Cognition

Part of living is moment to moment survival. 0:00 We want the best for ourselves, and we don't wanna miss opportunities. 0:03 Lots of people call this FOMO or Fear Of Missing Out. 0:07 This is a real psychological function that for better or 0:12 worst, you can leverage to drive behavior you want from users. 0:15 For these persuasive patterns, we'll use the example of a shopping website. 0:20 Let's say that we want people to buy something, and 0:26 because time is money, we want them to do it sooner, rather than later. 0:29 Let's create a quick mock-up that depicts three different items for sale. 0:34 We'll have Dress #1, 0:40 we'll make this a little bigger, just like that. 0:43 And then we'll have Dress #2, 0:49 and then finally Dress #3. 0:54 So already, this is a persuasive pattern called limited choice. 1:02 When there are only a few options, rather than a big long list, we're more 1:08 likely to make a decision because we can more easily compare the choices. 1:13 We don't want people to leave our website and potentially forget about it. 1:20 We want them to buy something right now! 1:24 Physical stores and online stores use a persuasive pattern called 1:27 scarcity to create a pressure to buy. 1:31 They imply there is a limited amount of time to get a sale price. 1:35 They're running low on inventory. 1:39 And if you leave and 1:41 come back later, they might be sold out of a limited piece of merchandise. 1:42 We'll represent this idea with some text. 1:47 So let's add some text that says Closeout 1:51 sale ALL DRESSES MUST GO. 1:56 And obviously we need to make this bold, italic, and underlined and 2:02 make it in a really big font. 2:07 There we go, and then let's add shape here. 2:11 I think that's good. 2:23 Let's see if there's a star shape. 2:24 That might be better here. 2:26 Yeah, there we go. 2:28 So we'll add this big star shape over here. 2:31 We'll add some more text and let's say, 50% off. 2:36 And again, we need to make this stand out a little more there. 2:45 And then finally, let's add some text that's still yet 2:52 again incongruent with this design. 2:56 We'll say, Sale ends tomorrow! 2:59 There's limited time. 3:03 And we'll make this sideways. 3:06 So if it feels like these things are all screaming at you for attention, 3:15 it's because they are. 3:20 Retailers are trying to increase the pressure 3:21 to push you into making a decision that you might not otherwise make. 3:24 Now let's say that in reality we're having this sale because we have 3:28 too much inventory and we need to turnover our warehouses. 3:33 And we have three times as many of Dress #2, than we have of the others. 3:37 So we really need to promote that one the most. 3:44 We can do that by using a persuasive pattern called status quo bias, where 3:47 we imply that it's the default option, and make it more attractive than the others. 3:53 Any number of visual design cues can be used to make this apparent, 3:59 such as increasing the scale, changing its shape, or 4:03 putting it in a prominent place, like right in the middle. 4:07 So let's do all those things. 4:11 It's all ready in the middle, but we'll make it a little larger here. 4:13 And I really like that star as kind of a different 4:18 type of shape, so let's make that really big. 4:23 And we'll put it right behind it, and 4:28 then maybe we can add some text just to point 4:32 out that this is the most popular dress. 4:37 All right. 4:45 And then, we will move these off to the side, and 4:50 maybe even make them a little smaller. 4:54 There we go. 5:02 So now this one in the middle will stand out the most. 5:09 There are more elegant ways of approaching these persuasive patterns, 5:15 but this example is intentionally exaggerated to demonstrate these concepts. 5:20 That's just a small sample of persuasive patterns that can be used to 5:26 drive behavior in your websites and apps. 5:30 But I hope this overview sparked your creative thinking and 5:33 problem solving abilities. 5:37 As I mentioned previously, I strongly encourage you to explore the resources and 5:39 the notes associated with these videos to see more patterns and 5:43 examples of how they can be used. 5:47 That way, the next time you recognize a problem with a user experience, 5:49 you'll know to look for a design pattern first. 5:54