The Designer's Playbook for Persuasive Design - GSummit 2014

Designer’s Playbook iPERSUASIVE DESIGN MATT DANNA @mattdanna

@mattdanna 7 Matt Danna VP, Product o

@mattdanna f f f f f K GAME PLAN Define
“Persuasive Design” Review a Case Study Explore Design Patterns Examine Anti-Patterns Learn How to Apply Persuasive Design

@mattdanna WHAT IS “PERSUASIVE DESIGN” ? c c

@mattdanna PERSUASIVE DESIGN is… Designing with the intent to: 1.
Incite a new behavior, or 2. Modify existing behavior

@mattdanna Can be done by either… 1. Increasing a user’s
ability, or 2. Increasing a user’s desire PERSUASIVE DESIGN is…

@mattdanna Service Product Feature Interface Component SCOPE OF PERSUASION

@mattdanna 1 SCOPE OF PERSUASION Service Product Feature Interface Component

@mattdanna M M M M Macrosuasion Microsuasion SCOPE OF PERSUASION
Service Product Feature Interface Component

@mattdanna VALUE PROPOSITION CONVERSION SCOPE OF PERSUASION Service Product Feature
Interface Component M M M M Macrosuasion Microsuasion

@mattdanna SCOPE OF PERSUASION Service Product Feature Interface Component VALUE
PROPOSITION CONVERSION M M M M Macrosuasion Microsuasion

@mattdanna I CASE STUDY Email opt-in Defaults

@mattdanna

@mattdanna “Would you like to receive our emails?” Option 1
Unchecked

@mattdanna “Would you like to receive our emails?” Option 1
Unchecked “We think you should receive our emails.” Option 2 Pre-checked

@mattdanna “You are going to receive our emails but can
opt-out later” “Would you like to receive our emails?” Option 1 Unchecked “We think you should receive our emails.” Option 2 Pre-checked Option 3 Disabled

opt-out later” “Would you like to receive our emails?” Option 1 Option 4 “You don’t even know this, but you’re going to get our emails.” Unchecked “We think you should receive our emails.” Option 2 Pre-checked Option 3 Disabled Not Shown

opt-out later” “Would you like to receive our emails?” Option 1 Option 4 “You don’t even know this, but you’re going to get our emails.” Unchecked “We think you should receive our emails.” Option 2 Pre-checked Option 3 Disabled Not Shown DECEPTIVE TRANSPARENT

@mattdanna Sample size: 8.5MM User Sign-ups ’s Email Opt-in Rate
at Sign-up Send me promotional updates from deviantART Unchecked Pre-checked Send me promotional updates from deviantART 42.4% opt-in 1.6% opt-in New TEXT Email me about the latest deviantART news, contests, and special offers. 48.5% opt-in

@mattdanna PERSUASIVE PATTERNSw DESIGNR

@mattdanna PRIMING

@mattdanna WALKTHROUGHS

@mattdanna JOYRIDES

@mattdanna COACH MARKS

@mattdanna Blank Slate

@mattdanna ONBOARDING

@mattdanna OUT-OF-BOX EXPERIENCE

@mattdanna COMPLETION METER

@mattdanna EMPTY STATE

@mattdanna SEeDING

@mattdanna ONGOING ONBOARDING

@mattdanna Cognitive Load

@mattdanna REDUCTION

@mattdanna CHUNKING

@mattdanna Sequenced Flows

@mattdanna WIZARDS

@mattdanna PROGRESsIVE   DISCLOSURE

@mattdanna TUNnELING

@mattdanna ANCHORING

@mattdanna BIASES

@mattdanna CREDIBILITY

@mattdanna SOCIAL

@mattdanna GOoD DEFAULTS

@mattdanna STORYTELlING

@mattdanna AFfORDANCES

@mattdanna BLOCKING

@mattdanna EMPHASIS

@mattdanna SCAN PATtERN Images courtesy of nngroup.com

@mattdanna Images courtesy of lukew.com TAP ACcESs

@mattdanna FEeDBACK

@mattdanna Kairos (καιρός) “Opportune Moment” TIMING

@mattdanna FeEdback LoOp

@mattdanna Belonging

@mattdanna reciprocation

@mattdanna ERrOR PROoFING

@mattdanna SMART SETtINGS

@mattdanna Conditional Warnings

@mattdanna IN-LINE HELP

@mattdanna PROACTIVE RESOLUTIONS

@mattdanna PERSUASIVE DESIGN DARK PATTERNS w

@mattdanna Presumptuous Defaults

@mattdanna FRICTION

@mattdanna GUILT

@mattdanna UNEXPECTED RESULTS

@mattdanna EASY IN,  DifFicult Out

@mattdanna ALl OR NOTHING Throffer = Threat + Offer

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

@mattdanna “Privacy Zuckering”

@mattdanna PERSUASIVE ETHICSw DESIGN

@mattdanna Persuasion ! Transparent ! Upfront about intent ! “Nudging”
Manipulation / Coercion ! Deceptive ! Disregards user interest ! “Shoving” WHITE HAT BLACK HAT

@mattdanna • 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

@mattdanna APPLYING PERSUASIVE DESIGN

@mattdanna Know your users Step 1

@mattdanna Know your product Step 2

@mattdanna Functional Reliable Usable Persuasive

@mattdanna Determine the behavior you want to drive Step 3

@mattdanna Put the user in control Step 4

@mattdanna Make desired outcome align with the user’s interest Step
5

@mattdanna Market that behavior through education, stories, social norms, gains,
surprises, etc. Step 6

@mattdanna Identify potential losses or negative results to discourage behavior
Step 7

@mattdanna Build the path to the desired outcome and help
users through it Step 8

@mattdanna Keep it simple Step 9

@mattdanna Experiment, measure, learn, & iterate Step 10

Discussion / Q&A Thanks! @mattdanna MATT DANNA

The Designer's Playbook for Persuasive Design -...

The Designer's Playbook for Persuasive Design - GSummit 2014

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