The document provides an overview of persuasive design. It defines persuasive design as designing with the intent to incite new behaviors or modify existing behaviors. It discusses the scope of persuasion from services down to individual components. It then examines case studies and patterns for persuasive design, including things like priming, onboarding, and feedback loops. It also covers anti-patterns and discusses applying persuasive design ethically and transparently. The document concludes by outlining 10 steps for applying persuasive design, such as knowing your users and desired behaviors, aligning outcomes with user interests, and iterating based on experiments and measurements.
19. @mattdanna
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Pre-checked
20. @mattdanna
“You are going to
receive our emails
but can opt-out later”
“Would you like to
receive our emails?”
Option 1
Unchecked
“We think you should
receive our emails.”
Option 2
Pre-checked
Option 3
Disabled
21. @mattdanna
“You are going to
receive our emails
but can opt-out later”
“Would you like to
receive our emails?”
Option 1 Option 4
“You don’t even know
this, but you’re going to
get our emails.”
Unchecked
“We think you should
receive our emails.”
Option 2
Pre-checked
Option 3
Disabled Not Shown
22. @mattdanna
“You are going to
receive our emails
but can opt-out later”
“Would you like to
receive our emails?”
Option 1 Option 4
“You don’t even know
this, but you’re going to
get our emails.”
Unchecked
“We think you should
receive our emails.”
Option 2
Pre-checked
Option 3
Disabled Not Shown
DECEPTIVETRANSPARENT
23. @mattdanna
Sample size: 8.5MM User Sign-ups
’s Email Opt-in Rate at Sign-up
Send me promotional updates from deviantART
Unchecked
Pre-checked
Send me promotional updates from deviantART
42.4% opt-in
1.6% opt-in
New TEXT
Email me about the latest deviantART news,
contests, and special offers. 48.5% opt-in
78. @mattdanna
• 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