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    Designing For Persuasion, Emotion and Trust

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    Igor Gubaidulin
    The next loop of User Experience is about designing for persuasion, emotion, and trust. You still need good usability, but it’s often not enough to design a website that is easy to understand, navigate, and interact. Just because people can do something does not guarantee that they will – they must be motivated and persuaded to make decisions that lead to conversion. PET Design is rooted in social psychology and it’s pioneered by Human Factors Inc. It complements classic usability and user experience best practice. In my presentation, I am going to give an overview of the Design for Persuasion, Emotion and Trust (PET Design) and take a look at some PET techniques in details.

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    Designing For Persuasion, Emotion and Trust

    Uploaded by

    Igor Gubaidulin
    240 views47 pages
    The next loop of User Experience is about designing for persuasion, emotion, and trust. You still need good usability, but it’s often not enough to design a website that is easy to understand, navigate, and interact. Just because people can do something does not guarantee that they will – they must be motivated and persuaded to make decisions that lead to conversion. PET Design is rooted in social psychology and it’s pioneered by Human Factors Inc. It complements classic usability and user experience best practice. In my presentation, I am going to give an overview of the Design for Persuasion, Emotion and Trust (PET Design) and take a look at some PET techniques in details.

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    The next loop of User Experience is about designing for persuasion, emotion, and trust. You still need good usability, but it’s often not enough to design a website that is easy to understand, navigate, and interact. Just because people can do something does not guarantee that they will – they must be motivated and persuaded to make decisions that lead to conversion. PET Design is rooted in social psychology and it’s pioneered by Human Factors Inc. It complements classic usability and user experience best practice. In my presentation, I am going to give an overview of the Design for Persuasion, Emotion and Trust (PET Design) and take a look at some PET techniques in details.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    240 views47 pages

    Designing For Persuasion, Emotion and Trust

    Uploaded by

    Igor Gubaidulin
    The next loop of User Experience is about designing for persuasion, emotion, and trust. You still need good usability, but it’s often not enough to design a website that is easy to understand, navigate, and interact. Just because people can do something does not guarantee that they will – they must be motivated and persuaded to make decisions that lead to conversion. PET Design is rooted in social psychology and it’s pioneered by Human Factors Inc. It complements classic usability and user experience best practice. In my presentation, I am going to give an overview of the Design for Persuasion, Emotion and Trust (PET Design) and take a look at some PET techniques in details.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 47

    Designing for Persuasion,

    Emotion and Trust


    TopConf Tallinn
    November 19th, 2014

    The Year of Engagement

    2006

    2010

    Can do! vs Will do?


    Photo: Neta Gov

    Usability is no longer enough

    Photo: Ann Clarke

    Photo: Lee Jin-Man

    Disclaimer: All trademarks remain property of their respective holders, and are used only for educational purposes.

    Trust
    Trust techniques are for
    establishing credibility,
    providing assurances and
    removing risk.
    Photo: vigawi

    Emotion
    Emotion techniques are about eliciting
    a desired emotional response during
    a process

    Photo: Annemarie Gregory

    Persuasion
    The triggers to an action:
    persuasion techniques relate to
    the mechanics

    Photo: reihayashi

    Disclaimer: Photos and some illustrations are downloaded from DESIGNBYHMANS,


    free PSD eCommerce website template Pixelhint.com. All materials are used only for educational purposes.

    Trust Markers
    Credible
    Organization
    Domain Name
    Design Quality
    Match Existing
    Knowledge
    FAQ
    Citations
    Current Content
    Extensive Content
    Archives

    Links
    Physical Address
    Policies That Show
    Trust
    Certifications &
    Awards
    Testimonials
    Famous People &
    Common People
    Peer Advice and
    Service Comments

    Trust Markers
    Credible
    Organization
    Domain Name
    Design Quality
    Match Existing
    Knowledge
    FAQ
    Citations
    Current Content
    Extensive Content
    Archives

    Links
    Physical Address
    Policies That Show
    Trust
    Certifications &
    Awards
    Testimonials
    Famous People &
    Common People
    Peer Advice and
    Service Comments

    Trust Markers
    Credible
    Organization
    Domain Name
    Design Quality
    Match Existing
    Knowledge
    FAQ
    Citations
    Current Content
    Extensive Content
    Archives

    Links
    Physical Address
    Policies That Show
    Trust
    Certifications &
    Awards
    Testimonials
    Famous People &
    Common People
    Peer Advice and
    Service Comments

    Trust Markers
    Credible
    Organization
    Domain Name
    Design Quality
    Match Existing
    Knowledge
    FAQ
    Citations
    Current Content
    Extensive Content
    Archives

    Links
    Physical Address
    Policies That Show
    Trust
    Certifications &
    Awards
    Testimonials
    Famous People &
    Common People
    Peer Advice and
    Service Comments

    Match Existing Knowledge

    Frequently Asked Questions

    Policies That Show Trust

    Physical Address

    Extensive Content

    Citations

    Certifications & Awards

    Trust Markers
    Credible
    Organization
    Domain Name
    Design Quality
    Match Existing
    Knowledge
    FAQ
    Citations
    Current Content
    Extensive Content
    Archives

    Links
    Physical Address
    Policies That Show
    Trust
    Certifications &
    Awards
    Testimonials
    Famous People &
    Common People
    Peer Advice and
    Service Comments

    Intrinsic Motivation: Optimal Level Of Dissonance

    Reason For Request

    Contrast

    Even more contrast + Paradox of choice

    Social Proof

    Extrinsic reward

    Scarcity

    Power of free

    Feel Good + Argue against self-interest + Popular brand

    Disclaimer: All trademarks remain property of their respective holders, and are used only for educational purposes.

    Social learning

    Peer Advice

    Written Public Statement + Visceral processing

    Before vs Now

    Dark side

    No contrast

    Power of free things

    Power of free things + Misinformation

    You cannot NOT have


    an experience so
    learn how to make it
    a memorable one

    Lou Carbone

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