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Usability has become a commodity. Innovative user experience designers are moving forward to persuasive design, where the art of seduction is central. This brand new work-field borrows from psychology and biology. In this presentation you will find parallels, current best practices and some speculation on what's next?
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- Pieter Jongerius -
PERSUASIVE DESIGNUsability is a commodity
Follow me on Twitter: @pieterj
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ROBERT FABRICANT
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vimeo.com/3730382
“Behavior is our medium”
so how dow we change behavior?
FAIL
PERSUASIVE DESIGN
BRON: BJ FOGG BEHAVIORMODEL.ORG (VEREENVOUDIGD)
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USER ABILITY
TRIG
GER
MO
TIV
ATIO
N WIN
TRIG
GER
TRIG
GER
MO
TIV
ATIO
NM
OTIV
ATIO
N
USABILITYUSABILITY
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Okay, let’s get started
A SUCCESFUL FLIRT
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“How you doin’?”
appearancebehavior communication
VRIJ NAAR: BIRKIGT & STADLER (1986)
PERSUASIVE DESIGN
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Zero Euros Free!
appearancebehavior communication
FRAMEWORKS
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appearancebehavior communication
?
MENTAL NOTES
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MENTAL NOTES
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SHOEDAZZLE
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SELF EXPRESSION
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SOCIAL PROOF
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SCARCITY
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CURIOSITY
RECOGNITION OVER RECALL
CHALLENGES & REWARDS
STATUS
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SOCIAL PROOF
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SCARCITY
HUNKEMÖLLER
LOSS AVERSION
LOSS AVERSION
WORKING WITH MENTAL NOTES
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INSIGHTS
27EMERCE #CONVERSION . @PIETERJFramework by Fabrique in cooperation with TU Delft
INSIGHTS
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SALIENCY
GUIDING
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GUIDING
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COLOR
FLUENCY
FLUENCY
MAGNETIC: HUMAN STARE
WORKING WITH ‘INSIGHT’
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FRAMEWORKS
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uiterlijkgedrag communicatie
?
Usability is no longer sufficiant.
Persuasive design is the answer…
...for now.
what’s next?
DESIGN, BUT NOT AS WE KNOW IT·User centered design·Brand design·Usability engineering·Persuasive design·Story design·User experience design· Interaction design·Visual design· Transmedia design· ...
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THE END OF DESIGN
·Evidence based·Patterns·Multivariaat testen·Google’s‘41 shades of blue’
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intelligent design?
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