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Anders Toxboe

It’s not only about the
metrics

It’s not only about the
metrics

the metrics

She’s got great
personality

I’m a good product, if
you just get to know me!

Falling in love Staying in
love Being seduced

Falling in love Staying in
love Being seduced Sign up problem First time use problem Ongoing engagement problem

Being seduced

Scarcity If something is promoted
as being scarce, it is perceived as more desirable and of more valuable to us

It wasn’t usability or a
pretty interface that made it work

Source: Joshua Porter

Remove friction Usability Friction Motivation
Increase motivation Psychology Source: Joshua Porter

Social Proof

Being seduced Rhetorics Aristotle 384
– 322 BC

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

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

Social proof We tend to
follow thepatterns of similarothers in new orunfamiliar situations Logos

Pathos Social proof We tend
to follow thepatterns of similarothers in new orunfamiliar situations

Social proof We tend to
follow the patterns of similar others in new or unfamiliar situations Ethos

Being seduced
Benefits over features

Source: Samuel Hulick Being seduced
Not what your business makes This is Benefits over features

Being seduced What’s in it
for me?

Being seduced
Closing the deal

Examples Three effective ways of
closing the deal

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

Scarcity If something ispromoted as
beingscarce, it isperceived as moredesirable and ofmore valuable to us

Tunneling Guiding users through a
process or experience provides opportunities to persuade along the way

Commitment andConsistency We desire to
act in amanner consistentwith our statedbeliefs and prioractions Rewards Use rewards to encourage continuation of wanted behavior

Being seduced
Investment up front

Endowment Effect We place higher
value on objects we own over objects we do not, especially if sentimental value has been placed on them

Being seduced Rhetorics Benefits over
features What’s in it for me (the user) Closing the deal Investment up front

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

Falling in love Staying in
love Being seduced Sign up problem First time use problem Ongoing engagement problem

Falling in love

Falling in love User goals
& business goals

First, define your 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?

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?

User goals Business goals Behavioral
goals

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?

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?

Example Two ways of collecting
data

User goals Business goals Behavioral
goals Last.fm

Recognition over Recall It's easier
to recognize things we have previously experienced than it is to recall them from memory

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

Falling in love Expose your
best parts

Falling in love
Reinforce behavior

Examples Two effective ways of
reinforcing behavior

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

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

Falling in love
Good guidance

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

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

Falling in love Align user
goals & business goals Expose your best parts - Reinforce behavior - Good guidance

Falling in love Staying in
love Being seduced Sign up problem First time use problem Ongoing engagement problem

Staying in love

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

Staying in love Tangient motivation
The behavior satisfies motives not directly related to the behavior Source: Sebastian Deterding

Completion Provide a feeling of
closure by rewarding users with completion of a goal Tangient motivation

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

Extrinsic motivation External incentives motivate
the intended behavior Staying in love Source: Sebastian Deterding

Competition We will strive to
attain things that cannot be shared Achievements We are engaged by activities in which meaningful Extrinsic motivation

Achievements We are engaged by
activities in which meaningful achievements are recognized Extrinsic motivation

Intrinsic motivation An activity is
in and of itself motivating, it is its own end Staying in love

Intrinsic motivation An activity is
in and of itself motivating, it is its own end Staying in love

Intrinsic motivation An activity is
in and of itself motivating, it is its own end Staying in love Learning challenges

Staying in love The experience
over time Intrinsic motivation An activity is in and of itself motivating, it is its own end

Easy Medium Hard Expert Set
difficulty

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

Appropriate Challenges The user needs
appropriate challenges to keepengaged Powers Give users a way to reach their goal more quickly than they could before

User goals Business goals Behavioral
goals

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

Intrinsic motivation lies within the
user. Its amplification can be facilitated by persuasive design patterns.

Intrinsic motivation An activity is
in and of itself motivating, it is its own end

Constraints Limit possible behaviors, exclude
unwanted behaviors

Tunneling Guiding users through a
process or experience provides opportunities to persuade along the way

Intrinsic motivation An activity is
in and of itself motivating, it is its own end

Facilitation Ease the translation of
the user‘s intentions into behaviors and habits

Falling in love Staying in
love Being seduced Sign up problem First time use problem Ongoing engagement problem

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

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Anders Toxboe Pre-order the cards at cards.ui-patterns.com