PET Design Flashcards
(183 cards)
1
Q
An objective way of comparing how users behave using two or more designs of a website and provides the most definitive validation method for PET design. Different users are assigned randomly to different versions of the site, allowing usage statistics to be collected and compared. In particular, data on bounced, bolted, and bailed visits and if users are engaged, persuaded, and converted.
A
AB Testing
2
Q
A cognitive bias in which people assign too much weight to the first piece of information (the anchor) they receive. For example, the initial price of a used car will set the standard for the rest of the negotiations, so that prices lower than the initial price seem more reasonable even if they are still higher than the car’s worth.
A
Anchoring Principle
3
Q
A trust factor that shows diligence and demonstrates the established, enduring nature of your organization.
A
Archives
4
Q
A PET technique for gaining trust. Tell the user something that is good for the user but clearly against interests of the site owner. For example, an insurance company that admits to not having the cheapest policy.
A
Argue Against Self Interest
5
Q
If an organization or individual has achieved a widely-recognized and/or credible recognition for a job well done, it should proximately publish this fact because they are a trust factor.
A
Awards
6
Q
One of the three levels in Donald Norman’s theory of Emotional Design. At this level, designs are judged by the extent that they support human tasks and behaviors as intended. Therefore, it is the primary focus for usability design.
A
Behavioral Level of Design
7
Q
Aspects of the world a user believes to be true, whether they are or not. PET interviews seek to discover beliefs (along with feelings) as evidence for the drives and blocks that underpin design work.
A
Beliefs
8
Q
Testing to assess the emotional/persuasive impact of a brand and/or determine how well a design supports the intended characteristics of a brand.
A
Brand Testing
9
Q
If a business, organization, or individual has gained an official recognition of being skilled in a certain area, it should prominently publish this fact because it increases trust of the site. Examples include professional and academic qualifications, trade, software, ISO, and safety.
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Certification
10
Q
A trust factor that shows intellectual integrity and diligence. It promotes the impression that your site or company is an authority.
A
Citations
11
Q
A PET technique in changing impression. Refers to the discomfort caused by holding two or more conflicting (dissonant) beliefs at the same time. People seek to reduce this discomfort by changing one of the beliefs. For example, if someone feels they paid too much for a car, they will change their attitude about the car to see it as more valuable and worth the price they paid.
A
Cognitive Dissonance
12
Q
A device used by behaviorists in the first half of the 20th century to investigate drives. We used this in PET as an informal analogy for illustrating how persuasion tools work. For example, if a rat has to cross an electrified grid that delivers a painful shock to get to the cheese. The more painful the shock, the less likely the rodent will cross.
A
Columbia Obstruction Device
13
Q
A PET technique in changing impression. People like to be consistent, so once a person has expressed an opinion or acted in a particular way, he will feel compelled to act in a way that is consistent with their expressed position. In PET, if you can design for ways of getting people to commit in a small way, they are more likely to take a bigger step in the future toward a desired direction. Also referred to as foot in the door.
A
Commitment
14
Q
Images of ordinary people are a trust factor. Well-selected images of ordinary people will increase the level of trust in less credible sties, but may decrease the trust level in highly credible sites. This is because users may expect credible organizations to use famous people. Ill-considered stock photos will reduce trust by making people feel manipulated.
A
Common People
15
Q
Once you get a person to do one small thing, it’s easier to get them to the next, then the next, and then the next. It’s a particular way of making use of commitment.
A
Compliance Laddering
16
Q
Computers can play the full set of interpersonal roles that a person can play. They can be encouraging or helpful. People will react to the computer as if it were a person (even feeling obligated to the computer).
A
Computer as a Social Actor
17
Q
A PET technique in changing impression. By pairing your product with a specific stimulus, the product will becoming emotionally associated with the characteristics of the stimulus.
A
Conditioning and Association
18
Q
The falsification of a memory in which people fill gaps in recall with fabrications that they believe to be facts. For example, someone gives a rational explanation for irrational behavior that has an unconscious emotional cause.
A
Confabulation
19
Q
People maintain a sense of themselves and attempt to act to maintain that self image. It’s common to have multiple roles with a somewhat different self image. People attempt to act consistently across those roles when possible. For example, someone who is honest with a friend is likely to be honest in the workplace.
