Chris Lock - Persuation, Emotion and Trust in Online Banking

Human Factors International, Inc. User Experience for a Better World

© 2012 Human Factors International, Inc. All rights reserved.

2012.2

Persuasion, Emotion and Trust (PET) in Online Banking

Chris Lock BSc, PhD, CUA15th September 2012


Content of talk

1. What is PET? How does PET relate to usability?

2. How we do PET

3. Persuasion tools and how they might be used in online banking

4. Conclusions


What is PET? How does PET relate to usability?

© 2012 Human Factors International, Inc. All rights reserved. 1-4

How Does Usability Engineering Help?

Usability is about:

Effectiveness: Can users achieve what they need by using the product?

Ease of learning: How fast can a new user learn to use it?

Efficiency of use: How fast can users complete tasks?

Memorability: Can users remember enough to reuse the interface effectively?

Error prevention: The best way to deal with errors is to design so users do not make errors.

Satisfaction: How much does the user like using the system?

-.-. .-..


Usability: Reducing the Shock!

Lessons from the Columbia Obstruction Device…

“It’s difficult to get to the cheese”


Persuasiveness: Making the cheese more tempting!

Lessons from the Columbia Obstruction Device…

“I’m desperate to get to the cheese”


It’s NOT Just About Efficient Information!

Before

After

-.-. .-..


Can Do vs. Will do

Can Do. Will Do?


Will Do!


User-Experience (UX) Design Means Dealing with More…

Trust Confidence in or reliance

on some person, organization or object.

PersuasionThe process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means.

Emotion A mental and physiological state associated with a wide variety of feelings, thoughts, and behaviors. It is a prime determinant of the sense of subjective well-being.

PET


PET Expands Our Horizons…

CAN DO WILL DO

ValidationDesign

Assessment

Strategy

Performance Design

Persuasion Design

Science


The Study of Persuasion Is NOT New!

In Advertising and In Psychological Warfare…


Emotion Since 1970

Norman, D.A. (2004). Emotional Design: Why we love (or hate) everyday things. Basic Books. ISBN-13: 978-0-465-05136—6.

Would you buy this coffee maker? Why?

© 2012 Human Factors International, Inc. All rights reserved. 14

User Interface Structural Design Version 7.0

PET workUsability

work


The parts of our brain involved

Unconscious Learning Motivation Arousal Emotion

Visual Intellectual Memory Motor

Usability PET


How we do PET• Define PET Objectives• Gather drives and blocks from users• Develop PET strategy • PET design


Determine PET Objectives

Primary Pet Objectives must result in direct business value: Return to a Website Originate a bank account Ask Doctor About a Drug Vote for a Candidate

If the user is persuaded, we reach our business objectives!

PrimaryPET

Objective


Precursor PET Objectives

PRECURSOR OBJECTIVES move users toward a primary objective: View a product description Read product details Compare products Put the product in a shopping cart

Scenarios are formed by threading together precursor objectives.

PrecursorPET

Objective


Example PET Objectives

Buy a product AND we make more sales revenue


Example PET Objectives

Ask a physician about a drug AND we make more sales revenue…


Threading Precursor PET Objectives

How do you thread precursor PET objectives to arrive at a primary PET objective?

The user is a teenage or young adult diabetic and by now ispretty tired of taking injections 2-4 times a day. It is a bit painful, annoying, and socially embarrassing.

The insulin inhaler will be advertised as a better solution: less pain, less time, and more cool. Seeing the advertisements will mean the diabetic person will go to our website for more details.

When they reach the site the patient will see images of cool young people using the inhaler device in a friendly and social environment (something you can’t have so easily with injections).

Seeing this will motivate the patient to go to a screen which shows details of the inhaler.

When reading the description of the product the diabetic patient will reflect on how difficult and inconvenient injections can be. The patient will also reflect on the social challenges associated with such injections. This will motivate the diabetic patient to ask their doctor if they can switch to our inhaler system. With the image of a socially better medication the patient will be positive and perhaps even insistent.

Visit Website

Go to Read

Details

Ask Doctor with Positive

Interest


Example Primary PET Objectives in Online Banking

Primary PET Objectives Business benefit

Move existing customers to online banking

Save the huge expense of running branches

Cross-sell new products and services Generate new revenue streams from existing customers

Up-sell products and services Increase revenue from existing customers

Get new customers Get new revenue from new customers

Increase account activity Generate more revenue from bank charges

Improve the way customers manage their money

Customers maintain larger funds with the bank. Customers pose less risk.


