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Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real World

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Usability is great but in an age where alternative options are only a click away is it enough? From the outside, you may have designed a shop window to display your products or services in the best possible light but what makes people take that critical step and commit to a purchase? Chris will cover the principles of Persuasion Design, or “Persuasion, Emotion and Trust” as Human Factors International defines PET Theory. They will present some real world examples of how companies are getting it right, and wrong in eCommerce.

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This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/.

Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications.

If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.

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Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real World

  1. 1. INTRODUCTION TOPET THEORY Chris Bush UX Practice Lead @wearesigma / @suthen
  2. 2. TOPICS• What is PET theory• How is it used?• Getting started with persuasion principles• Using PET responsibly
  3. 3. WHAT IS P.E.T THEORYIt is a series of principles pioneered/developed byHuman Factors Inc. to help support the developinginformation eco-system
  4. 4. • Persuasion Principles used to encourage or discourage a users behaviour during a process• Emotion Principles used that are used to encourage any emotional response during a process such as achievement, empathy or surprise.• Trust Principles that are used to establish confidence during a process, for example: confidence, security and credibility
  5. 5. HOW IS IT USED
  6. 6. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task
  7. 7. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task “Can do” “Will do”
  8. 8. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task “Can do” “Will do” Encourage, Motivate, Constrain
  9. 9. UsabilityAn easy to use door
  10. 10. PersuasionA door you’re motivated to enter
  11. 11. PersuasionSome things can appear too inviting…
  12. 12. PersuasionA bench which constrains behaviour
  13. 13. GETTING STARTED WITHPERSUASION PRINCIPLES
  14. 14. GetMentalNotes.com
  15. 15. HOW CAN I USE THEM?A brief exploration of some of the techniques
  16. 16. SOCIAL PROOFWe tend to follow the patterns of similarpeople in new or unfamiliar situations
  17. 17. SOCIAL PROOF›
  18. 18. SOCIAL PROOF Likes and Likes & reviews›
  19. 19. SCARCITYI want now what I may not be able to get inthe future.
  20. 20. SCARCITY
  21. 21. SCARCITY Only 5 left
  22. 22. GOAL SETTINGWe are compelled to strive to achieve a goalif it is achievable.
  23. 23. GOAL SETTING
  24. 24. GOAL SETTING
  25. 25. DELIGHTWe remember and respond favourably tosmall, unexpected and playful pleasures.
  26. 26. DELIGHT
  27. 27. DELIGHT
  28. 28. DELIGHT
  29. 29. CERTIFICATIONWe trust established, certified organisationsand trademarks
  30. 30. CERTIFICATION›
  31. 31. CERTIFICATION Reinforced secure check out button› Known and trusted Money handling companies
  32. 32. WAIT…But aren’t people suspicious of these techniques?
  33. 33. DON’T DISTORT THE TRUTH (LIMITED DURATION ) Once it’s gone... It’s still here›
  34. 34. SocialDON’T OVERLOAD THE USER Proof Social proof / Scarcity Scarcity Framing Social Proof
  35. 35. DON’T BE EVIL
  36. 36. BE RESPONSIBLE,BE CLEAR
  37. 37. USE PET SPAIRINGLY Social proof & DifferenceAuthority
  38. 38. USE TECHNIQUES THAT SUPPORT YOURBUSINESS GOALS Goal setting Appeal
  39. 39. THANKS!, QUESTIONSGrab me later if you’re keen to make the panelchris.bush@sigma.sewearesigma.com@wearesigma / @suthen#campdigital

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