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Designing to Persuade & Engage
Andi Galpern, UX & UI Designer @andigalpern!I organize events for @cascadesf
3 personality traitsLearn how to catch and keep their attention.
IMPATIENTPersonality trait
The tendency to be impatient; irritability or restlessness.
Impatience
• Moves quickly !• Sense of urgency!• Restless!• Won’t try the demo!• Won’t read the documentation
Traits
Design Solutions
Make it easy to compare
Loss aversion
Use Scarcity
How do we keep their attention?
Show progress with breadcrumbs
Simplify the Experience
A simplified browsing experience helps us to easily understand product features
Show a preview of the product.
SKEPTICPersonality trait
A person inclined to question or doubt all accepted opinions.
Skeptic
•Finds unforeseen problems!•Investigates everything!•Doesn’t accept things at face value!•Lacks trust!•Argumentative!•Needs to experience things for themselves!
Traits
Get all of the facts to them up front.
Skeptics are untrusting by default.
How do we build trust?
They have nothing to lose.
Explain how the product is made.
5 pairs, 5 days, 100% FREE
Make them feel secure.
Give them options
STUBBORN OR PREDECIDED
Personality trait
Already made the decision in a knowingly irrational way.
Stubborn or Predecided
• Preconceptions are misplaced!• Difficult to convince!• Decision established in advance!• Deeply attached to beliefs!• Stubborn
Traits
These types often form an opinion without adequate
evidence
How do we get them to listen?
To build trust, associate your brand with quality brands.
Use facts.
Make it elite.
Spend $1,000 per calendar year to enjoy the benefits!of unlocking our premium membership level
Never appear desperate.
Use testimonials to build trust
Use social influence & the rating system
Convince their friends first
The Band Wagon Effect
Authority
Understand that people’s time is precious.
Present what you are saying with facts, respect and dignity.
Deliver the statements in small portions
Whatever you say is never the right thing to say
Summary: !Keep all of these
personality traits in mind when designing.
Always have simple and clean design.
2 Key Influencers
Abraham!Maslow
American Psychologist known for creating
“Maslow’s Hierarchy of Needs”
April 1, 1908 – June 8, 1970
BJ FoggPersuasive Technology Lab
at Stanford University
http://www.behaviorwizard.org/
UserTes&ng Enterprise !
Accelerated learning + deep insights + your target audience !
[email protected]&ng.com
