High On Line: Applying Psychology to Web Design

John Hreha: persuasive.ly
This was one of my favorite presentations

Key Points

  • 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.

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