the science and art of persuasive design

The Science & Art of Persuasive Design

John Whalen, PhDDirector, User Experience and Design, e.magination

Twitter: @johnwhalenEmail: john.whalen@emagination.com

LinkedIn: http://www.linkedin.com/in/johnwhalen

• Founded in 1992• 50+ employees

• Largest Web Design Firm in Baltimore 2007 - 2009

• Over 700 Web sites launched

Webinar brought to you by:

e.magination is a full service Web presence and application development firm offering persuasive design brought to life by innovative use of technology.

Sebastian Deterding @ Slideshare

Agenda• What is persuasive design?

• What are the keys to being persuasive?

• What is the business benefit of Persuasive Design?

• How do I get started?

• Where can I learn more?

Caldini’s 6 Principles1. Reciprocity

– Have our white paper – just give us your email.

2. Scarcity– Only 3 left. Call again if line

is busy

3. Authority– E.magination award winning

and largest firm 3 years running. Dr. Whalen, PhD

4. Commitment– We already agreed to black

links on black with no underlines.

5. Social Proof– After looking at this book,

most people bought…

6. Likability– That picture looks just like

me and my friends. I like this photo tool.

Trust• Presumed

– Early bias based on knowledge of you.

• Surface– Beautiful design, so

professional.

• Reputed– Ranked #1 Hospital 3

years running.

• Earned– Actual project went well.

See Fogg’s 10 Principles on Trust @ bjfogg.com

Predictably Irrational by Ariel• Contrast Principle

– Bread Maker– Pen Savings

• Anchoring– Black Pearls

• Its Free– Hershey Chocolates

(01/15 vs. 0/14 cents)

• Social Norms– AARP Rate: $30/hr

• Design for Procrastination– Term Papers

• Endowment Effect– Basketball tickets - $170 vs.

$2,400

• Aversion to loss– Closing doors game

• Stereotype Bias– Bud + Vinegar

BJ Fogg’s Behavior Model

1. Motivators– Pleasure / Pain– Hope / Fear– Acceptance / Rejection

2. Simplicity (Barriers)– Time– Money– Physical Effort– Brain Cycles– Social Deviance– Non Routine

3. Triggers (Calls to Action)– Facilitation

(make it easier)

– Signal(make it more appealing)

– Spark(just signal, not motivator)

Got all that???

PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

TrustPresumedSurfaceReputedEarned

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers

[Get our checklist on the e.magination blog]

Scarcity / ExclusivityPersuasionCheat Sheet

AuthorityPersuasionCheat Sheet

Commitment, MotivatorsPersuasionCheat Sheet

Social ProofPersuasionCheat Sheet

LikabilityPersuasionCheat Sheet

Presumed TrustPersuasionCheat Sheet

Surface TrustPersuasionCheat Sheet

Reputed TrustPersuasionCheat Sheet

Earned TrustPersuasionCheat Sheet

ContrastPersuasionCheat Sheet

AnchoringPersuasionCheat Sheet

Aversion to LossPersuasionCheat Sheet

ProcrastinationPersuasionCheat Sheet

Endowment of ValuePersuasionCheat Sheet

StereotypesPersuasionCheat Sheet

MotivatorsPersuasionCheat Sheet

SimplicityPersuasionCheat Sheet

TriggersPersuasionCheat Sheet

Increase Sign Up

Example: HFI/AAA

Motivate Positive Behavior

BJ Fogg’s Behavior Model

1. Three basic motivators:– Pleasure / Pain– Hope / Fear– Acceptance / Rejection

2. Simplicity (Barriers)– Time– Money– Physical Effort– Brain Cycles– Social Deviance– Non Routine

3. Triggers (Calls to Action)

– Facilitation (make it easier)

– Signal(make it more appealing)

– Spark(just signal, not motivator)

Great books on this:

And also brought to you by:

• Check out my favorites on Slideshare:– Bob Caldini– Sebastian Deterding– BJ Fogg– Robert Gillham– Lauren Martin– Kath Straub

John Whalen, PhDDirector, User Experience

Twitter: @johnwhalenEmail: john.whalen@emagination.comLinkedIn: http://www.linkedin.com/in/johnwhalen

Thank you!

the science and art of persuasive design

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