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Beyond usability: Designing with persuasive patterns

Cards.ui-patterns.com

Traditionally, UI design has its focus on improving usability for the user. Persuasive design has its focus on improving motivation.

Learn how to apply psychology to design engaging digital experiences that make people take action. For this, we will examine how we are as humans, how we think and what behavioral patterns drive our journey through an interface. You will learn what motivate users when they make decisions and how they make decisions.

The appropriate approach to engaging your users, depend on where they are in a product's lifecycle.

We will examine a selection of important stages of the user-relationship:
- How to build trust
- How to get user to understand what difference your product makes.
- How to get users started
- How to get users discovering the complete offer
- How to make them stick around and come back
- And how to make them love your product and talk about it

Learn more at UI-Patterns.com

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Beyond usability: Designing with persuasive patterns

  1. ui-patterns.com - info@ui-patterns.com - @uipatternscom Anders Toxboe
  2. It’s not only about the metrics
  3. It’s not only about the metrics
  4. the metrics
  5. She’s got great personality
  6. I’m a good product, if you just get to know me!
  7. Falling in love Staying in love Being seduced
  8. Falling in love Staying in love Being seduced Sign up problem First time use problem Ongoing engagement problem
  9. Being seduced
  10. Scarcity If something is promoted as being scarce, it is perceived as more desirable and of more valuable to us
  11. It wasn’t usability or a pretty interface that made it work
  12. Source: Joshua Porter
  13. Remove friction Usability Friction Motivation Increase motivation Psychology Source: Joshua Porter
  14. Social Proof
  15. Being seduced Rhetorics Aristotle 384 – 322 BC
  16. Being seduced Rhetorics Aristotle 384 – 322 BC Logos Appeal to logic - Fact and statistics - Quotations from experts - Informed opinions Pathos Appeal to emotions - Emotional outbursts - Stories about emotional events - Picturesque and vivid language Ethos Appeal to ethics, moral, and character - Show practical knowledge phronêsis - Show moral character areté - Show good intentions and good will eunoia
  17. Logos Appeal to logic - Fact and statistics - Quotations from experts - Informed opinions Pathos Appeal to emotions - Emotional outbursts - Stories about emotional events - Picturesque and vivid language Ethos Appeal to ethics, moral, and character - Show practical knowledge phronêsis - Show moral character areté - Show good intentions and good will eunoia
  18. Social proof We tend to follow thepatterns of similarothers in new orunfamiliar situations Logos
  19. Pathos Social proof We tend to follow thepatterns of similarothers in new orunfamiliar situations
  20. Social proof We tend to follow the patterns of similar others in new or unfamiliar situations Ethos
  21. Being seduced Benefits over features
  22. Source: Samuel Hulick Being seduced Not what your business makes This is Benefits over features
  23. Being seduced What’s in it for me?
  24. Being seduced Closing the deal
  25. Examples Three effective ways of closing the deal
  26. Examples Three effective ways of closing the deal Rewards Use rewards to encourage continuation of wanted behavior Commitment and Consistency We desire to act in a manner consistent with our stated beliefs and prior actions Scarcity If something is promoted as being scarce, it is perceived as more desirable and of more valuable to us Tunneling Guiding users through a process orexperience provides opportunities to persuade along the way
  27. Scarcity If something ispromoted as beingscarce, it isperceived as moredesirable and ofmore valuable to us
  28. Tunneling Guiding users through a process or experience provides opportunities to persuade along the way
  29. Commitment andConsistency We desire to act in amanner consistentwith our statedbeliefs and prioractions Rewards Use rewards to encourage continuation of wanted behavior
  30. Being seduced Investment up front
  31. Endowment Effect We place higher value on objects we own over objects we do not, especially if sentimental value has been placed on them
  32. Being seduced Rhetorics Benefits over features What’s in it for me (the user) Closing the deal Investment up front
  33. Being seduced Basic communication Apply Persuasive Patterns Rhetorics Benefits over features What’s in it for me (the user) Closing the deal Investment up front
  34. Falling in love Staying in love Being seduced Sign up problem First time use problem Ongoing engagement problem
  35. Falling in love
  36. Falling in love User goals & business goals
  37. First, define your goals
  38. Business goals Behavioral goals ...get users to upload more pictures? ...get more pageviews? ...convert readers to members? ...get users to tell us what they like? ...get users to spend more time with my service? ...get people to comment more?
  39. User goals ...find more like the stuff i like? ...get something others don’t have? ...kick ass? …feel good about myself ...get acknowledged for my work? ...receive feedback on my work?
  40. User goals Business goals Behavioral goals
  41. User goals Business goals Behavioral goals ...get users to upload more pictures? ...get more pageviews? ...convert readers to members? ...get users to tell us what they like? ...get users to spend more time with my service? ...get people to comment more? ...find more like the stuff i like? ...get something others don’t have? ...kick ass? …feel good about myself ...get acknowledged for my work? ...receive feedback on my work?
