24. ENCHANTMENT
1. a feeling of great pleasure; delight."the enchantment of the
mountains"
2. synonyms:
3. magic, witchcraft, sorcery, wizardry, necromancy; Morecharms,
spells, incantations, mojo;
rarethaumaturgy
"a race of giants skilled in enchantment"
4. allure, delight, charm, beauty, attractiveness, appeal, fascinati
on, irresistibility, magnetism, pull, draw, lure "the enchantment
of the garden by moonlight"
5. bliss, ecstasy, heaven, rapture, joy "being with him was sheer
enchantment"
2.
the state of being under a spell; magic."a world of mystery and
enchantment"
Guy Kawasaki
47. Thank you for listening!
Questions?
v@playfulpandas.org
Twitter:@Playfulpanda1
Editor's Notes
why do you need to know about behavior change -
create emotional connections with your app, encourage the creation new habits (checking in several times a day), develop your applications so that it fits into existing habits - it happens at a level of feelings, in relation to the product or brand
otherwise, your app may be targeted to change or create one behavior>
a behavior outside of the app: make people go to the cinema more, go exercise,
and a behavior inside the app:
happens also at the level of feelings, but in relation to a desired behavior
it is important to distinguish between the two because there is a great difference at the level of persuasive design, and at the moment the separation between the two fields are quite fuzzy
close to brand identity, make people fall in love with your work,
targeting behaviors means employing a series of strategies to facilitate the performance of an ACTION
if the behavior happens through the app, we are going to see that in more detail in a while
evokes masterminds of manipulation, maybe you don’t care, but some people do feel bad about using these techniques, I know I do
without using coercion and deception
coercion: when you are forced to go through some steps even when you don’t want to
deception: when you for instance sign up for something but you are given something else instead
Leni Riefenstal/Hitler fear and intimidation
difference between a message and interaction
how this doesn’t work with new media in general, and mobile apps
the user wants to have its say bring ppl to excellence
end of digression
design for engagement is generous, it gives you stuff
it encourages you to be yourself and to encourage your potential
it may give you things to do
Epic win extra tasks
users should fall in love with your design
seduction is that little extra beyond usability, that is the minimum we as designer s have to provide
responsible for first Apple marketing 1984 trustworthiness likeability
Ritzer sociologist enchantment of technology from moments of unpredictability and spontaneity experiences of magical consumption
things to do:
Apply yourself
sugar coating
mastery
BE yourself - mastery
your personal path of growth
intrinsic extrinsic motivation
this concept is very much used in gamification
gamification just one way to : give things for free, offer delight and enchantment, offer a way to mastery (page app find)
so again, when your aim is not just to engage users with your app but to create new behaviors,
you need persuasive design
all familiar with BJ Fogg often used in presentations about persuasive design - the point is that this model is not relevant for engagement, this model is useful when you want to create behaviors
trigger theory some elements are similar to usability, Fogg is accused of being very general and not immediately applicable
apps that support one behavior
app support behavior
behavior support: seamless integration
Mint: support managing your financing
when behavior and use overlap
use support many applications for bc are very good at making users come back, but experience is all a bit disconnected from the real world and they don’t really support behavior change
Fig social support adopt new behaviors for a limited time
the same methods are applied if your goal is not to sustain a behavior but to create a new one
they produce a new behavior how do they
if your app also produces a new behavior you also better focus on this
because finally
interaction as conversation
principles of persuasion derived from face to face interaction
