PET

Designing for Persuasion, Emotion and Trust

Presented by Barry Briggs (@quiffboy) Monday 5th September 2011 Northern User Experience #nuxuk

Todays Session
A bit about us Overview of Persuasion, Emotion and Trust (PET) How PET works with User-Centered Design (UCD) A look at some PET techniques in detail Case study applying PET to a real world example The power of the Dark Side using UX for evil

We are Code Computerlove

Hello and welcome

Some background
Established in 1999 & still independently owned Current headcount of 55 people Delivering a mix of strategy, channel, UX, creative & technical Launched over 300 websites & online applications Won lots of awards for the work

Hello, my name is Barry

UX Architect at Code Computerlove Finished uni in 1998 & first proper job as a Web developer Worked for a couple of digital agencies in Leeds before moving to William Hill in 2001 William Hills lead front-end developer before becoming their first UX Architect in 2005 Embedded UX values & principles into their design & development teams Been at Code since May 2008

Barry Briggs User Experience

Developing the user experience

User Centred Design

Analysis
Stakeholder research

Design
Design concepts

Implementation
Design walkthrough

Evaluation
User feedback

Audience research

Information architecture

Usability testing

User testing

Competitor review

Process engineering

Accessibility & standards

KPI measurement

Expert review

Prototypes

Expert review

Analytics audit Usability testing

Usability testing Standards & guidelines

User personas User journeys

Designing for Persuasion, Emotion & Trust

Henceforth referred to as PET

What is PET?
Rooted in social psychology & pioneered by Human Factors Inc A methodology for making user experiences more engaging, compelling, and effective 50+ techniques Complements classic usability & user experience best practice Adds a layer of psychology to gently nudge potential customers towards your stated goal Offline retailers have been using similar tools for years

How PET works

alongside usability
Facilitates activities:
Usability
Browse Search Consume Comprehend Interact

Can Do

PET

Encourages users to:

Engage Connect Convert Return

Will Do

P.E.T.
Persuasion techniques relate to the mechanics; the triggers to an action Emotion techniques are about eliciting a desired emotional response during a process Trust techniques are for establishing credibility, providing assurances and removing risk

Evil Science?
Marketeers may notice some familiar concepts in here Psychologists probably consider it a bit Psych 101 Some concepts may sound cynical, manipulative or exploitative They could be used for evil purposes
(Well show you some of these later)

Remember: Its a toolset. Do with it what you will.

User Centred Design

Analysis
Stakeholder research

Design
Design concepts

Implementation
Design walkthrough

Evaluation
User feedback

Audience research

Information architecture

Usability testing

User testing

Competitor review

Process engineering

Accessibility & standards

KPI measurement

Expert review

Prototypes

Expert review

Analytics audit Usability testing

Usability testing Standards & guidelines

User personas User journeys

Common PET touch points within the larger UCD process

How that works

Build & Test

Audience Research & User Understanding

Denition & Design

Site Goals

Use the toolkit to identify which PET principles fit with your stated goals and then look to implement in your definition work

PET Toolkit

Persuasion
The following summary describes some of the Persuasion techniques. Anchoring. When making decisions we rely too heavily on one piece of information or anchor. Authority. Use your authority and others will obey. Completion. We need to complete that which is started. Commitment. If we make a commitment, we often feel bound to follow through on it Consistency. We like to maintain consistency between what we think, say and do. Contrast. We notice and decide by difference between two things, not absolutes. Framing. Our perception is influenced by the information we are presented. Investment. If I have invested in something, I do not want to waste that investment. Reciprocation. If I give something to you, you are obliged to return the favour Repetition. If something happens often enough, I will eventually be persuaded. Scarcity. I want now what I may not be able to get in the future. Similarity. We trust people who are like us or who are similar to people we like. Social Proof. When uncertain we take cues other people

Consistency

We like to maintain consistency between what we think, say and do

Consistency
Ask someone to state a position, declare their intentions or show a small gesture of support Why? Because people dont like to be seen to change their mind People will generally act in a manner consistent with their first action And here's the stinger: this applies even if a subsequent request asks them to make a much larger commitment as long as it's consistent with their initial commitment

First you get an amount

Then you ask them to commit & enter their details Repeat the amount throughout the process to remind them of their initial pledge

Contrast

When scanning visual information we are unconsciously drawn towards things which stand out from others

Contrast
What do you want people to focus on? Use colour, shapes and sizes to create visual contrast Subtle movements on an otherwise static page grab attention Contrast can also be applied to time
Regular vs. Intermittent/occasional email newsletters

Framing

Our perception is influenced by the information we are presented.

Framing
For difficult or important concepts, wrapping the action in a story can make it easier to understand and more persuasive Framing subscriptions or regular payments as costing less than a cup of coffee a day can help people rationalise repeat payments

Examples of how your money will be used

Scarcity
I want now what I may not be able to get in the future

Scarcity
We infer value in something that has limited availability or is promoted as being scarce Can apply to goods or time-based offers

Offer applies this weekend only

WARNING: Overuse can devalue this technique

Social Proof
People will do things that they see other people are doing

Other people are doing it, so it must be legit

Even people you know are doing it, so it must be GOOD

Emotion
The following summary describes some of the Emotion principles. Visceral processing. We immediately react to pleasing visual stimuli. Behavioural processing. We respond favourably to learned, expected behaviours. Aesthetic usability. Aesthetically pleasing designs are often perceived to be easier to use. Arousal. When aroused we are fully engaged and hence more likely to pay attention Social contagion. Our emotions are affected by the actions of those we see around us. Optimal level of challenge. We like to be challenged and tested, but not too much. Goal setting. We are compelled to strive to achieve a goal if it is achievable. Knowledge of results. We continue our actions if we are shown evidence of their success.

