Persuasion design: from seduction to engagement
summary
Focuses on using engagement — not just clever ideas or raw metrics — to predict product success, applying BJ Fogg’s FBM (motivation + ability + trigger) as the causal model. Presents concrete design patterns (headlineless signups, recognition vs. recall, steppers, scarcity, social proof) and measurable fixes including the Obama 2012 donation redesign and A/B tests that yielded about 50% conversion lifts and much lower abandonment. Identifies dark patterns (snaking, fake urgency) and advises replacing them with facilitation patterns like steppers, feedback, and progressive disclosure.
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chapters (10)
- 0:00Opening
- 0:37Who is Estelle Landry?
- 13:27User Experience
- 14:21Cognitive Load
- 17:02Frustration
- 18:21Obstacles
- 26:15Engagement
- 33:25Patterns
- 39:40Condemnations
- 42:28Conclusion
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