Persuasive Design, Designing for Behavioural Change: Dr Nick Fine (Greater London Authority)


Get a fantastic run through of Persuasive Design techniques with the amazing Dr Nick Fine

 

“Persuasive Design: Designing for Behavioural Change”

Dr. Nick Fine, Lead User Researcher at Greater London Authority

Whether you are a user researcher, UX designer, service designer, digital marketer or product manager, influencing behaviour is the important, some say critical, method in our research and design lives. Persuasive design is prevalent throughout eCommerce, digital marketing and public health, and is also commonly found in human resources and organisational management functions. However, there is a lot of misinformation relating to persuasive design and even more poor executions of the principles. Overuse, or misuse, usually has the opposite effect on the intention, so understanding when and how to apply persuasive design is critically important to success.

In this talk, you will learn the various principles behind the science of persuasion and more importantly, case studies and examples of how to apply them in your daily project work. This is not a case of “if you build it they will come” – and this is not a playbook of fire and forget methods. This is an entire toolbox of persuasive techniques and methods that you can adapt to the needs of your projects and the various users/personas who will be using them. By applying these principles appropriately and executing them well, you will be able to gently influence your users and change their buying behaviours and attitudes, resulting in increased conversion, reduced churn and many other desirable KPIs being met

Nick was speaking at 2019’s Behaviour & Design Conference.
 


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