Join Chris Nodder for an in-depth discussion in this video The science of behavior, part of Persuasive UX: Ethics of Persuasive Design.
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When you stop to think about it, interaction designers jobs are all about persuading people to do something. We design juicy looking buttons and place them just so on the page to entice people to click them. We remove distractions and streamline processes so that customers glide effortlessly from browsing to buying. We create whole applications aimed at getting people to check in more frequently, diet more effectively, workout more consistently, or, let's face it, do more, more more of whatever it is that meets that persuasive goal.
In recent years, persuasive design has become a field of study in its own right. People like BJ Fogg at the Stanford captology lab. Dan Lockton, who studies how buildings and physical objects can determine our behavior, and Harry Brignull. The designer who first coined the term dark patterns all seek to understand hoe persuasive interfaces work. There are ties into other disciplines, such as cognitive neuropsychology, and behavioral economics as well. Persuasive design has roots in several disciplines. As designers, we get to make use of all of this research to craft more effective designs to guide people more successfully towards the goals we've set.
But it's hard to do that without knowing how and why the techniques work. So as we go through this course, we'll take a bit of time to explain the behavioral principles behind each of the persuasive techniques we cover. By understanding the background, and why the technique works, you'll be better able to integrate it into your designs, so that your products have the desired effect.