@mattdannaMATT DANNA

Designer’s Playbook iPERSUASIVE DESIGN

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7MatT DanNa

VP, Producto

Define “Persuasive Design”

Review a Case Study

Explore Design Patterns

Examine Anti-Patterns

Learn How to Apply Persuasive Design

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KGAME PLAN

IDISCLAIMER

I will be discussing a lot of products, apps, and services throughout the course of this talk. I all of them...well, most of them. !

Also, my views are their own, and do not necessarily reflect those of my employer.

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WHAT IS “PERSUASIVE DESIGN” ?c c

PERSUASIVE DESIGN is…

Designing with the intent to:1. Incite a new behavior, or

2. Modify existing behavior

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

1

PLACEHOLDER

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

1

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

1

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

1PLACEHOLDER

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

1

PLACEHOLDER

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

M MM M

Macrosuasion

Microsuasion

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

M MM M VALUE PROPOSITIONMacrosuasion

MicrosuasionCONVERSION

Service

Product

Feature

Interface

Component

SCOPE OF PERSUASION

M MM M VALUE PROPOSITIONMacrosuasion

MicrosuasionCONVERSION

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ICASE STUDY

Email opt-in Defaults

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@mattdanna

➜

Option 3: Forced opt-in (field is disabled)

“You are going to receive our emails but can opt-out later”

➜

Option 1: Unchecked

“Would you like to receive our emails?”

➜

Option 2: Pre-checked

“We think you should receive our emails.”

➜

Option 4: No UI

“Ha! You don’t even know this, but you’re going to get our emails.”

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Honest

Deceptive

➜

Option 3: Forced opt-in (field is disabled)

“You are going to receive our emails but can opt-out later”

➜

Option 1: Unchecked

“Would you like to receive our emails?”

➜

Option 2: Pre-checked

“We think you should receive our emails.”

➜

Option 4: No UI

“Ha! You don’t even know this, but you’re going to get our emails.”

@mattdannaSample size: 8.5MM Users

‘s Email Opt-in Rate at Sign-up

➜

Before (unchecked)

“Send me promotional updates from deviantART”Language (stays the same):

1.6% opt-in

@mattdannaSample size: 8.5MM Users

‘s Email Opt-in Rate at Sign-up

➜

Before (unchecked)

“Send me promotional updates from deviantART”

➜

After (pre-checked)

42.4% opt-in

Language (stays the same):

1.6% opt-in

@mattdannaSample size: 8.5MM Users

‘s Email Opt-in Rate at Sign-up

➜

Before: “Send me promotional updates from deviantART”

➜

After “Email me about the latest deviantART news, contests, and special offers.”

48.5% opt-in

42.4% opt-in

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Design Patternsfor Microsuasion

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Attention

Positioning

PromotionPresence

Prevention

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Completion MeterGuidance:

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Stepped ProcessGuidance:

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Ongoing EducationGuidance:

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Good DefaultsGuidance:

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ReductionAttention:

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TunnelingAttention:

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BlockingAttention:

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Social ProofBiases:

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TestimonialsBiases:

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Kairos (καιρός)Timing:

“Opportune Moment”

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Kairos (καιρός)Timing:

“Opportune Moment”

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Feedback LoopTiming:

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Smart SettingsError Proofing:

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Conditional WarningsError Proofing:

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Time LimitationsScarcity:

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AvailabilityScarcity:

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ExclusivityScarcity:

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Color TheoryVisual Design:

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CredibilityVisual Design:

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Calls-to-Action (CTAs)Wordsmithing:

"Start your free 30 day trial" vs. "Start my free 30 day trial"

"Order Information" vs. "Get Information"

"Create Account" vs. "Join Now"

etc.

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ReaffirmationRecognition:

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BadgesRecognition:

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FixedRewards:

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VariableRewards:

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Dark Design Patternsfor Microsuasion

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PresumptuousGreed:

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FrictionGreed:

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GuiltEmotions:

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Unexpected ResultsInconsistency:

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Unexpected ResultsInconsistency:

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Unexpected ResultsInconsistency:

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Easy In, Difficult Out

Friction:

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Easy In, Difficult Out

Friction:

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All or NothingThroffer:

“Throffer” = Threat + Offer

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“Privacy Zuckering”

Cognitive Load:

Jones, Tim. “Facebook’s “Evil Interfaces””. Electronic Frontier Foundation. 29 April 2010

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Forget to cancel rebilling

Prey on users laziness…mental recall…forgetfulness

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Ethicsof Persuasive Technology

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“Societies eventually develop antibodies to addictive new things... ...Unless we want to be canaries in the coal mine of each new addiction—the people whose sad example becomes a lesson to future generations—we’ll have to figure out for ourselves what to avoid and how.”

–Paul Graham, 2010

The Acceleration of Addictiveness

Graham, Paul. paulgraham.com. July 2010

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White Hat Black HatPersuasion

!

Transparent !

Upfront about intent !

“Nudging”

Manipulation / Coercion !

Deceptive !

Disregards user interest !

“Shoving”

Behavior Design

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• Your intent, methods of persuasion, and outcomes determine the ethics of your decisions.

• You will get the behavior you incent • Be especially careful when it comes to user privacy,

online identity, personal identifying information, commerce, and publishing

Design with Care

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Getting Startedwith Applying Persuasive Design

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Know your usersStep 1:

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Know your productStep 2:

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Functional

Usable

Persuasive

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Determine the behavior you want to drive

Step 3:

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Put the user in controlStep 4:

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Make desired outcome align with the user’s interest

Step 5:

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Market that behavior through education, stories, social norms, gains, surprises, etc.

Step 6:

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Identify potential losses or negative results to discourage behavior

Step 7:

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Build the path to the desired outcome and help users through it

Step 8:

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Keep it simpleStep 9:

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Experiment, measure, learn, & iterate

Step 10:

THX! <3 Discussion / Q&A

Matt Danna @mattdanna