Persuasive technology

Cristina Vigan0’

UX Designer at Cyber-Duck

@CrVigano

Design Psychology

WWF - Marketing campaign by Saatchi & Saatchi http://adsoftheworld.com/media/ambient/wwf_paper_dispenser

http://www.memecenter.com/fun/1304911/girl-logic

Persuasion has been in our life for a long time

John lewis advert 2015 http://www.johnlewis.com/

Antibes market http://turistipercaso.it/costa-azzurra/image/6445/il-mercato-

provenzale-di-antibes.html

Persuasive technology

Child using facebook http://www.mirror.co.uk/news/technology-science/

technology/how-pretend-you-havent-seen-5567320

People using smart phones while waiting https://blog.mozilla.org/ux/2013/09/

firefox-research-in-thailand-five-observations-from-the-field/

Medium

Functional triad - B.J. Fogg

SOCIAL ACTOR

TOOL

Tool

1. Reduction

2. Tunnelling

3. Tailoring

4. Suggestion

5. Self-monitoring

6. Conditioning

1. Reduction

Task difficulty

Mot

ivati

on

Fogg behaviour model

Amazon

AmazonPinterest

Amazon Dash

Amazon dash

2. tunnelling

Asos

Duolingo

3. tailoring

BBC NEWS

NETFLIX

SPOTIFY

4. suggestion

iBEACON

Vouchercloud

5. self-monitoring

Jawbone

Jawbone

Smappee

6. conditioning

FOURSQUARE

With great power comes great responsibility

Persuasive Technology: Using Computers to Change What We Think and Do B.J. Fogg

100 things every designer needs to know about people S. M. Weinschenk

Drive: The Surprising Truth About What Motivates Us D. H. Pink

Resources

Thank you!

Cristina Vigano’

UX Designer at Cyber-Duck

@CrVigano

@cyberduck_uk