Persuasive Design: Putting it to Use John Whalen, PhD 5/18/22
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Persuasive Design: Putting it to UseJohn Whalen, PhDApril 10, 2023
Persuasive Design
What is it?
Persuasion During Buying Process
Definition
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
+
Twitter: #persuasive
John Whalen
PhD Cognitive Science
Cognitive Neuroscience
Vision Science LinguisticsPhD:
Math in Brain
Professor in PsychologyVP, User ExperienceBridgeline Digital
Post Doc at UCLAduring Dot.Com boom
Usability/Accessibility
OnlineStrategy
UserExperience
InformationArchitecture
Bridgeline
DevelopmentWeb Sites
CMS
Design
Usability/Accessibility
OnlineStrategy
InteractionDesign
InformationArchitecture
Discovery
StakeholderResearch
User Research
VisualDesign
iAPPSCustomApps
eCommerce
Online Facebook
iPhone
Intranets
Delivery
Support
CustomApps
ContentCreation
About
10 Yrs old
Locations across USA
SampleClients
FDA
USDA
CareFirst
DOJ
AARP
Ad.com
.NET
SystemIntegration
Comcast
Competition
Persuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
Why bother?
PersuasionUsability
P.B. J.
“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
Persuasive Design
What is it?
Definition
Beginnings
2000 2005 2010
I define persuasive technology as any interactive computing system designed to change people’s attitudes or behaviors.
Behavior is our medium.
Need to know science behind seduction.Entice, induce, tempt.
Not manipulation, mind control, one night stand.
Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your
design process.
Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your
design process.
Persuasion During Buying Process
“I wantone but…”
“What’s that?”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
LikabilityFree
Commitment
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
Persuasive Design
+
Registration PremiumAccount
Membership
Effo
rt
Time
Registration PremiumAccount
Membership
Effo
rt
Time
Reduce effort with Usability
Registration PremiumAccount
Membership
Effo
rt
Time
Add persuasion to motivate effort
Conversion!!!
AAA / HFI
It works – double the funnel
“I wantone but…”
“Oh Cool” “Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
Intrigue EndowmentAesthetics
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
Persuasion During Buying Process
“What’s that?”
LikabilityFree
Commitment
Persuasive Design
LikeabilityFree
Commitment
LikeabilityFree
Commitment
C
B
A
“I wantone but…”
“Why wouldI want one?”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
NarrativeAchievement Reputation
AuthoritySocial Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
Persuasion During Buying Process
Persuasive Design
Intrigue
Endowment
Aesthetics
Which works better?
“I wantone but…”
“Is it anygood?”
“Conversion”
Same oldSame old
“Is it worththat price?”
ReputationAuthority
Social Proof
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Why wouldI want one?”
NarrativeAchievement
Persuasion During Buying Process
Persuasive Design
Narrative
Narrative
Narrative
Barbeque by the pool
Achievement
Achievement
Where’s the barbeque?
“I wantone but…”
“Why wouldI want one?”
“Conversion”
Same oldSame old
“Is it worththat price?”
NarrativeAchievement
FramingAnchoringMimicry
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
Persuasion During Buying Process
Persuasive Design
ReputationAuthority
Social Proof
ReputationAuthority
Social Proof
A C
B ???
“I wantone but…”
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Loss AversionStatus Quo
Effort
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
Persuasion During Buying Process
Persuasive Design
Framing
Anchoring
Mimicry
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
Persuasion During Buying Process
Persuasive Design
Loss Aversion
Status Quo
Effort
“Why wouldI want one?”
Same oldSame old
NarrativeAchievement
Hire Us
Still need help?
Freudian slip
oops
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
“Conversion”
ScarcityLoss Aversion
Ownership
Persuasion During Buying Process
Persuasive Design
Scarcity
Loss Aversion
Ownership
Phew !!!
“Why wouldI want one?”
“Conversion”
Same oldSame old
NarrativeAchievement
Hire Us
Still need help?
Freudian slip
oops
ScarcityLoss Aversion
Ownership
What is it?
Definition
Beginnings
Why bother?
PersuasionUsability
P.B. J.
“What’s that?”
LikabilityFree
Commitment
“Oh Cool”
Intrigue EndowmentAesthetics
“Is it anygood?”
ReputationAuthority
Social Proof
“Is it worththat price?”
FramingAnchoringMimicry
“I wantone but…”
Loss AversionStatus Quo
Effort
Persuasion During Buying Process
Persuasive Design
Thank You
John Whalen
@johnwhalen
240-281-0764
Persuasive Design slideshare.net/johnwhalen
Twitter: #persuasivedesign
Bridgeline DigitalBridgelinedigital.com
@bridgeline
Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that I've made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition important Social Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process
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