The design of persuasion: from seduction to engagement
summary
Persuasive design is presented as a practical toolkit of about 60 pattern cards (from Dust Oxbow and collaborators) that guide users from discovery through superficial use to real engagement using techniques like scarcity, social proof, chunking, sequencing and tunnels. Concrete implementations include Booking.com–style urgency banners and an Obama donation form rebuilt as a multi-step funnel tested across 240 A/B tests yielding +50% conversion, and Pix’s single-question screens, badges and guided flows used in national skills testing to reduce friction and increase completion.
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chapters (7)
- 0:00Introduction
- 7:34Seduction and first contact
- 14:43Usability and frustrations
- 18:58Falling in love and engagement
- 23:53Long-term engagement
- 32:03Motivation and self-determination
- 37:22Ethical choice and conclusion
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