Presentation given to first students at the HvA School of Design & Communication

1. Source: Film: Tokyo By Night – Hugh Mitton; Music: An Ending (Ascent) - Brian Eno https://vimeo.com/71232023!

2. A quick question...
How do you feel?
Qui t e Relaxed
OR
Qui t e i r ri t ated

3. Source: cc licensed ( BY NC ND ) flickr photo by Fenneke: http://flickr.com/photos/fennie/3480930064/; !
Sound: http://www.audiocheck.net/audiotests_mosquito.php!

4. Another quick question...
How do you feel Now?
Qui t e Relaxed
OR
Qui t e i r ri t ated

5. Desi g ni n g behavi o ur
Students in Motion 4 February 2014
Charlie Mulholland

6. My background
Phi l osophy
Marketi n g
Desi g n research
Teachi n g (User centred desi g n & desi g n ethi c s)
Bri t i s h

7. “…the sole end for which mankind are warranted, individually
or collectively, in interfering with the liberty of action of
any of their number, is self-protection. That the only
purpose for which power can be rightfully exercised over
any member of a civilised community, against his will, is to
prevent harm to others. His own good, either physical or
moral, is not a sufficient warrant.”
Source: John Stuart Mill, On Liberty p. 18!

8. So Why do bl@#dy designers Restrict my freedom?

9. A third quick question...
Do you thi n k that Mi c rosoft had the ri g ht to affect my
choi c es and behavi o ur by redesi g ni n g MS Excel 2008 for
Mac?
Yes
OR
No

10. The answer...
Source: cc licensed ( BY ) flickr photo by Leon Brocard: http://flickr.com/photos/acme/2527889568/!

11. Design is about making choices for others
Source: cc licensed ( BY ND ) flickr photo by Simon Greening: http://flickr.com/photos/tasty_goldfish/3339640903/!

12. And designed artefacts affect our choices & behaviour
as people
Source: cc licensed ( BY ) flickr photo by Jason Weaver: http://flickr.com/photos/indyplanets/3926147797/!

13. Sometimes this is not problematic
Source: cc licensed ( BY NC ND ) flickr photo by Jake Kitchener: http://flickr.com/photos/kitch/3288387680/!

14. But sometimes it is (even if it is an unintended
consequence )
Source: cc licensed ( BY SA ) flickr photo by Salim Fadhley: http://flickr.com/photos/salimfadhley/96770312/!

15. And sometimes this influence is problematic and
deliberate
Source: http://wiki.darkpatterns.org/File_Facebook2-470x510.png!

16. Okay, but how does thi s help us?

17. Three questions:
how can we deli b erately desi g n behavi o ur?
How can we do thi s i n an ethi c al way?
How do we fi n d what i s acceptable?

18. how can we deli b erately desi g n
behavi o ur?

19. Deliberately designing behaviour: Three approaches

20. “Persuasion is the process of trying to ‘move’ one or more
people - by using credible [geloofwaardig] information,
evidence [bewijsmateriaal], reasoning [het redeneren] and
emotional appeals - to a new or changed belief, attitude,
value, or behaviour.”
Source: (Rogers, W. (2007). Persuasion: Messages, Receivers, And Contexts. Rowman & Littlefield Pub Incorporated., p. 5)!

21. Persuasion is not
Force!
Manipulation!
Coercion!
Propaganda!

22. A model of persuasion (Aristotle)
Proof that the persuader is
• Credible
• Honest
• Acting from good will
• Competent
Emotional arguments to persuade
• Aimed at encouraging a favourable
attitude in the receiver
• Should be appropriate
Rational arguments to persuade
• Facts
• Figures
• Logical proof
• Alternative views

23. Persuasion
Source: http://footprint.wwf.org.uk/

24. Persuasion
Source: Bread and Beyond http://www.youtube.com/watch?v=q5Icgm83nG8!

25. Nudges
Source: University of Chicago http://www.youtube.com/watch?v=xoA8N6nJMRs!

26. Nudges
Source: cc licensed ( BY NC SA ) flickr photo by David Telford: http://flickr.com/photos/dbtelford/4205841483/!

27. Nudges
Source: cc licensed ( BY SA ) flickr photo by mahalie stackpole: http://flickr.com/photos/mahalie/346744961/!

28. Nudges
Source: Piano stairs - TheFunTheory.com, http://www.youtube.com/watch?v=2lXh2n0aPyw!

29. Nudges
Source: http://wiki.darkpatterns.org/File_Facebook2-470x510.png!

30. “Scripts…are the products of ‘inscriptions’ by designers.
Designers anticipate how users will interact with the
product they are designing and, implicitly or explicitly, build
pre-scriptions for use…Latour describes this inscription
process in terms of “delegation”: designers delegate specific
responsibilities to artefacts, such as the responsibility to
make sure nobody drives too fast, which is delegated to a
speed bump..”
Source: Verbeek, P.-P. (2006). Materializing Morality. Science, Technology & Human Values, 31(3), 362!

31. Scripts
Source: cc licensed ( BY NC SA ) flickr photo by Ben Arent: http://flickr.com/photos/benarent/1306252855/!

32. Scripts
Source: http://id.hva.nl

33. How can we ensure we do thi s i n an
ethi c al manner?

34. Freedom of choice varies by approach to designing
behaviour
Script!
Low / none!
Nudge!
User choice!
(Autonomy)!
Persuasion!
High / total!

35. Sometimes we do not need or want to choose
Source: cc licensed, Lionel Allorge, http://en.wikipedia.org/wiki/File:Carrefour_Market_Voisins-le-Bretonneux_2012_09.jpg !

36. How to influence?
Designers want to give the user:
little or no
choice
The user would like:
little or no
choice
:)
some
choice
:(
freedom
of choice
:(
some
choice
freedom
of choice
:(
:)
:)

37. Another quick question...
How do you fi n d out what choi c es the user wants?
Talk to the user
Watch the user
Both

38. Thank you for li s teni n g and getti n g
i n volved
Twitter: @charliem5
Slideshare: charliem5

39. Useful resources
Design with intent toolkit http://requisitevariety.co.uk/design-with-intent-toolkit/
Nudge: Improving Decisions About Health, Wealth, and Happiness . Richard H Thaler &
Cass R. Sunstein
Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape
Our Decisions Dan Ariely
Persuasive Technology: Using Computers to Change What We Think and Do , B. J. Fogg
Seductive Interaction Design Stephen P. Anderson
100 Things Every Designer Needs to Know About People Susan M. Weinschenk
Dark Patterns http://www.darkpatterns.org