Transcript
Page 1: PET: Designing for Persuasion, Emotion and Trust

PET Designing for Persuasion, Emotion and Trust

Presented by Barry Briggs (@quiffboy)

Monday 5th September 2011 Northern User Experience #nuxuk

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Today’s Session •  A bit about us •  Overview of Persuasion, Emotion and Trust (PET) •  How PET works with User-Centered Design (UCD) •  A look at some PET techniques in detail •  Case study – applying PET to a real world example •  The power of the Dark Side – using UX for evil

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We are Code Computerlove Hello and welcome

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Some background •  Established in 1999 & still independently owned •  Current headcount of 55 people •  Delivering a mix of strategy, channel, UX, creative & technical •  Launched over 300 websites & online applications •  Won lots of awards for the work

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Hello, my name is Barry •  UX Architect at Code Computerlove •  Finished uni in 1998 & first “proper”

job as a Web developer •  Worked for a couple of digital

agencies in Leeds before moving to William Hill in 2001

•  William Hill’s lead front-end developer before becoming their first UX Architect in 2005

•  Embedded UX values & principles into their design & development teams

•  Been at Code since May 2008

Barry Briggs User Experience

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Developing the user experience

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Analysis Design Implementation

Expert review

Competitor review

Design concepts

Evaluation

User personas

Audience research

Expert review

User journeys

Information architecture

Prototypes

Usability testing

Standards & guidelines

Usability testing

Accessibility & standards

User feedback

User testing

KPI measurement

Stakeholder research

User Centred Design

Process engineering

Design walkthrough

Usability testing

Analytics audit

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Designing for Persuasion, Emotion & Trust

Henceforth referred to as PET…

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What is PET? •  Rooted in social psychology & pioneered by Human Factors Inc •  A methodology for making user experiences more engaging,

compelling, and effective •  50+ techniques •  Complements classic usability & user experience best practice •  Adds a layer of psychology to “gently nudge” potential customers

towards your stated goal •  Offline retailers have been using similar tools for years

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Facilitates activities: Browse

Search

Consume

Comprehend

Interact

Usability

Can Do

How PET works alongside usability

PET

Will Do Encourages users to:

Engage

Connect

Convert

Return

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P.E.T. •  Persuasion techniques relate to the mechanics; the

triggers to an action •  Emotion techniques are about eliciting a desired

emotional response during a process •  Trust techniques are for establishing credibility,

providing assurances and removing risk

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Evil Science? •  Marketeers may notice some familiar concepts in here •  Psychologists probably consider it a bit “Psych 101” •  Some concepts may sound cynical, manipulative or exploitative •  They could be used for evil purposes…

•  (We’ll show you some of these later) •  Remember: It’s a toolset. Do with it what you will.

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Analysis Design Implementation

Expert review

Competitor review

Design concepts

Evaluation

User personas

Audience research

Expert review

User journeys

Information architecture

Prototypes

Usability testing

Standards & guidelines

Usability testing

Accessibility & standards

User feedback

User testing

KPI measurement

Stakeholder research

Process engineering

Design walkthrough

Common PET touch points within the larger UCD process

Usability testing

Analytics audit

User Centred Design

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Audience Research

& User Understanding

Site Goals

Definition & Design

How that works

Use the toolkit to identify which PET principles fit with your stated goals and then look to implement in your definition work

Build & Test

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PET Toolkit

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Persuasion The following summary describes some of the Persuasion techniques.

Anchoring. When making decisions we rely too heavily on one piece of information or anchor.

