Why persuasive design will be your next requisite skill

The experience of the user is really hot enough. Over the past 20 years, it has made the practice of information architecture, experiential design, content strategy and interactive design increasingly normative. It will continue to evolve, thanks to the relentless efforts of the practitioner of user experience to improve and define this field, and its next push will be the practice of persuasive design, incorporating its technology into the field of interactive design.

a structure intended to change behavior

Persuasive design This process creates compelling techniques, or "is designed to change the user's attitude or behavior through persuasion and social influence-not coercion" (Wikipedia/bj Fogg).

In other words, it is the application of psychology in design that really affects behavior.

There are several main principles of this learning:

From a practical point of view, persuasive design is closely linked to business goals and user goals. It can strongly influence the "want to use" aspect of the excellent design "trinity" (useful, usable, and wanted). It focuses on the context in which behavior takes place, especially the motivation and ability needed to motivate it.

Persuasive design focuses on whether people are going to do something, and the interactive design deals with how they do it when people decide to do it.

in the Desert

People do not have to bother to find good examples of persuasive design; they are so good that they are often talked about. I created a topic on the Quora, and the example of persuading technology will continue to be added. Here are some wonderful delegates:

Manicare Stop that is a bitter nail polish that helps people get rid of the bad habit of biting their nails.

Vitamin R helps you stay in the working state by making sounds that remind you to do something.

The eco-leaves on the dashboard of the Ford Fusion car set up a feedback drive to encourage more environmentally friendly driving behavior.

Readyforzero is distributing a sticker on your credit card to remind you not to spend money.

Facebook's "Like" design is very simple, relying on social capital exchange in the environment, with a simple click to create a lot of people's motivation, value and loyalty.

a steady trend

Before looking ahead, let's take a quick look at how this new discipline adapts to the history of the user experience.

This trend is still evolving towards deeper meaning and greater influence.

As the design discipline becomes better at basic issues such as understanding and assisting user behavior, it is also moving toward "creating more meaningful influence by influencing behavior". But the impact must be based on some of the more fundamental elements of a successful user experience, such as good research and flawless usability.

people are already practicing persuasive design, but the user experience drags their hind legs

Persuasion techniques have long been created. Any form of advertising is persuading people to buy goods. Credit cards make people's loans exceptionally convenient. Weight Loss centers convert calories into simple numbers to monitor and regulate meals.

However, the user experience domain has only just begun to fully integrate persuasive design. It lags far behind advertising and marketing, and these areas have been learning, experimenting and improving the art of influencing people's behaviour decades ago. The practitioners of user experience are making persuasive designs every day, but the normalization of education, ethics and indicators behind them has just begun.

Without such a structure, we will continue to see the outdated use of technology, such as "gaming." Foursquare,gowalla and other services have popularized the game mechanism to gain user loyalty. Unfortunately, many companies have copied the obvious game elements, such as badges and upgrades, without understanding the psychological factors that play a role in the deep. These services see the power of persuasive design, but lack a real understanding of how to apply psychology rationally to user experience design.

Why persuasive technology is going to rewrite everything and is already rewriting everything

When user experience designers focus on psychology, they can build services that directly help people improve their lives. This is not new; alcoholics and obesity centers already exist when there is no internet, and they help people by changing people's behavior through hard and long term. Of course, the potential for progress is enormous. Web services have begun blurring the lines between online and offline interactions. Nike and Fitbit Track and insight into your workout behavior. Readyforzero helps people to change their behavior away from the credit card debt crisis. Healthmonth help people build competition/mutual aid groups, and at the same time people get progress.

This is something more ambitious than making people able to do something-it changes people's behavior again. And it's only just beginning. As people practice the more deeply embedded psychology into the design, the new method will appear. Stanford researchers, for example, have begun to study the modeling of persuasion. This technique is the most obvious type of psychological trigger mechanism for a given person to create a file, and in the future use these triggers to drive new behavior. In other words, it's no longer just focusing on what someone might like--like a movie on Netflix or a product on Amazon--that determines how the message is most effectively delivered. A person may be persuaded by the principle of social identity to buy a product, while in another person the principle of competition may behave more effectively.

The greater the

power, the greater the responsibility

The ethical issues that arise when designing for the purpose of changing behavior cannot be taken with such a stroke. User experience groups have been looking for a common ethical framework for some time, and this need is only going to be more and more important.

However, some evil things have already appeared. Tobacco companies, carbonated drinks companies, fast food outlets, fashion industry, marketing agencies and many other groups have practiced persuasive design for decades. Often, they are designed to use consumers ' money, health or happiness in exchange for their own business purposes. It seems that the evil side of the market is far more saturated than the goodness side. If this is true, there is hope. The practitioners of small companies and nonprofit groups will reap much more from a deeper understanding of persuasive design, and the Giants have already played it to their fullest.

In addition, when everyone has a common understanding of the implications of applying psychology in design, it is much easier to talk about ethical issues related to it.

What happens next?

There's so much to do. Fortunately, the designer community is happy to define this practice.

Enrichment Framework

The existing framework is a good start. BJ Fogg's behavior grid has paved the way for us. They provide a structure to understand and discuss persuasive design. When the designers group regularly use the framework, they will make some improvements, then the new framework will naturally appear.

Study and education

User experience practitioners need to learn as many things as possible for this design. What are the psychological rules of watching the show? How do you understand them? How do you test them? As they further understand and discover new ways of applying psychology in design, they will also share these advances with the entire community.

to build more style libraries

Styles libraries with rich examples can provide quick learning possibilities. They give a number of examples of what is already playing out everywhere. Although they will inevitably become notorious when used too much, this does not negate their usefulness as a learning tool. Stephen Anderson's mental notes card provides a series of wonderful behaviors for reference, while the "purposefully designed" toolkit is another useful guide.

Summary

Persuasive design is the next step that is designed to positively influence the world. It has been used in many industries, and the user experience community has been fully involved. Its effectiveness will be the next strong step forward in the field of user experience.

Source: http://article.yeeyan.org/view/216086/201290