internet evolved to be more social
  6. Started on the programming side; progressed through making it easier; now everyone’s talking about user experience Do it on purpose or not, you’re designing user experiences
  7. Started on the programming side; progressed through making it easier; now everyone’s talking about user experience Do it on purpose or not, you’re designing user experiences
  8. Started on the programming side; progressed through making it easier; now everyone’s talking about user experience Do it on purpose or not, you’re designing user experiences
  9. Clap. Stop. Do this. Good. Keep doing that and hop on your left foot.
  10. Couldn’t go straight to this. A couple of people might have started to do it, but would quickly stop. So why did this work?
  11. You paid to see us present. I’m standing out front. I’m in an authoritative position
  12. It was a simple behaviour
  13. People like you, your peers, all stood up. You’d feel uncomfortable if you didn’t follow them
  14. I guided you through small increments in behaviour, and only progressed once I succeeded
  15. I provided visual and verbal cues. I led with triggers
  16. To guide people, you have to understand how they tick
  17. Driven mostly by our primal instincts
  18. On the savannah, our ancestors evolved these innate drives
  19. Robert B Cialdini used to be a sucker. He’d succumb to any sales pitch and he wanted to know why. Lucky he was an experimental psychologist.
  20. 6 universal principles of persuasion = Compliance Psychology
  21. Reciprocity - if someone gives you something, you feel obligated to at least hear them out <In store taste testers>
  22. Scarcity - The desire to have those things there are less of
  23. Commitment & Consistency - the desire to be consistent with what we’ve said to others. <“I’m on a diet”> It’s stronger if they write it out or show it in a public place
  24. Authority - People tend to obey authority figures. We’re lazy - we take the cognitive shortcut, moving the responsibility to those that lead us
  25. Social proof - People want to follow the lead of people just like them. <“The majority of our guests re-use their towel at least once” increased compliance 28%>
  26. Liking - We are easily persuaded by people we like or find attractive Krista: “Everybody's been real nice.” Jim: “Well, that's because you have big jugs.”
  27. Based on high pressure sales techniques to make people say “yes”
  28. For years, usability people have been telling us that it’s essential to get usability right, or our product, service and or business will fail
  29. Ben Goldacre from Bad Science put it more aptly.
  30. Sure, usability is important, but there are other factors that affect behaviour & purchasing decisions
  31. Yes, usability is important. It’s got to be easy to do. We’re inherently lazy!
  32. But ability can be played off against our motivation for doing something.
  33. ...and even if it’s easy to do and we’re motivated, we need to be triggered to take action at the appropriate time
  34. Time and Money
  35. If there’s a low motivation, it’s got to be very easy to do - stay up to date with podcasts If it’s hard to do, there’s got to be high motivation - fill out employee form to get paid, no matter how unusable So how can we look at motivations?
  36. Visceral - Basic survival responses Mating & harm avoidance
  37. Visceral - Basic survival responses Mating & harm avoidance
  38. Visceral - Basic survival responses Mating & harm avoidance
  39. Reflective - Remember the past Conceive the future
  40. Reflective - Remember the past Conceive the future
  41. Reflective - Remember the past Conceive the future
  42. Social creatures - born with large heads
  43. Social creatures - born with large heads
  44. Social creatures - born with large heads
  45. Chronos: Sequential time
  46. High motivation Low ability - trigger needs to help the user
  47. High ability Low motivation - trigger needs to provide a spark
  48. High motivation High ability - trigger just needs to say “do it now”
  49. Facilitator as a trigger High motivation, but lack ability. The facilitator triggers the behaviour and makes it easier to do e.g. address book uploader
  50. Spark as a trigger When a user lacks motivation, he or she needs a motivational ‘spark’ Remember when you first were invited to Facebook?
  51. Social proof. Come join your friends. Share pictures, videos, and events
  52. High motivation + High ability e.g. Calendar reminder to get ready for this preso
  53. BE WARNED: Insanely Addictive! = cognitive bias Trigger: Buy app button
  54. Simple. On-screen instructions at the start of the game teach you everything you need to know in seconds. Gives you very high ability.
  55. Shows the high scores of other players, increasing motivation to play and beat their scores
  56. Play again = high ability; ‘Insanely Addictive!’ bias = high motivation + high ability + well-timed trigger Cross-promo for PocketGod Gameplay: Simple > progressive add of features > flow
  57. High score brag = motivation high; Submit score = ability high Buttons = Well-timed trigger is a spark AND facilitator
  58. Simple log in, but gives you the option to control if you’re kept logged in
  59. Reinforces reasons to post to Facebook
  60. Gives you control to publish scores only when you want with well designed wording for your news feed - AND lets you update your status (another well-timed trigger as facilitator), providing a second avenue of visibility for Doodle Jump.
  61. People on Facebook usually looking for distraction
  62. BE WARNED: Insanely Addictive! = cognitive bias Trigger: Buy app button
  63. Same for Twitter. They even crafted a hashtag for it, so you can see that...
  64. Every few minutes, someone’s network, somewhere in the world hears of Doodle Jump (trigger) with a challenge to beat them (increasing motivation) and a link to the app in the iTunes store (increasing ability) So, how has all this worked out for them?
  65. Target simple & achievable behaviour Something that takes little or no effort to change
  66. Rod, add Whistle, then Hoop & Whistle
  67. Focus on a specific group: people that would most easily change their behaviour
  68. Behaviour will be prevented by one of these elements lacking
  69. Find out which channels the target group are using Pick the channel(s) that best match the behaviour
  70. Use an educated guess. It’s just a starting point. Nike+ relies on an accelerometer and shoe. Heavy on motivation with social proof & authority. Compete with others. Get tips from experts.
  71. Start where others have left off. Runkeeper increases ability: no extra equipment, mapping, elevation, cheaper. Can also be used for any dist. activities.
  72. No more than a few hours/test. Many quick & dirties tell you much more than one big test. Don’t get emotionally attached; throw most ideas away. Every successful online service started small Google; Amazon; iPod
  73. No more than a few hours/test. Many quick & dirties tell you much more than one big test. Don’t get emotionally attached; throw most ideas away. Every successful online service started small Google; Amazon; iPod
  74. Tried many variations
  75. Found successes
  76. ...and built on them
  77. Increased conversion to 173% through many quick & dirty trials
  78. Once you succeed with one behaviour, scale up to the next. Keep inching toward target behaviour. iPod’s came from Apple’s ‘digital hub’ category, yet started with just music
  79. iTunes, Podcasts and calendars
  80. Photos and contacts
  81. Phone, Internet, Games, Videos, Applications of all kinds
  82. Travel to a bookstore is time, money, physical effort, brain cycles, non-routine
  83. Shop from home. Large selection + Delivered to your door = increased ability
  84. Iterated through many designs and factors Strong use of social proof - motivated to make purchase decision
  85. 1-click shopping increased ability
  86. Recommendations increased motivation
  87. Digital Book. Holds your whole library. Uses 3G to increase ability via WhisperNet
  88. Problem is, WhisperNet only worked in the US
  89. New version
  90. Now WhisperNet is available in 100 countries
  91. Phone is ubiquitous. Whispersync’s with your Kindle. If people can consume more books, they’ll buy more books.
  92. Sometimes people just look at the technology without considering the motivation, abilities or triggers