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