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@interact_sf
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9 Ways to Manipulate
People with Design
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Designing products is
designing experiences
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And the best products create
lasting connections
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You can design for connection
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That’s probably
Facebook
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We are vain, cheap
and easily amused
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Okay. Nine ways. Here we go.
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Familiarity Bias
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We like what we know
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Best new things
use familiar patterns
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Familiar moments create trust
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Make it easy to get to know you
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Design patterns make new
interfaces feel familiar
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Unfamiliar patterns
can create confusion
(at least, at first)
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Relative Value
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Comparing is easier
than appraising
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Options make us feel in control
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Too many options
create choice paralysis
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Things that are limited
have more value
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Bandwagon
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We are easily swayed by
behaviors and opinions of others
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Strength in numbers
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Bandwagon can also
work against you
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Authority
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Authority can trump
our own beliefs
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Experiment:
“Teacher” instructed to administer
electric shock for “Student’s” wrong answer
65% obeyed, even though
they wanted to stop
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More of this please.
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More of this please.
Just kidding.
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Be strategic with placement
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Faith in
Aesthetics
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We first judge the site
by its appearance, then
consider its content
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Study:
Would you trust a health site?
83% negative comments
stemmed from aesthetics
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Attractive things
appear more valuable
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Aesthetics affect usability
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Study:
Complete tasks on this phone
Faster task completion
on visually appealing
devices
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Study:
Complete tasks on this phone
Faster task completion
on visually appealing
devices
Sorry Blackberry.
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Achievement
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Competition is great,
but we like to win
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We like challenges that are
sort of challenging
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We appreciate rewards more
when we don’t expect them
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It’s science!
Unpredictable rewards cause
greater dopamine levels
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We like showing off
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Zeigarnik Effect
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When we become engaged
in a story, we have to see
how it ends
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We generally like to finish
what we start
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The key is getting us
to start something
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Varying the length of steps
keeps us motivated
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Sometimes a guilt trip works best
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Self-expression
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We are unique, special
snowflakes
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We perceive things we own
(or create) as more valuable
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Find ways to make the
experience feel personalized
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Keep personalization
options small
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Surprise & Delight
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We remember key moments
in our experiences
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Only highs and lows
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Create the “highs”
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Validate the “lows”
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So many nobs, girl
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Familiarity Bias
Show me something
I already understand
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Relative Value
Give me a comparison
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Bandwagon
Tell me I’m missing out
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Authority
Say that it’s worth my
while
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Faith in Aesthetics
Make it attractive
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Achievement
Make it a fun game
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Zeigarnik Effect
Help me get closure
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Self-expression
Let me feel unique
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Surprise & Delight
Entertain me
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Nine ways.
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Thanks!
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zurb.com/9ways
@ZURB | @smiley