persuasive architecture - an experience design framework
TRANSCRIPT
Hello! Why are you here?
• It sounded cool
• I want to know what it is!
• How do I use it?
• I need a tool to communicate with my target audience
• My boss told me to come
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Cut through the noise
• Digital is and will continue to be disruptive
• Decisions are no longer linear – reciprocal, cyclical and driven by information from numerous sources
• User needs are complex, multi-faceted
• Users are inundated with information and need shortcuts to make decisions – what are these shortcuts?
• This inundation means it can be hard to get through to people
• How do business and government cut through the noise to effectively get their message across to their
target audience
• Before we can architect a persuasive strategy we need to understand what persuasion is and how it
works
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6 principles of influence
• Robert B. Cialdini’s 1984 book “Influence: The Psychology of Persuasion” still rings true today
• He outlines 6 principles to effectively persuade people in an ethical manner to create positive
organisational outcomes
• The 6 principles are:
• Reciprocity
• Scarcity
• Authority
• Consistency
• Consensus
• Likability
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I owe you one
• Give when you receive
• An unwritten social obligation
• Restaurants do it well, 1 x end of dinner mint = 3% increase in tip
• 2 x mints = 14% increase in tip
• Give one, walk away and giver another mint = 23% increase in tip
How do we do it:
• Be the first to give
• Make sure what you give is personal and unexpected
• Create exclusivity
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This is rare
• Basic supply and demand
• The less there is, the more people want it
• For example when Coke switched from their old recipe to new there was huge backlash, leading to people
requesting the old recipe be kept
• It became a favourite for consumers as soon as they knew they were going to lose it
How do we do it:
• Go beyond the benefits
• You need to point out what is unique about your proposition
• What will they lose if they fail to consider your proposal
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I like you, I respect you
• People follow the lead of knowledgeable experts
• Signal to others what makes you a credible, knowledgeable authority before you try to make your
influence attempt
• Referrals provide a sense of legitimacy
• For example a study compared the changes in appointments and signed contracts at a real estate agency
• The researchers found that when a secretary referred a customer to a colleague stating the years of
experience of profressional credentials there was :
• A 20% rise in appointments
• A 15% rise in signed contracts
How do we do it:
• Provide content created by people in positions of authority, power or experience
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I have done this before, I believe it
• We have so many choices to make everyday
• So we stick with what we know, or what we could have done before
• For example when users in a neighbourhood were asked to place a placard in front of their house that
urged drivers to “drive safely”
• In a neighbourhood close by four times as many residents were willing to place the placard in their front
yard – why?
• 10 days earlier these residents were asked to place a small sticker in their window of the “drive safely”
campaign
• This small commitment lead to an automatic compulsion – 400% increase in placards on front lawns
How do we do it:
• Ask for small actions first
• Encourage public commitment
• Reward people
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This is popular
• We trust things that are popular or endorsed by people we trust
• We will look to others to make our own decisions
• Who has stayed at a hotel?
• Have you reused your towel?
• Which of these notes in the bathroom would encourage you to reused your towel?
• Cited environmental reasons to encourage visitors to reuse their towels – 38%
• Said the hotel would donate a portion of end-of-year laundry savings to an environmental
cause – 36%
• Said the hotel had already given a donation and asked: “Will you please join us?” – 46%
• Said the majority of guests reused their towels at least once during their stay – 48%
How do we do it:
• Wisdom of crowds, experts, peers
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What is persuasive architecture then?
• We have to remember persuasion is not information
• Persuasion is getting your stakeholder to do something
• It’s understanding wants and needs
• It involves mapping out drivers, motivations and capability
• It means encouraging action and interaction by them, with them, for them
• Persuasive architecture can apply to design, strategy, content and technology
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Can you answer these?
• What do you want to achieve as an organisation?
• What do you actually want your audience to do?
• Have you thought about whether you’re targeting the right people?
• Who is your primary audience? Your secondary audience? Do you have internal and external
stakeholders that differ from your audience?
• What channels will you use to communicate with them?
• There are so many questions we could ask – and we should, so we know what we want to do and why
and for who
• So let’s see how our digital experts do it at Adelphi Digital
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