Addictive Websites

51
Addictive websites donderdag 1 oktober 2009
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    21-Oct-2014
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    Design

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description

How to build a website where people feel the need to come back.There are a few basic patterns that cause human beings to like websites, and that encourage interaction with the website.Bart De Waele, information architect at web agency Netlash, discusses these patterns and gives examples on how to implement them.You’ll learn:How you can augment return visits,How you can augment time spend on the site,How you can stimulate interaction on your website.

Transcript of Addictive Websites

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Addictive websites

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Hi! My name is Bart

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I work at web agency Netlash

... and a few other companies:

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Addictive websites

Design for Persuasion 2009

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Websites are designed for people

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People don’t always act rational

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Some basic human traits that are engrained in our brains...

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Goal: make you aware of these traits and use them consciously

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With great power comes great responsibility

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5 basic human traits that are engrained in our brains:

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1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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1. Collecting

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1. Collecting

We like to collect thingsWe like our collection to be complete

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1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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2. Social Validation

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2. Social Validation

We will do what the crowd does

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2. Social Validation

We will do what the crowd does

“the bandwagon effect”

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2. Social Validation

We will do what the crowd does

“the bandwagon effect”

(sorry to disappoint you)

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1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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3. Reciprocity

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3. Reciprocity

If you buy me a cup of coffee,I feel obliged to buy you one back

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3. Reciprocity

MySpace -> Tom!

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3. Reciprocity

Free Shipping!

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3. Reciprocity

Free Shipping!

(beware: it has to be unconditional)

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1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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4. Commitment

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4. Commitment

We convince ourselves to be consistent

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4. Commitment

We convince ourselves to be consistent

Once on a path, we’ll continue on that path, and will rationalise it.

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4. Commitment

Small steps!

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4. Commitment

Piramid

1 Creators10 Commentators100 Lurkers1000 Strangers

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1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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5. Discovery

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5. Discovery

Dopamine

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5. Discovery

We like to discover new things

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5. Discovery

We like to discover new things

Use that curiosity

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1. Collecting

2. Social Validation

3. Reciprocity

4. Commitment

5. Discovery

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More basic human traits

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More basic human traits

Concession, scarcity, fear of loss, the endowment effect, choice, Hawthorne effect, clustering illusion, availability cascade, authority bias, competition, zero-risk bias...

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More soon on the Netlash blog:

www.netlash.com

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Questions?

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Design for Persuasion - 1/10/2009

Bart de [email protected]

www.netlash.comtwitter.com/netlash

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