Download - Design for Persuasion, Emotion and Trust
Chris Bush UX Practice Lead
@wearesigma / @suthen
Chris Bush UX Practice Lead
@wearesigma / @suthen
WHAT IS ‘PET’ THEORY?
HOW IT IS USED
THE GOOD, THE BAD & THE MISLEADING!
Persuasion Principles used to encourage or discourage a users behaviour during a process.
Emotion
Principles used to encourage any emotional response during a process such as
achievement, empathy or surprise.
Trust Principles used to establish confidence during a process, for example: confidence,
security and credibility.
• Developed by Human Factors Inc. to support user engagement
in the maturing digital eco-system
• Based on social psychology, existing marketing principles and
research on how users interact with information
• A toolkit of 50+ principles to aid design decisions
• Strong focus on interaction and encouraging “Will do” actions
from users
• Broadly compliments usability, but there are a few important
exceptions
GetMentalNotes.com
SEO Ability to find your site
USABILITY complete the task efficiently
PET THEORY motivation to complete the task
SEO Ability to find your site
USABILITY complete the task efficiently
PET THEORY motivation to complete the task
“Can do”
“Will do”
SEO Ability to find your site
USABILITY complete the task efficiently
PET THEORY motivation to complete the task
“Can do”
“Will do” Encourage,
Motivate,
Constrain
Usability An easy to use door
Persuasion A door you’re motivated to enter
Persuasion Looks like an inviting place to rest
Persuasion A bench which constrains behaviour
A brief exploration of some of the techniques
A list of some of the Persuasion techniques.
• Authority. Use your authority and others will obey.
• Contrast. We notice and decide by difference between two things, not absolutes.
• Framing. Our perception is influenced by the information we are presented.
• Limited Duration. Given a choice between action and inaction, a limited time to respond increases the likelihood that people will participate.
• Scarcity. I want now what I may not be able to get in the future.
• Social Proof. When uncertain we take cues from other people.
• Trigger. We need small nudges placed on our regular paths to remind and motivate us to take action.
We tend to follow the patterns of similar people in new or unfamiliar situations
›
Limited duration
›
SOCIAL PROF
Likes and reviews Likes & reviews
We infer value in something that has limited availability or is promoted as being scarce
›
Limited duration
Scarcity
We notice and decide by difference between two things, not absolutes
Which form received the most clicks?
21% more clicks
We need small nudges placed on our regular paths to remind and motivate us to take action
80% less spillage
I dread to think…
Click me!
The following summary describes some of the Emotion principles. • Aesthetic usability.
Aesthetically pleasing designs are often perceived to be easier to use.
• Behavioural processing. We respond favourably to learned, expected behaviours.
• Delight. We remember and respond favourably to small, unexpected and playful pleasures.
• Goal setting. We are compelled to strive to achieve a goal if it is achievable.
• Knowledge of results. We continue our actions if we are shown evidence of their success.
• Optimal level of challenge. We like to be challenged and tested, but not too much.
• Social contagion. Our emotions are affected by the actions of those we see around us.
We are compelled to strive to achieve a goal if it is achievable
GOAL SETTING
We remember and respond favourably to small, unexpected and playful pleasures.
Trust is influenced by a combination of factors which act as Trust Markers.
• Design quality. We perceive value in the things we see.
• Current content. Up-to-date content indicates freshness and responsiveness.
• Extensive quality content. We trust an authority that is plentiful with knowledgeable.
• Affiliation. We judge other based on their recommendations and affiliations.
• Certifications. We trust established, certified organisations and trademarks.
• Testimonials. We trust organisations who trust and value their customers opinions
We trust established, certified organisations and trademarks
›
Reinforced secure check out button
Known and trusted money handling
companies
Well, yeah!
Authority
Authority &
Difference
USE PET SPARINGLY
USE TECHNIQUES THAT SUPPORT
YOUR BUSINESS GOALS
Goal setting
Framing
DON’T OVERLOAD THE USER
Scarcity
Social proof
Framing
Trigger
Social proof
Social proof
›
DON’T DISTORT THE TRUTH (LIMITED DURATION )
Sites designed to obscure information or trick users (Examples from Darkpatterns.org)
Tries to trick you in to buying insurance
Very difficult to opt-out
But still very difficult to
opt-out
The new site is much better
Comet thought it was a good idea to add
things to your basket.
• BJ Fogg and the Persuasive Tech lab http://captology.stanford.edu/invisible-resource/design-for-impact.html
• Susan Weinschenk http://theteamw.com http://theteamw.com/#books Recommend – ‘Neuro Web design’, ‘100 Things Every Designer Needs To Know About People’ and ‘How to get people to do stuff’
• Joe Leech @MrJoe http://psychologyfordesigners.com
• Mailchimp & Aarron Walter http://aarronwalter.com http://www.abookapart.com/products/designing-for-emotion http://www.toneandvoice.com
• Changing minds
http://changingminds.org/principles/principles.htm
• Mental notes http://www.getmentalnotes.com http://www.getmentalnotes.com/cards
Any questions?
@wearesigma
@suthen
Christopher J Bush
Head of User Experience
wearesigma.com
W: wearesigma.com E: [email protected] P: +44 (0)1625 427718
SIGMA
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Macclesfield, Cheshire SK11 6QJ