An introduction to Persuasive Design
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An introductory talk about the persuasive design for a user experience course . This would be the presentation file for the talk. Including theories, methods and strategies.
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An introduction to Persuasive Design
- 1. Persuasive D E S I G N Alireza Ranjbar Shourabi @arshourabi
- 2. i C H A N G E behavior Hopefully for the better! 2
- 3. i C H A N G E behavior 3
- 4. W E K N O W Design is about Persuasion. 4
- 5. W E K N O W It is easier to make money from happy customers. 5
- 6. W E K N O W There is a continuum from persuasion to deception. 6
- 7. W E K N O W Two most powerful words : “Free” and “Because” 7
- 8. DEFINITIONS THEORIES METHODS STORIES SAMPLES STRATEGIES 8
- 9. Cognitive P S Y C H O L O G Y Definition Mental Processes That Affect Behavior 9
- 10. A point in G A M E Theory Finite vs. inFinite 10
- 11. A point in R E A L Life Reciprocal Inequality Overload Context 11
- 12. Persuasive D E S I G N Goals User Goals Business Goals 12
- 13. 13 Persuasion: is an umbrella term of influence and can attempt to influence a person’s beliefs, attitudes, intentions, motivations and behaviors. Systematic persuasion: Appeals to Logic and reason Heuristic persuasion: Appeals to Habit and emotion
- 14. 14 Persuasive Design: Is an area of design practice that focuses on influencing human behavior through a product’s or service’s characteristics. Persuasive Technology: Is broadly defined as tech that is designed to change attitude or behaviors of the users through persuasion and social influence.
- 15. Persuasive D E S I G N Domains Designer User Society Charitable Evil Commercial Motivational 15
- 16. 16 Attribution Theory Dispositional attribution Situational attribution Conditioning Theory
- 17. 17 Cognitive Dissonance Theory Agreement Unrelated Disagreement Reduction ways Changing our minds Reducing the importance Increase the overlap Re-evaluate cost/reward ratio
- 18. 18 Functional Theories Inoculation Theory Marketing/Political Elaboration Likelihood Model (ELM) Social judgment Theories
- 20. Persuasive D E S I G N Science 20
- 21. 21 Reciprocity Commitment and Consistency Social Proof Robert Cialdini Likeness Authority Scarcity
- 22. Persuasive D E S I G N Applying 22 Know your users 1 Matt Danna
- 23. Persuasive D E S I G N Applying 23 Know your product 2 Functional Reliable Usable Persuasive Matt Danna
- 24. Persuasive D E S I G N Applying 24 Determine the behavior you want to drive 3 Matt Danna
- 25. Persuasive D E S I G N Applying 25 Put the user in control 4 Matt Danna
- 26. Persuasive D E S I G N Applying 26 5 Make desired outcome align with the user’s interest Matt Danna
- 27. Persuasive D E S I G N Applying 27 6 Market that behavior through education, stories, social norms, gains, surprises, etc. Matt Danna
- 28. about S T O R Y telling 28
- 29. Persuasive D E S I G N Applying 29 7 Identify potential losses or negative results to discourage behavior Matt Danna
- 30. Persuasive D E S I G N Applying 30 8 Build the path to the desired outcome and help users through it Matt Danna
- 31. Persuasive D E S I G N Applying 31 Keep it simple 9 Matt Danna
- 32. Persuasive D E S I G N Applying 32 Experiment, Measure, Learn, Iterate. 10 Matt Danna
- 33. 33 Some Persuasive techniques used in advertising
- 34. 34 Tunneling
- 35. 35 Tunneling
- 38. 38 Authority
- 40. 40 Completion
- 42. 42 Instruction style • Authoritative • Non-Authoritative Social feedback • Cooperative • Competition Reinforcement type • Negative • Positive Motivation Type • Extrinsic • Intrinsic
- 43. 43 1- Relationships 2- Credibility Five Barriers 5- Interests and Needs 3- Communications 4- Belief system
- 47. Persuasive D E S I G N YES 47
- 48. Persuasion D A R K 48 Patterns • Presumptuous defaults • Friction • Guilt • Unexpected results • Easy in, difficult out • All or nothing • Throffer = treat + offer • Privacy zukering
- 49. E T H I C S 49 Persuasion Transparent Upfront about intent Nudge Manipulation Deceptive Disregard user interest Shoving
- 50. W E K N O W Design is about Persuasion. 50
- 51. W E K N O W There is a continuum from persuasion to deception. 51
- 52. Persuasive D E S I G N Alireza Ranjbar Shourabi @arshourabi THANK YOU! 52