A
Consistent Self Image
20
Q
Preparation of the textual material, images, and interactions to support PET Persuasion Strategy. In PET, attention to detailed design of the wording, imagery, and layout is vital to ensuring persuasiveness and avoiding unintended side effects.
A
Content Design
21
Q
A PET technique in changing impression. All things are evaluated by comparison to a reference. By manipulation the reference, you can change the way something is seen. For example, the same amount of food will look larger if it’s on a smaller plate.
A
Contrast Principle
22
Q
Credibility is a prerequisite for trust and includes domain name, design quality, and physical address will encourage the belief that your website can be trusted.
A
Credible Organizations
23
Q
A framing technique in which the criteria for comparing competing products are set selectively. This allows you to demonstrate your product meets all or most of the comparison criteria, whereas the competition does not. (Comparison Chart)
A
Criteria for Good
24
Q
The action of selling an additional product or service to an existing customer. For example, you can offer another item either similarly priced or less expensive that can be added to the total purchase. The PET Sort technical identifies where in the user journey users are most likely to be persuaded (the seducible moment) and what additional items might then be purchased.
A
Cross Sell
25
The complete set of all experiences a customer has with a supplier of goods or services over the duration of their relationship with that supplier. The user experience of a customer during the process of considering and potentially purchasing an item is a component of their overall experience.
Customer Experience
26
A trust factor and one of the most significant ways to assess both the site and the organization. Users specifically search the web to find and review other users' comments. Making provision on your site for these comments and ensuring you a providing a positive customer experience will increase trust.
Customer Service Comments
27
A PET technique in changing impression linked to the Contrast Principle. People want comparison before buying things, so you persuade them to select a short number of easily compared choices and then introduce another choice that is less equivalent or inferior. For example, you are more likely to get people to purchase a front loader washing machine if you give them two front loader choices (easily compared) and a 3rd choice of a top loader (less easy to compare). It's easy to compare them, recognize the contrast in quality, and conclude the better quality item is the best value.
Decoy Strategy
28
A colloquial term we use for the Paradox of Choice
Decidophobia
29
A trust factor by which if design quality is high, people are more likely to trust your site.
Design Quality
30
A common cause of inaction by which people in a group check to see if others are acting before personally taking action. Since everyone is checking or waiting, no one is acting. The chance of someone acting becomes much smaller than if there is only one person present or responsible. Persuasive design seeks to avoid this by addressing the user in the first person (i.e., YOU must act now.)
Diffusion of Responsibility or Pluralistic Ignorance
31
A persuasive navigational technique that persuades people by having them discover goods or services they may not have thought of. For example, Ikea organizes their stores to force shoppers to walk through every department. the PET Scan technique supports this by identifying cross-sell and up-sell possibilities along the user journey and when the Seducible Moment might occur in each case.
Discovery Optimization
32
A PET technique in changing impression. A cognitive bias where people place greater value on what they already have vs. what they might acquire in the future. For example, in PET Design, you can offer a trial period, and once people are used to having the product, they might be reluctant to lose it. They'll be even more likely to purchase the product if the payment is seen as smaller than the loss of the product.
Divestiture Aversion (Fear of Loss)
33
A trust factor of a site name that is easily spelled, memorable, meaningful, and easy to pronounce. Also, .gov, .com, and .org are more trustworthy.
Domain Name
34
Core needs that motivate the user toward persuasion objective and should be reinforced in the design.
Drives
35
The enjoyment that comes from a simple activity that is amusing and requires little skill.
Easy Fun
36
One's ability to complete tasks and achieve goals. Self-efficacy is a person's belief in their ability to succeed in a particular situation. People are intrinsically motivated by this, so we should design systems and tasks that promote this feeling of success.
Efficacy
37
A mental and physiological state associated with a wide variety of feelings, thoughts, and behaviors. It's a prime determinant of the sense of subjective well being.
Emotion
38
A state of heightened physiological activity often due to external stimuli associated with sex, food, or danger. Humans lower brain structures involved in the limbic system (the lizard brain) are central to reacting to these kinds of stimuli. In PET, we use arousing images to increase interest and engagement in the websites we design.
