Persuasion Architecture - Translating Persuasion Architecture to Web
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Transcript of Persuasion Architecture - Translating Persuasion Architecture to Web
UX roundtable
Persuasion Architecture Translating Persuasion Architecture to Web1 August 2016
A quick recap
Take a step back
How do we make decisions?
A quick recap of PA
General Consensus
We only make rational decisions
A quick recap of PA
Reality
Majority of our decisions are irrational
A quick recap of PA
Mental short cuts5
Where has PA been used?Many situations that youd be familiar withAdvertisementsStore layouts Physical interactionsAny point where persuasion is involved
A quick recap of PA
Advertisements
A quick recap of PA
More doctors Smoke Camels than any other Cigarette
More Doctors SmokeCamels than any other Cigarette
Leveraging on the element of Authority1949 Camel advertisement7
Store layoutsA quick recap of PA
Journey begins at the entrance and ends at the till the goal is to get you to spent as much as possibleConfront people with the idea that this is a relaxed, comfortable and fresh place so you are more inclined to spend more time in the supermarket = More $$$ spentEssential items (Bread, Milk and Eggs) are intentionally spread out to encourage impulse purchases for shoppers especially short trip shoppers8
Physical interactions
A quick recap of PA
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Translating it to web
Persuasive Architecture is not here to replace UX but rather compliment it and amplify your goals. an extension to what you do
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Persuasion architects arsenalTranslating PA to web
Opening the door, pulling the chair, telling the person its a fantastic choice create a sense of likingShowing a tip bowl that is full (E.g. Large notes) social proof11
Dont forget the foundations Translating PA to web
Internal considerationsUser centric approachAestheticsDiscoverability Contextual experience
Make it simple
What do they look for in a designEnsuring that they are well informed of how they can complete their tasksConsider your personas user journey which part of the user journey what do they expect when they get hereMake it simple people scan pages All of which plays a vital role in architecting ones user experience12
Amplifying persuasion with Data Visualisation
Persuasive architecture can also be applied to amplify the persuasiveness of your content 13
What is data to us?Data Visualisation
From science to traffic to businesses and web we live in a age where data is becoming the epitome of existence Especially when we live in a highly connected worldData.sg 2011 one stop portal for data sets for agencies Smart Nation14
Internet traffic trendsData Visualisation
60,000 Petabytes in 20151 Zettabyte by end 2016 Cisco15
What is data visualisation?Data Visualisation
Summarising and presenting large data in a simplistic manner
Data is often very complex thus DV is an effective alternative to present data16
Raw dataData Visualisation
In short - Simple to understandGive readers more insightful information17
Data visualisation in actionData Visualisation
In short - Simple to understandGive readers more insightful information*** Data hacks happening live18
Why should we use it?Visual Information is more powerful than any other type of sensory inputWe cant see patterns in numbers alongMore efficient way of presenting dataDemocratises data consumption for a wider audience
Beyond the principles - DV
The world is complex, dynamic, multidimensional; the paper is static, flat. How are we to represent the rich visual world of experience and measurement on mere flatland?
Edward Tufte
American statistician 19
How do you go about it?
Beyond the principles - DV
How will visualisation help the reader? Is this the right approach? What is the underlying purpose of this?Choosing the right chart typeUse colour, size, scale, labels to direct users to key messages20
Youd be surprise what you can visualise
Beyond the principles - DV
How will visualisation help the reader? Is this the right approach? What is the underlying purpose of this?Choosing the right chart typeUse colour, size, scale, labels to direct users to key messages21
Peak Break-Up times according to FB status
Beyond the principles - DV
How will visualisation help the reader? Is this the right approach? What is the underlying purpose of this?Choosing the right chart typeUse colour, size, scale, labels to direct users to key messages22
Peak Break-Up times according to FB status
Beyond the principles - DV
Spring break spring clean
April Fools
Summer holidays
2 weeks before winter break
Christmas Too cruel
How will visualisation help the reader? Is this the right approach? What is the underlying purpose of this?Choosing the right chart typeUse colour, size, scale, labels to direct users to key messages23
Takeaways
TakeawaysApply persuasion principles to your digital presence
Always consider your users when architecting
Amplify engagement with data visualization
Takeaways
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