Just because people can do something does not guarantee that they will. Firstly, they must be motivated. Secondly, they must be persuaded to make decisions. Understanding the emotions that support the desired behavior is the key to conversion. With experience in reward programs, B2C and e-commerce services, Jenny will show you how to apply psychology and persuasive design patterns, and why they work. You will learn the underlying psychological principles that drive humans toward action, and how to win customers and keep them without Please-Don’t-Go pop-ups.
This talk was given at Code.talks Commerce in Berlin, April 2018.
5. • Defining persuasive design patterns
• E-commerce persuasive design patterns
• Engagement design patterns
• Design patterns for trust
• Persuasive design ethics
O U T L I N E
11. Loss Aversion:
Fear of losing motivates us more than the
prospect of gaining something of equal value
Loss Aversion:
Fear of losing motivates us more than the
prospect of gaining something of equal value
18. @jennyshen
• Amazon’s features: wish lists, make gift
organizers, rate and recommend products,
make lists, award users badges allow users to
gain ownership
• Endowment effect makes users place higher
value on buying on Amazon v.s. competitors
Endowment Effect:
23. @jennyshen
• Allow users to build their profiles with
wish lists, ratings, recommendations, etc.
• Highlight invested efforts that will be lost
Applying Endowment Effect:
28. @jennyshen
• Encourages purchasing or other behavior
• Infers value and exclusivity
• Why it works: humans use an item’s availability to quickly
determine its quality and value.
• The scarcity principle is a shortcut for us to make quick
decisions
• Scarcity works most when it’s created by social demand
Scarcity:
29. @jennyshen
• Time-based scarcity: holiday sales, coupons with
expiry date, limited time offers
• Stock scarcity: highlighting remaining quantity or
highlighting limited quantity available
• Restricted access: paywalls, member-only content
Applying Scarcity:
34. @jennyshen
• As humans, we have an natural tendency to
avoid doubt and uncertainty
• The need for closure drives us toward a well
defined end-goal
Completion:
36. @jennyshen
• Provide users with a tangible end-goal that they
can strive toward achieving
• Set expectations and communicate progress such
as time, number of steps or % of progress
Applying Completion:
40. @jennyshen
• Compared to fixed rewards, variable rewards produce
the highest activity in users
• Humans react differently to certain patterns of rewards.
Studies concludes that variable reward schedules and
contingencies motivate us more than fixed schedules and
contingencies.
Variable Rewards:
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• Give out rewards at variable ratio and interval
• Random and unexpected bonus and rewards:
upload quota bonus, gift for community
engagement, secret badge, spin to win
Applying Variable Rewards:
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• We see information from a recognized authority as a
valuable shortcut for deciding how to act in a situation,
with little or no consideration
• People trust authorities, their taste and often believe
that it fits their own
• Humans are vulnerable to the appearance of authority,
even if there’s no real authority
Authority:
47. @jennyshen
• Certifications and awards
• Logos or names of known companies
• Associate your product/service with authority
figures in your industry
Applying Authority:
48. Social Proof:
Humans have a common tendency to adopt the
opinions and follow the behaviours of the majority
to feel safer and to avoid conflict
49. @jennyshen
Social Proof:
• We believe that acting in accord with social evidence is a
shortcut to correct behavior and good decision
• Most of us would rather imitate that initiate
• We often resort to short-cutting our thought processes
because thinking and decision making requires brain
energy
51. @jennyshen
Applying Social Proof:
• Use numbers from facts or statistics, e.g. 14 reviews,
80 people liked this, 590 subscribers, 200+ clients
• To assure users that they are not alone in the decision,
highlight what others similar to them did, e.g. “others
also bought / viewed this listing”
• Testimonials and ratings
56. Jakob Nielsen's 10 Usability Heuristics for Interface Design
User control and freedom
57. @jennyshen
Persuasion Design Ethics:
• Everyone’s scale of ethical/unethical is different
• Persuasion is subjective
• What we don’t like is when companies manipulate us
into doing things we later regret
58. @jennyshen
Persuasive design is not unethical, unless one
intentionally deceives user or takes away user’s
freedom to do something against company interest.
“
”
—Jenny Shen
59. • Loss Aversion
• Endowment
Effect
• Scarcity
P E R S U A S I V E D E S I G N C H E AT S H E E T
Jenny Shen / jennyshen.com
To Sell: To Engage: For Trust:
• Hook Model
• Completion
• Achievements
• Variable Rewards
• Authority
• Social Proof
Ethics:
• Respect user
control & freedom