Authority. Use your authority and others will obey. Completion. We need to complete that which is started. Commitment. If we make a commitment, we often feel bound to follow through on it Consistency. We like to maintain consistency between what we think, say and do. Contrast. We notice and decide by difference between two things, not absolutes. Framing. Our perception is influenced by the information we are presented. Investment. If I have invested in something, I do not want to waste that investment. Reciprocation. If I give something to you, you are obliged to return the favour Repetition. If something happens often enough, I will eventually be persuaded. Scarcity. I want now what I may not be able to get in the future. Similarity. We trust people who are like us or who are similar to people we like. Social Proof. When uncertain we take cues other people

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We like to maintain consistency between what we think, say and do

Consistency

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Consistency •  Ask someone to state a position, declare their intentions or

show a small gesture of support •  Why? Because people don’t like to be seen to change their

mind •  People will generally act in a manner consistent with their first

action •  And here's the stinger: this applies even if a subsequent

request asks them to make a much larger commitment – as long as it's consistent with their initial commitment

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First you get an amount

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Then you ask them to commit & enter their details

Repeat the amount throughout the process to remind them of their initial pledge

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When scanning visual information we are unconsciously drawn towards things which stand out from others

Contrast

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Contrast •  What do you want people to focus on? •  Use colour, shapes and sizes to create visual contrast •  Subtle movements on an otherwise static page grab attention •  Contrast can also be applied to time

•  Regular vs. Intermittent/occasional email newsletters

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Our perception is influenced by the information we are presented.

Framing

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Framing •  For difficult or important concepts, wrapping the

action in a story can make it easier to understand and more persuasive

•  Framing subscriptions or regular payments as costing “less than a cup of coffee a day” can help people rationalise repeat payments

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Examples of how your money will be used

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Scarcity

I want now what I may not be able to get in the future

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Scarcity •  We infer value in something that has limited availability

or is promoted as being scarce •  Can apply to goods or time-based offers

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Offer applies this weekend only

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WARNING: Overuse can devalue this technique

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People will do things that they see other people are doing

Social Proof

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Other people are doing it, so it must be legit

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Even people you know are doing it, so it must be GOOD

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Emotion The following summary describes some of the Emotion principles.

Visceral processing. We immediately react to pleasing visual stimuli. Behavioural processing. We respond favourably to learned, expected behaviours. Aesthetic usability. Aesthetically pleasing designs are often perceived to be easier to use. Arousal. When aroused we are fully engaged and hence more likely to pay attention Social contagion. Our emotions are affected by the actions of those we see around us. Optimal level of challenge. We like to be challenged and tested, but not too much. Goal setting. We are compelled to strive to achieve a goal if it is achievable. Knowledge of results. We continue our actions if we are shown evidence of their success.

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We immediately react to pleasing visual stimuli

Visceral processing

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Visceral processing •  Add surprise, delight and playful elements to create an emotional

bond with your audience •  Find subtle ways to add illustrative imagery, interactions, visual

cues and visual feedback •  These can brighten up routine tasks and feel like rewards when

discovered •  Can reinforce Framing

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We respond favourably to learned, expected behaviours

Behavioral processing

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Behavioral processing •  If it works like something we already know, it feels easier and we

like it more •  Learning how to use something new shouldn’t be hard work •  One of the useful side-effects of Facebook’s ubiquity

•  Facebook, Amazon and eBay have set expectations for complex interactions such as image uploading, rating, liking, commenting

•  Learned interactions you can re-use •  Creates self-confidence and a sense of accomplishment •  Increased adoption, usage rates & satisfaction due to familiarity

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Aesthetically pleasing designs are often perceived to be easier to use

Aesthetic usability

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Aesthetic usability •  Attractive things work better •  Or at least we perceive them to be easier to use •  Opinions based on visual stimuli happen very quickly •  This “first impression” can shape your perceptions

•  The halo effect

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We like to be challenged and tested, but not too much.

Optimal level of

challenge

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Optimal level of challenge •  Game design – starts simple but gets harder as you progress •  A game can live or die by getting this difficulty curve correct •  Can create sense of achievement by making that process a

little trickier •  Not appropriate for all cases!

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Trust Trust is influenced by a combination of factors which act as Trust Markers.

