19. 3%
GROUP 1
got the shot
GROUP 2
28%
got the shot
http://bit.ly/c2R2tF
20. “Channel factors,” originally identified
by Kurt Lewin, have been shown to play
a significant role in determining how
people behave. Small first steps—minor
sunk costs, a priori commitments, etc.—
can lead to significant shifts in
subsequent behavior.
25. Place these items on hold (and pay in person) Place these items on hold (and pay in person)
or change payment method or change payment method
Your Contact Information Your Contact Information
Name: Name:
First Name Last Name First Name Last Name
Contact: Contact:
Email
Phone
So we can send you an email confirmation!
VS Email
Phone
So we can send you an email confirmation!
Phone
Phone Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup!
What time do you think you’ll pick this up?
26. CHALLENGE:
You are a travel site.
When should you ask someone
to setup their account?
59. You had to be there!
Video clip showing how you
can click links to reveal
form field options
60. If every additional form field
lowered response rates by 10%,
what would you cut?
61. Your Contact Information Your Contact Information
First Name: Name:
First Name Last Name
Last Name:
VS Contact:
Email: Email
Phone
Phone: Phone
Phone
62. Your Contact Information Your Contact Information
First Name: Name:
First Name Last Name
Last Name:
VS Contact:
Email: Email
Phone
Phone: Phone
Phone
81. Would you like to
• pay online
• pay over the phone
• or place this order on hold
VS
Pay online or over the phone?
You can also place these items on hold and pay for
them when you pick them up.
82.
83. You had to be there!
Video clip showing animated
“Stumble!” button
84. You had to be there!
Video clip showing “flyout”
animation that occurs as you
scroll down the page.
117. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!
118. Yes, we did some live role playing! It was fun.
119. Yes, we did some live role playing! It was fun.
120. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!
121.
122. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!
123. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!
124.
125.
126. Place these items on hold (and pay in person) Place these items on hold (and pay in perso
or change payment method or change payment method
Your Contact Information Your Contact Information
Name: Name:
First Name Last Name First Name Last Name
Contact: Contact:
Email
Phone
So we can send you an email confirmation!
VS Email
Phone
So we can send you an email confirmation!
Phone
Phone Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup! So we can confirm your order and let you know when it’ll be ready for pickup!
Contact you: by phone
Got it!
How would you like to be contacted?
•by phone (default)
•by email
127. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!
130. Your Contact Information
Name:
First Name Last Name
Contact:
Email
Phone
So we can send you an email confirmation!
Phone
Phone
So we can confirm your order and let you know when it’ll be ready for pickup!
131. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!
133. 1. Role play the interaction
2. Script the narrative experience
3. Break down compound requests into
simple next steps (sequencing)
4. Minimize the number of choices (& actions)
a person has to make at any one moment
5. Look for “micromoments”
6. Clicks over characters!
135. Lots of inspiring examples & advice–
stuff you can actually use! Integrate behavioral economics,
neuroscience, game mechanics, and
rhetoric into your design process
The Art & Science of
Seductive Interactions Workshop
Bring your design to the next level For anyone involved with
using natural curiosity, playfulness Web sites or applications
and other delightful elements
poetpainter.com/seductive-interactions
136. T ha nks!!
Stephen P. Anderson
www.getmentalnotes.com
www.poetpainter.com
www.slideshare.net/stephenpa
The W or ks hop !
poetpainter.com/seductive-interactions