The Art & Science of Seductive Interactions

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    17-Aug-2014
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To be good user experience folks, we need to crack open some psych 101 textbooks, learn what motivates people and then bake these ideas into our designs.

Transcript of The Art & Science of Seductive Interactions

  • The Art & Science of Seductive INTERACTIONS STEPHEN P. ANDERSON
  • STEPHEN P. ANDERSON poetpainter.com I help businesses with Product Strategy & Design needs
  • STEPHEN P. ANDERSON poetpainter.com I help businesses with @stephenanderson Product Strategy & Design needs
  • asional quick occ nces to the refere > The Art & Science of Seductive INTERACTIONS
  • Q: Why did this work?
  • Q: Why did this work? levels rewards
  • Q: Why did this work? levels rewards
  • hold that thought...
  • + great product does ne in usability testing no obvious problems
  • + - great product high bounce rate does ne in low adoption usability testing not enough no obvious registered users problems undifferentiated from the competition
  • + - Im a great app, if people would just get to know me... great product high bounce rate does ne in low adoption usability testing not enough no obvious registered users problems undifferentiated from the competition
  • Seduction
  • Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
  • Seduction the process of deliberately enticing a person to engage in some sort of behavior, frequently sexual in nature
  • GETTING TO FIRST BASE
  • HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE GETTING TO FIRST BASE
  • HOW DO I ... GET PEOPLE TO SPEND MORE THAN 2 MINUTES WITH OUR SERVICE STAND OUT FROM THE COMPETITION GETTING TO FIRST BASE
  • HOW DO I ... INCREASE # OF GET PEOPLE TO SPEND REGISTERED USERS MORE THAN 2 MINUTES WITH OUR SERVICE STAND OUT FROM THE COMPETITION GETTING TO FIRST BASE
  • HOW DO I ... INCREASE # OF GET PEOPLE TO SPEND REGISTERED USERS MORE THAN 2 MINUTES INCREASE USAGE WITH OUR SERVICE STAND OUT FROM & ADOPTION THE COMPETITION GETTING TO FIRST BASE
  • 2008 Research for a MUSIC APPLICATION
  • IN THE ROOM? NY BETA-JUNKIES DO WE HAVE A
  • A Few... hey, check this out! Lots of... meh...
  • iLikeT M
  • (What I expected) List your favorite bands, separated by commas:
  • x10
  • USER GOALS iLike gained lots of I had a great data about my musical time clicking tastes & preferences bands I like
  • Q: Why did this work?
  • Q: Why did this work? ack loop feedb ctions will modify Our a sequent results sub
  • Q:iosity did this work? Why cur
  • Q:iosity did this work? Why cur visual imager y
  • Q:iosity did this work? Why cur visual imager y rn ion te it at gn po ec r
  • Q:iosity did this work? Why cur visual imager y recog nition rn ion over re te it at gn call po ec r
  • But wait, theres more!
  • USER GOALS iLike gained lots of I had a great data about my musical time playing tastes, preferences & music games knowledge
  • Q: Why did this work?
  • nsor y se rience this work? eQ: e xpWhy did
  • nsor y se rience this work? eQ: e xpWhy did points
  • nsor y se rience this work? eQ: e xpWhy did points ls e v le
  • nsor y se rience this work? eQ: e xpWhy did points ls e v le appro priate challe nge
  • Did you notice... It wasnt the usability that makes it great?
  • INCREASING MOTIVATION Psychology REMOVING FRICTION Usability (from Joshua Porter)
  • INCREASING MOTIVATION Psychology REMOVING FRICTION Usability (from Joshua Porter)
  • ckse: ui ci Q er What do we know about people? x E
  • ckse: ui ci Q er What do we know about people? x E we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
  • http://www.ickr.com/photos/laurafries/172143362/
  • social proo f People follow t he lead of similar others.
  • social proo f People follow t he lead of similar others.
  • ckse: ui ci Q er What do we know about people? x E we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond to our name and other first person cues we don't like to make choices, but we like choice we like to be in control (and we like to be guided) we find novelty and surprise interesting ...and so on
  • ckse: ui ci Q er What do we know about people? x E we're curious we're also afraid of change we seek out patterns we like to order and organize things we're intensely self-centered we're lazy we're highly visual thinkers and learners we like to be the hero of the story we respond