Emotion Arousal
39
The intentional and systematic creation of stimuli, objects, and interactions in order to create specific emotional effects. Viscerally or reflectively appealing images could be used in associations with a product or telling people the dangers associated with their behavior.
Emotional Design
40
A person's verbal description of their internal emotional experience. In PET, we are interested in emotional reports that we elicit from users during PET interviews.
Emotional Report
41
Involvement in a user in interaction with an interface or other activity that will result in increased investment in the target product or service.
Engagement
42
The assessment process people adopt in determining if a website can be trusted:
- Rapid screening: Immediate rejection of websites that make a poor visual impression, show poor design quality, are boring, or include pop-up ads.
- Evaluation for Content: Longer-term acceptance of websites that provide an in-depth, expert, relevant, unbiased, and personalized information, using a clear language to describe a variety of topics.
Evaluating for Trust
43
The application of design processes with the goal of creating an appropriate experience for the person interacting with the product. this process begins with understanding the needs and wants of the user. Analysis focuses on cognitive, emotional, and motor aspects of the interaction and is completed when the quality of experience is measured with the developed product.
Experience Design
44
Promote trust by ensuring there's plenty of good, up to date content throughout your site. Lack of content gives the impression that the site is unfinished, or little interest to your company, or you couldn't think of anything else worthwhile to include.
Extensive, Current Content
45
A persuasion tool that affects the experience we have after making the decision. If before a decision is made, we set a particular expectation, then the actual experience will tend to align with that expectation. For example, if you expect a cup of coffee to be very high-quality, then you'll experience that coffee as being a much higher quality.
Expectation
46
A persuasive technique for changing behavior in which a reward is given after the completion of a desired behavior. For example, buy one, get one free. In PET design, we recognize the extrinsic reward can be a powerful persuasive motivator. Its use is limited by the fact that people won't be persuaded if they see a better reward elsewhere and if it destroys people's more enduring intrinsic motivation that good design should be seeking.
Extrinsic Reward
47
Monitoring the visual scan and fixations of users. This is often represented as a heat map that shows areas looked at the most frequently or the longest. (Warmer colors such as red and yellow are areas getting the most visual attention.)
Eye Tracking
48
A trust tool in which pictures of famous people create better trust because it shows that successful people trust the brand and/or the company is well established and can afford to pay for a celebrity endorsement.
Famous People
49
A persuasion tool of telling people factual information to increase trust. This is a logical kind of persuasion, so they are surprisingly ineffective for persuasion.
Facts
50
A PET tool that provides feedback on the benefits of changing a behavior. Examples might include designs that demonstrate the health and financial benefits of quitting smoking (e.g., life expectancy increase over time and money saved so far). Motivating people to lose weight might be helped in this way. Data visualization techniques make feedback more engaging and thus more motivating.
Feedback
51
A PET technique in changing impression. We present information about a desired behavior in such a way that users will feel good both about the way they are and how they'll feel if they follow the desired behavior. An example is persuading users to file for bankruptcy protection, telling them that there are external reasons to go bankrupt. "It's not your fault and seeking protection is the responsible thing to do." It should not be confused with making people feel good through extrinsic rewards.
Feel Good Principle
52
Satisfaction, triumph, and joy from succeeding in a difficult task. Closely linked to hard fun.
Fiero
53
A flow is described as the mental state of being fully immersed with energized focus and ecstasy while performing an activity. Flow is associated with a loss of self-awareness and focus on the activity itself. In PET, we can promote flow by designing challenging but achievable tasks. We should avoid designing tasks that are either too easy (boring) or hard (frustrating) and design so users can move to the next level of difficulty as their skills develop. This will maximize intrinsic motivation and engagement.
Flow Theory
54
Often used with priming, this is a PET technique where we change impression by applying a lens to the way realty is conveyed, so we can control the impression a product or service gives. Typically, we do this by putting the product or service into a specific context that will ensure it's perceived positively by our targeted customers. An example could be showing professional people to a CEO who wants to be taken seriously at her job.
Framing
55
A trust factor that indicates expertise, diligence, and sensitivity to the needs of the user.
FAQs
56
The introduction of game-like interactions to a design to increase arousal to make the site more fun, engaging, intrinsically motivating, and more persuasive.