Example Pre-cursor PET Objectives in Online Banking

Precursor PET Objectives Primary objective supportedReduce security concerns Move customers to online banking

Persuade customers to provide banking needs-related information

• Cross sell• Up sell

Persuade customers to learn about bank’s products and services

• Cross sell• Up sell

Persuade customers it’s easy to pay multiple beneficiaries in one transaction

Increase account activity

Persuade customers to recommend bank to friends

Get new customers

Persuade customers to save more Improve the way customers manage their money


We Need to Understand DRIVES and BLOCKS

Protection From

Physical Risk

CuriosityTo Learn

More

ReduceEffort and

Pain ofVaccination

I’m BeingManipulated

Fear ofVaccination

PracticalitiesOf Treatment

BLOCKS

DRIVES


Protection From Physical

Risk

Drives and blocks come from our analysis of feelings and beliefs

Hepatitis is Easy to CatchInformation May

Protect Me and My Family I Feel Not Under Control I Would Feel Guilty Giving Disease to Others I Feel Under

Control Because I can Prevent This

I Feel Scared forMyself and My Family

Protection From Physical

Risk

I Feel Confident in Asking My Doctor


26PET Analysis – Internet Banking

Safety and SecurityLack of AccountabilityAccessibility Fear of mistakes Complexity

I feel more productive, more work

can get done

I can plan my finances better

when I can access my account

anytime

When I bank online everything is a click

away and I don’t have to waste time on

queues

Banking online boosts my ego.

I feel good about myself

when I can use new technology.

I feel more comfortable performing banking

operations when there is no one around me.

I feel in control when I know

exactly what is going on in my

account

I feel lost when I don’t know what

my friends are talking about.

Anything can happen on the

internet.

It makes me anxious to know that with a wrong click I may lose my money

The internet is too complicated! Its

not for me!

I don’t have internet or a computer. It doesn’t

make sense to invest in them just for banking

online

A paper receipt as a proof is more reliable

than an SMS or a email

Effectiveness EfficiencyPositive Self

Image Safety ControlAligning with Peer Group

So, how do we generate this sort of information?


We do this with in-depth interview methods


Customer personas

Thomas Bangizwe The Wrestler

Nomusa NgomaThe Dancer

Pieter van AnholtThe Sage

Of interest in looking at banking security concerns

http://uxenterprise.com/index.php/userprofile?sid=SBSA-U35




FamiliarityBeing Looked After

Reliability

Inconsistency Dishonesty

Reciprocation

Financial Safety

Physical Safety

Emotional Security

Inconsistency

Familiarity

The Dancer

Value Transparency

Drives and Blocks

for TRUSTING

a person / service

Drives and Blocks

around SECURITY



Develop a PET strategy

Often this is around a frame.

An example from banking needs analysis could be:

“Allow us get to know you better, so we can do what’s right for you.”

FamiliarityBeing Looked After

Being treated as “just a number”

This frame reinforces the drives and mitigates the blocks


Strategy may incorporate a range of persuasion tools

For example:1. Social proof – “32,000 customers have benefited from our needs

assessment this year”2. Reciprocation – “We have already provided you with 1000

reward points. We’re hoping you’ll help us get to know you better by completing this brief form”

3. Social learning - testimonial – “I now have the banking solutions I need for my business, thanks to the bank’s new needs analysis service”

We’ll look at more persuasion tools in a moment


Design

When we have…..• understood the drives and blocks• developed a strategy• identified the types of persuasion tools we’ll use….we can work on our PET designs.

PET designs require attention to detail at the content level, for example:• Precise wording of messages• Careful selection of images

PET and performance design needs to work in concertThere is sometimes a (hopefully healthy) tension between PET and performance


Conflict with Classic Usability

Usable?

Persuasive?


Designing for social learning strategy


Visceral – Designing for our gut instincts – Initial appearance

Behavioural - Designing for pleasure and effectiveness of use

Reflective – designing for self image, personal satisfaction and memories

Norman’s model of emotional design


Viscerally Negative

Creepy Crawly….oooh err!


Viscerally Negative

Threat….aaargh!


Viscerally Negative

Disgusting….yuck!


Viscerally Positive

Smooth, curvaceous objects….oooh, nice!


Viscerally Positive

Bright, primary colours…wow!


Viscerally Positive

Symmetrical, beautiful faces….yummy!


