Post on 20-Aug-2015
Perspectives on Persuasive Design for Mobile19 Jan 09
Kath Straub, PhDChief Scientist / Executive DirectorHuman Factors International
Persuasive design ...
Target Attitudes
Target BehaviorBarrier
Barrier
Barrier
Barrier
Barrier
Barrier
Drive Drive
PET design reduces or removes barriers & amplifies drive
Target Attitudes
Target Behavior
ExposuretoInterface
Barrier
Barrier
Barrier
Barrier
Barrier
Barrier
Drive Drive
Drives and barriers for mobile adoption
Target Attitudes
Target BehaviorWastes Time
Easier to do on PC
Hard to learn
Cost
Doesn’t help ME
Hard to see
be efficient
be up to date
connect
Security
Just another
toy
More to learn
All markets | Facilitated performance = persuasion
12
Hard to read
Eye movements during reading Reading is even
more cognitively challengingon a small screen in a bumpy trainwith small text ... that isin the mobile environment
All markets | Improved performance = persuasion
13
Hard to read
Minimizingthe barrier
for more informationwww.readsmart.com
All markets | Improved performance = persuasion
14
!"#$%#&'()"*
Reading Short Essays
!"#$%&$'()*
Direct Mail Donor Acquisition
Minimizingthe barrier
Hard to read
information
for more informationwww.readsmart.com
My handset can play the role of connector, concierge and court jester.
But perhaps not all for the same person. Yet.