Source: Film: Tokyo By Night – Hugh Mitton; Music: An Ending (Ascent) - Brian Eno https://vimeo.com/71232023!

A q u i c k q u e s t i o n . . .

How do you feel?

Qu ite Relaxed

OR

Qu ite irr itated

Source: cc licensed ( BY NC ND ) flickr photo by Fenneke: http://flickr.com/photos/fennie/3480930064/; !Sound: http://www.audiocheck.net/audiotests_mosquito.php!

An o t h e r q u i c k q u e s t i o n . . .

How do you feel Now?

Qu ite Relaxed

OR

Qu ite irr itated

S t u d e n t s i n M o t i o n 4 F e b r uar y 20 1 4

C har l i e Mu l h o l l a n d

Des ign ing behav iour

My bac kgr o u n d

Ph ilosophy

Market ing

Des ign research

Teach ing (User centred des ign & des ign eth ics)

Br it i sh

“…the sole end for which mankind are warranted, individually or collectively, in interfering with the liberty of action of any of their number, is self-protection. That the only purpose for which power can be rightfully exercised over any member of a civilised community, against his will, is to prevent harm to others. His own good, either physical or moral, is not a sufficient warrant.”

Source: John Stuart Mill, On Liberty p. 18!

S o Wh y d o b l @#d y d e s i g n e r s R e s t r i c t m y f r e e d om ?

A t h i r d q u i c k q u e s t i o n . . .

Do you th ink that Microsoft had the r ight to affect my cho ices and behav iour by redes ign ing MS Excel 2008 for Mac?

Yes

OR

No

T h e a n swer . . .

Source: cc licensed ( BY ) flickr photo by Leon Brocard: http://flickr.com/photos/acme/2527889568/!

D e s i g n i s a b o u t mak i n g c h o i c e s f o r o t h e r s

Source: cc licensed ( BY ND ) flickr photo by Simon Greening: http://flickr.com/photos/tasty_goldfish/3339640903/!

A n d d e s i g n e d a r t e f a c t s a f f e c t o u r c h o i c e s & b e h a v i o u r a s p e o p l e

Source: cc licensed ( BY ) flickr photo by Jason Weaver: http://flickr.com/photos/indyplanets/3926147797/!

S om e t i m e s t h i s i s n o t p r o b l ema t i c

Source: cc licensed ( BY NC ND ) flickr photo by Jake Kitchener: http://flickr.com/photos/kitch/3288387680/!

B u t s o m e t i m e s i t i s ( e v e n i f i t i s a n u n i n t e n d e d c o n s e q u e n c e )

Source: cc licensed ( BY SA ) flickr photo by Salim Fadhley: http://flickr.com/photos/salimfadhley/96770312/!

A n d s o m e t i m e s t h i s i n f l u e n c e i s p r o b l e ma t i c a n d d e l i b e r a t e

Source: http://wiki.darkpatterns.org/File_Facebook2-470x510.png!

Okay, but how does th is help us?

T h r e e q u e s t i o n s :

how can we del iberately des ign behav iour?

How can we do th is in an eth ical way?

How do we f ind what is acceptable?

how can we del iberately des ign behav iour?

D e l i b e ra t e l y d e s i g n i n g b e hav i o u r : T h r e e a p p r oa c h e s

“Persuasion is the process of trying to ‘move’ one or more people - by using credible [geloofwaardig] information, evidence [bewijsmateriaal], reasoning [het redeneren] and emotional appeals - to a new or changed belief, attitude, value, or behaviour.”

Source: (Rogers, W. (2007). Persuasion: Messages, Receivers, And Contexts. Rowman & Littlefield Pub Incorporated., p. 5)!

P e r s ua s i o n i s n o t

Force! Manipulation!

Coercion! Propaganda!

