seductive interactions (idea 09 version)
TRANSCRIPT
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