Persuasive design

Сергей Мордович

Usability

• trend• buzz-word• key differentiation• ???

Платформа / социальный лифт

• Small design choices that have a potentially big impact on the users’ behavior

• Conversion & ROIосновные задачи: дизайн сайтов, интерактивный и информационный дизайн, типографика и верстка, прототипирование и дизайн пользовательских интерфейсов, юзабилити

ПерепозиционированиеHuman Factors International

• Usability agency• Provider of PET design• PET: persuasion, emotion, trust

Определения – система уравнений

• Design = f(message)• Behavior is our medium• The medium is the message• Persuasion: a communication (or message)

intended to influence belief or action (typically involves emotion, requires trust)

• PD: design, that convinces people to do or think different

Behavior Change

• Usability(can do it)• Motivation to use it, Barriers Reduce, Triggers

(will do it)

Brandon Schauer: …to change consumer behaviors we must design motivational experiences that push, pull, and ease the pathway to adopting new habits

Theory of planned behavior

• The intention to perform a behavior is a result of the individual attitude and subjective norms toward the behavior, and the perceived control over the behavior

User is NOT

• fully informed• fully rational• always profit maximizing

Пароль

KAIROS

Chronos

Отзыв

FLOW

Референтная группа• Квинтилиан (наставления оратору: inventio, dispositio, elocutio, memoria,

actio)• Аристотель (ethos, pathos, logos)• B.J. Fogg (Persuasive technology, captology, Mobile persuasion, Stanford

Persuasive Technology Lab)• Dan Lockton (Design with Intent Toolkit, Constraints, Facilitation, Motivation)• Р. Чалдини (психология влияния)• Stephen P. Anderson (method cards)• Richard H. Thaler, Cass R. Sunstein (Nudge)• Joshua Porter (Designing for the Social Web)• Mihaly Csikszentmihalyi (Flow)• Raph Koster (A Theory of Fun for Game Design)• Sebastian Deterding (The Fine Art of separating people from Their Bad

Behaviors)

Ресурсы

• Dan Lockton’s Blog (http://architectures.danlockton.co.uk/)

• Fogg’s Captology Lab (http://captology.stanford.edu/)

• Design & Behavior Google Group (http://groups.google.com/group/design-and-behaviour)

• Persuasive 2009 (http://persuasive2009.net/)

Feedback

@mardovichSiarhei Mardovich

Спасибо, ваши вопросы

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