Design for Intention: Getting Users to Do What You Want

Designing

intentionfor

@jamesarcher

(Getting users to do what you want)

[email protected]

All communication is persuasive

@jamesarcher [email protected]

Road to Hell


Would you design a package to look bigger on the shelf?


Would you create a commercial that made a boring film seem like a lighthearted comedy?


Would you promote a diet product you knew didn’t work?


Would you design an ad for a product whose frequent use

could result in the user’s death?


Road to Hell


Ethical Persuasion


Do no harm

Don’t tell outright lies

Don’t cheat or steal

Protect privacy

Respect the audience

Promote public good

Avoid conflicts of interest

Do your job well


Is it ever acceptable to lie?


Benrath Senior Center


1ESS


Do no harm

Don’t tell outright lies

Don’t cheat or steal

Protect privacy

Respect the customer

Promote public good

Avoid conflicts of interest

Do your job well


Let’s do this.


1Motivate

2Simplify

Persuasive design model

3Invite


mo

tivati

on

simplicity

“no way”

“nope”

“nah”

“not quite”

“maybe”

“nah”

“not quite”

“maybe”

“I guess”

“okay”

“nope”

“nah”

“not quite”

“maybe”

“I guess”

“maybe”

“I guess”

“okay”

“yes”

“HECK YES!”

“not quite”

“maybe”

“I guess”

“okay”

“yes”


Step 1:

Motivate


Human motivation theory (David McClelland)

Hierarchy of needs (Abraham Maslow)

ERG theory (Clayton P. Alderfer)

Self-determination theory (Deci & Ryan)

Two-factor theory (Fredrick Herzberg)

etc….


Five basic motivators

Security Pleasure Affiliation

Aspiration Identity


Remind them of their motivations




Aspiration Identity









Aspiration Identity







Aspiration Identity









Aspiration Identity









Aspiration Identity







Know when to stop talking



Step 2:

Simplify



Functionality


Intuitiveness

Functionality


Web professionals have a high annoyance threshold



Users have a low annoyance threshold


The hamburger menu doesn’t work

Switching from the hamburger menu to a tab bar got Spotify a

30% increase in menu item clicks

Images from Mitchel Broussard and Hambpus Nilsson


Intuitiveness

Functionality


Efficiency

Intuitiveness

Functionality


1-second page load delay = - 11% fewer views- 16% less customer satisfaction- 7% fewer conversions


Every additional click can lose 30-60% of users





Efficiency

Intuitiveness

Functionality


Comfort

Efficiency

Intuitiveness

Functionality


What goes in “Address 2”?


Amazon provides the comfort of knowing


CrazyEgg switched from money-back guarantee to free trial and got 116% boost in signups







Comfort

Efficiency

Intuitiveness

Functionality


Comfort

Efficiency

Intuitiveness

Functionality

Delight





ch

all

en

ge

skill

(anxiety)

(boredom)



Comfort

Efficiency

Intuitiveness

Functionality

Delight


Step 3:

Invite



Take it a step at a time


Make sure there’s a next step


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Keep it simple


Experiment@jamesarcher [email protected]

Don’t be afraid to ask for the sale


1Motivate

2Simplify

Persuasive design model

3Invite


Security

Identity, Affiliation

Aspiration, Pleasure



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Text “james” to 66866

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