Understanding Persuasion in Design
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Elisa del Gado presents at Camp Digital 2012.
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Understanding Persuasion in Design
- 1. Persuasion in Design Understanding behaviour to guide design Elisa del Galdo del Galdo Consulting Ltd. elisa@delgaldo.co.uk
- 2. • Introduction • Principles of Persuasion • Decision Making • Examples Agenda
- 3. If you are speaking a different language from your customers, It doesn’t matter how persuasive your argument. 3 Flow User Centred Design ©2010 Flow Interactive
- 4. How do we make decisions?
- 5. Persuasive Design vs. Usability 5 ©2012 del Galdo Consulting Ltd. Usability – Can the user do it? User Experience – Will the user do it?
- 6. Where’s the difference? ©2012 del Galdo Consulting Ltd.
- 7. • Introduction • Principles of Persuasion • Decision Making • Examples Agenda
- 8. Six Universal Principles of Social Influence 8 ©2012 del Galdo Consulting Ltd. • Reciprocation • Authority • Commitment/Consistency • Scarcity • Liking • Social Proof
- 9. Reciprocity
- 10. Authority
- 11. Authority
- 12. Scarcity
- 13. Liking
- 14. Social Proof
- 15. Social Proof
- 17. Using emotion
- 18. Using Emotion
- 19. Completeness
- 20. The Power of Free/Reciprocity/Scarcity
- 22. Loss Aversion
- 25. • Introduction • Principles of Persuasion • Decision Making • Examples Agenda
- 26. Emotions shape all activity in adaptive ways. In the absence of emotional markers, decision making is virtually impossible. Saver and Damasio (1991) 26 Flow User Centred Design ©2010 Flow Interactive
- 27. Decision Making is Emotional & Rational 27 ©2012 del Galdo Consulting Ltd. • Rationality • Justifications • Need to follow through on decision • Can think about, discuss & let it guide your behaviour • Emotion • Anticipatory or Reactive • ‘Gut Instinct’ • Intuitive, survival-based reaction that guide decision making & predict outcomes
- 28. Challenges with Emotion 28 ©2012 del Galdo Consulting Ltd. • Study by Nisbett and Wilson • Have 4 to choose from (A,B,C,D) • Can’t just ask which is best] • Why? Superior knit, sheerness, elasticity • A -12% • B 17% • C 31% • D 40%
- 29. Users have limited attention 29 • Average American – 4k marketing messages/day • 120 million + websites to choose from • 3 zillion types of toilet paper • We have become experts at blocking out messages. • Advertising is changing – less ‘marketing at’ moving toward having a ‘conversation’ with users Foundations of User Centred Design ©2012 del Galdo Consulting Ltd.
- 30. Users are paralysed by choice 31 • When people encounter too much choice, they tend to choose nothing at all because it’s too difficult • If we do make a choice, human nature dictates that we will always regret it to some extent. • Greater information overload leads to greater amount of emotional decision making. Foundations of User Centred Design ©2012 del Galdo Consulting Ltd.
- 31. • Introduction • Principles of Persuasion • Decision Making • Examples Agenda
- 32. Online Ordering – Office Communications 33 ©2012 del Galdo Consulting Ltd. • Automated Online Ordering • Customer needs communications system • The supplier needs information • Asking the questions for which there are answers • Using expertise to increase trust • Using customer data to up and cross sell • Providing a ‘short list’ of relevant options
- 33. Wine and Expertise Online 34 ©2012 del Galdo Consulting Ltd. • Whan to be an authority to a wide range • Want to be a supplier of wide range of wines • How do you instil trust • How do you categorise • ‘Up and Cross selling variability
- 34. Summing Up – Putting Persuasion into Design 35 ©2012 del Galdo Consulting Ltd. • Identifying what the business wants to achieve • Identifying what will engage your customer/users/visitors • Create proposition to support both • Designing to support decision making • Influencing Behaviour
- 35. Persuasive Design is not about manipulation... It’s about supporting decision making It is easy to make something usable- it is more difficult to make something that people truly want to use. 36 Flow User Centred Design ©2010 Flow Interactive