A presentation at Code.talks Commerce in in Berlin, Germany by Jenny Shen
@jennyshen Jenny Shen Persuasive Design Patterns UX/Frontend
@jennyshen
• Defining persuasive design patterns • E-commerce persuasive design patterns • Engagement design patterns • Design patterns for trust • Persuasive design ethics OUTLINE
Defining Persuasive Design 01 why, where and what
@jennyshen Source: Opera. Logos: respective owners
Persuasive Design : Designs that draw on a deep understanding of user’s motivations, desires, and behavioural quirks
Applications in Digital : • E-commerce • Reward programs • Social networks • Political campaigns • Non-profit organizations • Clubs & communities
Persuasive Design to Sell 02 applications in e-commerce
Loss Aversion : Fear of losing motivates us more than the prospect of gaining something of equal value Loss Aversion : Fear of losing motivates us more than the prospect of gaining something of equal value
@jennyshen Value function of prospect theory by Daniel Kahneman & Amos Tversky
@jennyshen Source: Infographic by One Productions
@jennyshen Source: GoDaddy, millo.co
@jennyshen Loss Aversion : • Frame gains and losses to make some options seem more desirable than others
@jennyshen Applying Loss Aversion : • Limited time discounts • Trial periods • Lazy registration What is lost by leaving your product/service?
Endowment Effect : We place greater value on objects if emotional value has been invested
@jennyshen • Amazon’s features: wish lists, make gift organizers, rate and recommend products, make lists, award users badges allow users to gain ownership • Endowment effect makes users place higher value on buying on Amazon v.s. competitors Endowment Effect :
@jennyshen Source: Amazon, Airbnb
@jennyshen Source: LinkedIn
@jennyshen Source: OKCupid
@jennyshen Endowment Effect : • Retain regular users • Let users place more value in your product over a competitor
@jennyshen • Allow users to build their profiles with wish lists, ratings, recommendations, etc. • Highlight invested efforts that will be lost Applying Endowment Effect :
Scarcity : We perceive scarce objects as more desirable and more valuable
@jennyshen Source: Airbnb, Kayak, Gilt, Amazon
@jennyshen Source: starbucks.co.jp, Kitkat 季節のおすすめ Kyuusyuu Only
@jennyshen Source: Patreon, overflow.io
@jennyshen • 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 • Scarcity works most when it’s created by social demand Scarcity :
@jennyshen • Time-based scarcity : holiday sales, coupons with expiry date, limited time offers • Stock scarcity : highlighting remaining quantity or highlighting limited quantity available • Restricted access : paywalls, member-only content Applying Scarcity :
03 applications in reward programs & digital products Persuasive Design to Engage
Hook Model : An experience designed to connect the user’s problem to your solution
@jennyshen Source: Hooked: How to Build Habit-Forming Products, Nir Eyal and Ryan Hoover
Completion : Provide a well defined end-goal and progress to give a feeling of closure
@jennyshen • As humans, we have an natural tendency to avoid doubt and uncertainty • The need for closure drives us toward a well defined end-goal Completion :
@jennyshen Source: dtelepathy.com, Google Plus
@jennyshen • 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 Applying Completion :
@jennyshen • Points • Badges • Levels • Certification Achievements : Gamification
@jennyshen Source: Foursquare, Hungrygowhere
Variable Rewards : The sense of scarcity and unpredictability entices users curiosity in discovering the pattern
@jennyshen • Compared to fixed rewards, variable rewards produce the highest activity in users • Humans react differently to certain patterns of rewards. Studies concludes that variable reward schedules and contingencies motivate us more than fixed schedules and contingencies. Variable Rewards :
@jennyshen Source: society-plus.com, Nintendo
@jennyshen • 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 Applying Variable Rewards :
Persuasive Design for Trust 04 applications in onboarding and user acquisition
Authority : Humans have a strong tendency to comply with authority figures
@jennyshen • We see information from a recognized authority as a valuable shortcut for deciding how to act in a situation, with little or no consideration • People trust authorities, their taste and often believe that it fits their own • Humans are vulnerable to the appearance of authority, even if there’s no real authority Authority :
@jennyshen Source: Zalora, Visual Cinnamon, news.com.au, dailymail.co.uk
@jennyshen • Certifications and awards • Logos or names of known companies • Associate your product/service with authority figures in your industry Applying Authority :
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
@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
@jennyshen Source: joeydevilla.com, pjrvs.com, Usabilla, Booking.com
@jennyshen Applying Social Proof : • Use numbers from facts or statistics, e.g. 14 reviews, 80 people liked this, 590 subscribers, 200+ clients • To assure users that they are not alone in the decision, highlight what others similar to them did, e.g. “others also bought / viewed this listing” • Testimonials and ratings
Persuasive Design Ethics 05 are persuasion tactics dark patterns?
Is persuasive design ethical ?
@jennyshen Source: https://medium.muz.li/malachidigest-3cad286bba02
@jennyshen Source: TheNextWeb, Twitter/Linkedin (respective owners)
Jakob Nielsen's 10 Usability Heuristics for Interface Design User control and freedom
@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
@jennyshen Persuasive design is not unethical , unless one intentionally deceives user or takes away user’s freedom to do something against company interest. “ ” —Jenny Shen
• Loss Aversion • Endowment Effect • Scarcity PERSUASIVE DESIGN CHEAT SHEET Jenny Shen / jennyshen.com To Sell : To Engage : For Trust : • Hook Model • Completion • Achievements • Va r i a b l e R e w a rd s • Authority • Social Proof Ethics : • Respect user control & freedom
jennyshen.com @jennyshen jenny@jennyshen.com
@jennyshen • Source: http://ui-patterns.com/patterns • Noun Project icons: Ananth (badge), Abner Ignatius (chat), Arthur Shlain (document), Seyeong (scale), Hare Krishna (shop)
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.
FULL RECORDING: https://youtu.be/Xn7-Wa02hng
The following resources were mentioned during the presentation or are useful additional information.
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