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The science of persuasive design
Capturing	
  emo.onal	
  triggers	
  that	
  
transform	
  explora.on	
  into	
  ac.on
Kath	
  Straub   Arno	
  Bublitz	
  
Usability.ORG    Human	
  Factors	
  Interna8onal
Designing	
  persuasive	
  content	
  is	
  a	
  2	
  step	
  process
1.	
  Learn	
  your	
  user’s	
  mo.va.ons	
  and	
  barriers	
  to	
  commitment	
  
2.	
  Apply	
  social	
  psych	
  principles	
  of	
  influence	
  to	
  amplify	
  
mo.va.ons	
  and	
  reduce/remove	
  barriers
What’s persuasive?
circa 2000




              Friends                   Domain	
  
             and	
  Family            Professionals
                                       (Bricks	
  and	
  mortar)


                   Media
                                 Internet




                             consumer information ecosystem




                             3
Website credibility circa 2000
                                                   Credibility	
  Killers
     Quick	
  response	
  to	
  ques.ons            Slow	
  download
     Physical	
  address                            Has	
  ads	
  
     Contact	
  informa.on                          Typos
     Recently	
  updated                            Broken	
  links
     Professionally	
  designed                     .
     Arrangement	
  makes	
  sense                  .
     .                                              Hard	
  to	
  navigate
     .                                              Has	
  popup	
  ads
     .	
                                            No	
  updates
     Has	
  ads	
  that	
  match	
  the	
  topic    .
     Requires	
  you	
  to	
  register              Hard	
  to	
  tell	
  ads	
  from	
  content

                       Credibility	
  Enhancers

Fogg,	
  et.	
  al.,	
  2000
Website credibility circa 2000
                                 Credibility	
  Killers




              Technology Focus




     Credibility	
  Enhancers
Early evolution of information consumers

     Quick	
  response	
  to	
  ques.ons                  Design	
  look
     Physical	
  address                                  Informa.on	
  structure
     Contact	
  informa.on                                .
     Recently	
  updated                                  .
     Professionally	
  designed                           Usefulness	
  of	
  informa.on
     Arrangement	
  makes	
  sense                        .
     .                                                    Func.onality
     .                                                    Customer	
  Service
     .	
                                                  Iden.ty	
  of	
  sponsor
     Has	
  ads	
  that	
  match	
  the	
  topic          .
     Requires	
  you	
  to	
  register                    Readability
                                                          Affilia.ons
                                        2002             2004
Fogg,	
  et.	
  al.,	
  2003
                                       Credibility	
  Enhancers
Early evolution of information consumers

Quick	
  response	
  to	
  ques.ons                  Design	
  look
Physical	
  address                                  Informa.on	
  structure
Contact	
  informa.on                                .
Recently	
  updated                                  .
                       Usability Focus
Professionally	
  designed
Arrangement	
  makes	
  sense
                                                     Usefullness	
  of	
  informa.on
                                                     .
.                                                    Func.onality
.                                                    Customer	
  Service
.	
                                                  Iden.ty	
  of	
  sponsor
Has	
  ads	
  that	
  match	
  the	
  topic          .
Requires	
  you	
  to	
  register                    Readability
                                                     Afillia.ons
                                   2002             2004
                                  Credibility	
  Enhancers
Consumers use different cues than professionals (2003)

                         Name/Affilia.on                      Design	
  look
                         Informa.on	
  source               Informa.on	
  focus
                         Business	
  mo.ve                  Informa.on	
  design
                         Informa.on	
  focus                Adver.sing
                         Adver.sing                       3 Company	
  mo.ve
                         Design	
  look                   1 Reputa.on/Affilia.on
                         Informa.on	
  bias                 Informa.on	
  bias
                         Informa.on	
  design               Informa.on	
  accuracy
                         Wri.ng	
  tone                     Wri.ng	
  tone
                         Informa.on	
  Accuracy           2 Informa.on	
  source


