The Power of Persuasive Design
summary
Defines persuasive design as changing interfaces to alter behavior using BJ Fogg’s model: behavior happens when motivation and ability coincide with a prompt. Gives concrete examples: targeted ecommerce emails and Facebook ads, Meetup letting browsing without signup to lower friction, a Norwegian news site that adds a three-question quiz and improves comment quality, variable rewards like loot boxes that spark the loot boxes paid-to-win controversy, LinkedIn’s $13M settlement over spammy connection emails. Recommends user research, A/B tests, and metrics aligned with user values.
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chapters (14)
- 0:00Introduction to persuasive design
- 1:07Fogg behavior model explained
- 3:38Simplifying user actions
- 5:24Discouraging actions with complexity
- 7:26Increasing user motivation
- 8:08Social proof in design
- 9:14Social acceptance triggers
- 10:41Variable rewards and addiction
- 13:30Fear of missing out tactics
- 15:39Ethical persuasive design
- 17:27Understanding user values
- 18:35Design cycle for persuasive changes
- 20:42Testing persuasive strategies
- 21:47Summary and key takeaways
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