The Art & Science of Seductive Interactions
How can we design interactions that encourage specific behaviors?
A while back, LinkedIn experimented with a feature: a little meter above the users’ information, showing their profile’s “percentage completed.” Suddenly, more users filled out their profiles. The feature didn’t have a clever interface, a sophisticated information architecture, or show any technical prowess. It just leveraged basic human psychology.
As designers, we work hard to provide powerful features in our applications, but if users don’t take advantage, it’s all waste. We have to extend our designer’s toolkit, leveraging the latest thinking from behavioral economics, neuroscience, game mechanics, and rhetoric.
Stephen will guide you through specific examples of sites who’ve designed serendipity, arousal, rewards, and other seductive elements into their applications, especially during the post-signup period, when it’s so easy to lose people. He’ll demonstrate how to engage your users through a process of playful discovery, which is vital whether you make consumer applications or design for the corporate environment.
We'll look at ways to:
• Ease users into your application’s features
• Integrate behavioral economics, neuroscience, game mechanics, and rhetoric into your design process
• Leverage your users’ natural curiosity and playfulness to bring your design to the next level
Throughout the day you will learn more than 50 insights from psychology and how they can be applied to Web design. Through and mix of practical examples and group activities, you will learn:
• Why a clear product story is critical to your product's success
• How visual imagery affects perception, attention and responses
• How language shapes our understanding and decision making
• Ways to apply feedback loops and personal informatics to create a performance-based game
• How even serious business apps can benefit from being more playful and gamelike
Why it's dangerous to mix intrinsic motivation with external rewards (and the latest findings on motivation)
...and other things to consider if you wish to create more seductive interactions.
Best of all, attendees will be given an advance copy of the Mental Notes card deck, which pulls together 50 of the best heuristics, biases, principles and patterns from a variety of human centered disciplines. Groups will use this brainstorming tool to respond to various design challenges created specifically for this workshop.
Regardless of your current project, the principles taught here can be applied universally. You will walk away inspired, and armed with creative ways to apply different insights into human behavior to the design of your Web sites and applications.
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