Gamification
57
A technique promoting intrinsic motivation. Information is provided to users to set clear goals, shows their progress/performance in meeting those goals, and provides encouragement along the way. There are obvious examples in computer games where you can see your score compared to an opponents.
Goal Setting and Knowledge of Results
58
The path you design to guide customers along the user journey. This is important for Discovery Optimization is a key part of persuasive strategy used by Ikea for example. Analogously, it's also used in persuasive website design to ensure that users are exposed with goods, services, and features you'd like to tempt them with.
Guided Path
59
Fun resulting from challenging situations.
Hard Fun
60
A PET technique in changing impression. To simplify a complex world, people will tend to judge goods and services offered at a higher price as superior to cheaper ones. In PET, setting a high price may unintentionally persuade people to buy goods, especially if they have no reference as to the real value of what's being offered.
High Prices Equal Good
61
A cognitive bias in which people value things they can get NOW more than things of greater value they might get in the future. This is because at a deep emotional level, driven by the limbic system, we seek immediate gain to give us instant gratification. In contrast, rational evaluation of longer-term gains involves the frontal cortex. In battles between emotional tendencies and rationality, emotions usually win.
Hyperbolic Discounting
62
Motivation that comes from the pleasure of engaging in an activity such as completing a task or achieving a goal. It contrasts with extrinsic motivation, which is in response to the expectation of a reward.
Intrinsic Motivation
63
A trust factor that shows diligence and when linking to external authoritative sites, gives authority to your site by association. Including links can also be related to arguing against self interest because you're admitting you do not have all the answers yourself and still want to be helpful even if that means sending users to other sites.
Links
64
Colloquial term to describe the lower brain structures (limbic system) humans have in common with less complex brains of animals such as lizards. Responsible for innate emotional responses to external stimuli.
Lizard Brain
65
A theory of motivation that needs are illustrated as layers in a pyramid. Needs at lower levels must be met before the higher levels. A mobile phone could apply to safety and social needs.
Maslow's Hierarchy of Needs
66
A trust factor where people use their existing knowledge to assess if a website is trustworthy. So present some generally recognized facts that are commonly known by users as a foundation for building trust with more specialized information.
Match Existing Design Knowledge
67
A PET technique used in pressure compliance. Once you have a customer saying yes, they tend to continue. This is particularly true in online wizards.
Momentum of Yes
68
A theoretical model of the way the human brain responds emotional to the designs we produce. Norman describes three levels: visceral, behavioral, and reflective.
Norman's Model of Emotional Design
69
A PET technique in pressure compliance. People feel pressured into complying with the will of authority figures. In PET design, you can use images, statements, and other content to convey authority figures, such as doctors, nurses, policeman, celerity chefs etc. to reinforce persuasive messages.
Obedience to Authority
70
A PET emotional design aim for achieving intrinsic motivation. The right degree of task difficulty to move the user toward a level of arousal that will motivate them intrinsically. Too basic is boring; too challenging is frustrating.
Optimal Level of Challenge
71
A PET emotional design aim for achieving intrinsic motivation. It requires unexpected information or facts to be represented to users that are seen as believable or potentially beneficially and yet unusual or uncomfortable. Neither too ordinary or too unbelievable.
Optimal Level of Dissonance
72
A PET emotional design aim for achieving intrinsic motivation. It requires an amount of stimulus complexity and amplitude that moves the user forward the right level of arousal to optimize a particular task or desired behavior. Repetitive and dull tasks can be optimized by playing rock music, whereas rock music might be too distracting for demanding tasks such as air traffic control.
Optimal Level of Stimulation
73
A PET technique in changing impression. This involves people's tendency to simplify a complex world by grouping things together more than what's accurate. The cheese is French so it must be good. Getting people to classify a product as one of a well-respected class of products, you will improve the impression of the one you're promoting.
Over-categorization and Correlation
74
A PET technique in changing impression. It's a common cognitive bias for people to overestimate big, unlikely events such as winning the lottery or dying in an air crash. This can be used to persuade people to gamble on the lottery or buy trip insurance.
Overestimation of Big, Unlikely Events
75
Limiting choice is a PET technique in changing impression. Paradoxically, people think they want many choices but can be overwhelmed by the complexities of too many choices. So people are more likely to make a purchase or a decision if you limit their choice to a small number no more than 3 or 4.