  42. User goals Business goals Behavioral goals ...get users to tell us what they like? ...get people to comment more? ...find more like the stuff i like? ...get acknowledged for my work? ...receive feedback on my work?
  43. Example Two ways of collecting data
  44. User goals Business goals Behavioral goals Last.fm
  45. Recognition over Recall It's easier to recognize things we have previously experienced than it is to recall them from memory
  46. Feedback loop Communicate how our actions modify subsequent results Pattern Recognition We seek ways to organize and simplify complex information, even when there is no pattern
  47. Falling in love Expose your best parts
  48. Falling in love Reinforce behavior
  49. Examples Two effective ways of reinforcing behavior
  50. Points Use scores, points, or ratings to give users feedback on their actions and allow comparison with other users Status We constantly assess our social or professional standing relative to others, seeing how interactions either enhance or diminish it Achievements We are engaged by activities in which meaningful achievements are recognized
  51. Storytelling Use the narrative qualities of storytelling to let the user engage in a perspective Appropriate Challenges The user needs appropriate challengesto keep engaged Reputation We care more deeply about personal behaviors when they may affect how peers or the public perceive us Reciprocation We feel obliged to give when we receive
  52. Falling in love Good guidance
  53. Intentional Gaps Create intentional gaps which users can't help but try to fill Sequencing We are more likely to take action when complex activities are broken down into smaller tasks Completion Provide a feeling of closure by rewarding users at the completion of a goal
  54. Falling in love Good guidance Avoid the obvious Don’t get in the way Avoid repetition Allow escape Support practice Facilitate exploration Achievable goals Prompt feedback Source: Krystal Higgins
  55. Falling in love Align user goals & business goals Expose your best parts - Reinforce behavior - Good guidance
  56. Falling in love Staying in love Being seduced Sign up problem First time use problem Ongoing engagement problem
  57. Staying in love
  58. Staying in love Tangient motivation The behavior satisfies motives not directly related to the behavior Extrinsic motivation External incentives motivate the intended behavior Intrinsic motivation An activity is in and of itself motivating, it is its own end Source: Sebastian Deterding
  59. Staying in love Tangient motivation The behavior satisfies motives not directly related to the behavior Source: Sebastian Deterding
  60. Completion Provide a feeling of closure by rewarding users with completion of a goal Tangient motivation
  61. Staying in love Tangient motivation The behavior satisfies motives not directly related to the behavior Scarcity If something is promoted as being scarce, it is perceived as more desirable and of more valuable to us Tangient motivation
  62. Extrinsic motivation External incentives motivate the intended behavior Staying in love Source: Sebastian Deterding
  63. Competition We will strive to attain things that cannot be shared Achievements We are engaged by activities in which meaningful Extrinsic motivation
  64. Achievements We are engaged by activities in which meaningful achievements are recognized Extrinsic motivation
  65. Intrinsic motivation An activity is in and of itself motivating, it is its own end Staying in love
  66. Intrinsic motivation An activity is in and of itself motivating, it is its own end Staying in love
  67. Intrinsic motivation An activity is in and of itself motivating, it is its own end Staying in love Learning challenges
  68. Staying in love The experience over time Intrinsic motivation An activity is in and of itself motivating, it is its own end
  69. Easy Medium Hard Expert Set difficulty
  70. Flow channel Source: Flow by Mihaly Csikszentmihalyi Difficultyofchallenge Ability Anxiety Boredom Raise skills Look for greater challenge Appropriate Challenges The user needs appropriate challenges to keep engaged
  71. Appropriate Challenges The user needs appropriate challenges to keepengaged Powers Give users a way to reach their goal more quickly than they could before
  72. User goals Business goals Behavioral goals
  73. Points, levels, scoreboards, achievements, badges, assignments Reputation & identity, social proof, surprise, status, feedback loops Extrinsic motivation External incentives motivate the intended behavior Intrinsic motivation An activity is in and of itself motivating, it is its own end
  74. Intrinsic motivation lies within the user. Its amplification can be facilitated by persuasive design patterns.
  75. Intrinsic motivation An activity is in and of itself motivating, it is its own end
  76. Constraints Limit possible behaviors, exclude unwanted behaviors
  77. Tunneling Guiding users through a process or experience provides opportunities to persuade along the way
  78. Intrinsic motivation An activity is in and of itself motivating, it is its own end
  79. Facilitation Ease the translation of the user‘s intentions into behaviors and habits
  80. Falling in love Staying in love Being seduced Sign up problem First time use problem Ongoing engagement problem
  81. Persuasive design patterns can be used to seduce users to sign up for your product and start using it, but you can only facilitate intrinsic motivation for real engaged ongoing use. Being seduced Falling in love Staying in love
  82. ui-patterns.com - info@ui-patterns.com - @uipatternscom Anders Toxboe Pre-order the cards at cards.ui-patterns.com

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