introduktion til persuasive design - motiverende design
TRANSCRIPT
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+/[email protected]+
5 forbedringer til DBA.dkhttp://goo.gl/wBavUy
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