An introduction to Persuasive Design
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The document discusses persuasive design, which influences human behavior through the characteristics of products and services. It outlines various theories and techniques related to persuasion, including cognitive psychology, social proof, and the importance of understanding user goals. Key strategies for effective persuasive design are also highlighted, such as simplifying the process for users and aligning outcomes with their interests.
An introduction to Persuasive Design
- 1. Persuasive D E S I G N Alireza Ranjbar Shourabi @arshourabi
- 2. i C H A N G E behavior Hopefully for the better! 2
- 3. i C H A N G E behavior 3
- 4. W E K N O W Design is about Persuasion. 4
- 5. W E K N O W It is easier to make money from happy customers. 5
- 6. W E K N O W There is a continuum from persuasion to deception. 6
- 7. W E K N O W Two most powerful words : “Free” and “Because” 7
- 8. DEFINITIONS THEORIES METHODS STORIES SAMPLES STRATEGIES 8
- 9. Cognitive P S Y C H O L O G Y Definition Mental Processes That Affect Behavior 9
- 10. A point in G A M E Theory Finite vs. inFinite 10
- 11. A point in R E A L Life Reciprocal Inequality Overload Context 11
- 12. Persuasive D E S I G N Goals User Goals Business Goals 12
- 13. 13 Persuasion: is an umbrella term of influence and can attempt to influence a person’s beliefs, attitudes, intentions, motivations and behaviors. Systematic persuasion: Appeals to Logic and reason Heuristic persuasion: Appeals to Habit and emotion
- 14. 14 Persuasive Design: Is an area of design practice that focuses on influencing human behavior through a product’s or service’s characteristics. Persuasive Technology: Is broadly defined as tech that is designed to change attitude or behaviors of the users through persuasion and social influence.
- 15. Persuasive D E S I G N Domains Designer User Society Charitable Evil Commercial Motivational 15
- 16. 16 Attribution Theory Dispositional attribution Situational attribution Conditioning Theory
- 17. 17 Cognitive Dissonance Theory Agreement Unrelated Disagreement Reduction ways Changing our minds Reducing the importance Increase the overlap Re-evaluate cost/reward ratio
- 18. 18 Functional Theories Inoculation Theory Marketing/Political Elaboration Likelihood Model (ELM) Social judgment Theories
- 20. Persuasive D E S I G N Science 20
- 21. 21 Reciprocity Commitment and Consistency Social Proof Robert Cialdini Likeness Authority Scarcity
- 22. Persuasive D E S I G N Applying 22 Know your users 1 Matt Danna
- 23. Persuasive D E S I G N Applying 23 Know your product 2 Functional Reliable Usable Persuasive Matt Danna
- 24. Persuasive D E S I G N Applying 24 Determine the behavior you want to drive 3 Matt Danna
- 25. Persuasive D E S I G N Applying 25 Put the user in control 4 Matt Danna
- 26. Persuasive D E S I G N Applying 26 5 Make desired outcome align with the user’s interest Matt Danna
- 27. Persuasive D E S I G N Applying 27 6 Market that behavior through education, stories, social norms, gains, surprises, etc. Matt Danna
- 28. about S T O R Y telling 28
- 29. Persuasive D E S I G N Applying 29 7 Identify potential losses or negative results to discourage behavior Matt Danna
- 30. Persuasive D E S I G N Applying 30 8 Build the path to the desired outcome and help users through it Matt Danna
- 31. Persuasive D E S I G N Applying 31 Keep it simple 9 Matt Danna
- 32. Persuasive D E S I G N Applying 32 Experiment, Measure, Learn, Iterate. 10 Matt Danna
- 33. 33 Some Persuasive techniques used in advertising
- 34. 34 Tunneling
- 35. 35 Tunneling
- 38. 38 Authority
- 40. 40 Completion
- 42. 42 Instruction style • Authoritative • Non-Authoritative Social feedback • Cooperative • Competition Reinforcement type • Negative • Positive Motivation Type • Extrinsic • Intrinsic
- 43. 43 1- Relationships 2- Credibility Five Barriers 5- Interests and Needs 3- Communications 4- Belief system
- 47. Persuasive D E S I G N YES 47
- 48. Persuasion D A R K 48 Patterns • Presumptuous defaults • Friction • Guilt • Unexpected results • Easy in, difficult out • All or nothing • Throffer = treat + offer • Privacy zukering
- 49. E T H I C S 49 Persuasion Transparent Upfront about intent Nudge Manipulation Deceptive Disregard user interest Shoving
- 50. W E K N O W Design is about Persuasion. 50
- 51. W E K N O W There is a continuum from persuasion to deception. 51
- 52. Persuasive D E S I G N Alireza Ranjbar Shourabi @arshourabi THANK YOU! 52