A presentation at Offtrail Design in in Düsseldorf, Germany by Jenny Shen
Feb 2019 Offtrail Design Series Persuasive Design Patterns Design with psychology principles that drive human action
⬆+5% 02/2019 Offtrail Dusseldorf https://medium.com/convertize/the-secret-behind-obamas-2012-election-success-a-b-testing-no-really-df672c248926 @jennyshen
02/2019 Offtrail Dusseldorf @jennyshen
Clients 02/2019 Offtrail Dusseldorf Press/Media @jennyshen
OUTLINE 02/2019 Offtrail Dusseldorf • Defining persuasive design • Conversion design patterns • Trust design patterns • Engagement design patterns • Persuasive design ethics @jennyshen
1 Defining Persuasive Design 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Source: Opera. Logos: respective owners @jennyshen
Persuasive design: Designs that draw on a deep understanding of user’s motivations, desires, and behavioural quirks 02/2019 Offtrail Dusseldorf @jennyshen
Applications in digital: 02/2019 Offtrail Dusseldorf • E-commerce • Political campaigns • Reward programs • Non-profit organizations • Social networks • Clubs & communities @jennyshen
2 Conversion Design Patterns 02/2019 Offtrail Dusseldorf @jennyshen
Loss Aversion: Fear of losing motivates us more than the prospect of gaining something of equal value 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Value function of prospect theory by Daniel Kahneman & Amos Tversky @jennyshen
02/2019 Offtrail Dusseldorf Source: One Productions @jennyshen
02/2019 Offtrail Dusseldorf Source: GoDaddy, millo.co @jennyshen
02/2019 Offtrail Dusseldorf Source: LinkedIn @jennyshen
Applying Loss Aversion: • Limited time discounts • Trial periods • Lazy registration What is lost by leaving your product/service? 02/2019 Offtrail Dusseldorf @jennyshen
Scarcity: We perceive scarce objects as more desirable and more valuable 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Source: Airbnb, Kayak, Gilt, Amazon @jennyshen
02/2019 Offtrail Dusseldorf Source: starbucks.co.jp, Kitkat @jennyshen
02/2019 Offtrail Dusseldorf Source: Patreon, Overflow @jennyshen
Scarcity: • Encourages purchasing or other behavior • Infers value and exclusivity • Why it works: humans use an item’s availability to quickly determine its quality and value • The scarcity principle is a shortcut for us to make quick decisions • 02/2019 Offtrail Dusseldorf Scarcity works most when it’s created by social demand @jennyshen
Applying Scarcity: • Time-based scarcity: holiday sales, coupons with expiry date, limited time offers • Stock scarcity: highlighting remaining quantity or highlighting limited quantity available • 02/2019 Offtrail Dusseldorf Restricted access: paywalls, member-only content @jennyshen
3 Trust Design Patterns 02/2019 Offtrail Dusseldorf @jennyshen
Authority: Humans have a strong tendency to comply with authority figures 02/2019 Offtrail Dusseldorf @jennyshen
Authority: • We see information from a recognized authority as a valuable shortcut for deciding how to act in a situation • People trust authorities, their taste and often believe that it fits their own • 02/2019 Offtrail Dusseldorf Humans are vulnerable to the appearance of authority @jennyshen
02/2019 Offtrail Dusseldorf Source: Zalora, Visual Cinnamon, news.com.au, dailymail.co.uk @jennyshen
⬆+69% 02/2019 Offtrail Dusseldorf https://www.optimizely.com/customers/comscore/ @jennyshen
Applying Authority: • Certifications and awards • Logos or names of known companies • Associate your product/service with authority figures in your industry 02/2019 Offtrail Dusseldorf @jennyshen
Social Proof: Humans have a common tendency to adopt the opinions and follow the behaviours of the majority to feel safer and to avoid conflict 02/2019 Offtrail Dusseldorf @jennyshen
Social Proof: • We believe that acting in accord with social evidence is a shortcut to correct behavior and good decision • Most of us would rather imitate that initiate • We often resort to short-cutting our thought processes because thinking and decision making requires brain energy 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Source: Trustpilot, Joey Devilla, Paul Jarvis, Usabilla, Booking.com @jennyshen
⬆+58% 02/2019 Offtrail Dusseldorf https://vwo.com/blog/ecommerce-optimization-customer-reviews-increases-sales/ @jennyshen
Applying Social Proof: • Use numbers from facts or statistics, e.g. 14 reviews, 80 people liked this, 590 subscribers, 200+ clients 02/2019 Offtrail Dusseldorf • Assure users that they are not alone in the decision • Testimonials and ratings @jennyshen
4 Engagement Design Patterns 02/2019 Offtrail Dusseldorf @jennyshen
