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Bite sized thoughts and inspiration for the hungry ones
About Tijs Vrolix

Marketing technopologist and overall digital enthousiast. Working as an interactive strategist by day, creating the next big thing by night.

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6 persuasive principles for digital effectiveness

Richard Sedley, cScape CEU

Persuasion windows: key moments when we're open for persuasion:

  • when you're in a good mood
  • when your world view no longer makes sense
  • when you can take action immediately
  • when you feel indebted because of a favour
  • immediately after you have made a mistake
  • immediately after you have denied a request
Storytelling: even though you know it's a lie, it'll affect you. Provide your customers with social objects they can pass on. Elements of a good story (Steve Jobs knows this as well):
  • passion
  • hero
  • antagonist
  • awareness
  • transformation
Social proof: we live in the most inforation-richt society human has ever lived in. We don't have the time to find out what is really valuable. If someone else suggests us something's valuable, we'll kindly think so too. We rely on other peoples suggestions.

Error correction: a problem solved quickly/well, is often better then perfection from the start (case of UK telecom provider deliberately creating short downtimes and immediately fixing them).

Reciprocity: form => whitepaper versus whitepaper => form instead. When people feel they owe you something, you'll have better results.

Relativity: humans need to compare value to something else. Help them to compare and make decisions (don't trick them!).

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Addictive websites

Bart De Waele, Netlash

"With great power comes great responsibility", so be careful with what you'll read next ;-)

Five basic human traits engraved in our brains (and you can use to make your website better)

  • collecting: we want to collect things and want our collection to be complete (cfr. LinkedIn profile completeness bar)
  • social validation: "we will do what the crowd does" => customers who bought this item also bought ...
  • reciprocity: do something for me, and I'll to something for you (MySpace: when you sign up, you get a free friend). In an eshop, free shipping draws your customer into buying something
  • commitment: we convince ourselves to be consistent. Problem: only 1% of your visitors will be a producer (Facebook's "I like" narrows the gap between producers and lurkers) => create small steps to involve people
  • discovery: dopamine: your brain rewards you whenever you find out about something or do something well. Curiosity drives you to go further.

Bart argues:

  • discovery is the most powerful one, hardest to implement though.
  • social validation works best with young people, information seeking (discovery) works better with older people.

Update: the presentation is up on Slideshare

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The Design with Intent Toolkit

The Design with Intent Toolkit aims to help designers faced with ‘design for behaviour change’ briefs. The poster* features 12 design patterns which recur across design fields (interaction, products, architecture), and there are also 35 more detailed here on the website. Some of the names will be unfamiliar, but we hope the patterns and examples will be understandable, and inspire your own concepts.

http://architectures.danlockton.co.uk/2009/04/06/the-design-with-intent-toolkit/

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How mobile will become our personal differentiator

Steven Verbruggen, Nascom

  • mobile persuasion
    • a personal thing
    • a global thing
  • "do you remember waiting for someone?" => reachability (or rather, not being able to reach people instantly) makes people afraid
  • mobile = input, recorder, = output, displayer => combination of poth is most persuasive
  • we need better filters for mobile: location based, behavioral, ... (don't worry, future will bring them)
  • guidelines for the future
    • 1) relavance => context = content
    • 2) make it fit
    • 3) let users experiment as well
    • 4) dream: the best way to predict the future is to invent it

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Think clearly, run many trials

BJ Fogg's presentation on design for persuasion, talking about the new rules for persuasion.

  • social networks are platforms for persuasion => mass interpersonal persuasion (new kind of persuasion, compared to the pre-internet old kind of persuasion)
  • different kinds of behavior => the behavior grid
  • achieve target behavior:
    • 1) motivation, based on:
      • pain/pleasure
      • hope/fear
      • social acceptance/rejection
    • 2) ability
    • 3) trigger
    • all three have to happen in the same moment, if your remove any of the three, the behavior change won't happen
    • put hot triggers in the path of your users
  • hot triggers versus cold triggers
  • don't reinvent the wheel: see what works for others
  • many crummy trials beats deep thinking => go ahead and try
  • "big brain problem" => don't worry too long about problems, don't think too big
  • everything big started small => learn from small, simple experiences
  • everything that started big, failed
  • once you have something that works, expand it. If it doesn't work, you can easily go back to the base.
  • doing is much more important than talking, try things!

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