The science of persuasive design Capturing emo.onal triggers that transform explora.on into ac.on Kath Straub Usability.ORG Arno Bublitz Human Factors Interna8onal
The science of persuasive design | Capturing emotional triggers that transform exploration into action
Aug 20, 2015
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The science of persuasive design Capturing emo.onal triggers that transform explora.on into ac.on
Kath StraubUsability.ORG
Arno Bublitz Human Factors Interna8onal
Designing persuasive content is a 2 step process1. 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
consumer information ecosystem
3
Friendsand Family
Internet
Domain Professionals(Bricks and mortar)
What’s persuasive? circa 2000
Media
Website credibility circa 2000
Fogg, et. al., 2000
Credibility Enhancers
Quick response to ques.onsPhysical addressContact informa.onRecently updatedProfessionally designedArrangement makes sense... Has ads that match the topicRequires you to register
Credibility Killers
Slow downloadHas ads TyposBroken links..Hard to navigateHas popup adsNo updates.Hard to tell ads from content
Website credibility circa 2000
Technology Focus
Credibility Enhancers
Credibility Killers
Early evolution of information consumers
2002
Quick response to ques.onsPhysical addressContact informa.onRecently updatedProfessionally designedArrangement makes sense... Has ads that match the topicRequires you to register
Design lookInforma.on structure..Usefulness of informa.on.Func.onalityCustomer ServiceIden.ty of sponsor.ReadabilityAffilia.ons
2004
Credibility EnhancersFogg, et. al., 2003
Early evolution of information consumers
2002
Quick response to ques.onsPhysical addressContact informa.onRecently updatedProfessionally designedArrangement makes sense... Has ads that match the topicRequires you to register
Design lookInforma.on structure..Usefullness of informa.on.Func.onalityCustomer ServiceIden.ty of sponsor.ReadabilityAfillia.ons
2004
Credibility Enhancers
2004
Credibility Enhancers
Usability Focus
Consumers use different cues than professionals (2003)
Professionals
Name/Affilia.onInforma.on sourceBusiness mo.veInforma.on focusAdver.singDesign lookInforma.on biasInforma.on designWri.ng toneInforma.on Accuracy
Fogg, et. al., 2003
Non-‐professionals
Design lookInforma.on focusInforma.on designAdver.singCompany mo.veReputa.on/Affilia.onInforma.on biasInforma.on accuracyWri.ng toneInforma.on source
Credibility Enhancers
Design lookInforma.on focusInforma.on designAdver.singCompany mo.veReputa.on/Affilia.onInforma.on biasInforma.on accuracyWri.ng toneInforma.on source2
13
consumer information ecosystem
9
Friendsand Family
Internet
Domain Professionals(Bricks and mortar)
What’s persuasive? circa 2000
Media
Consumers cues converge toward professional’s (2007)
Professionals
Name/Affilia.onInforma.on sourceBusiness mo.veInforma.on focusAdver.singDesign lookInforma.on biasInforma.on designWri.ng toneInforma.on Accuracy
Crawford & Straub, (2008)
Non-‐professionals
Site reputa.onSource reputa.onContent qualityContent accuracyContent usefulness
Credibility Enhancers
Non-‐professionals
Site reputa.onSource reputa.onContent qualityContent accuracyContent usefulness
Consumers cues converge toward professional’s (2007)
Crawford & Straub, (2008) Credibility Enhancers
Content Focus
1. Consumers have become more sophis.cated users
2. Design is becoming more about
CONTENT
consumer information ecosystem
13
Friendsand Family
Internet
Domain Professionals
(Bricks and mortar)
What’s persuasive? circa today
Media
The internet is may be your
first (and last) chance to engage a new customer.
Modifiedbelief or behavior
Exis*ngbelief or behavior
=== Website ===
Motivation
The goal of a website is to change a set of
beliefs and behaviors, driving target ac.ons.
Modifiedbelief or behavior
Motivation
Commitment barrier
Exis*ngbelief or behavior
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
=== Website ===
The goal is o^en thwarted by consumers’ barriers to commitment.
Human to human interac.ons are
different from reading web content because
face to face interac.ons support empathy & message tuning real .me
Modifiedbelief or behavior
Motivation
Commitment barrier
Exis*ngbelief or behavior
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
=== Website ===
To make content persuasive....
IncreaseMo.va.on
Increasing mo.va.onis one way to make content persuasive.
Modifiedbelief or behavior
Motivation
Commitment barrier
Exis*ngbelief or behavior
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
Commitment barrier
=== Website ===
To make content persuasive....
Reduce/remove barriers
IncreaseMo.va.on
Reducing/removing barriers is another.
Designing persuasive content is a 2 step process1. 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
How is it working
What I am feeling
Most people are comfortable here
What I am doing
Usability tes3ngwants this level
of descrip3on
Empathe3c content interviews need to tap into this
PERSUASIVE CONTENT DESIGN applies the social psychology of influence to amplify mo.va.ons and reduce/remove barriersΨ
Scarcity Authority ConsistencyContrastDissonance WriNen commitmentReciprocitySocial ProofSocial Valida8onLoss AversionImpression ManagementFraming
Ψ A few of the principles of of INFLUENCE
Mapping Influence Principles to Design
Want to keep number
Painful to change
Phone plans are too
complex
Uncertain of choice
Cost to change
Save $$ Want to understand
Want to appear consistent
This is just an example of using good marke8ng. 9¢/minute. No maNer what. Simple. Simple.Simple.
Mapping Influence Principles to Design
Save $$ Want to understand
Want to keep number
Painful to change
Phone plans are too
complex
Uncertain of choice
Cost to change
Want to appear consistent
Simyo has a help system that takes in personal account info and helps you kill/end other accounts simply ... even if the process is challenging. The link is prominent on the homepage.
Mapping Influence Principles to Design
Social Proof(People like me)Want to keep
number
Painful to change
Phone plans are too
complex
Uncertain of choice
Cost to change
Save $$ Want to understand
Want to appear consistent
Customer tes8monials ... hundreds .... by real customers ... these are not marke8ng photos. Surely someone in here looks like you ...
Mapping Influence Principles to Design
Social Proof?
Want to keep number
Painful to change
Phone plans are too
complex
Uncertain of choice
Cost to change
Save $$ Want to understand
Want to appear consistent
Can you iden8fy with this guy?
Mapping Influence Principles to Design
Potential SubscribersVisible Commitment(Dissonance)
Want to keep number
Painful to change
Phone plans are too
complex
Uncertain of choice
Cost to change
Save $$ Want to understand
Want to appear consistent
If you tell them when your current contract ends, they will nudge you to remind you that simyo is there. WriNen commitment + reciprocity.
reciprocity
Mapping Influence Principles to Design
Current SubscribersVisible Commitment(Dissonance)
Want to keep number
Painful to change
Phone plans are too
complex
Uncertain of choice
Cost to change
Save $$ Want to understand
Want to appear consistent
Current customers provide support to new customers. This public tes8monia is a form of public commitment -‐-‐ this 8me to deepen rela8onships with current customers.
PERSUASIVE CONTENT DESIGN1. 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
Kath Straub
Arno Bublitz
researchdrivebys.usability.org
kstraub
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