Explore the principles of persuasive design in this 43-minute conference talk from GOTO Copenhagen 2018. Discover how to apply psychology to create engaging digital experiences that motivate users to take action. Examine human behavior patterns and decision-making processes in interface interactions. Learn strategies for building trust, onboarding users, showcasing product offerings, fostering user retention, and cultivating product advocacy. Delve into key concepts such as scarcity, anchoring, social proof, cognitive load, processing fluency, and variable rewards. Understand the distinction between intrinsic and extrinsic motivation, and how to leverage both to enhance user engagement. Gain insights on designing appropriate challenges, constraining experiences, and aligning with user goals throughout the product lifecycle. Apply these persuasive design techniques to create digital products that users love and enthusiastically share with others.
Overview
Syllabus
Introduction
You have a great product
Its about love
Stages of persuasion
Scarcity in effect
What made this work
Tipping the jar
Anchoring
Social Proof
Cognitive Load
Example
Processing Fluency
Seduction Example
Closing the Deal
Stitch Fix
Goals
UI Patterns
Reinforce Behavior
Staying in Love
Variable Rewards
extrinsic motivation
intrinsic motivation
appropriate challenges
intrinsic vs extrinsic motivation
amplify intrinsic motivation
constrain experience
user goals
seduction
persuasive continuum
what do you want to build
Taught by
GOTO Conferences