Paradox of Choice (Decidophobia)
76
Persuasion by incentive. This includes both rewards (sign up with us and get a free toaster) and discounts (40% off). Although it can be persuasive it can have severe downsides, such as undermining the value of the product, the intrinsic reward, and loyalty. It also puts your company in a race to the bottom, which tends to kill your margins. Pay is not recommended as a persuasion strategy.
Pay
77
A factor in both trusts and persuasion. In trust, users expect to see customer ratings and reviews against the goods or services offered by sale by reputable e-commerce sites. Ratings and review comments support both social proof and social learning.
Peer Advice
78
Fun resulting from social interaction. In games, this is typically created by cooperation or competition. But there other possible emotions and experiences, such as jealousy, love, admiration, compassion, etc.
People Fun
79
A description of an imaginary person that represents the characteristics of a specific user group to bring it to life. Each user group will typically be one that exhibits similar behavioral patterns in purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, etc. PET personas place a special emphasis on motivations, emotions, attitudes, and lifestyle choices.
Persona
80
The process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic means.
Persuasion
81
Designing to increase the likelihood that we'll persuade people to act the way we want them to. The PET Structure is HFI's method for Persuasion Design. The outcome is focused on increased conversion (will do) rather than increased ease of use (can do).
Persuasion Design
82
HFI's systematic method of expert analysis of an interface to evaluate to improve the design for persuasion, emotion, or trust.
PET Analysis or PET Review
83
A one-on-one interview with a potential user to elicit and examine feelings and beliefs about a certain topic. The interview delves much deeper into the user's emotional space than a standard usability interview. Analysis of the user's feelings and beliefs allows us to derive drives and blocks, which guide the PET strategy.
PET Interview
84
A behavior or action you would like users to take as a persuasion goal for your design. The primary PET objective is the ultimate goal, such as Buy Now with one click. Precursor PET objectives are secondary goals that if achieved, support the primary PET objective. A framework of primary and precursor PET objectives is used to build PET scenarios.
PET Objective
85
A persona that places special emphasis on user motivations, emotions, attitudes, and lifestyle choices.
PET Persona
86
HFI's systematic method of expert analysis of an interface to evaluate and improve the design for persuasion, emotion, and trust. In a similar way the use of heuristics in usability expert reviews, PET reviews make use of PET design heuristics. Results are entered in a PET scorecard.
PET Review or PET Analysis
87
The PET equivalent of a user test, the PET Scan requires one-on-one PET interviews with participants to evaluate the persuasiveness of an existing interactive design. Participants are shown pre-recorded interactions and are interviewed about their feelings and beliefs around persuasive design aspects that are of interest. PET Scan data supports evaluation against the PET Strategy, especially in designing around drives and blocks to achieve PET Objectives.
PET Scan (Interviews of people watching pre-recorded interactions)
88
A story about a persona visiting a website or using a system with a certain motivation and a specific goal in mind. In PET, scenarios are constructed around a sequence of tasks involved in achieving PET objectives. For instance, online purchase of toothpaste might involve the persona landing on the website, finding toothpastes, selecting one, adding it to the cart, and then make the decision to purchase. Alongside personas, scenarios help designers, developers, and marketing staff think about a design from the user's perspective.
PET Scenario
89
The way PET user groups are segmented for the purposes of defining personas. Each group will comprise users having similar motivations, emotions, attitudes, and lifestyle choices rather than being defined on more conventional demographic lines as sometimes used by marketing people.
PET Segmentation
90
The strategic approach taken to the design of a persuasive system. A PET strategy (persuasion strategy) needs to be in place prior to the design of specific persuasion elements to ensure the overall approach to persuasion design makes sense.
PET Strategy
91
The process of designing or redesigning an interface that is persuasive as well as usable. The process builds on results of PET interviews and related research and includes development of the PET Strategy and the application of PET tools to create a coherent PET design. After the PET structure has been completed, the next step is the PET Scan to evaluate how well the drives and blocks identified through PET interviews have been dealt with in the design.
PET Structure
92
A table for presenting the results of a PET review.
PET Scorecard
93
Specific tasks for creating trust and persuasive content. Many are based on known human biases and shortcuts. See the PET Job Aid handout for the list of PET tools.