A mod e l o f p e r s ua s i o n ( Ar i s t o t l e )

Rational arguments to persuade • Facts • Figures • Logical proof • Alternative views

Emotional arguments to persuade • Aimed at encouraging a favourable

attitude in the receiver • Should be appropriate

Proof that the persuader is • Credible • Honest • Acting from good will • Competent

P e r s ua s i o n

Source: http://footprint.wwf.org.uk/

P e r s ua s i o n

Source: Bread and Beyond http://www.youtube.com/watch?v=q5Icgm83nG8!

N u dg e s

Source: University of Chicago http://www.youtube.com/watch?v=xoA8N6nJMRs!

N u dg e s

Source: cc licensed ( BY NC SA ) flickr photo by David Telford: http://flickr.com/photos/dbtelford/4205841483/!

N u dg e s

Source: cc licensed ( BY SA ) flickr photo by mahalie stackpole: http://flickr.com/photos/mahalie/346744961/!

N u dg e s

Source: Piano stairs - TheFunTheory.com, http://www.youtube.com/watch?v=2lXh2n0aPyw!

N u dg e s

Source: http://wiki.darkpatterns.org/File_Facebook2-470x510.png!

“Scripts…are the products of ‘inscriptions’ by designers. Designers anticipate how users will interact with the product they are designing and, implicitly or explicitly, build pre-scriptions for use…Latour describes this inscription process in terms of “delegation”: designers delegate specific responsibilities to artefacts, such as the responsibility to make sure nobody drives too fast, which is delegated to a speed bump..”

Source: Verbeek, P.-P. (2006). Materializing Morality. Science, Technology & Human Values, 31(3), 362!

S c r i p t s

Source: cc licensed ( BY NC SA ) flickr photo by Ben Arent: http://flickr.com/photos/benarent/1306252855/!

S c r i p t s

Source: http://id.hva.nl

How can we ensure we do th is in an eth ical manner?

F r e e d o m o f c h o i c e v a r i e s b y a p p r o a c h t o d e s i g n i n g b e h a v i o u r

Script! Nudge! Persuasion!

User choice!(Autonomy)!Low / none! High / total!

S om e t i m e s we d o n o t n e e d o r wan t t o c h o o s e

Source: cc licensed, Lionel Allorge, http://en.wikipedia.org/wiki/File:Carrefour_Market_Voisins-le-Bretonneux_2012_09.jpg !

H ow t o i n f l u e n c e ?

:( :)

:):(

:(:)

Designers want to give the user:

The

user

wou

ld li

ke:

little or no choice

some choice

freedom of choice

little or no choice

some choice

freedom of choice

An o t h e r q u i c k q u e s t i o n . . .

How do you f ind out what cho ices the user wants?

Talk to the user

Watch the user

Both

Tw i t t e r : @ c har l i e m 5

S l i d e s har e : c har l i e m 5

Thank you for l isten ing and gett ing involved

U s e f u l r e s o u r c e s

D e s i g n w i t h i n t e n t t o o l k i t h t t p : / / r e q u i s i t e v a r i e t y . c o . u k / d e s i g n -w i t h - i n t e n t - t o o l k i t /

N u d g e : I m p r o v i n g D e c i s i o n s A b o u t H e a l t h , W e a l t h , a n d H a p p i n e s s . R i c h a r d H T h a l e r & C a s s R . S u n s t e i n

P r e d i c t a b l y I r r a t i o n a l , R e v i s e d a n d E x p a n d e d E d i t i o n : T h e H i d d e n F o r c e s T h a t S h a p e O u r D e c i s i o n s D a n A r i e l y

P e r s u a s i v e T e c h n o l o g y : U s i n g C o m p u t e r s t o C h a n g e W h a t W e T h i n k a n d D o , B . J . F o g g

S e d u c t i v e I n t e r a c t i o n D e s i g n S t e p h e n P . A n d e r s o n

1 0 0 T h i n g s E v e r y D e s i g n e r N e e d s t o K n ow A b o u t P e o p l e S u s a n M . W e i n s c h e n k

D a r k P a t t e r n s h t t p : / /www . d a r k p a t t e r n s . o r g