mobile persuasion
TRANSCRIPT
Perspectives on Persuasive Design for Mobile19 Jan 09
Kath Straub, PhDChief Scientist / Executive DirectorHuman Factors International
Persuasive design ...
Target Attitudes
Target BehaviorBarrier
Barrier
Barrier
Barrier
Barrier
Barrier
Drive Drive
PET design reduces or removes barriers & amplifies drive
Target Attitudes
Target Behavior
ExposuretoInterface
Barrier
Barrier
Barrier
Barrier
Barrier
Barrier
Drive Drive
My handset can play the role of connector, concierge, coach, and court jester.
Are we ready?
Drives and barriers for mobile adoption
Target Attitudes
Target BehaviorWastes Time
Easier to do on PC
Hard to learn
Cost
Doesn’t help ME
Hard to see
be efficient
be up to date
connect
Security
Just another
toy
More to learn
Some are....
Some not so much...
Persuasive design means different things for different groups
Middle Aged & Older Market
9
Security
Just another
toy
Too much bother
More to learn
be efficient
Connecting the mobile with security
10
Security
Connecting the mobile through consistency
11
Just another
toy
More to learn
ATM Laptop Mobile
All markets | Facilitated performance = persuasion
12
Hard to read
Eye movements during reading Reading is even
more cognitively challengingon a small screen in a bumpy trainwith small text ... that isin the mobile environment
All markets | Improved performance = persuasion
13
Hard to read
Minimizingthe barrier
for more informationwww.readsmart.com
All markets | Improved performance = persuasion
14
!"#$%#&'()"*
Reading Short Essays
!"#$%&$'()*
Direct Mail Donor Acquisition
Minimizingthe barrier
Hard to read
information
for more informationwww.readsmart.com
Youth Market: Amplify drives rather than reduce drives
15
connect
Other Market Opportunities: Amplify drives
16
connect
My handset can play the role of connector, concierge and court jester.
But perhaps not all for the same person. Yet.
For more information contact
Kath Straub
kath at humanfactors dot com
or
Scott Weiss
scott dot weiss at humanfactors dot com