Designing to Persuade: Shaping the User Experience

Editor's Notes

• #3: Alex took us through the history this morning Started with simple websites
• #4: 1998 ‘modern web era’ Got more functionality
• #5: Browsers & functionality exploded with web apps common
• #6: Added new devices
• #7: ...and the Internet evolved to be more social
• #8: Started on the programming side; progressed through making it easier; now everyone’s talking about user experience Do it on purpose or not, you’re designing user experiences
• #9: Started on the programming side; progressed through making it easier; now everyone’s talking about user experience Do it on purpose or not, you’re designing user experiences
• #10: Started on the programming side; progressed through making it easier; now everyone’s talking about user experience Do it on purpose or not, you’re designing user experiences
• #11: Clap. Stop. Do this. Good. Keep doing that and hop on your left foot.
• #12: Couldn’t go straight to this. A couple of people might have started to do it, but would quickly stop. So why did this work?
• #13: You paid to see us present. I’m standing out front. I’m in an authoritative position
• #14: It was a simple behaviour
• #15: People like you, your peers, all stood up. You’d feel uncomfortable if you didn’t follow them
• #16: I guided you through small increments in behaviour, and only progressed once I succeeded
• #17: I provided visual and verbal cues. I led with triggers
• #19: To guide people, you have to understand how they tick
• #20: Driven mostly by our primal instincts
• #21: On the savannah, our ancestors evolved these innate drives
• #23: Robert B Cialdini used to be a sucker. He’d succumb to any sales pitch and he wanted to know why. Lucky he was an experimental psychologist.
• #24: 6 universal principles of persuasion = Compliance Psychology
• #25: Reciprocity - if someone gives you something, you feel obligated to at least hear them out <In store taste testers>
• #26: Scarcity - The desire to have those things there are less of
• #27: Commitment & Consistency - the desire to be consistent with what we’ve said to others. <“I’m on a diet”> It’s stronger if they write it out or show it in a public place
• #28: Authority - People tend to obey authority figures. We’re lazy - we take the cognitive shortcut, moving the responsibility to those that lead us
• #29: Social proof - People want to follow the lead of people just like them. <“The majority of our guests re-use their towel at least once” increased compliance 28%>
• #30: Liking - We are easily persuaded by people we like or find attractive Krista: “Everybody's been real nice.” Jim: “Well, that's because you have big jugs.”
• #31: Based on high pressure sales techniques to make people say “yes”
• #32: For years, usability people have been telling us that it’s essential to get usability right, or our product, service and or business will fail
• #33: Ben Goldacre from Bad Science put it more aptly.
• #34: Sure, usability is important, but there are other factors that affect behaviour & purchasing decisions
• #35: Yes, usability is important. It’s got to be easy to do. We’re inherently lazy!
• #36: But ability can be played off against our motivation for doing something.
• #37: ...and even if it’s easy to do and we’re motivated, we need to be triggered to take action at the appropriate time
• #41: Time and Money
• #48: If there’s a low motivation, it’s got to be very easy to do - stay up to date with podcasts If it’s hard to do, there’s got to be high motivation - fill out employee form to get paid, no matter how unusable So how can we look at motivations?
• #49: Visceral - Basic survival responses Mating & harm avoidance
• #50: Visceral - Basic survival responses Mating & harm avoidance
• #51: Visceral - Basic survival responses Mating & harm avoidance
• #52: Reflective - Remember the past Conceive the future
• #53: Reflective - Remember the past Conceive the future
• #54: Reflective - Remember the past Conceive the future
• #55: Social creatures - born with large heads
• #56: Social creatures - born with large heads
• #57: Social creatures - born with large heads
• #60: Chronos: Sequential time
• #62: High motivation Low ability - trigger needs to help the user
• #63: High ability Low motivation - trigger needs to provide a spark
• #64: High motivation High ability - trigger just needs to say “do it now”
• #65: Facilitator as a trigger High motivation, but lack ability. The facilitator triggers the behaviour and makes it easier to do e.g. address book uploader
• #67: Spark as a trigger When a user lacks motivation, he or she needs a motivational ‘spark’ Remember when you first were invited to Facebook?
