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Persuasive
Design
Danny Boice, Co-Founder - Speek

@DannyBoice
@SpeekApp

www.Speek.com
BJ Fogg
Professor at Stanford

Founded Stanford “Captology”
Research Lab (1998),
Persuasive Technology

Consults with Industry on Behavior
Change


Holds regular “Bootcamp” trainings
What Is It?

Brain
Ninja
What Is It For Realsies?

Persuasive design is the process of creating
“technology that is designed to change
attitudes or behaviors of the users through
persuasion and social influence, but not
through coercion.”
- BJ Fogg
Basic Tenets (M+A+T)
Persuading users requires motivation, ability
and a trigger.
● Motivation and ability
● Use insights from psychology
● Triggers must be present and contextually
  relevant
Pretty PPT Chart
Speek



Behavior Change:
Dialing digits to join conference calls.
Speek


Our Solution:
Use a personal link instead of dial-ins.
Example: speek.com/Danny
Speek



The Psychology:
Show users the light - albeit slowly.
How We Did It
Other Triggers
Social Validation
Press Validation
Teaser
DC Action Design Meetup - March 2013
DC Action Design Meetup - March 2013
DC Action Design Meetup - March 2013

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DC Action Design Meetup - March 2013