John Hreha: persuasive.ly
This was one of my favorite presentations
- Design with Intent – card deck
- “Social Proof”: The psychology of influence of Persuasion
- Gamification – better for short term engagement
BJ Fogg – Fogg behavior model
- 3 things need to coincide within a moment – motivation, trigger, ability.
- Trigger – catalyst
- Activation line – Highest motivation + ability score vs time. (This might be interesting stat for us)
- ABILITY: also called the 6 levels of simplicity.
- time, money, physical effort, mental effort, social deviance, non-routine (familiarity, have a mental model for it
- Analyze these when thinking through users.
- Time is key: streamline the flow to get to the core of the experience.
- Are we asking for too much from the user? go back to the first list – r u asking for too much time (physical effort/mental effort), or too much money etc.
- too much text entry – barrier to completion. (Both physical & mental effort)
- Get to the core of the experience – instagram is a perfect example. High user adoption, because it’s just social sharing. They cut a lot of functionality.
- Product level – Does the product solve a pain point. Converting from a -ve state to a + state. Providing value.
- if you solve a real problem, they will love it. But users will be done with it. For example, with games you beat it, then done with the game.
- Page to Page level – screen to screen, more about reinforcing & giving users positive feedback at every stage. Little rewards increase motivation. That’s how facebook/social work – because positive feedback not from app but from others.
- Need to checkout Oh Life.
- Facebook increases trigger for you to go view a picture by providing immediately ability (link in email) and reduce effort (mental & physical & time)
- Compare motivation & ability – help you predict what your users will do. Set a threshold for your user.
- For each of the actions on a page, map out the motivation + ability.
- When the motivation & ability is really high – show the trigger.
- For example – Oh Life sends the email at 8:00 pm to the user to write diary. That’s good because ability is high (user is free), motivation may or may not be there, but trigger is readily available.
- Implant clear triggers
- Simple & streamlined – ability
- If 1 & 2 are there and still no intake – then ask the “are you providing values to the user”
- Variable ratio reinforcement – like slot machines – don’t play this game. unfair to the user. Be consistent, easy, solve a true pain point.