multifaceted design for persuasion chi sparks

Multifaceted Design for Persuasion

Towards a more complex take on designing for persuasion. A Mobile Safety Watch app casestudy.

Fenne Verhoeven, Arjan Haring, Remko van der Lugt, Laurens Vreekamp, and Marieke Zielhuis

Funded by Creative Experience Learning Labs

Arjan Haring

n Docent/onderzoeker Hogeschool Utrecht n Kandidaat Promovendus TU Delftn Ondernemer, medeoprichter PersuasionAPI

n Voormalig Bestuurslid Chi Nederlandn Initiator van Design by Firen Initiator van Design for Conversion

In the beginning…

n Casestudy Citizen Theft-watch

“We want to explore the use of mobile technologyto peacefully monitor potential crime-patterns to help law-enforcement in locating gangs that commit crimes in public spaces.”

Priya Prakash, NokiaChief Experience Officer

Persuasive Technology

BJ Fogg, Director Stanford Persuasive Technology Lab

“Technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not through coercion.”

6 proven sales strategies

1. Scarcity2. Social Proof3. Authority4. Reciprocity5. Liking6. Commitment

Prof. Robert Cialdini

8 step design procesbehavior BJ Fogg

1. Target Behavior

2. Target Audience

3. Obstacles

4. Technology channel

5. Persuasive Technolgy Examples

6. Imitate

7. Test & Iterate

8. Expand on succes

BJ Fogg

Case: Reporting minor crime incidents

Behavior Models normally have 3 levels of persuasion

Micro, Meso, Macro grid

3 levels of persuasion

Lacking

Lacking Lacking

MSW app builds upon existing behavior

Available

Enabling the micro level

One click reporting

Enabling the meso level

Simplicity!

Engaging (fellow) walkers

Social Proof

Enabling the macro level

Applying Persuasive Technology to Sustainability

September 1, 2011 opening of Clean Behave Innovation Lab.

Arjan.haring@hu.nl@arjanharing

Applying Persuasive Technology to Sustainability

Arjan.Haring@hu.nl@arjanharing