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  • The process of persuasive design, six steps in six weeks.

  • If you've seen our previous video on persuasion, emotion and trust, we call it PET,

  • you know that there's a long list of methods we can use

  • to motivate customers and increase their conversion.

  • So it's natural to think that more persuasion methods is good.

  • Lots of persuasion methods will result in lots of conversion.

  • But it's not true.

  • Using lots of methods results in persuasion clutter.

  • Kaptein and Duplinsky in 2011 researched using more methods and found that adding social proof,

  • a weak method in that case, to advice from an authority figure resulted

  • in less persuasion than the authority figure alone.

  • So the mastery of persuasion requires a more sophisticated approach.

  • Step one, we need to understand the emotional battle that goes inside our customer's heads.

  • We use in-depth Gestalt interview methods

  • to understand the customer's drives, blocks, beliefs and feelings.

  • Step two, we collect the insights from a bunch of customers so you have a good picture

  • of the things that usually matter and you have a sense of the big, strong issues.

  • And you understand things like that getting vaccinated is driven by fear of getting sick,

  • which is very much driven by fear of embarrassment

  • and guilt in getting other people sick.

  • Step three, we pick the emotional things that are most likely to work.

  • It's no surprise they're often related to fear, food or sex and protecting our kids.

  • Our lower brains are tuned to survival and passing on your DNA,

  • which is how we survive bazillions of generations to get here now.

  • So maybe we can focus on fear of being sick

  • and how awful you would feel if you got your kids sick.

  • This drive or block, it becomes the theme.

  • Step four, now comes the tricky part, we have to make a frame

  • and a meme that will support the theme.

  • It's a central point of the whole persuasion effort.

  • And it can be the central point of your application campaign, or even a company,

  • like the FedEx message: “When it absolutely, positively has to be there overnight.”

  • Or for a vaccination, maybe: “Flu, not the best holiday gift.”

  • Step five is about taking that message and selecting specific methods

  • of influence that it will support it.

  • So if we're using "Flu, not the best holiday gift", you might select testimonials with people

  • like the target customers telling their stories about how they lost holidays.

  • Or you might use scarcity, making people feel that the supply might run out

  • and they can only protect their family if they move quickly.

  • And finally in step six, we want to look at the flow of the customers moving

  • through your digital interaction.

  • In fact, the entire interaction.

  • Your customers, they, they sort of march through your website or sometimes march

  • through several sites as, as they reach a point of certainty and become ready to buy.

  • We have to have a strategy that pulls people through that interaction.

  • A home page needs to capture attention and draw the customer in.

  • You might use optimal level of dissonance,

  • using curiosity to get people off the home page and into the site.

  • Then, get the customer engaged.

  • You can engage by making fun interactions, perhaps using the methods

  • of game designers to make things fun.

  • It's called gamification.

  • Or perhaps making the content exciting, which usually means fear, food or sex.

  • Then, getting to that magic point of certainty when the actual sale happens.

  • We must always remember that this is an emotional event.

  • When people have brain damage to their orbital frontal cortex, they can't make decisions

  • because the orbital frontal lobes connect the emotional part of the brain to the logical part.

  • So this is the point where we use emotional triggers to close the sale,

  • not just any triggers, but ones that align with the theme and frame and meme.

  • [ Silence ]

  • If you'd like to download and print a copy of this drawing or download a white paper on PET research,

  • please go to humanfactors.com/persuasion.asp.

The process of persuasive design, six steps in six weeks.

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B1 US persuasion emotional customer step fear sick

The Process of Persuasive Design in Six Steps with Dr. Eric Schaffer

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    林盈志 posted on 2014/12/23
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