seductive interactions (idea 09 version)

SeductiveI N T E R A C T I O N S

The Art & Science of

STEPHEN P. ANDERSON

?

STEPHEN P. ANDERSON

poetpainter.com

I help businesses with

‘Product Strategy & Design’ needs

STEPHEN P. ANDERSON

poetpainter.com

I help businesses with

‘Product Strategy & Design’ needs

@stephenanderson

SeductiveI N T E R A C T I O N S

The Art & Science of

occasional quick references to the

>

Q: Why did this work?

Q: Why did this work?

levels

Q: Why did this work?

levels

challenges

Q: Why did this work?

levels

challenges

hold that thought...

great product

does fine in usability testing

no obvious problems

+

high bounce rate

low adoption

not enough registered users

undifferentiated from the competition

-great product

does fine in usability testing

no obvious problems

+

high bounce rate

low adoption

not enough registered users

undifferentiated from the competition

-great product

does fine in usability testing

no obvious problems

+ “I’m a great app, if people would just get to know me...”

Seduction

the process of deliberately enticing a person to engage in some sort of behavior,

frequently sexual in nature

Seduction

the process of deliberately enticing a person to engage in some sort of behavior,

frequently sexual in nature

Seduction

“GETTING TO FIRST BASE”

“GETTING TO FIRST BASE”

“GETTING TO FIRST BASE”

GET PEOPLE TO SPEND MORE THAN 2 MINUTES

WITH OUR SERVICE

HOW DO I ...

“GETTING TO FIRST BASE”

GET PEOPLE TO SPEND MORE THAN 2 MINUTES

WITH OUR SERVICE STAND OUT FROM THE COMPETITION

HOW DO I ...

“GETTING TO FIRST BASE”

GET PEOPLE TO SPEND MORE THAN 2 MINUTES

WITH OUR SERVICE STAND OUT FROM THE COMPETITION

INCREASE # OF REGISTERED USERS

HOW DO I ...

“GETTING TO FIRST BASE”

GET PEOPLE TO SPEND MORE THAN 2 MINUTES

WITH OUR SERVICE STAND OUT FROM THE COMPETITION

INCREASE # OF REGISTERED USERS

INCREASE USAGE & ADOPTION

HOW DO I ...

2008MUSIC APPLICATION

Research for a

DO WE HAVE ANY “BETA-JUNKIES” IN THE ROOM?

“hey, check this out!”

“meh...”

Lots of...

A Few...

iLikeTM

List your favorite bands, separated by commas:

(What I expected)

x10

iLike gained lots of data about my musical tastes & preferences

I had a great time clicking bands I like

USER GOALS

BUSINESS GOALS

Q: Why did this work?

Q: Why did this work?

feedback loopOur actions will modify subsequent results

Q: Why did this work?

feedback loopOur actions will modify subsequent results

Q: Why did this work?

Q: Why did this work?

Q: Why did this work?curiosity

Q: Why did this work?curiosity

visual imagery

Q: Why did this work?curiosity

visual imagery

pattern

recognition

Q: Why did this work?curiosity

visual imagery

pattern

recognitionrecognition over recall

Q: Why did this work?

But wait, there’s more!

iLike gained lots of data about my musical tastes, preferences &

knowledge

I had a great time playing music games

USER GOALS

BUSINESS GOALS

Q: Why did this work?

Q: Why did this work?sensory experience

Q: Why did this work?sensory experience

points

Q: Why did this work?sensory experience

points

levels

Q: Why did this work?sensory experience

points

levels appropriate challenges

Q: Why did this work?

Did you notice... It wasn’t the usability that makes it great?

