persuasive design: putting it to use

Persuasive Design: Putting it to UseBaltimore Parlay

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

Twitter: @johnwhalen

Email: [email protected]

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

Presentation 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

• Persuasive Theory

• Persuasive Practice

• Discussion

Kath Straub @ Slideshare.net

Caldini’s 6 Principles

1. Reciprocity– Try our new app –

just give us your email.

2. Scarcity– Only 3 left. Call again if

line is busy

3. Authority– E.magination Baltimore’s

largest web 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.

Predictably Irrational by Ariel

• Contrast Principle– Bread Maker

• 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)

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

Got all that???

Agenda



• Discussion

PersuasionCheat Sheet

CaldiniReciprocityScarcityAuthorityCommitmentSocial ProofLikability

ArielContrastAnchoringAversion to LossSocial NormsProcrastinationEndowmentStereotypes

FoggMotivatorsSimplicityTriggers





Scarcity / Exclusivity





Authority





Commitment





Social Proof





Likability





Contrast





Anchoring





Aversion to Loss





Social Norms





Procrastination





Endowment of Value





Stereotypes





Motivators

SimplicityPersuasionCheat Sheet




TriggersPersuasionCheat Sheet




Agenda



• Discussion

Discussion

This just in…

Your site???

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, PhD

Director, User Experience

Twitter: @johnwhalen

Email: [email protected]

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

Thank you!