PET Tools
94
Technique for verifying the outcome of PET work. For example, an AB test will help find the impact on a new interface on bounce, bail, and conversion rates. Other less reliable methods include user feedback and comments, customer surveys, and data from the help desk.
PET Validation
95
A physical address (as opposed to a PO Box or no address) is a trust factor because it indicates you are an established and legitimate organization.
Physical Address
96
A PET technique in changing impression. In medicine, you can achieve health improvements if patients think they are getting the drug even though they aren't. There's evidence that the more expensive patients think the drug is, the greater the placebo effect. We see this in High Price Equals Good, especially after it's already been purchased. It was expensive, so it must have been good.
Placebo Effect
97
Another term for Diffusion of Responsibility
Pluralistic Ignorance
98
Policies that show you trust your customers such as allowing free returns if the item doesn't fit. Be careful not to make your policies too customer-centric that they undermine your business model.
Policies of Trust
99
Another term for Reason for Request
Power of Because
100
A PET technique in changing impression. Presenting goods or services in a way that raises the expectation. A well presented meal will be more tempting than food thrown on the plate but will also taste better. So if we give the expectation goods or services will be good, they are more likely to be experienced as good.
Power of Expectation
101
A PET technique in changing impression. We are more likely to be persuaded by people we like. So in PET design, choose images, testimonials, and other content that relates to people who are respected by or resemble the audiences you are trying to persuade.
Power of People We Like
102
The word free is very persuasive because people feel they can try something without any risk. Studies show free is significantly more compelling than 1 cent. This tool is much stronger if you just offer something free, not for a reward for doing something else. When it's a free reward, it's really a pay strategy. If you want something in return, consider a reciprocity strategy instead.
Power of Free
103
A PET objective that supports the primary PET objective.
Precursor PET Objective
104
A PET technique used in pressure compliance. We are more likely to comply if pressure is applied by people we like. In PET, getting friends to recommend some desired behavior, such as signing up to an online service is a persuasive way of getting users to comply.
Pressure by People We Like
105
The behavior or action you would like users to take as the ultimate persuasion goal for your design.
Primary PET Objective
106
A PET technique in changing impression. In priming, a customer is repeatedly exposed to a stimulus typically through advertising, which is often a logo or image of a product presented in a positive way.
Priming
107
A technique used during in-depth interviews to explore the interviewee's emotions about the topic we're researching. The probing questions gently nudge the interviewees to disclose their feelings and beliefs. For example, how do you feel about shopping online?
Probing
108
Data on the demographics and characteristics of a distinct group of users.
Profile Data
109
A PET technique used in pressure compliance. People tend to rebel against authority, so if you tell someone to do or not do something, you increase their desire to do the opposite. For example, if you suggest something is for 18 year olds but the real aim is to excite the interest of 16 year olds.
Psychological Reactance
110
A PET technique in changing impression. Giving a written or verbal statement in a public way will cause people to behave in a way that's consistent with that statement. If someone writes an essay on how good Dove soap is, they're more likely to buy Dove in the future.
Public Commitment
111
Has a negative impact on trust and should be avoided because people will react against it.
Pushy Sales Language (Avoidance)
112
A PET technique in changing impression. Giving a reason or using the word because will tend to get people to comply to small requests, even if the reason is not compelling. The bigger the request, the more compelling the reason needed to get people to comply.
Reason for Request
113
1 of 3 levels in Donald Norman's theory for Emotional Design. The reflective level refers to the way a design influences people through their capacity for conscious, reflective thinking. This requires us to design to appeal to the target audience's self image. Typically the reflective level evokes associations with the brand, which have been previously learned. In contrast, the visceral and behavioral levels are more inherent in the product itself.
Reflective Level of Design
114
A PET tool used in common persuasion. If you repeat the facts often you can drive them home persuasively.
Repetition (in persuasion)
115
A person who serves as an example whose behavior is emulated by others. People will follow a role model's example and will become committed as a result.
Role Model
116
A PET technique used to pressure compliance. Built on a social rule where people given a fit feel compelled to give something back. An example is a vendor who gives you a small gift.
Rule of Reciprocation
117
A PET technique in changing impression. Something that is seen in low-supply will be more desired. Scarcity also implies social proof. A cookie from a plate with only three cookies will be rated higher than one from a full plate.