Hook Model: An experience designed to connect the user’s problem to your solution 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf @jennyshen
How to Build Habit-Forming Products, Nir Eyal and Ryan Hoover @jennyshen
Notifications Visit profile & catalog How to Build Habit-Forming Products, Nir Eyal and Ryan Hoover Post content / rewardable action Variable reward catalog @jennyshen
Notifications Post content / rewardable action Variable reward catalog Visit profile & catalog @jennyshen
8x engagement rates
02/2019 Offtrail Dusseldorf @jennyshen
Variable Rewards: The sense of scarcity and unpredictability entices user’s curiosity 02/2019 Offtrail Dusseldorf @jennyshen
Variable Rewards: • Compared to fixed rewards, variable rewards produce the highest activity in users • Studies concludes that variable reward schedules and contingencies motivate us more than fixed schedules and contingencies 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Source: society-plus.com, Nintendo @jennyshen
Applying Variable Rewards: • Give out rewards at variable ratio and interval • Random and unexpected bonus and rewards: upload quota bonus, gift for community engagement, secret badge, spin to win 02/2019 Offtrail Dusseldorf @jennyshen
Endowment Effect: We place greater value on objects if emotional value has been invested 02/2019 Offtrail Dusseldorf @jennyshen
Endowment Effect: • Amazon’s features: wish lists, lists, award badges allow users to gain ownership • Endowment effect makes users place higher value on buying on Amazon v.s. competitors • 02/2019 Offtrail Dusseldorf Effective at retaining users @jennyshen
02/2019 Offtrail Dusseldorf Source: Amazon, Airbnb @jennyshen
Applying Endowment Effect: • Allow users to build their profiles with wish lists, ratings, recommendations, etc. • 02/2019 Offtrail Dusseldorf Highlight invested efforts that will be lost @jennyshen
Completion: Provide a well defined end-goal and progress to give a feeling of closure 02/2019 Offtrail Dusseldorf @jennyshen
Completion: • As humans, we have an natural tendency to avoid doubt and uncertainty • The need for closure drives us toward a well defined end-goal 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Source: dtelepathy.com, Google Plus @jennyshen
Applying Completion: • Provide users with a tangible end-goal that they can strive toward achieving • Set expectations and communicate progress such as time, number of steps or % of progress 02/2019 Offtrail Dusseldorf @jennyshen
Gamification: Using elements of game playing to encourage engagement with a product/service 02/2019 Offtrail Dusseldorf @jennyshen
Gamification: 02/2019 Offtrail Dusseldorf • Points • Levels • Badges • Leaderboards @jennyshen
02/2019 Offtrail Dusseldorf Source: Google, Foursquare, Duolingo @jennyshen
02/2019 Offtrail Dusseldorf @jennyshen
5 Persuasive Design Ethics 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Source: TheNextWeb, Twitter/Linkedin (respective owners) @jennyshen
How to use design psychology ethically? 02/2019 Offtrail Dusseldorf @jennyshen
02/2019 Offtrail Dusseldorf Source: https://medium.muz.li/malachidigest-3cad286bba02 @jennyshen
User control and freedom Jakob Nielsen’s 10 Usability Heuristics for Interface Design 02/2019 Offtrail Dusseldorf @jennyshen
Persuasion Design Ethics: • Everyone’s scale of ethical/unethical is different • Persuasion is subjective • What we don’t like is when companies manipulate us into doing things we later regret 02/2019 Offtrail Dusseldorf @jennyshen
• Design for users’ needs (simplify decision making) • Get user’s consent • Make options transparent • Give users control • False information • Not giving users options to opt-out or cancel • Make decision for the user (defaults or automated) based on business needs 02/2019 Offtrail Dusseldorf @jennyshen
“ 02/2019 Offtrail Dusseldorf Just because you can, doesn’t mean you should. @jennyshen
@jennyshen ! jennyshen.com
Just because people can do something does not guarantee that they will. Firstly, they must be motivated. Secondly, they must be persuaded to make decisions. Understanding the emotions that support the desired behavior is the key to conversion.
With experience in reward programs, B2C and e-commerce services, Jenny will show you how to apply psychology and persuasive design patterns, and why they work.
You will learn the underlying psychological principles that drive humans toward action, and how to win customers and keep them without Please-Don’t-Go pop-ups.
The following resources were mentioned during the presentation or are useful additional information.
Here’s what was said about this presentation on social media.
for free. You
can too.