designing to persuade and engage
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Designing to Persuade & Engage
Andi Galpern, UX & UI Designer @andigalpern!I organize events for @cascadesf
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3 personality traitsLearn how to catch and keep their attention.
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IMPATIENTPersonality trait
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The tendency to be impatient; irritability or restlessness.
Impatience
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Moves quickly ! Sense of urgency! Restless! Wont try the demo! Wont read the documentation
Traits
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Design Solutions
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Make it easy to compare
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Loss aversion
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Use Scarcity
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How do we keep their attention?
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Show progress with breadcrumbs
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Simplify the Experience
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A simplified browsing experience helps us to easily understand product features
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Show a preview of the product.
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SKEPTICPersonality trait
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A person inclined to question or doubt all accepted opinions.
Skeptic
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Finds unforeseen problems!Investigates everything!Doesnt accept things at face value!Lacks trust!Argumentative!Needs to experience things for themselves!
Traits
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Get all of the facts to them up front.
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Skeptics are untrusting by default.
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How do we build trust?
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They have nothing to lose.
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Explain how the product is made.
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5 pairs, 5 days, 100% FREE
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Make them feel secure.
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Give them options
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STUBBORN OR PREDECIDED
Personality trait
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Already made the decision in a knowingly irrational way.
Stubborn or Predecided
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Preconceptions are misplaced! Difficult to convince! Decision established in advance! Deeply attached to beliefs! Stubborn
Traits
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These types often form an opinion without adequate
evidence
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How do we get them to listen?
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To build trust, associate your brand with quality brands.
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Use facts.
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Make it elite.
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Spend $1,000 per calendar year to enjoy the benefits!of unlocking our premium membership level
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Never appear desperate.
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Use testimonials to build trust
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Use social influence & the rating system
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Convince their friends first
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The Band Wagon Effect
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Authority
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Understand that peoples time is precious.
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Present what you are saying with facts, respect and dignity.
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Deliver the statements in small portions
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Whatever you say is never the right thing to say
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Summary: !Keep all of these
personality traits in mind when designing.
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Always have simple and clean design.
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2 Key Influencers
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Abraham!Maslow
American Psychologist known for creating
Maslows Hierarchy of Needs
April 1, 1908 June 8, 1970
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BJ FoggPersuasive Technology Lab
at Stanford University
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http://www.behaviorwizard.org/
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[email protected]@andigalpern!Founder of @cascadesf
Andi Galpern
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UserTes&ng Enterprise !
Accelerated learning + deep insights + your target audience !
[email protected]&ng.com