Visceral processing
We immediately react to pleasing visual stimuli

Visceral processing
Add surprise, delight and playful elements to create an emotional bond with your audience Find subtle ways to add illustrative imagery, interactions, visual cues and visual feedback These can brighten up routine tasks and feel like rewards when discovered Can reinforce Framing

Behavioral processing
We respond favourably to learned, expected behaviours

Behavioral processing
If it works like something we already know, it feels easier and we like it more Learning how to use something new shouldnt be hard work One of the useful side-effects of Facebooks ubiquity
Facebook, Amazon and eBay have set expectations for complex interactions such as image uploading, rating, liking, commenting Learned interactions you can re-use

Creates self-confidence and a sense of accomplishment Increased adoption, usage rates & satisfaction due to familiarity

Aesthetic usability

Aesthetically pleasing designs are often perceived to be easier to use

Aesthetic usability
Attractive things work better Or at least we perceive them to be easier to use Opinions based on visual stimuli happen very quickly This first impression can shape your perceptions
The halo effect

Optimal level of challenge

We like to be challenged and tested, but not too much.

Optimal level of challenge

Game design starts simple but gets harder as you progress A game can live or die by getting this difficulty curve correct Can create sense of achievement by making that process a little trickier Not appropriate for all cases!

Trust
Trust is influenced by a combination of factors which act as Trust Markers. Design quality. We perceive value in the things we see. Current content. Up-to-date content indicates freshness and responsiveness. Extensive quality content. We trust an authority that is plentiful with knowledgeable. Links. We judge other based on their recommendations and affiliations. Certifications. We trust established, certified organisations and trademarks. Testimonials. We trust organisations who trust and value their customers opinions Famous people and common people. I trust people like me, and celebrities I admire. Peer advice. We trust our peers more than we do official marketing bumf. Argue against self interest. We trust recommendations that are not in self interest. Technology. We always expect technology to work, trust is damaged if it does not.

Certications

We trust established, certified organisations and trademarks

Security messaging

Accepted payment methods

Technology

We always expect technology to work, trust is damaged if it does not

Case Study
First TransPennine Express

Overview of TPE as a client

Their original site

Our rst revision

Re-brand & re-work

Context-aware mobile site

Weve had some great results

Year One

Year Two

Year Three

Year Four

103% increase in online ticket sales

135% increase in online sales

45% increase in online sales

80% increase in online sales

Doubled customer database to 150,000

50% increase in return visits

Travel Website of the year 2009 (DADIs)

Lets see some PET techniques in action

The basic advert. Usable but not inspiring

Price - OPTIMUM LEVEL OF DISSONANCE and CONTRAST

By-line the wording draws the user in, creating engagement, DRIVE FULFILLMENT, FRAMING and FEEL GOOD. It also uses elements of OVERSTATING THE NEGATIVE IMPACT of not doing something

Call to action - implies SCARCITY or LIMITED DURATION

Design elements - CONTRAST and VISCERAL PROCESSING

Official event logo adds VISUAL APPEAL and CONTRAST, and serves as a TRUST MARKER

Example of typical savings allows the brain to calculate the worth and value of the price

Change the branded imagery using people adds FRAMING (and elements of SOCIAL PROOF) and builds on VISCERAL PROCESSING

Show the offers expiry date compliments the call to action and the savings message to reinforce SCARCITY and LIMITED DURATION

The original

Our new PETenhanced version

The power of the Dark Side

Image credit: Lucasfilm

Evil by design
Theres a difference between BAD UX and EVIL UX Bad UX can be down to poor attention to detail, laziness, lack of understanding of the web Evil UX (boo hiss!) is completely the opposite

Evil UX
Its done by people who sit in chairs like this
No, honestly!

Evil UX is deliberately crafted with loving care Utilises an understanding of human nature and psychology Specifically designed to fool, trick or exploit users Examples of this exist on the web, in software and even in the real world

Image credit: Suck.uk.com

Travel insurance

The box around this content uses a technique called Uniform Connectedness

Note how the instructions for removing insurance are OPT OUT, convoluted and located AFTER the option

And placing this optional extra in with compulsory passenger information is a technique called Proximity

Heres the option to select no insurance In between LATVIA and LITHUANIA

Facebooks privacy statement

Image credit: nytimes.com

OMG!! That would be a disaster

IF either of these things happened

and the standard password reminder service didnt work.

Skip this step

The (Dont) Contact Us page

Offering a feedback form but no other contact details Means the user has no record of contacting you, giving you plausible deniability They cannot chase you up any other way Theres no context to subsequent correspondence Every follow-up must be done through the feedback form & feels like yet another first approach

Link to opt out is hidden behind a more info link

Image credit: darkpatterns.org

Opt out Opt in Compulsory

Image credit: darkpatterns.org

In Summary
Facilitates activities:
Usability
Browse Search Consume Comprehend Interact

Can Do

PET

Encourages users to:

Engage Connect Convert Return

Will Do

Further Reading
Human Factors International pioneers of PET http://www.humanfactors.com/ Mental Notes Persuasion reference cards http://getmentalnotes.com/ Changing Minds Persuasion principles http://changingminds.org/principles/principles.htm What makes them click? http://www.whatmakesthemclick.net Dark Patterns Examples of Evil UX in the wild http://wiki.darkpatterns.org/

Thank you
Any questions?