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Designer’s Playbook
iPERSUASIVEDESIGN
MATT DANNA
@mattdanna
@mattdanna
7Matt Danna
VP, Product
o
@mattdanna
f
f
f
f
f
KGAME PLAN
Define “Persuasive Design”
Review a Case Study
Explore Design Patterns
Examine Anti-Patterns
Learn How to Apply Persuasive Design
@mattdanna
WHAT IS “PERSUASIVE DESIGN” ?c c
@mattdanna
PERSUASIVE DESIGN is…
Designing with the intent to:
1. Incite a new behavior, or
2. Modify existing behavior
@mattdanna
Can be done by either…
1. Increasing a user’s ability, or
2. Increasing a user’s desire
PERSUASIVE DESIGN is…
@mattdanna
Service
Product
Feature
Interface
Component
SCOPE OF PERSUASION
@mattdanna
1
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
@mattdanna
1
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
@mattdanna
1
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
@mattdanna
1
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
@mattdanna
1
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
@mattdanna
MMMM
Macrosuasion
Microsuasion
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
@mattdanna
VALUE PROPOSITION
CONVERSION
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
MMMM
Macrosuasion
Microsuasion
@mattdanna
SCOPE OF PERSUASION
Service
Product
Feature
Interface
Component
VALUE PROPOSITION
CONVERSIONMMMM
Macrosuasion
Microsuasion
@mattdanna
ICASE STUDY
Email opt-in Defaults
@mattdanna
@mattdanna
“Would you like to
receive our emails?”
Option 1
Unchecked
@mattdanna
“Would you like to
receive our emails?”
Option 1
Unchecked
“We think you should
receive our emails.”
Option 2
Pre-checked
@mattdanna
“You are going to
receive our emails
but can opt-out later”
“Would you like to
receive our emails?”
Option 1
Unchecked
“We think you should
receive our emails.”
Option 2
Pre-checked
Option 3
Disabled
@mattdanna
“You are going to
receive our emails
but can opt-out later”
“Would you like to
receive our emails?”
Option 1 Option 4
“You don’t even know
this, but you’re going to
get our emails.”
Unchecked
“We think you should
receive our emails.”
Option 2
Pre-checked
Option 3
Disabled Not Shown
@mattdanna
“You are going to
receive our emails
but can opt-out later”
“Would you like to
receive our emails?”
Option 1 Option 4
“You don’t even know
this, but you’re going to
get our emails.”
Unchecked
“We think you should
receive our emails.”
Option 2
Pre-checked
Option 3
Disabled Not Shown
DECEPTIVETRANSPARENT
@mattdanna
Sample size: 8.5MM User Sign-ups
’s Email Opt-in Rate at Sign-up
Send me promotional updates from deviantART
Unchecked
Pre-checked
Send me promotional updates from deviantART
42.4% opt-in
1.6% opt-in
New TEXT
Email me about the latest deviantART news,
contests, and special offers. 48.5% opt-in
@mattdanna
PERSUASIVE
PATTERNSw
DESIGNR
@mattdanna
PRIMING
@mattdanna
WALKTHROUGHS
@mattdanna
JOYRIDES
@mattdanna
COACH MARKS
@mattdanna
Blank Slate
@mattdanna
ONBOARDING
@mattdanna
OUT-OF-BOX EXPERIENCE
@mattdanna
COMPLETION METER
@mattdanna
EMPTY STATE
@mattdanna
SEeDING
@mattdanna
ONGOING ONBOARDING
@mattdanna
Cognitive Load
@mattdanna
REDUCTION
@mattdanna
CHUNKING
@mattdanna
Sequenced Flows
@mattdanna
WIZARDS
@mattdanna
PROGRESsIVE 

DISCLOSURE
@mattdanna
TUNnELING
@mattdanna
ANCHORING
@mattdanna
BIASES
@mattdanna
CREDIBILITY
@mattdanna
SOCIAL
@mattdanna
GOoD DEFAULTS
@mattdanna
STORYTELlING
@mattdanna
AFfORDANCES
@mattdanna
BLOCKING
@mattdanna
EMPHASIS
@mattdanna
SCAN PATtERN
Images courtesy of nngroup.com
@mattdanna
Images courtesy of lukew.com
TAP ACcESs
@mattdanna
FEeDBACK
@mattdanna
Kairos (καιρός)
“Opportune Moment”
TIMING
@mattdanna
FeEdback LoOp
@mattdanna
Belonging
@mattdanna
reciprocation
@mattdanna
ERrOR
PROoFING
@mattdanna
SMART
SETtINGS
@mattdanna
Conditional Warnings
@mattdanna
IN-LINE HELP
@mattdanna
PROACTIVE RESOLUTIONS
@mattdanna
PERSUASIVE DESIGN
DARK PATTERNS w
@mattdanna
Presumptuous
Defaults
@mattdanna
FRICTION
@mattdanna
GUILT
@mattdanna
UNEXPECTED RESULTS
@mattdanna
UNEXPECTED RESULTS
@mattdanna
UNEXPECTED RESULTS
@mattdanna
EASY IN,

DifFicult Out
@mattdanna
EASY IN,

DifFicult Out
@mattdanna
ALl OR NOTHING
Throffer = Threat + Offer
@mattdanna Jones, Tim. “Facebook’s “Evil Interfaces”. 

Electronic Frontier Foundation. 29 April 2010
“Privacy Zuckering”
@mattdanna
“Privacy Zuckering”
@mattdanna
PERSUASIVE
ETHICSw
DESIGN
@mattdanna
Persuasion
!
Transparent
!
Upfront about intent
!
“Nudging”
Manipulation / Coercion
!
Deceptive
!
Disregards user interest
!
“Shoving”
WHITE HAT BLACK HAT
@mattdanna
• Your intent, methods of persuasion, and outcomes determine
the ethics of your decisions.
• You will get the behavior you incent
• Be especially careful when it comes to user privacy, online
identity, personal identifying information, commerce, and
publishing
DESIGN WITH CARE
@mattdanna
APPLYING
PERSUASIVE DESIGN
@mattdanna
Know your users
Step 1
@mattdanna
Know your product
Step 2
@mattdanna
Functional
Reliable
Usable
Persuasive
@mattdanna
Determine the behavior
you want to drive
Step 3
@mattdanna
Put the user in control
Step 4
@mattdanna
Make desired outcome align
with the user’s interest
Step 5
@mattdanna
Market that behavior
through education, stories,
social norms, gains,
surprises, etc.
Step 6
@mattdanna
Identify potential losses or
negative results to
discourage behavior
Step 7
@mattdanna
Build the path to the
desired outcome and help
users through it
Step 8
@mattdanna
Keep it simple
Step 9
@mattdanna
Experiment, measure,
learn, & iterate
Step 10
Discussion / Q&A
Thanks!
@mattdanna
MATT DANNA

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The Designer's Playbook for Persuasive Design - GSummit 2014