Will link audio and video as soon as available!
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Presented during SXSW 2014 on Saturday, March 8th, 2014, 12:30-1:30pm, Austin Convention Center, Ballroom A.
http://schedule.sxsw.com/2014/events/event_IAP20745
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SESSION DESCRIPTION:
Whether it's Nike+ reminding you to be more active, Mint judging you for not saving enough money, or Gmail telling you which emails are important, everyday we're interacting with products and services that attempt to modify our behavior. For the most part, we consciously choose to use these products because of their ability to motivate or incentivize change. However, there are an increasing number of websites, apps, and devices that are not behavior changing technologies, but they have begun employing tactics on a micro-level to influence us, generally without our awareness or intent. Through persuasive design, businesses are crafting interfaces to meet their goals – goals that may be at odds with your personal interests as a user.
A practical presentation for designers, product managers, marketers, and researchers who want to leverage the power of user persuasion in their products, as well as consumers who want to better understand how their attitudes and usage behaviors are being manipulated though persuasive design.
3. • Macro and micro persuasion
• Become more persuasive literate
• Touch on ethics
• Learn how to apply persuasive design
Going Beyond the Carrot & Stick
4. Disclaimer!
I will be discussing a lot of products, apps, and
services throughout the course of this talk. I love
all of them...well, most of them.
Also, my views are their own, and do not
necessarily reflect those of my employer. kthx <3
5. Behavior Design
aka Designing for Behavior Change
Design with intent to incite a new behavior
or modify existing behavior(s).
13. “Technology that is designed to change
attitudes or behaviors of the users through
persuasion and social influence, but not
through coercion.”
–B.J. Fogg, 2002
Persuasive Technology
Image courtesy Kris Krug
20. Macrosuasion Microsuasion
Two levels of persuasion:
VALUE PROPOSITION
Overall product is
intended to be persuasive
Components (features) of product
are meant to persuade
CONVERSION
21. Macrosuasion Microsuasion
Two levels of persuasion:
VALUE PROPOSITION
Overall product is
intended to be persuasive
Components (features) of product
are meant to persuade
CONVERSION
24. ➜
Option 3: Forced opt-in (field is disabled)
“You are going to receive our emails but can opt-out later”
➜
Option 1: Unchecked
“Would you like to receive our emails?”
➜
Option 2: Pre-checked
“We think you should receive our emails.”
➜
Option 4: No UI
“Ha! You don’t even know this, but you’re going to get our emails.”
25. Honest
Deceptive
➜
Option 3: Forced opt-in (field is disabled)
“You are going to receive our emails but can opt-out later”
➜
Option 1: Unchecked
“Would you like to receive our emails?”
➜
Option 2: Pre-checked
“We think you should receive our emails.”
➜
Option 4: No UI
“Ha! You don’t even know this, but you’re going to get our emails.”
26. Sample size: 8.5MM Users
‘s Email Opt-in Rate at Sign-up
➜
Before (unchecked)
“Email me about the latest deviantART news, contests, and special offers.”
Language (stays the same):
1.6% opt-in
27. Sample size: 8.5MM Users
‘s Email Opt-in Rate at Sign-up
➜
Before (unchecked)
“Email me about the latest deviantART news, contests, and special offers.”
➜
After (pre-checked)
48.4% opt-in
Language (stays the same):
1.6% opt-in
65. “Societies eventually develop antibodies to
addictive new things...
...Unless we want to be canaries in the coal
mine of each new addiction—the people
whose sad example becomes a lesson to
future generations—we’ll have to figure
out for ourselves what to avoid and how.”
–Paul Graham, 2010
The Acceleration of
Addictiveness
Graham, Paul. paulgraham.com. July 2010
66. White Hat Black Hat
Persuasion
Transparent
Upfront about intent
“Nudging”
Manipulation / Coercion
Deceptive
Disregards user interest
“Shoving”
Behavior Design
67. • Your intent, methods of persuasion, and outcomes
determine the ethics of your decisions.
• You will get the behavior you incent
• Be especially careful when it comes to user privacy,
online identity, personal identifying information,
commerce, and publishing
Design with Care
68. How would you feel if your design
decisions were published on the front
page of the Wall Street Journal?
Gut check: