Feb 2019 Offtrail Design Series Persuasive Design Patterns Design with psychology principles that drive human action
A presentation at Offtrail Design in August 2019 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