Scarcity
118
Opportune moments for cross sell and up sell. These are times in the customer journey when customers are most likely to be persuaded by an offer. Such as displaying candy in a checkout line or offering protection at checkout.
Seducible Moment
119
Fun that is intellectually stimulating but not too challenging. Learning experiences such as doing research on Wikipedia is considered serious fun. Serious fun can be introduced into games that also support learning or the gamification of educational websites.
Serious Fun
120
The unintended consequences of PET design decisions. Examples are the poor selection of images that are persuasive for some groups or repel/undermine trust in others.
Side Effects in PET Design
121
A PET tool used in common persuasion. Computers provide great opportunities for simulating the effects of a behavior in such as way as to persuade people to change. Examples might be simulating in a computer game the effects of alcohol on driving performance.
Simulation (in persuasion)
122
Excessively flattering language that people do not trust.
Swarmy Tone
123
A PET technique in changing impression. Social learning refers to learning by observing or imitating what others do, especially those who are similar, liked, or respected. In PET, we can communicate to the user that other people are behaving in a desired way to persuade them to behave in the same way. In websites, we can provide personal stories, testimonials, reviews, and images of desired behaviors.
Social Learning
124
A PET technique in changing impression. It is based on a phenomenon where people conform to what others are doing in an attempt to reflect correct behavior for a given situation. In PET, we use social proof by showing large numbers of people are behaving in the same way. We might show the number of people who have recommended a product, liked something, currently involved in an online poker game, etc. The message is they're all doing it, so should you.
Social Proof
125
Friends and others provide social support by listening and providing feedback, examples, or sharing experiences. Provide comments sections, activities in physical locations, such as business-sponsored games that attract like-minded customers.
Social Support
126
Emphasizes the focus of PET design on business success over basic usability. SCD means positive business outcomes that require an emphasis on persuasion (will do) instead of can do.
Success-centered Design
127
Another name for Social Proof
Social Validation
128
Maslow's Hierarchy of Needs. Deep needs originate at a less conscious, emotional level making them a more difficult to explain rationally. A shampoo could appeal to a specific need to keep one's hair clean and also on a deep social level to feel more attractive.
Specific vs. Deep Needs
129
Subtle content increases trust. It's better to embed powerful persuasion messages in a subtle context that people do not recognize as overly persuasive. This will not optimize the persuasive power of messages but will ensure trust is not undermined by language that's salesy, swarmy, or too good to be true.
Subtlety (Use of)
130
Two or more PET tools interacting so their combined persuasive effect is greater than the sum of their individual effects. Some work well together and others don't. For example, scarcity coupled with high price equals good promotes synergy.
Synergy (in PET design)
131
A trust tool that allows for persuasive tools to be used. In trust, users expect trustworthy organizations to be able to obtain and publish testimonials. I recommend this to you.
Testimonials
132
Making unbelievable claims or offers will undermine trust and will make people react against your website.
Too Good to Be True
133
Confidence in or reliance on a person, organization, or object.
Trust
134
A systematic analysis of a design to investigate the extent to which trust markers have been used to obtain the critical trust score for achieving the trust threshold.
Trust Analysis
135
A table for presenting the results of Trust Analysis.
Trust Score Card
136
When trust has been successfully achieved in a design Once this threshold has been reached, people will generally trust the site, so applying further effort in designing for trust is typically not cost effective.
Trust Threshold
137
A PET tool used in common persuasion. Tunneling is a technique for presenting facts logically, step by step, to drive them home persuasively.
Tunneling
138
Goes beyond whether or not someone can use a website or system. It also looks at the user's emotional reaction and the persuasiveness of the experience. HFI's PET process deals with those aspects of the user experience that go beyond usability.
User Experience
139
The demographics and characteristics of a distinct group of users.
User Profile
140
One of three levels of Donald Norman's model of Emotional Design. This is the immediate response evoked by the look and feel of a design, usually felt in a psychical pit of your stomach, such as smooth shapes, saturated colors, and symmetry. Or it can be negative such as gross/squirmy things.
Visceral Level of Design
141
A topic that underlies a number of different drives, blocks, beliefs, and feelings and is central to a decision point.
Complex Core Issue
142
Compliance with an intended focus of influence. This is not necessarily a sale. It can also be any action such as voting, asking a doctor, or visiting a website.
