Persuasion Architecture - Translating Persuasion Architecture to Web

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Persuasion Architecture Translating Persuasion Architecture to Web Wednesday, May 11, 2022

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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