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SeductionThe Subtle Art of
presented by
Stephen P. Anderson
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!
@stephenanderson
STEPHEN P. ANDERSON
poetpainter.com
I help businesses with
‘Product Strategy & Design’ needs
STEPHEN P. ANDERSON
poetpainter.com
I help businesses with
‘Product Strategy & Design’ needs
STEPHEN P. ANDERSON
poetpainter.com
I help businesses with
‘Product Strategy & Design’ needs
@stephenanderson
SeductionThe Subtle Art of
presented by
Stephen P. Anderson
MINOR UI CHANGES THAT MADE A BIG DIFFERENCE!
@stephenanderson
Seduction
Seductionthe process of deliberately enticing a person
to engage in some sort of behavior, #equently sexual in nature
Seductionthe process of deliberately enticing a person
to engage in some sort of behavior, #equently sexual in nature
deliberately enticing a person to engage in some sort of behavior
!FUN & GAMES
!FUN & GAMES
Subtlety
"The act of seducing is a subtle and enticing game"
“All the small things…”
3% got the shotG
RO
UP
1
3% got the shotG
RO
UP
1
28% got the shotG
RO
UP
2
“Channel factors,” originally identified by Kurt Lewin, have been shown to play a significant role in determining how people behave. Small first steps—minor sunk costs, a priori commitments, etc.—can lead to significant shifts in subsequent behavior.
Small first steps.
www.getmentalnotes.com
www.getmentalnotes.com
Place these items on hold (and pay in person)
Phone
Phone
Your Contact Information
First Name
Name:
Last Name
Contact:
Phone
So we can send you an email confirmation!
So we can confirm your order and let you know when it’ll be ready for pickup!
or change payment methodPlace these items on hold (and pay in person)
Phone
Phone
Your Contact Information
First Name
Name:
Last Name
Contact:
Phone
So we can send you an email confirmation!
So we can confirm your order and let you know when it’ll be ready for pickup!
or change payment method
What time do you think you’ll pick this up?
VS
CHALLENGE:
You are an eCommerce site.
When should you ask someone to setup their account?
Notice how hotel.com begins with create account offer... (More seductive?)
Notice how hotel.com begins with create account offer... (More seductive?)
19% filled up the punch cardG
RO
UP
1
19% filled up the punch cardG
RO
UP
1
34% filled up the punch cardG
RO
UP
2
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
www.getmentalnotes.com
VS
VS
“Get ready for bed.”
“Get ready for bed.”
Get your jammies on.Brush your teeth.Use the bathroom.
Get in your bed.
VS
#NTS: Don’t forget to mention computer games!
Coming on too strong.(How not to)
http://www.flickr.com/photos/10306745@N00/4257456655/
http://www.flickr.com/photos/10306745@N00/4257456655/
Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
In 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park• Scotts Bluff National Monument• Arbor Lodge State Historical Park & Museum• Carhenge• Stuhr Museum of the Prairie Pioneer• Buffalo Bill Ranch State Historical Park
http://www.useit.com/alertbox/9710a.html
VS
Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
In 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park• Scotts Bluff National Monument• Arbor Lodge State Historical Park & Museum• Carhenge• Stuhr Museum of the Prairie Pioneer• Buffalo Bill Ranch State Historical Park
124% better usability
http://www.useit.com/alertbox/9710a.html
VS
If every additional form field lowered response rates by 10%, what would you cut?
First Name:
Last Name:
Email:
Phone:
Phone
Phone
Your Contact Information
First Name
Name:
Last Name
Contact:
Phone
Your Contact Information
VS
01
Credit Card Number CVC Code
Payment Information:
2009Expires:
Other form of payment?
VS
01
CVC Code
Payment Information:
2009Expires:
Other form of payment?
01
5111302 CVC Code
Payment Information:
2009Expires:
Other form of payment?
01
5111302111111113
Payment Information:
2009Expires:
Other form of payment?
VS
VS
Attracting attention.
www.getmentalnotes.com
www.getmentalnotes.com
http://www.lukew.com/resources/articles/PSactions.asp
http://www.lukew.com/resources/articles/PSactions.asp
http://www.lukew.com/resources/articles/PSactions.asp
improved signups by
31%
http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29
http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29
http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29
http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29
http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29
http://blog.performable.com/the-optimizer%E2%80%99s-guide-to-google-adwords-display-url-strategy/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+Performable+%28Performable%29
Pay online or over the phone? You can also place these items on hold and pay for them when you pick them up.
