Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real World
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Usability is great but in an age where alternative options are only a click away is it enough? From the outside, you may have designed a shop window to display your products or services in the best possible light but what makes people take that critical step and commit to a purchase? Chris will cover the principles of Persuasion Design, or “Persuasion, Emotion and Trust” as Human Factors International defines PET Theory. They will present some real world examples of how companies are getting it right, and wrong in eCommerce. GET IN TOUCH WITH SIGMA This presentation is from Camp Digital, a free, one-day event in Manchester exploring some of the most important and emerging themes in the digital industry. To see more presentations and videos from the day visit: http://campdigital.wearesigma.com/2013/. Camp Digital was brought to you by Sigma. We are a leading specialist in User Experience consulting and design, information management, and web technologies. We provide research, analysis, design, development and support services, with specific expertise in usability, accessibility, content and document management, websites, intranets and online applications. If you think we can help you call us on 01625 427718 or email hello@wearesigma.com.
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Applying 'Persuasion, Emotion and Trust' PET Design Theory in the Real World
- 1. INTRODUCTION TO PET THEORY Chris Bush UX Practice Lead @wearesigma / @suthen
- 2. TOPICS • What is PET theory • How is it used? • Getting started with persuasion principles • Using PET responsibly
- 3. WHAT IS P.E.T THEORY It is a series of principles pioneered/developed by Human Factors Inc. to help support the developing information eco-system
- 4. • Persuasion Principles used to encourage or discourage a users behaviour during a process • Emotion Principles used that are used to encourage any emotional response during a process such as achievement, empathy or surprise. • Trust Principles that are used to establish confidence during a process, for example: confidence, security and credibility
- 5. HOW IS IT USED
- 6. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task
- 7. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task “Can do” “Will do”
- 8. › SEO USABILITY PET THEORY Ability to find your site complete the task efficiently motivation to complete the task “Can do” “Will do” Encourage, Motivate, Constrain
- 9. Usability An easy to use door
- 10. Persuasion A door you’re motivated to enter
- 11. Persuasion Some things can appear too inviting…
- 12. Persuasion A bench which constrains behaviour
- 13. GETTING STARTED WITH PERSUASION PRINCIPLES
- 15. HOW CAN I USE THEM? A brief exploration of some of the techniques
- 16. SOCIAL PROOF We tend to follow the patterns of similar people in new or unfamiliar situations
- 17. SOCIAL PROOF ›
- 18. SOCIAL PROOF Likes and Likes & reviews ›
- 19. SCARCITY I want now what I may not be able to get in the future.
- 20. SCARCITY
- 21. SCARCITY Only 5 left
- 22. GOAL SETTING We are compelled to strive to achieve a goal if it is achievable.
- 23. GOAL SETTING
- 24. GOAL SETTING
- 25. DELIGHT We remember and respond favourably to small, unexpected and playful pleasures.
- 26. DELIGHT
- 27. DELIGHT
- 28. DELIGHT
- 29. CERTIFICATION We trust established, certified organisations and trademarks
- 30. CERTIFICATION ›
- 31. CERTIFICATION Reinforced secure check out button › Known and trusted Money handling companies
- 32. WAIT… But aren’t people suspicious of these techniques?
- 33. DON’T DISTORT THE TRUTH (LIMITED DURATION ) Once it’s gone... It’s still here ›
- 34. Social DON’T OVERLOAD THE USER Proof Social proof / Scarcity Scarcity Framing Social Proof
- 35. DON’T BE EVIL
- 39. USE PET SPAIRINGLY Social proof & Difference Authority
- 40. USE TECHNIQUES THAT SUPPORT YOUR BUSINESS GOALS Goal setting Appeal
- 41. THANKS!, QUESTIONS Grab me later if you’re keen to make the panel chris.bush@sigma.se wearesigma.com @wearesigma / @suthen #campdigital
Editor's Notes
- Developed by Human Factors It’s a toolkit of principles designed to help Motivate, Enable and Constrain user behaviour. Strong focus on interaction and en- couraging “Will do” actions from usersBroadly compliments usability, but there are a few important exceptions. It’s a toolkit of concepts. Not a rule book.
- To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
- To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
- To put people at ease or to guide a decision, find creativeways to show social activity. This can be in the form of stats(favourite-by, number-of-views, comments), positive reviewsand testimonials, or visibility into the action or outcome ofother users' behaviour.
- While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.
- While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.
- Are there opportunities to use visuals to create an emotional response or to speed up response time? If you blur all text, does the imagery convey what you want to communicate?Asking "Can a 5-year-old understand this" us a great wayto uncover where text can be replaced or reinforced with an image.Use images to elicit emotions, top make literal associations (an icon or avatar) or suggestive associations.
- Are there opportunities to use visuals to create an emotional response or to speed up response time? If you blur all text, does the imagery convey what you want to communicate?Asking "Can a 5-year-old understand this" us a great wayto uncover where text can be replaced or reinforced with an image.Use images to elicit emotions, top make literal associations (an icon or avatar) or suggestive associations.
- While scarcity is typically invoked to encourage purchasing behaviours, it can also be used to increase quality by giving people a limited resource --such as tokens-- with which to voteup, purchase or upload items. This introduction of a limited resource encourages people to be more judicious with the actions they take.