Reflective

I’m rich and famous


Reflective

I’m a tough fighter pilot


Persuasion tools and how they might be used in online banking


A great read! - Some useful/fun books on persuasion


HFI’s Job Aid of PET Tools


Decidophobia – Paradox of choice

We think we want more choice, but….• We are bewildered and confused by too many choices• When we make a choice we worry it might have been

the wrong one• If you offer too many choices, people might not make

any decision at all


Try Some Jam…

6 Jams 24 Jams

Approach 40% 60%

Try 1.4 jams 1.5 jams

Buy ? ?30% 3%

Iyengar, Sheena S. and Mark Lepper (2000). “When Choice is Demotivating: Can One Desire Too Much of a Good Thing?” Journal of Personality and Social Psychology 76: 995-1006.


Avoiding Decidophobia in online banking

Banking needs analysis

Offer only a limited choice of highly relevant banking products and services

Learn about products and

services

Provide faceted navigation so customers can home in only on what is relevant to them


Social proof

There are loads of people doing this. Go on! You do it too!


Social proof

If we think lots of other people are doing it, we’ll be persuaded to do it ourselves.

“3.5 million Australians are now successfully banking online with

xxx Bank”

“Yesterday, 500,000 xxx Bank customers paid their utility bills

at the click of a button”


Pressure by People We Like

From whom would you buy Tupperware?


Pressure by people we like

We feel obliged to respond to recommendations from family and friends.

“Recommend our current account special offer to your nearest and

dearest . We’ll give you 1000 extra reward points in return, if they sign

up.” Find out more However, Extrinsic Reward

kills Intrinsic Reward!


Sensitivity of Reciprocation?

+0%

+45%

Hotel Cards asking Guests to Reuse Their Towels….

If you reuse your towel, we will make a donation to an environmental group on your behalf.

We have made a donation to an environmental group on your behalf. Please reuse your towel.

Goldstein, Noah J., Martin, Steve J. and Cialdini, Robert B. (2008). Yes!: 50 Scientifically Proven Ways to Be Persuasive (Hardcover), Free Press. ISBN-10: 1416570969, ISBN-13: 978-1416570967.


Reciprocation

We feel a strong obligation to return a favour.

“In recognition of your interest in xxx Bank, we’ve already allocated you 1000 reward

points. Please now help us by filling in this brief form”


Intrinsic Motivation – Money management and gamification

PNC Bank helps younger customers manage money better through ‘Virtual Wallet’:• Fun to use UX features• You decide on your financial goals• You get to see progress towards meeting these goals.

Punch the pig

Every time you’ve got a bit of money to save, you click on (punch) the pig.• Set or select amount• Transferred automatically from

spend to savings account• You design your own pig symbol• Pig can appear regularly, or

spontaneously• Goes ‘oink!’ when you ‘punch’ it


Discovery Optimization

Ikea’s guided path

Demonstrate the experience of online banking to persuade

people to sign up… “This is what it’ll be like for you”

Cross and up-sell by showing customers the

products and services they could have, alongside the ones they’ve already got


Compliance laddering

It’s easier to persuade people to take small steps than giant leaps


Use Compliance Laddering from ATM and Branch

Would you like the receipt to be

sent to your

- Email - Mobile

You have withdrawn 200 Pounds

Example transaction:Withdrawing money from an

ATM

ATM transaction You have withdrawn

200 Pounds.

Would you like to know your

account balance?

Check youraccount balanceanytime on your

phone by..

You can view allyour past

transactions here

Past transactionsxx/xx/xxx Joe cheque xxx xx/xx/xxx xxxx ATM xxxxx/xx/xxx Joe cheque xx

Transfer funds to Joethrough net banking

SeducibleMoment

Shift customers to Digital

Channels for Banking


Conclusions


Conclusions

To really achieve business goals we need to attend to both the• ‘CAN DO’ and• ‘WILL DO’aspects of what makes a design great

Many UX consultants already recognise and address design persuasiveness, but PET provides:• A strong methodology for formalising the science and craft of

persuasive design• A set of researched and proven persuasion tools• A language and terminology by which we can articulate what we

are doing


Articulating what makes a design persuasive

• An experienced wine taster can explain exactly what the characteristics of great-tasting wine are

• An experienced PET consultant can articulate exactly what makes a design truly persuasive


Coordinating PET and Usability work

PET and performance work needs to go hand in hand, all the way


Thank You…

[email protected]

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Fairfield, IA 52556USA

800-242-4480 / +1-641-472-4480

Thank You…

Human Factors International, Inc. User Experience for a Better World

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Documents

Chris Lock - Persuation, Emotion and Trust in Online Banking