                                Professionals             Non-­‐professionals
Fogg,	
  et.	
  al.,	
  2003               Credibility	
  Enhancers
What’s persuasive?
circa 2000




              Friends                  Domain	
  
             and	
  Family           Professionals
                                      (Bricks	
  and	
  mortar)


                   Media
                                 Internet




                             consumer information ecosystem




                             9
Consumers cues converge toward professional’s (2007)

                    Name/Affilia.on                               Site	
  reputa.on
                    Informa.on	
  source                        Source	
  reputa.on
                    Business	
  mo.ve                           Content	
  quality
                    Informa.on	
  focus                         Content	
  accuracy
                    Adver.sing                                  Content	
  usefulness
                    Design	
  look
                    Informa.on	
  bias
                    Informa.on	
  design
                    Wri.ng	
  tone
                    Informa.on	
  Accuracy



                                     Professionals           Non-­‐professionals

Crawford	
  &	
  Straub,	
  (2008)            Credibility	
  Enhancers
Consumers cues converge toward professional’s (2007)




                                     Content Focus




Crawford	
  &	
  Straub,	
  (2008)    Credibility	
  Enhancers
1.	
  Consumers	
  have	
  become	
  more	
  
          sophis.cated	
  users

2.	
  Design	
  is	
  becoming	
  more	
  about
              CONTENT
What’s persuasive?
circa today




               Friends                   Domain	
  
              and	
  Family           Professionals
                                   (Bricks	
  and	
  mortar)

                     Media
                               Internet


                              consumer information ecosystem




                              13
The	
  internet	
  is	
  may	
  be	
  your	
  
first	
  (and	
  last)	
  chance	
  
 to	
  engage	
  a	
  new	
  customer.
Modified
                                                                    belief	
  or	
  behavior

The	
  goal	
  of	
  a	
  website	
  is	
  
   to	
  change	
  a	
  set	
  of	
  
 beliefs	
  and	
  behaviors,	
  
 driving	
  target	
  ac.ons.



                                                   ===	
  Website	
  ===



              Exis*ng                         Motivation
              belief	
  or	
  behavior
Modified
                                                                    belief	
  or	
  behavior


                                    Commitment
                                      barrier
                                                 Commitment
                                                   barrier
                                    Commitment                 Commitment
                                      barrier                    barrier
                                                 Commitment
                                                   barrier
                                                                Commitment
The	
  goal	
  is	
  o^en	
                                       barrier


thwarted	
  by	
  consumers’	
  
barriers	
  to	
  commitment.
                                            ===	
  Website	
  ===



         Exis*ng                             Motivation
         belief	
  or	
  behavior
Human	
  to	
  human	
  
    interac.ons	
  are	
  
different	
  from	
  reading	
  
web	
  content	
  because	
  
       face	
  to	
  face	
  
 interac.ons	
  support	
  
 empathy	
  &	
  message	
  
    tuning	
  real	
  .me
To	
  make	
  content	
  persuasive....
                                                                       Modified
                                                                       belief	
  or	
  behavior


                                       Commitment
                                         barrier
                                                      Commitment
                                                        barrier
                                       Commitment                  Commitment
                                         barrier                     barrier
                                                      Commitment
                                                        barrier
                                                                   Commitment
Increasing	
  mo.va.on                                               barrier


is	
  one	
  way	
  to	
  make	
  
content	
  persuasive.
                                               ===	
  Website	
  ===



            Exis*ng                                 Motivation                     Increase
            belief	
  or	
  behavior
                                                                                   Mo.va.on
To	
  make	
  content	
  persuasive....
                                                                    Modified
                                                                    belief	
  or	
  behavior


                                    Commitment
                                      barrier                                    Reduce/remove
                                                   Commitment

                                    Commitment
                                                     barrier
                                                                Commitment
                                                                                 	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  barriers
                                      barrier                     barrier
                                                   Commitment
                                                     barrier


Reducing/removing	
                                                          Commitment
                                                                               barrier


barriers	
  is	
  another.

