Persuasive Design Playbook: Define, Explore, Examine and Apply Techniques
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The document provides an overview of persuasive design. It defines persuasive design as designing with the intent to incite new behaviors or modify existing behaviors. It discusses the scope of persuasion from services down to individual components. It then examines case studies and patterns for persuasive design, including things like priming, onboarding, and feedback loops. It also covers anti-patterns and discusses applying persuasive design ethically and transparently. The document concludes by outlining 10 steps for applying persuasive design, such as knowing your users and desired behaviors, aligning outcomes with user interests, and iterating based on experiments and measurements.
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Persuasive Design Playbook: Define, Explore, Examine and Apply Techniques
- 3. @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
- 4. @mattdanna WHAT IS “PERSUASIVE DESIGN” ?c c
- 5. @mattdanna PERSUASIVE DESIGN is… Designing with the intent to: 1. Incite a new behavior, or 2. Modify existing behavior
- 6. @mattdanna Can be done by either… 1. Increasing a user’s ability, or 2. Increasing a user’s desire PERSUASIVE DESIGN is…
- 14. @mattdanna VALUE PROPOSITION CONVERSION SCOPE OF PERSUASION Service Product Feature Interface Component MMMM Macrosuasion Microsuasion
- 15. @mattdanna SCOPE OF PERSUASION Service Product Feature Interface Component VALUE PROPOSITION CONVERSIONMMMM Macrosuasion Microsuasion
- 16. @mattdanna ICASE STUDY Email opt-in Defaults
- 17. @mattdanna
- 18. @mattdanna “Would you like to receive our emails?” Option 1 Unchecked
- 19. @mattdanna “Would you like to receive our emails?” Option 1 Unchecked “We think you should receive our emails.” Option 2 Pre-checked
- 20. @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
- 21. @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
- 22. @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
- 23. @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
- 52. @mattdanna SCAN PATtERN Images courtesy of nngroup.com
- 53. @mattdanna Images courtesy of lukew.com TAP ACcESs
- 67. @mattdanna GUILT
- 73. @mattdanna ALl OR NOTHING Throffer = Threat + Offer
- 74. @mattdanna Jones, Tim. “Facebook’s “Evil Interfaces”. Electronic Frontier Foundation. 29 April 2010 “Privacy Zuckering”
- 77. @mattdanna Persuasion ! Transparent ! Upfront about intent ! “Nudging” Manipulation / Coercion ! Deceptive ! Disregards user interest ! “Shoving” WHITE HAT BLACK HAT
- 78. @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
- 83. @mattdanna Determine the behavior you want to drive Step 3
- 84. @mattdanna Put the user in control Step 4
- 85. @mattdanna Make desired outcome align with the user’s interest Step 5
- 86. @mattdanna Market that behavior through education, stories, social norms, gains, surprises, etc. Step 6
- 87. @mattdanna Identify potential losses or negative results to discourage behavior Step 7
- 88. @mattdanna Build the path to the desired outcome and help users through it Step 8
- 90. @mattdanna Experiment, measure, learn, & iterate Step 10
- 91. Discussion / Q&A Thanks! @mattdanna MATT DANNA