Persuasive design patterns: Design experiences that enhance & align with motivations
summary
Shows an Obama campaign A/B test that splits a one-page donation form into four tabs and drives a 5% lift in conversions using progressive disclosure. Demonstrates loss aversion with 24-hour stories and trial holds, endowment effects via wishlists and saved data, scarcity signals like “3 left” and limited-region products, and engagement tactics — completion bars and variable rewards (mystery boxes, lucky spins). Flags dark patterns (fake urgency or hidden cancel options) and notes user backlash when trust breaks.
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chapters (11)
- 0:00Introduction to UX design
- 2:55Persuasive design definition
- 5:12Loss aversion patterns
- 7:19The endowment effect
- 10:05Utilizing scarcity
- 13:18Designing for engagement
- 16:56Gamification and rewards
- 21:00Authority and trust
- 24:44Social proof
- 27:08Ethics and dark patterns
- 36:09Q&A session
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