Evil by Design: Persuasion in UX

Introduction

• Using persuasion in UX responsibly

• The ethics of persuasion
• The science of behavior
• The history of persuasive design
• Appealing to people's emotions
• The challenge of persuasive design
• The different types of persuasive design
• What is acceptable persuasion?
• How far should you take your persuasive design?

• What about self-image?
• Aspiration and self-esteem
• Envy and status differences
• Cognitive dissonance
• The Dunning-Kruger effect
• Using self-image

• Influencing behavior
• The need for closure
• Desire lines
• Commitment
• Reinforcement
• Breakage
• Using influence

• Harnessing illogical reactions for impact
• Scarcity
• Loss aversion
• Time constraints and compliance
• Creating anchors
• Breaking coherence
• Negative options
• Metaphysical arguments and appeals to emotion
• Using illogical reactions

• Creating credibility in UX
• Social proof
• Reciprocation
• Authority
• Smart defaults
• Using credibility

• Gaining commitment from users
• Foot in the door
• Door in the face
• Frame your message as a question
• Hard decisions after investment
• Using commitment

• Identity design
• Create an in-group
• Let users advertise their status
• Let people feel important
• Use anonymity to encourage repressed behavior
• Using identity

• Creating value
• The power of free
• Make it expensive
• Show intangible value
• Skill, not luck
• Using value

• Deserving rewards
• Hide the math
• Small vs. large rewards
• Make customers work for it
• Show the problems
• The value of rewards

• Using persuasion in your designs
• Evil by design
• Dark patterns
• Positive persuasion
• Testing effectiveness
• Your responsibility