Posts Tagged ‘Persuasive Web Design’

Sebastian Deterding on Persuasive Web Design

July 3rd, 2009

Wow, check out this brilliant presentation by Sebastian Deterding on persuasive design (ie, how we can design to encourage users to adopt specific behaviours of the designer’s or their own intent).  This work is absolutely incredible, and has left me inspired and so excited to be involved in design.

    In the presentation, Sebastian touches on (among many other cool and interesting things):

    • how persuasive design relates to usability, by considering the motivation of a user to do something versus the perceived effort to do it
    • conversion rates, or web 1.0 economics, versus more modern and ‘web 2.0’ economic goals
    • the multi-disciplinary nature of persuasive design
    • persuasive design strategies (including constraints; defaults; visualising and measuring behaviours; using personal, graspable, emotional, and comparable design concepts)

    Persuasive Web Design – How to Separate Users from Their Bad Behaviours View more presentations from Sebastian Deterding.

    Also, note the section on using defaults (starting around slide 77).  Sebastian discusses how people tend to take the path of least resistance and therefore don’t change default values, and he references a study on US driver’s license applications. The study revealed an 80% increase in organ donors after the default value for “Would you like to donate your organs after death?” was changed from “No” to “Yes” – this is related to my earlier post about the importance of setting sensible defaults.

    This presentation also reminded me of several of Ferg Bisset’s posts on awareness and motivational design.

    Exciting stuff!

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