INCREASINGMOTIVATION

REMOVINGFRICTION

Psychology

Usability(Joshua Porter)

INCREASINGMOTIVATION

REMOVINGFRICTION

Psychology

Usability(Joshua Porter)

What do we know about people?Quick

Exercise:

What do we know about people?

we're curiouswe're also afraid of changewe seek out patternswe like to order and organize thingswe're intensely self-centeredwe're lazywe're highly visual thinkers and learnerswe like to be the hero of the storywe respond to our name and other first person cueswe don't like to make choices, but we like choicewe like to be in control (and we like to be guided)we find novelty and surprise interesting...and so on

Quick

Exercise:

http://www.flickr.com/photos/laurafries/172143362/

social proofPeople follow the lead of similar others.

social proofPeople follow the lead of similar others.

What do we know about people?

we're curiouswe're also afraid of changewe seek out patternswe like to order and organize thingswe're intensely self-centeredwe're lazywe're highly visual thinkers and learnerswe like to be the hero of the storywe respond to our name and other first person cueswe don't like to make choices, but we like choicewe like to be in control (and we like to be guided)we find novelty and surprise interesting...and so on

Quick

Exercise:

What do we know about people?

we're curiouswe're also afraid of changewe seek out patternswe like to order and organize thingswe're intensely self-centeredwe're lazywe're highly visual thinkers and learnerswe like to be the hero of the storywe respond to our name and other first person cueswe don't like to make choices, but we like choicewe like to be in control (and we like to be guided)we find novelty and surprise interesting...and so on

Quick

Exercise:

Being A Tease.

Curious?

Playing Hard To Get.

“private beta”

“private beta”

“social proof”

+

“private beta”

“social proof”

+

=

WHOA!

www.rypple.com

60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers

60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers

reputation

60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers

reputation

points

60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers

reputation

points

levels

60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers

reputation

points

levelslimited duration

60% - 70% of Sabre employees actively use the system each month 60% of questions asked are answered within one hour of posting (90% in 24 hours) Average of 30 page views per employee user visit Each question posted to the community receives an average of nine answers

Taking A Chance.

Design the user interface that let’s you sync a video file (from a presentation) with the accompanying slides.

Quick

Challenge:

SNEAK PREVIEW!!!

Q: Why DOES this work?

Q: Why DOES this work?

ownership bias

Q: Why DOES this work?

playfulness

ownership bias

Q: Why DOES this work?

playfulness

ownership bias feedback loops

Q: Why DOES this work?

On Friskiness, Gifts & Pleasant Surprises.

DELIGHTERS

Matt Jones

DELIGHTERS

Matt Jones

APP FOR FREQUENT TRAVELLERS

Matt Biddulph

“serendipity”

“Personal Velocity”

2008 Personal annual report for Stephen Anderson

AustinMar 07 to Mar 11

MiamiApr 10 to Apr 14

San FranciscoApr 20 to Apr 22

SeattleAug 21 to Aug 23

Mountain ViewSeptember 24

New YorkSep 24 to Sep 26

FranklinNov 06 to Nov 09

MinneapolisDec 09 to Dec 11

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

In 2008, you mostly coincided with:

Kevin

in Austin, Miami and San Francisco

Peter

in Austin, Miami and Berkeley

Jay

in Minneapolis

Chris

in Miami and San Francisco

Brandon

in Miami and San Francisco

You took 17 trips in 2008, which added up to 55,753 km or 15% of the distance to the moon.

In 2008, you spent

323 43

You have 52 travellers in your network. They travelled a total of 1,753,265 km in 2008, and everyone on Dopplr travelled a total of 1331.4 million km or 8.9 AU in 2008: the approximate distance to Saturn from the Earth as of January 2009.

Your personal velocity for 2008 was 6.36 km/h, which is about the same as a duck.

The 5 most popular cities in your network are San Francisco, Austin, New York, Miami and Chicago.

The furthest distance you travelled was to New York (4,120 km from Mountain View), which is the 2nd most popular city on Dopplr. The shortest distance you travelled was to Austin (322 km from Plano), which is the 21st most popular city on Dopplr.

You spent the longest in Minneapolis, Jesse Spalding has a tip:

Lots of great farmer's markets in the summer!

