PET: Designing for Persuasion, Emotion and Trust

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PET: Designing for Persuasion, Emotion and Trust

Text of PET: Designing for Persuasion, Emotion and Trust

  • PETDesigning for Persuasion,Emotion and TrustPresented by Barry Briggs (@quiffboy)Monday 5th September 2011Northern User Experience#nuxuk
  • Todays Session A bit about us Overview of Persuasion, Emotion and Trust (PET) How PET works with User-Centered Design (UCD) A look at some PET techniques in detail Case study applying PET to a real world example The power of the Dark Side using UX for evil
  • We are Code Computerlove Hello and welcome
  • Some background Established in 1999 & still independently owned Current headcount of 55 people Delivering a mix of strategy, channel, UX, creative & technical Launched over 300 websites & online applications Won lots of awards for the work
  • Hello, my name isBarry UX Architect at Code Computerlove Finished uni in 1998 & first proper job as a Web developer Worked for a couple of digital agencies in Leeds before moving to William Hill in 2001 William Hills lead front-end developer before becoming their first UX Architect in 2005 Barry Briggs Embedded UX values & principles User Experience into their design & development teams Been at Code since May 2008
  • Developing the user experience
  • User Centred Design Analysis Design Implementation EvaluationStakeholder research Design concepts Design walkthrough User feedback Audience research Information architecture Usability testing User testing Competitor review Process engineering Accessibility & standards KPI measurement Expert review Prototypes Expert review Analytics audit Usability testing Usability testing Standards & guidelines User personas User journeys
  • Designing forPersuasion, Emotion & Trust Henceforth referred to as PET
  • What is PET? Rooted in social psychology & pioneered by Human Factors Inc A methodology for making user experiences more engaging, compelling, and effective 50+ techniques Complements classic usability & user experience best practice Adds a layer of psychology to gently nudge potential customers towards your stated goal Offline retailers have been using similar tools for years
  • How PET works alongside usability Facilitates activities: Usability Browse Can Do Search Consume Comprehend Interact Encourages users to: PET Engage Will Do Connect Convert Return
  • P.E.T. Persuasion techniques relate to the mechanics; the triggers to an action Emotion techniques are about eliciting a desired emotional response during a process Trust techniques are for establishing credibility, providing assurances and removing risk
  • Evil Science? Marketeers may notice some familiar concepts in here Psychologists probably consider it a bit Psych 101 Some concepts may sound cynical, manipulative or exploitative They could be used for evil purposes (Well show you some of these later) Remember: Its a toolset. Do with it what you will.
  • User Centred Design Analysis Design Implementation EvaluationStakeholder research Design concepts Design walkthrough User feedback Audience research Information architecture Usability testing User testing Competitor review Process engineering Accessibility & standards KPI measurement Expert review Prototypes Expert review Analytics audit Usability testing Usability testing Standards & guidelines User personas User journeys Common PET touch points within the larger UCD process
  • How that works Build & Test Audience Research & User DenitionUnderstanding & Design Use the toolkit to identify which PET Site Goals principles fit with your stated goals and then look to implement in your definition work
  • PET Toolkit
  • PersuasionThe following summary describes some of the Persuasion techniques.Anchoring. When making decisions we rely too heavily on one piece of information or anchor.Authority. Use your authority and others will obey.Completion. We need to complete that which is started.Commitment. If we make a commitment, we often feel bound to follow through on itConsistency. We like to maintain consistency between what we think, say and do.Contrast. We notice and decide by difference between two things, not absolutes.Framing. Our perception is influenced by the information we are presented.Investment. If I have invested in something, I do not want to waste that investment.Reciprocation. If I give something to you, you are obliged to return the favourRepetition. If something happens often enough, I will eventually be persuaded.Scarcity. I want now what I may not be able to get in the future.Similarity. We trust people who are like us or who are similar to people we like.Social Proof. When uncertain we take cues other people
  • ConsistencyWe like to maintain consistencybetween what we think, say and do
  • Consistency Ask someone to state a position, declare their intentions or show a small gesture of support Why? Because people dont like to be seen to change their mind People will generally act in a manner consistent with their first action And heres the stinger: this applies even if a subsequent request asks them to make a much larger commitment as long as its consistent with their initial commitment
  • First you get anamount
  • Then you ask themto commit & entertheir details Repeat the amount throughout the process to remind them of their initial pledge
  • ContrastWhen scanning visual informationwe are unconsciously drawntowards things which stand outfrom others
  • Contrast What do you want people to focus on? Use colour, shapes and sizes to create visual contrast Subtle movements on an otherwise static page grab attention Contrast can also be applied to time Regular vs. Intermittent/occasional email newsletters
  • FramingOur perception is influencedby the information we arepresented.
  • Framing For difficult or important concepts, wrapping the action in a story can make it easier to understand and more persuasive Framing subscriptions or regular payments as costing less than a cup of coffee a day can help people rationalise repeat payments
  • Examples of how yourmoney will be used
  • ScarcityI want now what I may not beable to get in the future
  • Scarcity We infer value in something that has limited availability or is promoted as being scarce Can apply to goods or time-based offers
  • Offer applies thisweekend only
  • WARNING: Overuse candevalue this technique
  • Social ProofPeople will do things that theysee other people are doing
  • Other peopleare doing it, soit must be legit
  • Even people you know aredoing it, so it must be GOOD
  • EmotionThe following summary describes some of the Emotion principles.Visceral processing. We immed