Hook 'em: The Psychology of Persuasive Products at SXSW 2016
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Susan Weinschenk Nathalie Nahai Nir Eyal Roger Dooley Hook ‘em: The Psychology of Persuasive Products #DesignMind
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Transcript of Hook 'em: The Psychology of Persuasive Products at SXSW 2016
Susan Weinschenk Nathalie Nahai Nir Eyal Roger Dooley
Hook ‘em: The Psychology of Persuasive Products
#DesignMind
Susan Weinschenk @thebrainlady
TheTeamW.com
Nathalie Nahai @nathalienahai
NathalieNahai.com
Nir Eyal @nireyal
nirandfar.com
Roger Dooley rogerdooley.com
@rogerdooley
#sxsw #DesignMind
@rogerdooley @thebrainlady @nathalienahai
@nireyal
Persuasive Products?
App revenue, 2017:
$269,000,000,000
-Statista.com
Through 2018, less than 0.01 percent of
consumer mobile apps will succeed.
-Gartner Group
99.99%
#DesignMind #sxsw @rogerdooley
Ecommerce Revenue, 2015:
$1,672,000,000,000
-Emarketer
$4,000,000,000,000.
2015 Est. – Business Insider
#DesignMind #sxsw @rogerdooley
Conscious mind
“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
Daniel Kahneman
System 1 System 2
5% Conscious
95% Non-conscious
How much of the brain are you designing for?
#DesignMind #sxsw @rogerdooley
The Persuasion
Slide ™
Every element has a conscious and a
non-conscious component!
Tiny Choices, Big Impact
#DesignMind #sxsw @rogerdooley
299 $
299 $
Men Women
#DesignMind #sxsw @rogerdooley
+64% - “tastier” +100% - “definitely buy”
Friction
Security Friction
“Imaginary” Friction &
Cognitive Fluency
#DesignMind #sxsw @rogerdooley
Difficulty Cooties
Design & Naming Choices
Your App, Website,
etc.
#DesignMind #sxsw @rogerdooley
Difficult = Risky
“Magnalroxate” “Hnegripitrom”
Safer è è è More Dangerous
Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous
Fluency & Design Choices
17% couldn’t decide.
40%
couldn’t decide.
#DesignMind #sxsw @rogerdooley
Minimize perceived friction with simple fonts, short text,
& easy-to-read design.
#DesignMind #sxsw @rogerdooley
If you remember just one thing …
Change is constant and accelerating…
Communication 50 Years
Media 50 Years
AI! Big Data!
Virtual Reality! Mobile!
Our Brains NO Change in 50,000 Years!
Design for the way your customer’s
brain really works!
#DesignMind #sxsw @rogerdooley
Connect with Roger
• RogerDooley.com • NeuroscienceMarketing.com • Forbes: Brainy Marketing • @rogerdooley • linkedin.com/in/dooley
