Designing with Persuasion Is good design always persuasive? Push persuasion Take my product (advice) Buy my product Solicitation Messages & Warnings Pull persuasion Look at the product Understand the product Navigation & Search

Computers as Persuasive Tech

IA & Persuasion Not all persuasion is bad - Reminders to take your medicine - Easy access to calendars - Shopping comparison Technology is pervasive, it’s positive influences can be too - YourSelf Fitness YourSelf Fitness - Training & simulation Bad influences - Netflix Netflix - Banner ads that look like system information - Systems that don’t truly help Systems that don’t truly help Mobile devices will use this increasingly

Impact of good designs? Looking good is being good People make snap judgments based on appearances Good design makes a Web site appear more credible - Trustworthy - Professional (expertise) - Accurate - (Timely) Believable - (truth?)

The balance of the impacts? Good impacts - Real-world feel - responsive to requests - Ease of Use - archives, speed, interface - Trustworthiness - links to & from, content policy - Tailoring - confirmation, selected items Bad impacts - Commercial implications - too much advertising - Amateurism - broken links, interface, updates, internationalization

Design ideas Show physical address and contacts Photos of people from the organization Feature credibility (brands, associations) Good information architecture Links to alternate or associated sites Customized elements for different users Use advertisements wisely Error free functionality and content Stanford Web Credibility Research

Persuasive design for our project What can be done to convey credibility? How can access to information be made simpler? Is the archive of content accessible? What policies are in place? Would seeing actual people lend credibility or increase context? How can the Web site drive people to contact someone to increase credibility?