hook 'em: the psychology of persuasive products at sxsw 2016
TRANSCRIPT
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Susan Weinschenk Nathalie Nahai Nir Eyal Roger Dooley
Hook ‘em: The Psychology of Persuasive Products
#DesignMind
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Susan Weinschenk @thebrainlady
TheTeamW.com
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Nathalie Nahai @nathalienahai
NathalieNahai.com
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Nir Eyal @nireyal
nirandfar.com
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Roger Dooley rogerdooley.com
@rogerdooley
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#sxsw #DesignMind
@rogerdooley @thebrainlady @nathalienahai
@nireyal
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Persuasive Products?
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App revenue, 2017:
$269,000,000,000
-Statista.com
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Through 2018, less than 0.01 percent of
consumer mobile apps will succeed.
-Gartner Group
99.99%
#DesignMind #sxsw @rogerdooley
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Ecommerce Revenue, 2015:
$1,672,000,000,000
-Emarketer
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$4,000,000,000,000.
2015 Est. – Business Insider
#DesignMind #sxsw @rogerdooley
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Conscious mind
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“Just as Galileo removed the earth from the center of the universe, the
current revolution removes the conscious mind from the center of
human behavior.”
-John Bargh, Yale #DesignMind #sxsw @rogerdooley
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Daniel Kahneman
System 1 System 2
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5% Conscious
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95% Non-conscious
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How much of the brain are you designing for?
#DesignMind #sxsw @rogerdooley
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The Persuasion
Slide ™
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Every element has a conscious and a
non-conscious component!
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Tiny Choices, Big Impact
#DesignMind #sxsw @rogerdooley
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299 $
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299 $
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Men Women
#DesignMind #sxsw @rogerdooley
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+64% - “tastier” +100% - “definitely buy”
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Friction
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Security Friction
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“Imaginary” Friction &
Cognitive Fluency
#DesignMind #sxsw @rogerdooley
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Difficulty Cooties
Design & Naming Choices
Your App, Website,
etc.
#DesignMind #sxsw @rogerdooley
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Difficult = Risky
“Magnalroxate” “Hnegripitrom”
Safer è è è More Dangerous
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Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous
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Fluency & Design Choices
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17% couldn’t decide.
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40%
couldn’t decide.
#DesignMind #sxsw @rogerdooley
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Minimize perceived friction with simple fonts, short text,
& easy-to-read design.
#DesignMind #sxsw @rogerdooley
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If you remember just one thing …
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Change is constant and accelerating…
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Communication 50 Years
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Media 50 Years
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AI! Big Data!
Virtual Reality! Mobile!
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Our Brains NO Change in 50,000 Years!
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Design for the way your customer’s
brain really works!
#DesignMind #sxsw @rogerdooley
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Connect with Roger
• RogerDooley.com • NeuroscienceMarketing.com • Forbes: Brainy Marketing • @rogerdooley • linkedin.com/in/dooley