Design quality. We perceive value in the things we see. Current content. Up-to-date content indicates freshness and responsiveness. Extensive quality content. We trust an authority that is plentiful with knowledgeable. Links. We judge other based on their recommendations and affiliations. Certifications. We trust established, certified organisations and trademarks. Testimonials. We trust organisations who trust and value their customers opinions Famous people and common people. I trust people like me, and celebrities I admire. Peer advice. We trust our peers more than we do official marketing bumf. Argue against self interest. We trust recommendations that are not in self interest. Technology. We always expect technology to work, trust is damaged if it does not.

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We trust established, certified organisations and trademarks

Certifications

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Security messaging

Accepted payment methods

Security messaging

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Technology

We always expect technology to work, trust is damaged if it does not

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Case Study First TransPennine Express

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Overview of TPE as a client

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Their original site

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Our first revision

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Re-brand & re-work

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Context-aware mobile site

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Year One Year Two Year Three

50% increase in return visits

135% increase in online sales

Year Four

Travel Website of the year 2009 (DADIs)

80% increase in online sales

103% increase in online ticket sales

We’ve had some great results

Doubled customer database to 150,000

45% increase in online sales

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Let’s see some PET techniques in action

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The basic advert. Usable but not inspiring

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Price - OPTIMUM LEVEL OF DISSONANCE and CONTRAST

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By-line – the wording draws the user in, creating engagement, DRIVE FULFILLMENT, FRAMING and FEEL GOOD. It also uses elements of OVERSTATING THE NEGATIVE IMPACT of not doing something

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Call to action - implies SCARCITY or LIMITED DURATION

Design elements - CONTRAST and VISCERAL PROCESSING

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Official event logo – adds VISUAL APPEAL and CONTRAST, and serves as a TRUST MARKER

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Change the branded imagery – using people adds FRAMING (and elements of SOCIAL PROOF) and builds on VISCERAL PROCESSING

Example of typical savings allows the brain to calculate the worth and value of the price

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Show the offer’s expiry date – compliments the call to action and the savings message to reinforce SCARCITY and LIMITED DURATION

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The original Our new PET-enhanced version

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The power of the Dark Side

Image credit: Lucasfilm

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Evil by design… •  There’s a difference between BAD UX and EVIL UX •  Bad UX can be down to poor attention to detail,

laziness, lack of understanding of the web •  Evil UX (boo hiss!) is completely the opposite…

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Evil UX •  It’s done by people who sit in chairs like this

•  No, honestly! •  Evil UX is deliberately crafted with

loving care •  Utilises an understanding of human

nature and psychology •  Specifically designed to fool, trick

or exploit users •  Examples of this exist on the web,

in software and even in the real world

Image credit: Suck.uk.com

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The box around this content uses a technique called Uniform Connectedness

And placing this optional extra in with compulsory passenger information is a technique called Proximity

Note how the instructions for removing insurance are OPT OUT, convoluted and located AFTER the option

Travel insurance

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Here’s the option to select no insurance - In between LATVIA and LITHUANIA

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Image credit: nytimes.com

Facebook’s privacy statement

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OMG!! That would be a disaster…

…IF either of these things happened…

…and the standard password reminder service didn’t work.

Skip this step

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The (Don’t) Contact Us page •  Offering a feedback form but no other contact details •  Means the user has no record of contacting you, giving you

plausible deniability •  They cannot chase you up any other way •  There’s no context to subsequent correspondence •  Every follow-up must be done through the

feedback form & feels like yet another first approach

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Link to opt out is hidden behind a ‘more info’ link

Image credit: darkpatterns.org

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Opt out

Opt in

Compulsory

Image credit: darkpatterns.org

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Facilitates activities: Browse

Search

Consume

Comprehend

Interact

Usability

Can Do

In Summary

PET

Will Do Encourages users to:

Engage

Connect

Convert

Return

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Further Reading •  Human Factors International – pioneers of PET

http://www.humanfactors.com/

•  Mental Notes – Persuasion reference cards http://getmentalnotes.com/

•  Changing Minds – Persuasion principles http://changingminds.org/principles/principles.htm

•  What makes them click? http://www.whatmakesthemclick.net

•  Dark Patterns – Examples of Evil UX in the wild http://wiki.darkpatterns.org/

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Thank you Any questions?


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