Minneapolis Farmer's Market on Lyndale Ave and Cesar Chavez Ave or Nicollet Mall

http://www.mplsfarmersmarket.com/

Mill City Farmer's Market on Chicago Ave and 2nd St. S

...

See more on the city page for Minneapolis on Dopplr.

Your carbon for 2008

6,606 kg CO2Based on figures from Fueleconomy.gov, 1 x Hummer H3 4WD truck produces nearly 10 metric tonnes of CO2 a year. The visualisation above uses this figure to illustrate your carbon from Dopplr as calculated by our friends at http://amee.cc and is an approximation only.

The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: by pusgums, brickell by alexdecarvalho, Passing Under The Golden Gate Bridge by Dawn Endico, Seattle, Washington by fddi1, Apple I keyboard by Marcin Wichary, smokin by mudpig and Spoonbridge and Cherry by TimWilson.

2008 Personal annual report for Stephen Anderson

AustinMar 07 to Mar 11

MiamiApr 10 to Apr 14

San FranciscoApr 20 to Apr 22

SeattleAug 21 to Aug 23

Mountain ViewSeptember 24

New YorkSep 24 to Sep 26

FranklinNov 06 to Nov 09

MinneapolisDec 09 to Dec 11

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

In 2008, you mostly coincided with:

Kevin

in Austin, Miami and San Francisco

Peter

in Austin, Miami and Berkeley

Jay

in Minneapolis

Chris

in Miami and San Francisco

Brandon

in Miami and San Francisco

You took 17 trips in 2008, which added up to 55,753 km or 15% of the distance to the moon.

In 2008, you spent

323 43

You have 52 travellers in your network. They travelled a total of 1,753,265 km in 2008, and everyone on Dopplr travelled a total of 1331.4 million km or 8.9 AU in 2008: the approximate distance to Saturn from the Earth as of January 2009.

Your personal velocity for 2008 was 6.36 km/h, which is about the same as a duck.

The 5 most popular cities in your network are San Francisco, Austin, New York, Miami and Chicago.

The furthest distance you travelled was to New York (4,120 km from Mountain View), which is the 2nd most popular city on Dopplr. The shortest distance you travelled was to Austin (322 km from Plano), which is the 21st most popular city on Dopplr.

You spent the longest in Minneapolis, Jesse Spalding has a tip:

Lots of great farmer's markets in the summer!

Minneapolis Farmer's Market on Lyndale Ave and Cesar Chavez Ave or Nicollet Mall

http://www.mplsfarmersmarket.com/

Mill City Farmer's Market on Chicago Ave and 2nd St. S

...

See more on the city page for Minneapolis on Dopplr.

Your carbon for 2008

6,606 kg CO2Based on figures from Fueleconomy.gov, 1 x Hummer H3 4WD truck produces nearly 10 metric tonnes of CO2 a year. The visualisation above uses this figure to illustrate your carbon from Dopplr as calculated by our friends at http://amee.cc and is an approximation only.

The city images above sourced from Flickr and are used under a Creative Commons Attribution Licence: by pusgums, brickell by alexdecarvalho, Passing Under The Golden Gate Bridge by Dawn Endico, Seattle, Washington by fddi1, Apple I keyboard by Marcin Wichary, smokin by mudpig and Spoonbridge and Cherry by TimWilson.

This month Dopplr delightfully surprised me, supplying me with something I didn’t know I needed. The result: I’m now a

more loyal Dopplr user.

Brandon Schauer

Q: Why DOES this work?

Q: Why DOES this work?

pattern recognition

Q: Why DOES this work?

playfulness

pattern recognition

Q: Why DOES this work?

playfulness

pattern recognition gifting

Q: Why DOES this work?

brains pay attention to what brains care about, not necessarily what the conscious mind cares about.

brains pay attention to what brains care about, not necessarily what the conscious mind cares about.

Q: What does the brain find interesting?

brains pay attention to what brains care about, not necessarily what the conscious mind cares about.

Q: What does the brain find interesting?Surprise, novelty, the unexpected

brains pay attention to what brains care about, not necessarily what the conscious mind cares about.

