Table of Contents

Preface xvii

Acknowledgments xix

About this book xxi

Author Online xxv

Part 1 Introduction the Application of Psychology to Design 1

1 Meeting users' needs: including psychology in design 3

1.1 Principles included in this book 4

Design to create and change behaviors 4

Design for influence and persuasion 4

1.2 Criteria for inclusion in this book 5

Taught in graduate school 5

Citations: a popularity contest 5

Simplicity 5

Relevant to design 5

1.3 Why you should read this book 6

You 'll gain knowledge 6

You'll learn, how to think like your users 6

You'll learn to communicate the needs of users 6

1.4 What this book won't teach you 6

1.5 Addressing psychology enhances usability 7

What designing without psychology looks like 7

What designing with psychology looks like 8

1.6 And now, a passionate word on persuasion 9

1.7 Talking the talk: conversations about psychology 11

1.8 Summary 11

1.9 Cheat sheet 12

Part 2 Why Do Flors Act Like that? Principles of Behavior 13

2 Designing for regular use: addressing planned behavior 15

2.1 Introduction 16

Brief academic background 17

2.2 Key concepts of planned behavior 18

People want a positive outcome 19

People want to know what others are doing 20

People want control 21

People often intend to engage in a behavior 22

2.3 How to design for users' plans 23

Design for positive outcomes of using your design 23

Make your design socially acceptable 26

Giving users control 28

Understanding who's in charge of the behavior 30

Designing for intention 32

2.4 Talking the talk: conversations about planned behavior 33

2.5 Case study: Hotels.com 34

Hotels.com: behavior beliefs 34

Hotels.com: normative beliefs 35

Hotels.com: control 36

2.6 End-of-chapter exercise: applying planned behavior research to design 36

Scenario 37

Participants 37

Data 37

Questions 39

2.7 Additional resources 39

2.8 Summary 40

3 Risky decisions and mental shortcuts 41

3.1 Introduction 43

Academic background 43

3.2 Key concepts of decision-making under risk 45

First, people go through editing 45

Next, people go through evaluation 46

What impacts the evaluation of uncertain decisions 47

3.3 How to design for decisions under risk 49

Determine users' reference point 49

Define and design for users' decision points 51

Design for loss aversion 53

Design for the certainty effect 54

Design for the disposition effect 55

How to design for heuristics 57

3.4 Talking the talk: Conversations about decisions under risk and users' mental shortcuts 63

3.5 Case study: eBay 64

Reference point 64

The certainty effect and the scarcity heuristic 65

The availability heuristic 65

The familiarity heuristic 66

Escalation of commitment 66

The scarcity heuristic 67

3.6 End-of-chapter exercise: Name that heuristic! and What's your product's sticky behavior? 67

Name that heuristic 67

Sticky behaviors 67

3.7 Additional resources 68

3.8 Summary 68

4 Motivation, ability, and trigger-boom! 70

4.1 Introduction 72

Brief academic background 72

4.2 Key concepts of motivation, ability, and trigger 74

People need motivation to complete a task 75

People need the ability to complete the task 76

People need, triggers to engage in the task 77

4.3 How to design for motivation, ability, and trigger 77

Increasing motivation 78

Increasing ability 79

Presenting effective triggers 81

Mobile design increases ability 83

4.4 Talking the talk: conversations about motivation, ability, and trigger 84

4.5 Case study: Fitbit 85

4.6 End-of-chapter exercise: motivation, ability, and trigger 86

Motivation, ability or trigger 86

Design challenge: wearable technology to achieve better health 87

4.7 Additional resources 88

4.8 Summary 88

Part 3 Principles of Influence and Persuasion: Not as Evil as You'd Think 91

5 Influence: getting people to like and use your design 93

5.1 Introduction 94

Academic background 95

5.2 Key concepts of influence 96

Reciprocity 97

Commitment and consistency 98

Consultation 99

Visual influence 100

5.3 How to design for influence 101

Creating a sense of reciprocity 102

Activating commitment and consistency 104

Facilitating consultation 105

Visual influence 106

Influence to stay away from 110

5.4 Talking the talk: Conversations about influence 112

5.5 Case study: LinkedIn 113

Reciprocity 113

Commitment and consistency 114

Consultation 114

5.6 End-of-chapter exercise: Applying the principle of influence 115

