Get PDF Mobile Persuasion Design: Changing Behaviour by Combining Persuasion Design with Information Design

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For example, send confirmation emails with clear directions as to where to park at the store, what to have ready, and who to talk to. If there is a predictable transition from the store to another channel, find ways to facilitate it as well.

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Perhaps that means allowing users to easily access online product pages in store for example, by supporting barcode scanning in your mobile app or on your website to learn more or check for additional options. Pick a display name at least 8 characters long. You can change this name at any time via your profile. You can optionally upload a photo of yourself to appear with your comments. You can change or remove this photo at any time via your profile. Skip to Main Content. Some of these major factors including the following: Improved technical, operational, and customer-service capabilities.

Ecommerce sites have continued to improve since the first edition of our Ecommerce User Experience report series.

Sites have effectively addressed some of the biggest concerns and challenges related to shopping online. Issues such as poor product descriptions and photos, high shipping and return fees, and long delivery times have been largely surpassed.

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In many cases, the benefits of shopping online have exceeded those of shopping in physical stores. Efficient and available transactions. Sites have made it easy to transact online, with fast, efficient checkout processes. Organizations have invested in omnichannel UX , resulting in improved experiences across many devices and channels. Browsers have also gotten smarter, with built in capabilities to remember and automatically fill in credit-card information. On mobile, users can use Apple Pay or Android Pay, or simply scan their credit cart using the smartphone camera.

Despite all the news headlines, transacting online is much safer than it was in the past. Secure protocols are used to encrypt personal financial information as it is transmitted between customers and retailers.


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In general, users in our research studies report being comfortable to engage in online transactions with trusted companies. It's a powerful system, and I call this "Behavior Design. How did I get here?

Mobile Persuasion Design

I decided to explore this area scientifically. I named this new area "persuasive technology. After graduation I started working in Silicon Valley, but I also devoted about half my time to Stanford. I no longer do industry consulting. Box Stanford, CA Phone: I usually don't answer calls from unrecognized phone numbers.

At Stanford. We recently changed our lab's name to the "Stanford Behavior Design Lab. Looking back, I see that we started shifting towards behavior design in , when we coined the phrase as part of our Behavior Wizard project. You can still find our previous website with our older work. Our new website is getting built now. It's short and sweet. Check it out. In Behavior Design. With my new models about behavior, I am able to map out, step by step, how to design for behavior change.

I'm creating a set of flowcharts to illustrate my systematic approach. And then there are seven more specific flowcharts to highlight subcomponents.


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For example, one subcomponent is how to make a behavior "easier to do. I map this stuff out because, well, I love this kind of thing. It's feels like solving a fun puzzle—so geeky. The commitment does not have to be a large one. Or, in the case of my parents, it was a dismissive response to my pleas for a dog.

In-Store and Online, Rather than In-Store or Online

They kept true to their word, and, much to their chagrin, when I turned ten years old, I was the proud owner of a spaniel named Toby. He lived for 11 incredible years. And in a hilarious but predictable turn of events, my parents loved him. To take advantage of behavioral consistency, get your users to make an initial commitment to an activity you want them to engage in.

The initial commitment you propose to the user has to be:. Because people can start writing a review without an account, this process seems both low-stakes no personal data is shared with the organization and easy no work is required to create an account before reviewing, and the interaction to rate a business and to review requires only one click. But as soon as the user begins typing the review, the form field presents motivational microcopy : Keep those fingers rolling, you wizard of words. What seems like inconsequential text is actually an expert use of behavioral consistency: it reminds the user to stick to the commitment of writing a review and encourages her to make the additional commitment of writing even more.

Once people have finished their review, they are asked to commit again even more by creating an account. Finally, once the review is posted, an invitation to write another one is displayed That was fun. The wording reminds users that a they just wrote a review, and b they can be consistent with their behavior and write more reviews for other businesses. When the Fitbit mobile app is first launched, it asks users to state their fitness goals. Moreover, the commitment can be made public to a group of friends or health enthusiasts, thus allowing users to raise personal promises to a social level.

This short survey is low-effort and low-stakes: it requires only a few minutes and is part of the service the user is paying for in the first place. Then it provides the option to answer more survey questions by showing a link labeled Continue answering — to give people the opportunity of keeping their commitment by providing even more data. A progress bar indicates how many questions are unanswered.

And the desktop site uses social proof to further motivate respondents by showing where they rank compared to other 23andMe participants. Many mobile and websites apps require users to create an account before using the site.