Designing with Persuasion

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Designing with Persuasion

• Is good design always persuasive?
• Push persuasion
• Take my product (advice)
• Buy my product
• Solicitation
• Messages Warnings
• Pull persuasion
• Look at the product
• Understand the product
• Navigation Search

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Computers as Persuasive Tech
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IA Persuasion

• Not all persuasion is bad
• Reminders to take your medicine
• Easy access to calendars
• Shopping comparison
• Technology is pervasive, its positive influences
  can be too
• YourSelf Fitness
• Training simulation
• Bad influences
• Netflix
• Banner ads that look like system information
• Systems that dont truly help
• Mobile devices will use this increasingly

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Impact of good designs?

• Looking good is being good
• People make snap judgments based on appearances
• Good design makes a Web site appear more credible
• Trustworthy
• Professional (expertise)
• Accurate
• (Timely)
• Believable - (truth?)

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The balance of the impacts?

• Good impacts
• Real-world feel - responsive to requests
• Ease of Use - archives, speed, interface
• Trustworthiness - links to from, content policy
• Tailoring - confirmation, selected items
• Bad impacts
• Commercial implications - too much advertising
• Amateurism - broken links, interface, updates,
  internationalization

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Design ideas

• Show physical address and contacts
• Photos of people from the organization
• Feature credibility (brands, associations)
• Good information architecture
• Links to alternate or associated sites
• Customized elements for different users
• Use advertisements wisely
• Error free functionality and content
• Stanford Web Credibility Research

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Persuasive design for our project

• What can be done to convey credibility?
• How can access to information be made simpler?
• Is the archive of content accessible?
• What policies are in place?
• Would seeing actual people lend credibility or
  increase context?
• How can the Web site drive people to contact
  someone to increase credibility?

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