                                            ===	
  Website	
  ===



         Exis*ng                                                                Increase
                                                 Motivation
         belief	
  or	
  behavior
                                                                                Mo.va.on
Designing	
  persuasive	
  content	
  is	
  a	
  2	
  step	
  process
1.	
  Learn	
  your	
  user’s	
  mo.va.ons	
  and	
  barriers	
  to	
  commitment	
  
2.	
  Apply	
  social	
  psych	
  principles	
  of	
  influence	
  to	
  amplify	
  
mo.va.ons	
  and	
  reduce/remove	
  barriers
PERSUASIVE	
  CONTENT	
  INTERVIEWS
	
  	
  	
  1.	
  Are	
  about	
  topics	
  not	
  tasks
	
  	
  	
  2.	
  Are	
  (guided)	
  free	
  form
	
  	
  	
  3.	
  Take	
  longer	
  
	
  	
  	
  4.	
  Typically	
  require	
  some	
  laddering*


You	
  will
•	
  listen	
  for	
  mo.va.ons	
  and	
  barriers	
  to	
  commitment
•	
  watch	
  for	
  body	
  language	
  /	
  fidge.ng	
  that	
  indicates	
  emo.onal	
  
change


                                                     *Having	
  some	
  therapeu3c	
  training	
  helps
Usability	
  tes3ng
                                                         wants	
  this	
  level	
  
                                                             of	
  descrip3on

                            What	
  I	
  am	
  doing
Most	
  people	
  are	
  
comfortable	
  
here
                                 How	
  is	
  it	
  working

                                      What	
  I	
  am	
  feeling
                                                                   	
  	
  	
  	
  	
  Empathe3c	
  content	
  
                                                                   interviews	
  need	
  to	
  tap	
  
                                                                   into	
  this
PERSUASIVE	
  CONTENT	
  DESIGN
Ψ	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  applies	
  the	
  social	
  psychology	
  of	
  influence	
  to
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  amplify	
  mo.va.ons	
  and	
  reduce/remove	
  barriers
Ψ	
     A	
  few	
  of	
  the	
  principles	
  of	
  of	
  INFLUENCE

        Scarcity	
  
        Authority	
  
        Consistency
        Contrast
        Dissonance	
  
        WriNen	
  commitment
        Reciprocity
        Social	
  Proof
        Social	
  Valida8on
        Loss	
  Aversion
        Impression	
  Management
        Framing
Mapping Influence Principles to Design




Want to keep
  number
                  Cost to
                  change
Phone plans
  are too
 complex



 Painful to
  change
                 Uncertain
                 of choice
                               This	
  is	
  just	
  an	
  example	
  of	
  
                               using	
  good	
  marke8ng.	
  9¢/
                               minute.	
  No	
  maNer	
  what.	
  
                Want to
 Save $$
               understand
                               Simple.	
  Simple.Simple.

        Want to
    appear consistent
Mapping Influence Principles to Design
                                        Simyo	
  has	
  a	
  help	
  system	
  that	
  
                                        takes	
  in	
  personal	
  account	
  
                                        info	
  and	
  helps	
  you	
  kill/end	
  
Want to keep                            other	
  accounts	
  simply	
  ...	
  
  number
                  Cost to
                                        even	
  if	
  the	
  process	
  is	
  
Phone plans
                  change                challenging.	
  The	
  link	
  is	
  
  are too
 complex
                                        prominent	
  on	
  the	
  
                                        homepage.	
  
 Painful to
  change
                 Uncertain
                 of choice




                Want to
 Save $$
               understand


        Want to
    appear consistent
Mapping Influence Principles to Design


                                              Customer	
  tes8monials	
  ...	
  
