Post on 17-Aug-2014
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PET Designing for Persuasion, Emotion and Trust
Presented by Barry Briggs (@quiffboy)
Monday 5th September 2011 Northern User Experience #nuxuk
Today’s 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 is Barry • 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 Hill’s lead front-end developer before becoming their first UX Architect in 2005
• Embedded UX values & principles into their design & development teams
• Been at Code since May 2008
Barry Briggs User Experience
Developing the user experience
Analysis Design Implementation
Expert review
Competitor review
Design concepts
Evaluation
User personas
Audience research
Expert review
User journeys
Information architecture
Prototypes
Usability testing
Standards & guidelines
Usability testing
Accessibility & standards
User feedback
User testing
KPI measurement
Stakeholder research
User Centred Design
Process engineering
Design walkthrough
Usability testing
Analytics audit
Designing for Persuasion, 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
Facilitates activities: Browse
Search
Consume
Comprehend
Interact
Usability
Can Do
How PET works alongside usability
PET
Will Do Encourages users to:
Engage
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…
• (We’ll show you some of these later) • Remember: It’s a toolset. Do with it what you will.
Analysis Design Implementation
Expert review
Competitor review
Design concepts
Evaluation
User personas
Audience research
Expert review
User journeys
Information architecture
Prototypes
Usability testing
Standards & guidelines
Usability testing
Accessibility & standards
User feedback
User testing
KPI measurement
Stakeholder research
Process engineering
Design walkthrough
Common PET touch points within the larger UCD process
Usability testing
Analytics audit
User Centred Design
Audience Research
& User Understanding
Site Goals
Definition & Design
How that works
Use the toolkit to identify which PET principles fit with your stated goals and then look to implement in your definition work
Build & Test
PET Toolkit
Persuasion The 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 it Consistency. 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 favour Repetition. 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
We like to maintain consistency between what we think, say and do
Consistency
Consistency • Ask someone to state a position, declare their intentions or
show a small gesture of support • Why? Because people don’t like to be seen to change their
mind • People will generally act in a manner consistent with their first
action • And here's the stinger: this applies even if a subsequent
request asks them to make a much larger commitment – as long as it's consistent with their initial commitment
First you get an amount
Then you ask them to commit & enter their details
Repeat the amount throughout the process to remind them of their initial pledge
When scanning visual information we are unconsciously drawn towards things which stand out from others
Contrast
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
Our perception is influenced by the information we are presented.
Framing
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 your money will be used
Scarcity
I want now what I may not be able 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 this weekend only
WARNING: Overuse can devalue this technique
People will do things that they see other people are doing
Social Proof
Other people are doing it, so it must be legit
Even people you know are doing it, so it must be GOOD
Emotion The following summary describes some of the Emotion principles.
Visceral processing. We immediately react to pleasing visual stimuli. Behavioural processing. We respond favourably to learned, expected behaviours. Aesthetic usability. Aesthetically pleasing designs are often perceived to be easier to use. Arousal. When aroused we are fully engaged and hence more likely to pay attention Social contagion. Our emotions are affected by the actions of those we see around us. Optimal level of challenge. We like to be challenged and tested, but not too much. 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.
We immediately react to pleasing visual stimuli
Visceral processing
Visceral processing • Add surprise, delight and playful elements to create an emotional
bond with your audience • Find subtle ways to add illustrative imagery, interactions, visual
cues and visual feedback • These can brighten up routine tasks and feel like rewards when
discovered • Can reinforce Framing
We respond favourably to learned, expected behaviours
Behavioral processing
Behavioral processing • If it works like something we already know, it feels easier and we
like it more • Learning how to use something new shouldn’t be hard work • One of the useful side-effects of Facebook’s ubiquity
• Facebook, Amazon and eBay have set expectations for complex interactions such as image uploading, rating, liking, commenting
• Learned interactions you can re-use • Creates self-confidence and a sense of accomplishment • Increased adoption, usage rates & satisfaction due to familiarity
Aesthetically pleasing designs are often perceived to be easier to use
Aesthetic usability
Aesthetic usability • Attractive things work better • Or at least we perceive them to be easier to use • Opinions based on visual stimuli happen very quickly • This “first impression” can shape your perceptions
• The halo effect
We like to be challenged and tested, but not too much.
