Uploaded byAnders Toxboe
Beyond usability: Designing with persuasive patterns
The document discusses persuasive design patterns that can be used to attract and engage users. It describes patterns for getting users to initially sign up and try a product ("being seduced"), patterns for motivating them during first usage ("falling in love"), and patterns for sustaining long-term engagement ("staying in love"). Key patterns include exposing the best parts of a product, reinforcing desired behaviors, providing guidance, aligning user and business goals, and facilitating intrinsic motivation over time through appropriate challenges and a sense of progress. While persuasive designs can attract users, the document stresses that ongoing engagement depends on facilitating intrinsic motivation within users.
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Presentation introduction by Anders Toxboe with contact information.
Emphasizes the importance of factors beyond just metrics in understanding user interaction.
Explores emotional connections in user experience: falling in love, staying in love, being seduced.
Discusses problems regarding first-time users and ongoing engagement in creating a persistent connection.
Highlights how perceived scarcity increases desirability, emphasizing that it is not just usability that drives engagement.
Introduces psychological strategies to increase user motivation and enhance usability by removing friction.
Philosophical frameworks from Aristotle: Logos, Pathos, and Ethos used to appeal to user logic, emotions, and ethics.
Discusses social proof as a motivator for actions, especially in unfamiliar situations.
Encourages focusing on user benefits instead of product features to enhance persuasion.
Three strategies to encourage continued user engagement: rewards, commitment, and scarcity.
Explores methods like tunneling and the endowment effect to enhance user engagement and perceived value.
The importance of communication patterns in engaging users, addressing problems in the engagement cycle.
The necessity of defining user and business goals to foster engagement and satisfaction.
Discusses the importance of recognition and feedback in enhancing user experience.
Strategies for reinforcing desired behaviors, including points, achievements, and effective guidance.
Describes various types of motivations (tangential, intrinsic, extrinsic) and their impact on user engagement.
Emphasizes the importance of appropriate challenges to maintain user engagement throughout their journey.
Final thoughts on how to leverage persuasive design patterns to encourage initial sign-ups and cultivate ongoing user engagement.
Closing remarks by Anders Toxboe, encouraging audience to pre-order cards at the provided website.
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Beyond usability: Designing with persuasive patterns
- 1. ui-patterns.com - [email protected]- @uipatternscom Anders Toxboe
- 4. It’s not onlyabout the metrics
- 5. It’s not onlyabout the metrics
- 6.
- 7.
- 8. I’m a goodproduct, if you just get to know me!
- 9. Falling in love Stayingin love Being seduced
- 10. Falling in love Stayingin love Being seduced Sign up problem First time use problem Ongoing engagement problem
- 11.
- 12. Scarcity If something is promotedas being scarce, it is perceived as more desirable and of more valuable to us
- 13. It wasn’t usabilityor a pretty interface that made it work
- 14.
- 15.
- 17.
- 18.
- 19. Being seduced Rhetorics Aristotle 384 –322 BC Logos Appeal to logic - Fact and statistics - Quotations from experts - Informed opinions Pathos Appeal to emotions - Emotional outbursts - Stories about emotional events - Picturesque and vivid language Ethos Appeal to ethics, moral, and character - Show practical knowledge phronêsis - Show moral character areté - Show good intentions and good will eunoia
- 20. Logos Appeal to logic -Fact and statistics - Quotations from experts - Informed opinions Pathos Appeal to emotions - Emotional outbursts - Stories about emotional events - Picturesque and vivid language Ethos Appeal to ethics, moral, and character - Show practical knowledge phronêsis - Show moral character areté - Show good intentions and good will eunoia
- 21. Social proof We tendto follow thepatterns of similarothers in new orunfamiliar situations Logos
- 22. Pathos Social proof We tendto follow thepatterns of similarothers in new orunfamiliar situations
- 23. Social proof We tendto follow the patterns of similar others in new or unfamiliar situations Ethos
- 24. Being seduced Benefits overfeatures
- 25. Source: Samuel Hulick Beingseduced Not what your business makes This is Benefits over features
- 28. Being seduced What’s init for me?
- 29.
- 30. Examples Three effective ways ofclosing the deal
- 31. Examples Three effective ways ofclosing the deal Rewards Use rewards to encourage continuation of wanted behavior Commitment and Consistency We desire to act in a manner consistent with our stated beliefs and prior actions Scarcity If something is promoted as being scarce, it is perceived as more desirable and of more valuable to us Tunneling Guiding users through a process orexperience provides opportunities to persuade along the way
- 32. Scarcity If something ispromotedas beingscarce, it isperceived as moredesirable and ofmore valuable to us
- 34. Tunneling Guiding users through aprocess or experience provides opportunities to persuade along the way
- 35. Commitment andConsistency We desireto act in amanner consistentwith our statedbeliefs and prioractions Rewards Use rewards to encourage continuation of wanted behavior
- 36.
- 38. Endowment Effect We placehigher value on objects we own over objects we do not, especially if sentimental value has been placed on them
- 39. Being seduced Rhetorics Benefits overfeatures What’s in it for me (the user) Closing the deal Investment up front
- 40. Being seduced Basic communication Apply Persuasive Patterns Rhetorics Benefitsover features What’s in it for me (the user) Closing the deal Investment up front
- 41. Falling in love Stayingin love Being seduced Sign up problem First time use problem Ongoing engagement problem
- 42.
- 43. Falling in love Usergoals & business goals
- 44. First, define yourgoals
- 45. Business goals Behavioral goals ...getusers to upload more pictures? ...get more pageviews? ...convert readers to members? ...get users to tell us what they like? ...get users to spend more time with my service? ...get people to comment more?
