Hook 'em: The Psychology of Persuasive Products at SXSW 2016
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This document summarizes a presentation about persuasive product design. It discusses how most mobile apps and online businesses fail, but large companies have achieved billions in revenue. It also explains that much of human behavior is non-conscious and influenced by subtle design choices like fonts, colors and names. The presentation argues that designers need to understand cognitive biases and minimize perceived friction to influence customer decisions in an accelerating digital world, even though human brains have not evolved much in 50,000 years.
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Hook 'em: The Psychology of Persuasive Products at SXSW 2016
- 1. Susan Weinschenk Nathalie Nahai Nir Eyal Roger Dooley Hook ‘em:The Psychology of Persuasive Products #DesignMind
- 9. Through 2018, less than 0.01 percent of consumer mobile apps will succeed. -Gartner Group 99.99% #DesignMind #sxsw @rogerdooley
- 11. $4,000,000,000,000. 2015 Est. – Business Insider #DesignMind #sxsw @rogerdooley
- 15. Conscious mind
- 16. “Just as Galileo removed the earth from the center of the universe, the current revolution removes the conscious mind from the center of human behavior.” -John Bargh,Yale #DesignMind #sxsw @rogerdooley
- 17. Daniel Kahneman System 1 System 2
- 19. 5% Conscious
- 21. How much of the brain are you designing for? #DesignMind #sxsw @rogerdooley
- 24. Every element has a conscious and a non-conscious component!
- 25. Tiny Choices, Big Impact #DesignMind #sxsw @rogerdooley
- 26. 299$
- 27. 299$
- 28. Men Women #DesignMind #sxsw @rogerdooley
- 30. +64% - “tastier” +100% - “definitely buy”
- 31. Friction
- 33. “Imaginary” Friction & Cognitive Fluency #DesignMind #sxsw @rogerdooley
- 34. Difficulty Cooties Design & Naming Choices Your App, Website, etc. #DesignMind #sxsw @rogerdooley
- 35. Difficult = Risky “Magnalroxate” “Hnegripitrom” Safer è è è More Dangerous
- 36. Difficult = Risky “Chunta” “Vaiveahtoishi” Safer è è è More Dangerous
- 43. Minimize perceived friction with simple fonts, short text, & easy-to-read design. #DesignMind #sxsw @rogerdooley
- 44. If you remember just one thing …
- 45. Change is constant and accelerating…
- 47. Media 50Years
- 49. Our Brains NO Change in 50,000Years!
- 50. Design for the way your customer’s brain really works! #DesignMind #sxsw @rogerdooley
- 51. Connect with Roger • RogerDooley.com • NeuroscienceMarketing.com • Forbes: Brainy Marketing • @rogerdooley • linkedin.com/in/dooley