                             Social Proof     hundreds	
  ....	
  by	
  real	
  
Want to keep
  number                     (People like me) customers	
  ...	
  these	
  are	
  not	
  
                  Cost to
                  change
                                              marke8ng	
  photos.	
  Surely	
  
Phone plans                                   someone	
  in	
  here	
  looks	
  like	
  
  are too
 complex                                      you	
  ...

 Painful to
  change
                 Uncertain
                 of choice




                Want to
 Save $$
               understand


        Want to
    appear consistent
Mapping Influence Principles to Design


                               Social Proof?

 Want to keep
   number
                                          Can	
  you	
  iden8fy	
  
                    Cost to               with	
  this	
  guy?
                    change
 Phone plans
   are too
  complex



  Painful to
   change
                   Uncertain
                   of choice




                 Want to
 Save $$
                understand


       Want to
   appear consistent
Mapping Influence Principles to Design

                             Potential Subscribers
                             Visible Commitment          reciprocity
Want to keep
                             (Dissonance)
  number
                  Cost to
                  change
Phone plans
  are too
 complex



 Painful to
  change
                 Uncertain
                 of choice




                                               If	
  you	
  tell	
  them	
  when	
  your	
  
 Save $$
                Want to                        current	
  contract	
  ends,	
  they	
  
               understand
                                               will	
  nudge	
  you	
  to	
  remind	
  
        Want to
                                               you	
  that	
  simyo	
  is	
  there.	
  
    appear consistent                          WriNen	
  commitment	
  +	
  
                                               reciprocity.
Mapping Influence Principles to Design

                                             Current Subscribers
                                             Visible Commitment
Want to keep
                                             (Dissonance)
  number
                  Cost to
                  change
Phone plans
  are too
 complex



 Painful to
  change
                 Uncertain
                 of choice




                                        Current	
  customers	
  provide	
  
 Save $$
                Want to                 support	
  to	
  new	
  customers.	
  This	
  
               understand
                                        public	
  tes8monia	
  is	
  a	
  form	
  of	
  
        Want to
                                        public	
  commitment	
  -­‐-­‐	
  this	
  8me	
  to	
  
    appear consistent                   deepen	
  rela8onships	
  with	
  
                                        current	
  customers.
PERSUASIVE	
  CONTENT	
  DESIGN
1.	
  Learn	
  your	
  user’s	
  mo.va.ons	
  and	
  barriers	
  to	
  commitment	
  
2.	
  Apply	
  social	
  psych	
  principles	
  of	
  influence	
  to	
  amplify	
  
mo.va.ons	
  and	
  reduce/remove	
  barriers
Author	
  Contact	
  Informa3on




Kath	
  Straub                         Arno	
  Bublitz
kath@usability.org                     arno@humanfactors.com


      kas                                  abublitz

      kstraub                              abublitz

      kstraub
      researchdrivebys.usability.org

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The science of persuasive design | Capturing emotional triggers that transform exploration into action