Optimal level of
challenge
Optimal level of challenge • Game design – starts simple but gets harder as you progress • A game can live or die by getting this difficulty curve correct • Can create sense of achievement by making that process a
little trickier • Not appropriate for all cases!
Trust 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. Links. 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 Famous people and common people. I trust people like me, and celebrities I admire. Peer advice. We trust our peers more than we do official marketing bumf. Argue against self interest. We trust recommendations that are not in self interest. Technology. We always expect technology to work, trust is damaged if it does not.
We trust established, certified organisations and trademarks
Certifications
Security messaging
Accepted payment methods
Security messaging
Technology
We always expect technology to work, trust is damaged if it does not
Case Study First TransPennine Express
Overview of TPE as a client
Their original site
Our first revision
Re-brand & re-work
Context-aware mobile site
Year One Year Two Year Three
50% increase in return visits
135% increase in online sales
Year Four
Travel Website of the year 2009 (DADIs)
80% increase in online sales
103% increase in online ticket sales
We’ve had some great results
Doubled customer database to 150,000
45% increase in online sales
Let’s see some PET techniques in action
The basic advert. Usable but not inspiring
Price - OPTIMUM LEVEL OF DISSONANCE and CONTRAST
By-line – the wording draws the user in, creating engagement, DRIVE FULFILLMENT, FRAMING and FEEL GOOD. It also uses elements of OVERSTATING THE NEGATIVE IMPACT of not doing something
Call to action - implies SCARCITY or LIMITED DURATION
Design elements - CONTRAST and VISCERAL PROCESSING
Official event logo – adds VISUAL APPEAL and CONTRAST, and serves as a TRUST MARKER
Change the branded imagery – using people adds FRAMING (and elements of SOCIAL PROOF) and builds on VISCERAL PROCESSING
Example of typical savings allows the brain to calculate the worth and value of the price
Show the offer’s expiry date – compliments the call to action and the savings message to reinforce SCARCITY and LIMITED DURATION
The original Our new PET-enhanced version
The power of the Dark Side
Image credit: Lucasfilm
Evil by design… • There’s a difference between BAD UX and EVIL UX • Bad UX can be down to poor attention to detail,
laziness, lack of understanding of the web • Evil UX (boo hiss!) is completely the opposite…
Evil UX • It’s done by people who sit in chairs like this
• No, honestly! • Evil UX is deliberately crafted with
loving care • Utilises an understanding of human
nature and psychology • Specifically designed to fool, trick
or exploit users • Examples of this exist on the web,
in software and even in the real world
Image credit: Suck.uk.com
The box around this content uses a technique called Uniform Connectedness
And placing this optional extra in with compulsory passenger information is a technique called Proximity
Note how the instructions for removing insurance are OPT OUT, convoluted and located AFTER the option
Travel insurance
Here’s the option to select no insurance - In between LATVIA and LITHUANIA
Image credit: nytimes.com
Facebook’s privacy statement
OMG!! That would be a disaster…
…IF either of these things happened…
…and the standard password reminder service didn’t work.
Skip this step
The (Don’t) Contact Us page • Offering a feedback form but no other contact details • Means the user has no record of contacting you, giving you
plausible deniability • They cannot chase you up any other way • There’s no context to subsequent correspondence • Every follow-up must be done through the
feedback form & feels like yet another first approach
Link to opt out is hidden behind a ‘more info’ link
Image credit: darkpatterns.org
Opt out
Opt in
Compulsory
Image credit: darkpatterns.org
Facilitates activities: Browse
Search
Consume
Comprehend
Interact
Usability
Can Do
In Summary
PET
Will Do Encourages users to:
Engage
Connect
Convert
Return
Further Reading • Human Factors International – pioneers of PET
http://www.humanfactors.com/
• Mental Notes – Persuasion reference cards http://getmentalnotes.com/
• Changing Minds – Persuasion principles http://changingminds.org/principles/principles.htm
• What makes them click? http://www.whatmakesthemclick.net
• Dark Patterns – Examples of Evil UX in the wild http://wiki.darkpatterns.org/
Thank you Any questions?