Agenda___________________________ >ü I will rant (1
hora)ü I will go out for a cigarette and you may watch (10 mins)ü You will put together something fabularse (45 mins)ü You will present your brilliant ideas (whatever time is left – but you’re not getting out of it)
Your challenge___________________________ >1. Help Philippa save
for a holiday2. Help me quit smoking
The Rules___________________________ >ü This is an
open forumü If I’m boring you – let me know > throw a pen at my headü Questions at any time > Raise your left hand and right footü I will circulate the deck afterwards
Persuādēre (lat) verb 1. Persuade,
convince 2. Prevail upon or induce to do somethingWhat is Persuasive Design?___________________________ > Beyond interaction design
Another methodology? Really?___________________________ >Information architecture
is about making things findableInteraction design is about making things usableContent strategy is about making things meaningfulExperience design is about making things seamless_______________________________________Persuasive design is about making things influential
Everything matters___________________________ >ü There is
no such thing as “Neutral Design”ü Small and apparently insignificant details can have major impact on peoples behaviour.
Deeper meaning___________________________ >Through understanding and
enabling behaviour,we can move towards creating meaningful impacts byinfluencing behaviour Understand Enable Influence Behaviour Behaviour Behaviour User Research Interaction design Persuasive design Impact
Changing behaviour___________________________ >Persuasive technology is
aboutautomating behaviour change._______________________________________To effectively encode experiences that changebehaviours, we have tounderstand human psychology
The present & future self___________________________
> Longevity and Now
The Now Factor___________________________What would you
prefer? >$100 now or $200 in 1 year_______________________________________HyperbolicdiscountingGiven 2 similar rewards,humans preference is forthe earlier reward.We discount the value ofthe later reward.
Future self Benefit now Cost now Cost later Benefit later
Commitment Devices___________________________ >Tricks one plays
on oneself to increasecommitment to action
Device Failure___________________________ >Context has a
huge effect on ourcommitment to our future self_______________________________________Those who pay for gymmembership by the monthend up paying70% morethan those who pay per visit.
The Arousal Effect___________________________ >Why can’t
we commit to our future self?ü Hot & cold statesü We underestimate the effect of arousal - Lowenstein’s “Hot- cold empathy gap”ü Our behaviour is altered when we’re “under the influence” - Restraint Bias
System Reflective System § Uncontrolled § Controlled § Effortless § Effortful § Associative § Deductive § Fast § Slow § Unconscious § Self Aware § Skilled § Rule followingAutomatic system usually wins over reflective in a Hot state
or inclination, especially one that prevents unprejudiced consideration of a question; prejudice.Bias___________________________ > Psychological tendencies that effect our decisions
The peak-end rule___________________________We judge our
past experiences almost entirely on >how they were at their peak (whether pleasant or unpleasant)and how they ended. Peak EndWhen we do this we discard virtually all other information, including netpleasantness or unpleasantness and how long the experience lasted.
Endowment effect___________________________ >ü People are
"loss averse"ü Losing something makes you twice as miserable as gaining the same thing makes you happy.
throughrational argument that apurchase was agood decisionChoice supportive bias
Confirmation bias___________________________We have a tendency
to search for or interpret information in a way that >confirms our preconceptions. So what you really mean is that my design Erm… I don’t is actually perfect… get this… Shh! Quiet 9me!
Illusion of control___________________________The tendency for
people to think that they can >control or at least influenceoutcomes that they really can’t.
Unrealistic optimism___________________________ “ >“ The
triumph of hope over experience - Samuel Johnson_______________________________________50%of marriages end indivorce
The “Nudge”___________________________ > Helping people
make better (or worse) choices
What is a “Nudge”?___________________________ >A
"Nudge" is anything that significantlyalters the behaviourof humans.Nudging gives us the power toimprove decisions aboutlife
stimulus response compatibility___________________________ >When the
signalreceived (stimulus) is GREENnot consistent with thedesired action -increases errorYou as a designerindirectly influence thechoices people make
The Status Quo Bias___________________________The >"Yeahwhatever”heuristicInertia-
a strong desire tostick with what you haveeven when change is in our bestinterest.
Defaults___________________________ >We tend to follow
the path of least resistanceOur tendency todo nothing isreinforced if thedefault option comeswith the notion that itis the normal orrecommended option
Social Proof___________________________ >We tend to
follow the herd ü People will do things that they see other people doing ü People are nudged by other people - people become more likely to conform when they know they will be heard / seen by others ü We can nudge through showing what other people are doing
Framing___________________________ >Our choices are effected
by how problems are statedü Framing in terms of loss is more effectiveü We are mindless / passive decision makers and dont let our reflective system reframe the problem
Priming___________________________ >ü Making things visible /salient
changes behaviourü Priming is unconscious / AutomaticTheMere-measurementeffectpeople are likely to act inaccordance with what they saythey intend to do
Anchoring & Adjustment___________________________Influencing the decision
by subtly >suggesting a starting point_______________________________________The dating heuristicHow happy are you? “I haven’t dated for ages… I MUST beHow often are you dating? miserable”
Availability___________________________ >We assess risk based
on how readilyexamples come to mind (Automatic system) Salience is increased: ü personal experience, ü Vividness & easily imagined events ü Recency
ofpatterns in real life(confusion of random datawith causal patterns)
Nudging in action___________________________ >ü Quit smoking
without a patch (quit or lose your cash)ü Gambling self ban (Reflective over Auto)ü Dollar a day keeps the baby away (reduce subsequent teenage pregnancy)ü Disulfiram (the incredible hangover)ü Civility check (abusive email delay)
My favourite nudge___________________________ >TheUrinalFlyFly in-urinal
solution reduced spillage by 80%
The Fabulous Fogg___________________________ > Motivation,
+ triggerA successful trigger isü Noticed / recognizedü associated to a behaviorü there when user is both motivated and able to take action
Persuading with Fogg___________________________ >ü Help to
motivateü Make it easier to doü Provide triggers in contextPersuasion design increases motivationand /or makes something easier – but theremust be a trigger.
Conclusion___________________________ > Check it I’m
nearly done with the rant
We have the power___________________________ >The
idea that "Everything matters" is bothparalysing & empoweringWe should try and influence choice tomake people better off(as judged by themselves)
Use power for good___________________________ >To
fix the world - you have to firstunderstand it"Persuasion" refers to attempts toinfluence behaviorChoice Architecture should be used forsocial good not evil.
Persuasion in practice___________________________ > Time
to start helping people make better choices
Your challenge___________________________ >1. Help Phillipa save
for a holiday2. Help me quit smoking_______________________________________ü What are the commitment devices?ü Where do they fail?ü What are the motivations and biases?ü How can you make it easier?ü What triggers can you use?ü Take advantage of all channels.You will need to present your idea and the methodology behind it