  • 1. The science of persuasive design Capturing  emo.onal  triggers  that   transform  explora.on  into  ac.on Kath  Straub Arno  Bublitz   Usability.ORG Human  Factors  Interna8onal
  • 2. Designing  persuasive  content  is  a  2  step  process 1.  Learn  your  user’s  mo.va.ons  and  barriers  to  commitment   2.  Apply  social  psych  principles  of  influence  to  amplify   mo.va.ons  and  reduce/remove  barriers
  • 3. What’s persuasive? circa 2000 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet consumer information ecosystem 3
  • 4. Website credibility circa 2000 Credibility  Killers Quick  response  to  ques.ons Slow  download Physical  address Has  ads   Contact  informa.on Typos Recently  updated Broken  links Professionally  designed . Arrangement  makes  sense . . Hard  to  navigate . Has  popup  ads .   No  updates Has  ads  that  match  the  topic . Requires  you  to  register Hard  to  tell  ads  from  content Credibility  Enhancers Fogg,  et.  al.,  2000
  • 5. Website credibility circa 2000 Credibility  Killers Technology Focus Credibility  Enhancers
  • 6. Early evolution of information consumers Quick  response  to  ques.ons Design  look Physical  address Informa.on  structure Contact  informa.on . Recently  updated . Professionally  designed Usefulness  of  informa.on Arrangement  makes  sense . . Func.onality . Customer  Service .   Iden.ty  of  sponsor Has  ads  that  match  the  topic . Requires  you  to  register Readability Affilia.ons 2002 2004 Fogg,  et.  al.,  2003 Credibility  Enhancers
  • 7. Early evolution of information consumers Quick  response  to  ques.ons Design  look Physical  address Informa.on  structure Contact  informa.on . Recently  updated . Usability Focus Professionally  designed Arrangement  makes  sense Usefullness  of  informa.on . . Func.onality . Customer  Service .   Iden.ty  of  sponsor Has  ads  that  match  the  topic . Requires  you  to  register Readability Afillia.ons 2002 2004 Credibility  Enhancers
  • 8. Consumers use different cues than professionals (2003) Name/Affilia.on Design  look Informa.on  source Informa.on  focus Business  mo.ve Informa.on  design Informa.on  focus Adver.sing Adver.sing 3 Company  mo.ve Design  look 1 Reputa.on/Affilia.on Informa.on  bias Informa.on  bias Informa.on  design Informa.on  accuracy Wri.ng  tone Wri.ng  tone Informa.on  Accuracy 2 Informa.on  source Professionals Non-­‐professionals Fogg,  et.  al.,  2003 Credibility  Enhancers
  • 9. What’s persuasive? circa 2000 Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet consumer information ecosystem 9
  • 10. Consumers cues converge toward professional’s (2007) Name/Affilia.on Site  reputa.on Informa.on  source Source  reputa.on Business  mo.ve Content  quality Informa.on  focus Content  accuracy Adver.sing Content  usefulness Design  look Informa.on  bias Informa.on  design Wri.ng  tone Informa.on  Accuracy Professionals Non-­‐professionals Crawford  &  Straub,  (2008) Credibility  Enhancers
  • 11. Consumers cues converge toward professional’s (2007) Content Focus Crawford  &  Straub,  (2008) Credibility  Enhancers
  • 12. 1.  Consumers  have  become  more   sophis.cated  users 2.  Design  is  becoming  more  about CONTENT
  • 13. What’s persuasive? circa today Friends Domain   and  Family Professionals (Bricks  and  mortar) Media Internet consumer information ecosystem 13
  • 14. The  internet  is  may  be  your   first  (and  last)  chance   to  engage  a  new  customer.
  • 15. Modified belief  or  behavior The  goal  of  a  website  is   to  change  a  set  of   beliefs  and  behaviors,   driving  target  ac.ons. ===  Website  === Exis*ng Motivation belief  or  behavior
  • 16. Modified belief  or  behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment The  goal  is  o^en   barrier thwarted  by  consumers’   barriers  to  commitment. ===  Website  === Exis*ng Motivation belief  or  behavior
  • 17. Human  to  human   interac.ons  are   different  from  reading   web  content  because   face  to  face   interac.ons  support   empathy  &  message   tuning  real  .me
  • 18. To  make  content  persuasive.... Modified belief  or  behavior Commitment barrier Commitment barrier Commitment Commitment barrier barrier Commitment barrier Commitment Increasing  mo.va.on barrier is  one  way  to  make   content  persuasive. ===  Website  === Exis*ng Motivation Increase belief  or  behavior Mo.va.on