Would you like to • pay online • pay over the phone• or place this order on hold
VS
Offering suggestions.
http://www.flickr.com/photos/26235754@N05/2794828678/
(Benign / Libertarian Paternalism)
The Power of Defaults
“Where should we go for lunch?”
increased completions by
29%
By the end of the year, Joshua will be able to...
By the end of the year, Joshua will be able to...
Oops! “persuasive” is not a verb!
persuasive essay
Make it personal.
The mere presence of others dramatically changes our behavior.
The mere presence of others dramatically changes our behavior.
The mere presence of others dramatically changes our behavior.
The mere presence of others dramatically changes our behavior.
kept 1 million people a year on the site.
kept 1 million people a year on the site.
1 Million less deactivated accounts!
I could go on…
REVEALING SUBTLE MOMENTS
Clicks over characters!
Role play the interaction
Script the narrative experience
Look for “micromoments”
Minimize the number of choices (& actions) a person has to make at any one moment
Break down compound requests into simple next steps (sequencing)
1.
2.
3.
4.
5.
6.
Clicks over characters!
Role play the interaction
Script the narrative experience
Look for “micromoments”
Minimize the number of choices (& actions) a person has to make at any one moment
Break down compound requests into simple next steps (sequencing)
1.
2.
3.
4.
5.
6.
Clicks over characters!
Role play the interaction
Script the narrative experience
Look for “micromoments”
Minimize the number of choices (& actions) a person has to make at any one moment
Break down compound requests into simple next steps (sequencing)
1.
2.
3.
4.
5.
6.
Clicks over characters!
Role play the interaction
Script the narrative experience
Look for “micromoments”
Minimize the number of choices (& actions) a person has to make at any one moment
Break down compound requests into simple next steps (sequencing)
1.
2.
3.
4.
5.
6.
Place these items on hold (and pay in person)
Phone
Phone
Your Contact Information
First Name
Name:
Last Name
Contact:
Phone
So we can send you an email confirmation!
So we can confirm your order and let you know when it’ll be ready for pickup!
or change payment method
Got it!
How would you like to be contacted?•by phone (default)•by email
Place these items on hold (and pay in person)
Phone
Phone
Your Contact Information
First Name
Name:
Last Name
Contact:
Phone
So we can send you an email confirmation!
So we can confirm your order and let you know when it’ll be ready for pickup!
or change payment method
by phoneContact you:
VS
Clicks over characters!
Role play the interaction
Script the narrative experience
Look for “micromoments”
Minimize the number of choices (& actions) a person has to make at any one moment
Break down compound requests into simple next steps (sequencing)
1.
2.
3.
4.
5.
6.
Phone
Phone
Your Contact Information
First Name
Name:
Last Name
Contact:
Phone
So we can send you an email confirmation!
So we can confirm your order and let you know when it’ll be ready for pickup!
Clicks over characters!
Role play the interaction
Script the narrative experience
Look for “micromoments”
Minimize the number of choices (& actions) a person has to make at any one moment
Break down compound requests into simple next steps (sequencing)
1.
2.
3.
4.
5.
6.
Seductive Interactions WorkshopThe Art & Science of
Lots of inspiring examples & advice–stuff you can actually use! Integrate behavioral economics,
neuroscience, game mechanics, and rhetoric into your design process
Bring your design to the next level using natural curiosity, playfulness and other delightful elements
For anyone involved with Web sites or applications
poetpainter.com/seductive-interactions
Seductive Interactions WorkshopThe Art & Science of
Lots of inspiring examples & advice–stuff you can actually use! Integrate behavioral economics,
neuroscience, game mechanics, and rhetoric into your design process
Bring your design to the next level using natural curiosity, playfulness and other delightful elements
For anyone involved with Web sites or applications
Thanks!!Stephen P. Anderson
www.getmentalnotes.com
www.slideshare.net/stephenpawww.poetpainter.com
poetpainter.com/seductive-interactions
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