Q: What does the brain find interesting?Surprise, novelty, the unexpectedFun, playfulness, humor

brains pay attention to what brains care about, not necessarily what the conscious mind cares about.

Q: What does the brain find interesting?Surprise, novelty, the unexpectedFun, playfulness, humorVarying visuals

brains pay attention to what brains care about, not necessarily what the conscious mind cares about.

Q: What does the brain find interesting?Surprise, novelty, the unexpectedFun, playfulness, humorVarying visuals(and more!)

WILL THE REAL DOPPLR LOGO PLEASE STAND UP?

WHAT?SO WHAT?

NOW WHAT?

GREAT ONLINEEXPERIENCE

That was fun!

GREAT ONLINEEXPERIENCE

(REVERSE ENGINEERING)

Hmm... WHY was that fun?That was fun!

GREAT ONLINEEXPERIENCE

(REVERSE ENGINEERING)

Hmm... WHY was that fun?That was fun! Aha!

GREAT ONLINEEXPERIENCE

(REVERSE ENGINEERING)

Hmm... WHY was that fun?That was fun! Aha!

humanpsychology

(sorry, no 9 tips or 5 lessons)

GREAT ONLINEEXPERIENCE

(REVERSE ENGINEERING)

Hmm... WHY was that fun? Aha!That was fun!

>

humanpsychology

human

psychology

humanpsychology

human

psychology

humanpsychology

USEFUL TOOLS FOR CREATING...

humanpsychology

social proofPeople follow the lead of similar

others.

reciprocityPeople repay in kind.

authorityPeople defer to experts.

scarcityPeople want more of what they can

have less of.

duration effects

Perception of time is subjective and can be influenced.

sensory integration

People respond better when more of the senses are engaged.

recognition over recalljkjkjimagery

Vision trumps all other senses.

???

???

???

PERSUASION, CHOICE, INFLUENCE

GAME MECHANICS

COGNITIVE SEDUCTION:FUN, HUMOR, PLAYFULNESS,

SURPRISE,

??? SOCIAL PSYCHOLOGY / SOCIAL DESIGN

How can we use { } to... [goal]

www.getmentalnotes.com

How can we use { } to... [goal]

Social Proof

We tend to follow the patterns of similar others

in new or unfamiliar situations.

See also: Bystander Effect, Testimonials, Identification

To put people at ease or guide a decision, find creative

ways to show social activity. This can be in the form of stats

(favorited by, number of views, comments), good positive

reviews/ testimonials, or by providing visibility into the actions

or outcomes of other users’ behaviors.

Curiosity

When teased with a small bit of interesting

information, people will want to know more!

See also: Pattern Recognition, Badges, Gifting

When—and what—can you hold back? Reveal just enough

to arouse interest, then tease someone into taking the next

step. You can also arouse interest by doing something unusual

and unexpected—people will stick around long enough to

determine what’s going on. Similarly, puzzles are intriguing.

Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com

How can we use { } to... [goal]

Social Proof

We tend to follow the patterns of similar others

in new or unfamiliar situations.

See also: Bystander Effect, Testimonials, Identification

To put people at ease or guide a decision, find creative

ways to show social activity. This can be in the form of stats

(favorited by, number of views, comments), good positive

reviews/ testimonials, or by providing visibility into the actions

or outcomes of other users’ behaviors.

Curiosity

When teased with a small bit of interesting

information, people will want to know more!

See also: Pattern Recognition, Badges, Gifting

When—and what—can you hold back? Reveal just enough

to arouse interest, then tease someone into taking the next

step. You can also arouse interest by doing something unusual

and unexpected—people will stick around long enough to

determine what’s going on. Similarly, puzzles are intriguing.

Mental Notes Sneak Preview | Find out more at www.getmentalnotes.com

www.getmentalnotes.com

Thanks!!

Stephen P. Anderson

www.poetpainter.com

www.slideshare.net/stephenpa