Persuasion in Design

Persuasion in Design

Understanding behaviour to guide design

Elisa del Galdo

del Galdo Consulting Ltd.

[email protected]

• Introduction

• Principles of Persuasion

• Decision Making

• Examples

Agenda

If you are speaking a different language from your

customers, It doesn’t matter how persuasive your

argument.

3 Flow User Centred Design ©2010 Flow Interactive

How do we make decisions?

Persuasive Design vs. Usability

5 ©2012 del Galdo Consulting Ltd.

Usability –

Can the user do it?

User Experience –

Will the user do it?

Where’s the difference?

©2012 del Galdo Consulting Ltd.

• Introduction


• Decision Making

• Examples

Agenda

Six Universal Principles of Social Influence


• Reciprocation

• Authority

• Commitment/Consistency

• Scarcity

• Liking

• Social Proof

Reciprocity

Authority

Scarcity

Liking

Social Proof

Commitment & Consistency

Using emotion

Using Emotion

Completeness

The Power of Free/Reciprocity/Scarcity

Positive Reinforcement

Loss Aversion

Susceptible Moments

Saving for Tomorrow

• Introduction


• Decision Making

• Examples

Agenda

Emotions shape all activity in adaptive ways. In

the absence of emotional markers, decision

making is virtually impossible.

Saver and Damasio (1991)


Decision Making is Emotional & Rational


• Rationality

• Justifications

• Need to follow through on decision

• Can think about, discuss & let it guide your

behaviour

• Emotion

• Anticipatory or Reactive

• ‘Gut Instinct’

• Intuitive, survival-based reaction that guide

decision making & predict outcomes

Challenges with Emotion


• Study by Nisbett and Wilson

• Have 4 to choose from (A,B,C,D)

• Can’t just ask which is best]

• Why? Superior knit, sheerness, elasticity

• A -12%

• B 17%

• C 31%

• D 40%

Users have limited attention

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• Average American – 4k marketing

messages/day

• 120 million + websites to choose from

• 3 zillion types of toilet paper

• We have become experts at blocking out

messages.

• Advertising is changing – less ‘marketing

at’ moving toward having a ‘conversation’

with users

Foundations of User Centred Design


Users are paralysed by choice

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• When people encounter too much choice, they tend to choose nothing at all because it’s too difficult

• If we do make a choice, human nature dictates that we will always regret it to some extent.

• Greater information overload leads to greater amount of emotional decision making.

Foundations of User Centred Design


• Introduction


• Decision Making

• Examples

Agenda

Online Ordering – Office Communications


• Automated Online Ordering

• Customer needs communications system

• The supplier needs information

• Asking the questions for which there are

answers

• Using expertise to increase trust

• Using customer data to up and cross sell

• Providing a ‘short list’ of relevant options

Wine and Expertise Online


• Whan to be an authority to a wide range

• Want to be a supplier of wide range of

wines

• How do you instil trust

• How do you categorise

• ‘Up and Cross selling variability

Summing Up – Putting Persuasion into Design


• Identifying what the business wants to

achieve

• Identifying what will engage your

customer/users/visitors

• Create proposition to support both

• Designing to support decision making

• Influencing Behaviour

Persuasive Design is not about manipulation...

It’s about supporting decision making

It is easy to make something usable- it is more difficult to make something

that people truly want to use.


Contact:

Elisa del Galdo

[email protected]

37

Thank you.

Persuasion in Design

Technology

Transcript of Persuasion in Design