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LinkedIn Learning

Evil by Design: Persuasion in UX

via LinkedIn Learning

Overview

Explore the history and ethical implications of persuasive design in this Evil by Design course with Chris Nodder.

Syllabus

Introduction
  • Using persuasion in UX responsibly
1. The Ethics of Persuasive Design
  • The ethics of persuasion
  • The science of behavior
  • The history of persuasive design
  • Appealing to people's emotions
  • The challenge of persuasive design
  • The different types of persuasive design
  • What is acceptable persuasion?
  • How far should you take your persuasive design?
2. The Power of Self-Image
  • What about self-image?
  • Aspiration and self-esteem
  • Envy and status differences
  • Cognitive dissonance
  • The Dunning-Kruger effect
  • Using self-image
3. Influencing Behavior Patterns
  • Influencing behavior
  • The need for closure
  • Desire lines
  • Commitment
  • Reinforcement
  • Breakage
  • Using influence
4. Harnessing Illogical Reactions
  • Harnessing illogical reactions for impact
  • Scarcity
  • Loss aversion
  • Time constraints and compliance
  • Creating anchors
  • Breaking coherence
  • Negative options
  • Metaphysical arguments and appeals to emotion
  • Using illogical reactions
5. Creating Credibility
  • Creating credibility in UX
  • Social proof
  • Reciprocation
  • Authority
  • Smart defaults
  • Using credibility
6. Gaining Commitment
  • Gaining commitment from users
  • Foot in the door
  • Door in the face
  • Frame your message as a question
  • Hard decisions after investment
  • Using commitment
7. Using Identity
  • Identity design
  • Create an in-group
  • Let users advertise their status
  • Let people feel important
  • Use anonymity to encourage repressed behavior
  • Using identity
8. Creating Value
  • Creating value
  • The power of free
  • Make it expensive
  • Show intangible value
  • Skill, not luck
  • Using value
9. Deserving Rewards
  • Deserving rewards
  • Hide the math
  • Small vs. large rewards
  • Make customers work for it
  • Show the problems
  • The value of rewards
10. Persuasion in Your Designs
  • Using persuasion in your designs
  • Evil by design
  • Dark patterns
  • Positive persuasion
  • Testing effectiveness
  • Your responsibility

Taught by

Chris Nodder

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