5.7 Additional resources 116

5.8 Summary 116

6 Using family, friends, and social networks to influence users 118

6.1 Introduction 120

Brief academic background 120

6.2 Key concepts of social influence 121

Social Identity Theory 121

Social validation 123

Compliance 124

Conformity 124

Opinion leaders 125

6.3 How to design for social influence 127

Users want to see what they have in common with others 127

Socially validating your design 129

Getting user's to comply 130

Encouraging users to conform 132

Harnessing the power of opinion leaders 134

6.4 Talking the talk: Conversations about social influence 135

6.5 Case study: Drought shaming 135

Social Identity Theory and drought shaming 136

Social validation 138

Compliance 138

Conformity 138

Opinion leaders 138

6.6 End-of-chapter exercise 139

6.7 Additional resources 139

6.8 Summary 140

7 It's not what you say; it's how you say it! 141

7.1 Introduction 143

Brief academic background 143

7.2 Key concepts of framing communication 143

People need to understand the message 144

People need to be motivated by the message 144

7.3 How to design for framing communication 144

Identify what you want to communicate 145

User research 145

Choose a framing technique 146

Choose your frame of communication 149

Create your message 153

Test your message 154

Release your well-framed message 155

7.4 Talking the talk: Conversations about framing communication 155

7.5 Case study: BeTobaccoFree.gov 156

A variety of frames: The buckshot approach 156

Is the CDC's approach effective? 157

7.6 End-of-chapter exercise: Find a frame that works! 158

7.7 Additional resources 158

7.8 Summary 159

8 Persuasion: the deadliest art 160

8.1 Introduction 162

Academic background 162

8.2 Key concepts of persuasion 163

Determining if people pay attention: Capability and relevancy 163

Central route processing 164

Peripheral route processing 165

8.3 How to design for persuasion 166

Getting users to pay close attention 166

Designing for users' paying close attention 168

Designing for users with low attention spans 171

8.4 Talking the talk: Conversations about persuasion 172

8.5 Case study: PayPal 173

Attention 173

High attention 174

Low attention 175

8.6 End-of-chapter exercise; Sexy chocolate bar persuasive design activity 175

Personas 176

Research 176

8.7 Additional resources 177

8.8 Summary 177

Part 4 User Experience Design: Putting it All Together 179

9 Case study: KidTech Design Co.'s Good Choice app 181

9.1 Introduction 181

9.2 Using psychology to justify an idea 182

How would you use psychology to justify the Good Choice app? 182

How KidTech used psychology to justify the Good Choice app: Planned behavior 182

How KidTech extended planned behavior into the design of their product 183

9.3 Nervous parents and uncertain outcomes 184

How would you reassure parents and address uncertainty? 184

How KidTech addressed reassuring parents and uncertainty 184

9.4 Making it social 185

How would you make the Good Choice app social? 185

How KidTech made the app social 186

9.5 Speaking clearly to users 186

How would you recommend KidTech talk to users? 187

How KidTech designed their communication strategy 187

9.6 Long-term engagement 188

How would you make users want to keep using the app? 188

How KidTech facilitated long-term use of the app 188

9.7 Low use of app after download 189

How would you kelp KidTech increase use after download? 189

How KidTech addressed, increasing use after download 189

9.8 A closer look at persuasion 190

How do you think the Good Choice app addresses the principle of persuasion from chapter 8? 190

How KidTech's app addresses the principle of persuasion from chapter 8? 190

9.9 Talking the talk: Conversations about psychological principles 192

9.10 End-of-chapter exercise: Critique KidTech 192

9.11 Summary 193

10 The next step: getting up and running 195

10.1 Part of the whole 196

Phase 1 Idea conceptualization 196

Phase 2 Design conceptualization 196

Phase 3 Design iteration 197

Phase 4 Post shipment 197

10.2 Choosing the right principle 198

10.3 Making the case for psychology 199

10.4 UX research methods 199

10.5 Measuring impact 201

10.6 Talking the talk: your turn to discuss principles of psychology 202

10.7 End-of-chapter exercise: which principle is best for your design? 202

10.8 Additional resources 203

10.9 Summary 204

Index 205