Design for Intention: Getting Users to Do What You Want
1 like437 views
The document discusses persuasive design and ethical communication strategies aimed at motivating users toward desired actions while maintaining integrity. It outlines a three-step model: motivate, simplify, and invite, emphasizing the importance of understanding human motivations and intuitive design. Additionally, it addresses the ethical considerations of persuasion, warning against dishonesty and advocating for public good.
Design for Intention: Getting Users to Do What You Want
- 2. All communication is persuasive @jamesarcher james@crowdfavorite.com
- 3. Road to Hell @jamesarcher james@crowdfavorite.com
- 4. Would you design a package to look bigger on the shelf? @jamesarcher james@crowdfavorite.com
- 5. Would you create a commercial that made a boring film seem like a lighthearted comedy? @jamesarcher james@crowdfavorite.com
- 6. Would you promote a diet product you knew didn’t work? @jamesarcher james@crowdfavorite.com
- 7. Would you design an ad for a product whose frequent use could result in the user’s death? @jamesarcher james@crowdfavorite.com
- 8. Road to Hell @jamesarcher james@crowdfavorite.com
- 10. Donoharm Don’ttelloutright lies Don’tcheatorsteal Protectprivacy Respecttheaudience Promotepublic good Avoidconflictsofinterest Doyourjobwell @jamesarcher james@crowdfavorite.com
- 11. Is it ever acceptable to lie? @jamesarcher james@crowdfavorite.com
- 12. Benrath Senior Center @jamesarcher james@crowdfavorite.com
- 14. Donoharm Don’ttelloutright lies Don’tcheatorsteal Protectprivacy Respectthecustomer Promotepublic good Avoidconflictsofinterest Doyourjobwell @jamesarcher james@crowdfavorite.com
- 15. Let’s do this. @jamesarcher james@crowdfavorite.com
- 16. 1 Motivate 2 Simplify Persuasive design model 3 Invite @jamesarcher james@crowdfavorite.com
- 17. motivation simplicity “no way” “nope” “nah” “not quite” “maybe” “nah” “not quite” “maybe” “I guess” “okay” “nope” “nah” “not quite” “maybe” “I guess” “maybe” “I guess” “okay” “yes” “HECK YES!” “not quite” “maybe” “I guess” “okay” “yes” @jamesarcher james@crowdfavorite.com
- 19. Human motivation theory (David McClelland) Hierarchy of needs (Abraham Maslow) ERG theory (Clayton P. Alderfer) Self-determination theory (Deci & Ryan) Two-factor theory (Fredrick Herzberg) etc…. @jamesarcher james@crowdfavorite.com
- 20. Five basic motivators Security Pleasure Affiliation Aspiration Identity @jamesarcher james@crowdfavorite.com
- 21. Remind them of their motivations @jamesarcher james@crowdfavorite.com
- 22. Five basic motivators Security Pleasure Affiliation Aspiration Identity @jamesarcher james@crowdfavorite.com
- 28. Five basic motivators Security Pleasure Affiliation Aspiration Identity @jamesarcher james@crowdfavorite.com
- 32. Five basic motivators Security Pleasure Affiliation Aspiration Identity @jamesarcher james@crowdfavorite.com
- 38. Five basic motivators Security Pleasure Affiliation Aspiration Identity @jamesarcher james@crowdfavorite.com
- 44. Five basic motivators Security Pleasure Affiliation Aspiration Identity @jamesarcher james@crowdfavorite.com
- 50. Know when to stop talking @jamesarcher james@crowdfavorite.com
- 56. Web professionals have a high annoyance threshold @jamesarcher james@crowdfavorite.com
- 58. Users have a low annoyance threshold @jamesarcher james@crowdfavorite.com
- 59. The hamburger menu doesn’t work Switching from the hamburger menu to a tab bar got Spotify a 30% increase in menu item clicks Images from Mitchel Broussard and Hambpus Nilsson @jamesarcher james@crowdfavorite.com
- 62. 1-second page load delay = - 11% fewer views - 16% less customer satisfaction - 7% fewer conversions @jamesarcher james@crowdfavorite.com
- 63. Every additional click can lose 30-60% of users @jamesarcher james@crowdfavorite.com
- 69. What goes in “Address 2”? @jamesarcher james@crowdfavorite.com
- 70. Amazon provides the comfort of knowing @jamesarcher james@crowdfavorite.com
- 71. CrazyEgg switched from money-back guarantee to free trial and got 116% boost in signups @jamesarcher james@crowdfavorite.com
- 87. Take it a step at a time @jamesarcher james@crowdfavorite.com
- 88. Make sure there’s a next step @jamesarcher james@crowdfavorite.com
- 89. Fill out contact form Download more info Sign up for newsletter Request a free estimate Sign up for free ebook Receive whitepaper Read case study Schedule a call Subscribe to a service Register for an event Follow on Twitter Download the report Sign up for free trial Download app Leave a comment Write a review Try it free Print a coupon Share on Facebook Buy now @jamesarcher james@crowdfavorite.com
- 90. Keep it simple @jamesarcher james@crowdfavorite.com
- 92. Don’t be afraid to ask for the sale @jamesarcher james@crowdfavorite.com
- 93. 1 Motivate 2 Simplify Persuasive design model 3 Invite @jamesarcher james@crowdfavorite.com
- 94. Security Identity, Affiliation Aspiration, Pleasure @jamesarcher james@crowdfavorite.com
- 95. @jamesarcher james@crowdfavorite.com http://bit.ly/jameslist Text “james” to 66866 or Want more?