introduktion til persuasive design - motiverende design

Persuasive designeller$bare$motiverende*design

Hvorfor slår mænd ikke brættet ned?

Persuasion er forsøget på at ændre menneskers

holdninger eller adfærd

“”

The Behavior ModelHIGH MOTIVATION

LOWMOTIVATION

HARD TO DO EASY TO DOABILITY

MO

TIVA

TIO

N

TRIGGERSsucceed here

ACTION LINE

TRIGGERSfail here

TOILETBRÆTPROBLEMATIKKEN Hvad er problemet egenlig?

Toiletbrætproblematikken

Fodpedal

Automatisk

HIGH MOTIVATION

LOWMOTIVATION

HARD TO DO EASY TO DOABILITY

MO

TIVA

TIO

N

TRIGGERSsucceed here

ACTION LINE

TRIGGERSfail here

Computeren som persuader

1. Computere+er+vedholdende+

2. Computere+tilbyder+anonymitet

3. Computere+kan+gemme+og+håndtere+ store+mængder+data+hurtigt+ og+problemfrit

4. Computere+er+multimodale+

5. Computersoftware+kan+skalere

Metoder til persuasion på web

System Credibility Support • Trustworthiness++• Expertise++• Surface+credibility++• RealGworld+feel++• Authority++• ThirdGparty+endorsements++

• VeriMiability

Primary Task Support • Reduction++• Tunneling++• Tailoring++• Personalization++• SelfGmonitoring++• Simulation++• Rehearsal+

Dialogue Support!!• Praise++• Rewards++• Reminders++• Suggestions++• Similarity++• Liking++• Social+role+

Social support • Social+learning++• Social+comparison++• Normative+inMluence++• Social+facilitation++• Cooperation++• Competition++• Recognition+

Reduction

Social comparison

Tunneling

Third-party endorsements

Social role

Hvorfor er løbe-apps så populære?

• SelfGmonitoring+

• Praise+

• Rewards+

• Reminders+

• Social+comparison+

• Competition+

• Tailoring+

• Personalization

Hvad gjorde Dropbox så populær?

Designprocessen

1. IT+is+always+on+2. Commitment+and+

consistency+needed+3. Direct+and+indirect+

routes+4. Incremental+5. Open+6. Unobtrusive+7. Useful+and+easyGtoG

use

Understanding key issues behind persuasive systems

• The+Intent+• The+Event+• The+Stategy

Analyzing the persuasion context

• Primary+task+support++

• Dialogue+support+• System+credibility+support+

• Social+support

Design of system qualities

Det er konverteringsoptimering

Jamen$er$det$UX,$design$eller$udvikling?

Formål

Analyse

IndholdStoryboard

Prototype

UX Visuel design

Udvikling

Test og QA

Lancering

Fordele ved persuasive design

• Løsningsorieteret+

• Fokus+på+handlinger

• Fokus+på+brugerne

• Bedre+sammenspil+mellem+indhold,+design+og+udvikling

• Godt!persuasive!design!skaber!resultater

Følg med på Twitter

Marco Bjørslev Jensen Konsulent+i+motiverende+design+hos+Oxygen 63+13+91+37+/+61+30+61+68mabj@oxygensoftware.dk+

5 forbedringer til DBA.dkhttp://goo.gl/wBavUy

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