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PET Designing for Persuasion,

Emotion and Trust

Presented by Barry Briggs (@quiffboy)

Monday 5th September 2011

Northern User Experience#nuxuk



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



We are Code Computerlove Hello and welcome



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







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 digitalagencies in Leeds before moving toWilliam Hill in 2001

• William Hill’s lead front-enddeveloper before becoming theirfirst UX Architect in 2005

• Embedded UX values & principlesinto their design & developmentteams

• Been at Code since May 2008

Barry BriggsUser Experience



Developing the user experience



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



Designing for

Persuasion, Emotion & Trust Henceforth referred to as PET…



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 customerstowards your stated goal

• Offline retailers have been using similar tools for years



Facilitates activities:

Browse

Search

Consume

Comprehend

Interact

Usability

Can Do

How PET worksalongside usability

PET

Will Do

Encourages users to:

Engage

Connect

Convert Return



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

triggers to an action

• Emotion techniques are about eliciting a desiredemotional response during a process

• Trust techniques are for establishing credibility,providing assurances and removing risk



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.



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



Audience

Research & User

Understanding

Site Goals

Definition

& Design

How that works

Use the toolkit toidentify which PETprinciples fit withyour stated goalsand then look toimplement in your

definition work

Build & Test



PET Toolkit



PersuasionThe following summary describes some of the Persuasion techniques.

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

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



We like to maintain consistencybetween what we think, say and do

Consistency



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



First you get an

amount



Then you ask themto commit & enter their details

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



When scanning visual informationwe are unconsciously drawntowards things which stand outfrom others

Contrast





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



Our perception is influencedby the information we arepresented.

Framing



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 peoplerationalise repeat payments



Examples of how your money will be used



Scarcity

I want now what I may not beable to get in the future



Scarcity• We infer value in something that has limited availability

or is promoted as being scarce

• Can apply to goods or time-based offers



Offer applies this

weekend only



WARNING: Overuse can

devalue this technique



People will do things that theysee other people are doing

Social Proof



Other people are doing it, soit must be legit



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



EmotionThe 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.



We immediately react topleasing visual stimuli

Visceral processing





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



We respond favourably tolearned, expected behaviours

Behavioral processing



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





Aesthetically pleasing designs areoften perceived to be easier to use

Aestheticusability



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







We like to be challenged andtested, but not too much.

Optimallevel of

challenge



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 alittle trickier

• Not appropriate for all cases!





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 opinionsFamous 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.



We trust established, certifiedorganisations and trademarks

Certifications



Security messaging

Accepted payment methods

Security messaging



Technology

We always expect technologyto work, trust is damaged if itdoes not





Case Study First TransPennine Express



Overview of TPE as a client



Their original site



Our first revision



Re-brand & re-work



Context-aware mobile site



Year One Year Two Year Three

50% increase inreturn visits

135% increase inonline sales

Year Four

Travel Website of theyear 2009 (DADIs)


103% increase inonline ticket sales

We’ve had some great results

Doubled customerdatabase to 150,000




Let’s see some PET techniques in action



The basic advert. Usable but not inspiring



Price - OPTIMUM LEVEL OF DISSONANCE and CONTRAST



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



Call to action - impliesSCARCITY or LIMITED DURATION

Design elements - CONTRAST and VISCERAL PROCESSING



Official event logo –

adds VISUAL APPEAL and CONTRAST, and serves as a TRUST MARKER



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

Example of typical savingsallows the brainto calculate the worth and value of the price



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



The original Our new PET-enhanced version



The power of

the Dark Side

Image credit:Lucasfilm



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…



Evil UX

• It’s done by people who sit in chairs like this• No, honestly!

• Evil UX is deliberately crafted withloving care

• Utilises an understanding of humannature and psychology

• Specifically designed to fool, trickor exploit users

• Examples of this exist on the web,in software and even in the real world

Image credit:Suck.uk.com

The box around this content



The box around this content uses a technique called Uniform Connectedness

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

Note how the instructions for removing

insurance are OPT OUT,convoluted and located AFTER the option

Travel insurance



Here’s the option toselect no insurance -In between LATVIAand LITHUANIA



Image credit:nytimes.com

Facebook’s

privacy statement



OMG!! That would be a disaster…

…IF either of these things happened…

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

Skip this step



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 youplausible deniability

• They cannot chase you up any other way• There’s no context to subsequent correspondence

• Every follow-up must be done through thefeedback form & feels like yet another first approach





Link to opt out ishidden behind a‘more info’ link

Image credit:darkpatterns.org



Opt out

Opt in

Compulsory

Image credit:darkpatterns.org



Facilitates activities:

Browse

Search

Consume

Comprehend

Interact

Usability

Can Do

In Summary

PET

Will Do

Encourages users to:

Engage

Connect

Convert

Return



Further Reading

• Human Factors International – pioneers of PEThttp://www.humanfactors.com/

• Mental Notes – Persuasion reference cardshttp://getmentalnotes.com/

• Changing Minds – Persuasion principleshttp://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/





Thank you Any questions?

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