  • 19. To  make  content  persuasive.... Modified belief  or  behavior Commitment barrier Reduce/remove Commitment Commitment barrier Commitment                            barriers barrier barrier Commitment barrier Reducing/removing   Commitment barrier barriers  is  another. ===  Website  === Exis*ng Increase Motivation belief  or  behavior Mo.va.on
  • 20. Designing  persuasive  content  is  a  2  step  process 1.  Learn  your  user’s  mo.va.ons  and  barriers  to  commitment   2.  Apply  social  psych  principles  of  influence  to  amplify   mo.va.ons  and  reduce/remove  barriers
  • 21. PERSUASIVE  CONTENT  INTERVIEWS      1.  Are  about  topics  not  tasks      2.  Are  (guided)  free  form      3.  Take  longer        4.  Typically  require  some  laddering* You  will •  listen  for  mo.va.ons  and  barriers  to  commitment •  watch  for  body  language  /  fidge.ng  that  indicates  emo.onal   change *Having  some  therapeu3c  training  helps
  • 22. Usability  tes3ng wants  this  level   of  descrip3on What  I  am  doing Most  people  are   comfortable   here How  is  it  working What  I  am  feeling          Empathe3c  content   interviews  need  to  tap   into  this
  • 23. PERSUASIVE  CONTENT  DESIGN Ψ                                applies  the  social  psychology  of  influence  to                    amplify  mo.va.ons  and  reduce/remove  barriers
  • 24. Ψ   A  few  of  the  principles  of  of  INFLUENCE Scarcity   Authority   Consistency Contrast Dissonance   WriNen  commitment Reciprocity Social  Proof Social  Valida8on Loss  Aversion Impression  Management Framing
  • 25. Mapping Influence Principles to Design Want to keep number Cost to change Phone plans are too complex Painful to change Uncertain of choice This  is  just  an  example  of   using  good  marke8ng.  9¢/ minute.  No  maNer  what.   Want to Save $$ understand Simple.  Simple.Simple. Want to appear consistent
  • 26. Mapping Influence Principles to Design Simyo  has  a  help  system  that   takes  in  personal  account   info  and  helps  you  kill/end   Want to keep other  accounts  simply  ...   number Cost to even  if  the  process  is   Phone plans change challenging.  The  link  is   are too complex prominent  on  the   homepage.   Painful to change Uncertain of choice Want to Save $$ understand Want to appear consistent
  • 27. Mapping Influence Principles to Design Customer  tes8monials  ...   Social Proof hundreds  ....  by  real   Want to keep number (People like me) customers  ...  these  are  not   Cost to change marke8ng  photos.  Surely   Phone plans someone  in  here  looks  like   are too complex you  ... Painful to change Uncertain of choice Want to Save $$ understand Want to appear consistent
  • 28. Mapping Influence Principles to Design Social Proof? Want to keep number Can  you  iden8fy   Cost to with  this  guy? change Phone plans are too complex Painful to change Uncertain of choice Want to Save $$ understand Want to appear consistent
  • 29. Mapping Influence Principles to Design Potential Subscribers Visible Commitment reciprocity Want to keep (Dissonance) number Cost to change Phone plans are too complex Painful to change Uncertain of choice If  you  tell  them  when  your   Save $$ Want to current  contract  ends,  they   understand will  nudge  you  to  remind   Want to you  that  simyo  is  there.   appear consistent WriNen  commitment  +   reciprocity.
  • 30. Mapping Influence Principles to Design Current Subscribers Visible Commitment Want to keep (Dissonance) number Cost to change Phone plans are too complex Painful to change Uncertain of choice Current  customers  provide   Save $$ Want to support  to  new  customers.  This   understand public  tes8monia  is  a  form  of   Want to public  commitment  -­‐-­‐  this  8me  to   appear consistent deepen  rela8onships  with   current  customers.
  • 31. PERSUASIVE  CONTENT  DESIGN 1.  Learn  your  user’s  mo.va.ons  and  barriers  to  commitment   2.  Apply  social  psych  principles  of  influence  to  amplify   mo.va.ons  and  reduce/remove  barriers
  • 32. Author  Contact  Informa3on Kath  Straub Arno  Bublitz kath@usability.org arno@humanfactors.com kas abublitz kstraub abublitz kstraub researchdrivebys.usability.org