Chris Bush UX Practice Lead

@wearesigma / @suthen

Chris Bush UX Practice Lead

@wearesigma / @suthen

WHAT IS ‘PET’ THEORY?

HOW IT IS USED

THE GOOD, THE BAD & THE MISLEADING!

Persuasion Principles used to encourage or discourage a users behaviour during a process.

Emotion

Principles used to encourage any emotional response during a process such as

achievement, empathy or surprise.

Trust Principles used to establish confidence during a process, for example: confidence,

security and credibility.

• Developed by Human Factors Inc. to support user engagement

in the maturing digital eco-system

• Based on social psychology, existing marketing principles and

research on how users interact with information

• A toolkit of 50+ principles to aid design decisions

• Strong focus on interaction and encouraging “Will do” actions

from users

• Broadly compliments usability, but there are a few important

exceptions

GetMentalNotes.com

SEO Ability to find your site

USABILITY complete the task efficiently

PET THEORY motivation to complete the task

SEO Ability to find your site

USABILITY complete the task efficiently

PET THEORY motivation to complete the task

“Can do”

“Will do”

SEO Ability to find your site

USABILITY complete the task efficiently

PET THEORY motivation to complete the task

“Can do”

“Will do” Encourage,

Motivate,

Constrain

Usability An easy to use door

Persuasion A door you’re motivated to enter

Persuasion Looks like an inviting place to rest

Persuasion A bench which constrains behaviour

A brief exploration of some of the techniques

A list of some of the Persuasion techniques.

• Authority. Use your authority and others will obey.

• Contrast. We notice and decide by difference between two things, not absolutes.

• Framing. Our perception is influenced by the information we are presented.

• Limited Duration. Given a choice between action and inaction, a limited time to respond increases the likelihood that people will participate.

• Scarcity. I want now what I may not be able to get in the future.

• Social Proof. When uncertain we take cues from other people.

• Trigger. We need small nudges placed on our regular paths to remind and motivate us to take action.

We tend to follow the patterns of similar people in new or unfamiliar situations

›

Limited duration

›

SOCIAL PROF

Likes and reviews Likes & reviews

We infer value in something that has limited availability or is promoted as being scarce

›

Limited duration

Scarcity

We notice and decide by difference between two things, not absolutes

Which form received the most clicks?

21% more clicks

We need small nudges placed on our regular paths to remind and motivate us to take action

80% less spillage

I dread to think…

Click me!

The following summary describes some of the Emotion principles. • Aesthetic usability.

Aesthetically pleasing designs are often perceived to be easier to use.

• Behavioural processing. We respond favourably to learned, expected behaviours.

• Delight. We remember and respond favourably to small, unexpected and playful pleasures.

• Goal setting. We are compelled to strive to achieve a goal if it is achievable.

• Knowledge of results. We continue our actions if we are shown evidence of their success.

• Optimal level of challenge. We like to be challenged and tested, but not too much.

• Social contagion. Our emotions are affected by the actions of those we see around us.

We are compelled to strive to achieve a goal if it is achievable

GOAL SETTING

We remember and respond favourably to small, unexpected and playful pleasures.

Trust is influenced by a combination of factors which act as Trust Markers.

• Design quality. We perceive value in the things we see.

• Current content. Up-to-date content indicates freshness and responsiveness.

• Extensive quality content. We trust an authority that is plentiful with knowledgeable.

• Affiliation. We judge other based on their recommendations and affiliations.

• Certifications. We trust established, certified organisations and trademarks.

• Testimonials. We trust organisations who trust and value their customers opinions

We trust established, certified organisations and trademarks

›

Reinforced secure check out button

Known and trusted money handling

companies

Well, yeah!

Authority

Authority &

Difference

USE PET SPARINGLY

USE TECHNIQUES THAT SUPPORT

YOUR BUSINESS GOALS

Goal setting

Framing

DON’T OVERLOAD THE USER

Scarcity

Social proof

Framing

Trigger

Social proof

Social proof

›

DON’T DISTORT THE TRUTH (LIMITED DURATION )

Sites designed to obscure information or trick users (Examples from Darkpatterns.org)

Tries to trick you in to buying insurance

Very difficult to opt-out

But still very difficult to

opt-out

The new site is much better

Comet thought it was a good idea to add

things to your basket.

• BJ Fogg and the Persuasive Tech lab http://captology.stanford.edu/invisible-resource/design-for-impact.html

• Susan Weinschenk http://theteamw.com http://theteamw.com/#books Recommend – ‘Neuro Web design’, ‘100 Things Every Designer Needs To Know About People’ and ‘How to get people to do stuff’

• Joe Leech @MrJoe http://psychologyfordesigners.com

• Mailchimp & Aarron Walter http://aarronwalter.com http://www.abookapart.com/products/designing-for-emotion http://www.toneandvoice.com

• Changing minds

http://changingminds.org/principles/principles.htm

• Mental notes http://www.getmentalnotes.com http://www.getmentalnotes.com/cards

Any questions?

@wearesigma

@suthen

Christopher J Bush

Head of User Experience

wearesigma.com

W: wearesigma.com E: hello@wearesigma.com P: +44 (0)1625 427718

SIGMA

Ropewalks Building Newton Street,

Macclesfield, Cheshire SK11 6QJ