• #68: Social proof. Come join your friends. Share pictures, videos, and events
• #70: High motivation + High ability e.g. Calendar reminder to get ready for this preso
• #73: BE WARNED: Insanely Addictive! = cognitive bias Trigger: Buy app button
• #74: Simple. On-screen instructions at the start of the game teach you everything you need to know in seconds. Gives you very high ability.
• #75: Shows the high scores of other players, increasing motivation to play and beat their scores
• #76: Play again = high ability; ‘Insanely Addictive!’ bias = high motivation + high ability + well-timed trigger Cross-promo for PocketGod Gameplay: Simple > progressive add of features > flow
• #77: High score brag = motivation high; Submit score = ability high Buttons = Well-timed trigger is a spark AND facilitator
• #78: Simple log in, but gives you the option to control if you’re kept logged in
• #79: Reinforces reasons to post to Facebook
• #80: Gives you control to publish scores only when you want with well designed wording for your news feed - AND lets you update your status (another well-timed trigger as facilitator), providing a second avenue of visibility for Doodle Jump.
• #81: People on Facebook usually looking for distraction
• #82: BE WARNED: Insanely Addictive! = cognitive bias Trigger: Buy app button
• #83: Same for Twitter. They even crafted a hashtag for it, so you can see that...
• #84: Every few minutes, someone’s network, somewhere in the world hears of Doodle Jump (trigger) with a challenge to beat them (increasing motivation) and a link to the app in the iTunes store (increasing ability) So, how has all this worked out for them?
• #87: Target simple & achievable behaviour Something that takes little or no effort to change
• #88: Rod, add Whistle, then Hoop & Whistle
• #89: Focus on a specific group: people that would most easily change their behaviour
• #90: Behaviour will be prevented by one of these elements lacking
• #91: Find out which channels the target group are using Pick the channel(s) that best match the behaviour
• #92: Use an educated guess. It’s just a starting point. Nike+ relies on an accelerometer and shoe. Heavy on motivation with social proof & authority. Compete with others. Get tips from experts.
• #93: Start where others have left off. Runkeeper increases ability: no extra equipment, mapping, elevation, cheaper. Can also be used for any dist. activities.
• #94: No more than a few hours/test. Many quick & dirties tell you much more than one big test. Don’t get emotionally attached; throw most ideas away. Every successful online service started small Google; Amazon; iPod
• #95: No more than a few hours/test. Many quick & dirties tell you much more than one big test. Don’t get emotionally attached; throw most ideas away. Every successful online service started small Google; Amazon; iPod
• #96: Tried many variations
• #97: Found successes
• #98: ...and built on them
• #99: Increased conversion to 173% through many quick & dirty trials
• #100: Once you succeed with one behaviour, scale up to the next. Keep inching toward target behaviour. iPod’s came from Apple’s ‘digital hub’ category, yet started with just music
• #101: iTunes, Podcasts and calendars
• #102: Photos and contacts
• #103: Phone, Internet, Games, Videos, Applications of all kinds
• #106: Travel to a bookstore is time, money, physical effort, brain cycles, non-routine
• #107: Shop from home. Large selection + Delivered to your door = increased ability
• #108: Iterated through many designs and factors Strong use of social proof - motivated to make purchase decision
• #109: 1-click shopping increased ability
• #110: Recommendations increased motivation
• #111: Digital Book. Holds your whole library. Uses 3G to increase ability via WhisperNet
• #112: Problem is, WhisperNet only worked in the US
• #113: New version
• #114: Now WhisperNet is available in 100 countries
• #115: Phone is ubiquitous. Whispersync’s with your Kindle. If people can consume more books, they’ll buy more books.
• #116: Sometimes people just look at the technology without considering the motivation, abilities or triggers