- 46. User goals ...find morelike the stuff i like? ...get something others don’t have? ...kick ass? …feel good about myself ...get acknowledged for my work? ...receive feedback on my work?
- 47. User goals Businessgoals Behavioral goals
- 48. User goals Businessgoals Behavioral goals ...get users to upload more pictures? ...get more pageviews? ...convert readers to members? ...get users to tell us what they like? ...get users to spend more time with my service? ...get people to comment more? ...find more like the stuff i like? ...get something others don’t have? ...kick ass? …feel good about myself ...get acknowledged for my work? ...receive feedback on my work?
- 49. User goals Businessgoals Behavioral goals ...get users to tell us what they like? ...get people to comment more? ...find more like the stuff i like? ...get acknowledged for my work? ...receive feedback on my work?
- 50. Example Two ways ofcollecting data
- 58. User goals Businessgoals Behavioral goals Last.fm
- 59. Recognition over Recall It's easierto recognize things we have previously experienced than it is to recall them from memory
- 60. Feedback loop Communicate how ouractions modify subsequent results Pattern Recognition We seek ways to organize and simplify complex information, even when there is no pattern
- 61. Falling in love Exposeyour best parts
- 62. Falling in love Reinforcebehavior
- 63. Examples Two effective ways ofreinforcing behavior
- 64. Points Use scores, points,or ratings to give users feedback on their actions and allow comparison with other users Status We constantly assess our social or professional standing relative to others, seeing how interactions either enhance or diminish it Achievements We are engaged by activities in which meaningful achievements are recognized
- 65. Storytelling Use the narrative qualitiesof storytelling to let the user engage in a perspective Appropriate Challenges The user needs appropriate challengesto keep engaged Reputation We care more deeply about personal behaviors when they may affect how peers or the public perceive us Reciprocation We feel obliged to give when we receive
- 66. Falling in love Goodguidance
- 67. Intentional Gaps Create intentional gapswhich users can't help but try to fill Sequencing We are more likely to take action when complex activities are broken down into smaller tasks Completion Provide a feeling of closure by rewarding users at the completion of a goal
- 68. Falling in love Goodguidance Avoid the obvious Don’t get in the way Avoid repetition Allow escape Support practice Facilitate exploration Achievable goals Prompt feedback Source: Krystal Higgins
- 69. Falling in love Alignuser goals & business goals Expose your best parts - Reinforce behavior - Good guidance
- 70. Falling in love Stayingin love Being seduced Sign up problem First time use problem Ongoing engagement problem
- 71.
- 72. Staying in love Tangientmotivation The behavior satisfies motives not directly related to the behavior Extrinsic motivation External incentives motivate the intended behavior Intrinsic motivation An activity is in and of itself motivating, it is its own end Source: Sebastian Deterding
- 73. Staying in love Tangientmotivation The behavior satisfies motives not directly related to the behavior Source: Sebastian Deterding
- 74. Completion Provide a feelingof closure by rewarding users with completion of a goal Tangient motivation
- 75. Staying in love Tangientmotivation The behavior satisfies motives not directly related to the behavior Scarcity If something is promoted as being scarce, it is perceived as more desirable and of more valuable to us Tangient motivation
- 76. Extrinsic motivation External incentivesmotivate the intended behavior Staying in love Source: Sebastian Deterding
- 77. Competition We will striveto attain things that cannot be shared Achievements We are engaged by activities in which meaningful Extrinsic motivation
- 78. Achievements We are engagedby activities in which meaningful achievements are recognized Extrinsic motivation
- 79. Intrinsic motivation An activityis in and of itself motivating, it is its own end Staying in love
- 80. Intrinsic motivation An activityis in and of itself motivating, it is its own end Staying in love
- 81. Intrinsic motivation An activityis in and of itself motivating, it is its own end Staying in love Learning challenges
- 82. Staying in love Theexperience over time Intrinsic motivation An activity is in and of itself motivating, it is its own end
- 83.
- 84. Flow channel Source: Flow byMihaly Csikszentmihalyi Difficultyofchallenge Ability Anxiety Boredom Raise skills Look for greater challenge Appropriate Challenges The user needs appropriate challenges to keep engaged
- 85. Appropriate Challenges The user needs appropriate challengesto keepengaged Powers Give users a way to reach their goal more quickly than they could before
- 86. User goals Businessgoals Behavioral goals
- 87. Points, levels, scoreboards, achievements,badges, assignments Reputation & identity, social proof, surprise, status, feedback loops Extrinsic motivation External incentives motivate the intended behavior Intrinsic motivation An activity is in and of itself motivating, it is its own end
- 88. Intrinsic motivation lieswithin the user. Its amplification can be facilitated by persuasive design patterns.
- 89. Intrinsic motivation An activityis in and of itself motivating, it is its own end
- 90. Constraints Limit possible behaviors, exclude unwanted behaviors
- 91. Tunneling Guiding users through aprocess or experience provides opportunities to persuade along the way
- 92. Intrinsic motivation An activityis in and of itself motivating, it is its own end
- 93. Facilitation Ease the translationof the user‘s intentions into behaviors and habits
- 94. Falling in love Stayingin love Being seduced Sign up problem First time use problem Ongoing engagement problem
- 95. Persuasive design patternscan be used to seduce users to sign up for your product and start using it, but you can only facilitate intrinsic motivation for real engaged ongoing use. Being seduced Falling in love Staying in love
- 96. ui-patterns.com - [email protected]- @uipatternscom Anders Toxboe Pre-order the cards at cards.ui-patterns.com