The document discusses persuasive design patterns that can be used to attract and engage users. It describes patterns for getting users to initially sign up and try a product ("being seduced"), patterns for motivating them during first usage ("falling in love"), and patterns for sustaining long-term engagement ("staying in love"). Key patterns include exposing the best parts of a product, reinforcing desired behaviors, providing guidance, aligning user and business goals, and facilitating intrinsic motivation over time through appropriate challenges and a sense of progress. While persuasive designs can attract users, the document stresses that ongoing engagement depends on facilitating intrinsic motivation within users.

1. ui-patterns.com - info@ui-patterns.com - @uipatternscom
Anders Toxboe

4. It’s not only about
the metrics

5. It’s not only about
the metrics

6. the metrics

7. She’s got great
personality

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

9. Falling in love
Staying in love
Being seduced

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

11. Being seduced

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

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

14. Source: Joshua Porter

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

17. Social Proof

18. Being seduced
Rhetorics
Aristotle
384 – 322 BC

19. 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

20. 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

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

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

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

24. Being seduced
Benefits over features

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

28. Being seduced
What’s in it for me?

29. Being seduced
Closing the deal

30. Examples
Three effective ways
of closing the deal

31. 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

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

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

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

36. Being seduced
Investment up front

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

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

40. 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

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

42. Falling in love

43. Falling in love
User goals & business goals

44. First, define your goals

45. 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?

46. 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?

47. User goals Business goals
Behavioral goals

48. 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?

49. 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?

50. Example
Two ways of collecting data

58. User goals Business goals
Behavioral goals
Last.fm

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

60. 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

61. Falling in love
Expose your best parts

62. Falling in love
Reinforce behavior

63. Examples
Two effective ways
of reinforcing behavior

64. 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

65. 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

66. Falling in love
Good guidance

67. 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

68. 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

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

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

71. Staying in love

72. 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

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

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

75. 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

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

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

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

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

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

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

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

83. Easy
Medium
Hard
Expert
Set difficulty

84. 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

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

86. User goals Business goals
Behavioral goals

87. 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

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

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

90. Constraints
Limit possible behaviors,
exclude unwanted behaviors

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

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

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

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

95. 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

96. ui-patterns.com - info@ui-patterns.com - @uipatternscom
Anders Toxboe
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