Conversion
143
Percentage of the target population who comply with an attempt at influence.
Conversion Rate
144
Central plan for persuasion. This includes the selected theme, frame, meme, and the primary persuasion tool that is applied to stimulate conversion.
Core PET Strategy
145
Design for coordination between channels and optimization of synergy between channels.
Cross Channel Integration
146
Keeping customers coming back for more. Includes repetition of purchase and increase in size of purchase.
Customer Retention
147
Determination of how technology can be used to support the overall business objectives (mobile technology). also, the overall approach to convert and retain customers, and the approach to move customers into desired channels.
Digital Strategy
148
Fun that requires very little skill or attention and is relaxing.
Easy Fun
149
Term from ethnography that refers to a whole set of different types of people, scenarios, environments, and artifacts. A given ecosystem is defined by one or more things that it surrounds. So you can have an ecosystem of everything around a student.
Ecosystem
150
when users focus their attention on their interaction become absorbed and tend to continue with the activity.
Engagement
151
The experience that results from an optimal level of challenge and skill requirement. This is an intrinsically reinforcing state of absorption when time sense is lost.
Flow
152
A research method where a group of participants is facilitated in providing ideas or advice to designers. It's often incorrectly applied. It's best for generating long lists of ideas, most of them wrong.
Focus Group
153
Implied definition of what the conversation is about. Assumptively designates the definition of what is good.
Frame
154
Methods that refer to giving the users an idea or a picture about something.
Gestalt Methods
155
Learned stimulus-response pair.
Habit
156
Fun that uses a high level of challenge and skill and tends to create a sense of flow.
Hard Fun
157
The fact things happen immediately are given a higher value than things that will happen later. This is because immediate things are assessed by the limbic system while the future is assessed by the frontal lobes.
Hyperbolic Discounting
158
The experience of absorption in a virtual experience.
Immersion
159
The design of the interface itself as opposed to persuasion methods that are design added at the level of content.
Inherent Characteristics
160
This is a cultural unit (an idea, value, or pattern of behavior) that is passed from one person to another by non-genetic means (as by imitation). They are the cultural counterpart of genes.
Meme
161
Fun that's based on interpersonal interaction.
People Fun
162
Step-by-step and page-by-page review of the experience of a user moving through a scenario with commentary on the persuasion issues.
Persuasion Flow Commentary
163
Design to optimize conversion through attention to the user's process of persuasion, emotional experience, and sense of trust.
PET Design
164
The plan for the persuasion methods that will be applied as a user moves through a scenario.
PET Flow Strategy
165
In depth interview that probes into a decision point to understand the emotional schema around that decision. The results can be displayed in a PET Analysis Format.
PET Research
166
The emotional foundation for persuasion work. It will be a strong drive, strong block, pressure point, or a complex core issue.
PET Theme
167
Validation of the impact of the persuasion improvement. This is generally measured as an observed behavior or business result.
PET Validation
168
An emotional situation where there are conflicting drives and blocks. So there is a clash, and at the point of that clash, there is an opportunity for cash.
Pressure Point
169
Placing the less critical, less frequently used, and more advanced functions deeper in the navigational structure so they can be discovered over time as the user's expertise increases.
Progressive Disclosure
170
Providing content that changes the frame used to judge an event, object, or decision.
Re-framing
171
An event that occurs as a result of a user action that ether increases or decreases the likelihood of that action being repeated.
Reinforcement
172
A frame that is already a natural part of the user's work view, and preferably connects with strong underlying conditions.
Resonant Frame
173
A service, product, or stimulus that is the object of a drive or can weaken a block.
Resonant Offer
174
Navigational element that suggests the desired resource is within. Increasing the strength of scent at each level will tend to pull users through many steps of navigation.
Scent of Information
175
A mental idea, concept, or construct. Schemata (plural) respond to neurological structures.
Schema
176
Using words to convey information.
Semantic Methods
177
Fun obtained from activities that have serious consequences.
Serious Fun
178
Learning by observing others
Social Learning
179
Point in a scenario where the users tend to get disengaged or dissuaded and leave the intended persuasion flow.
Sticking Points
180
Anything that is shown to a participant to explore their feelings about that object. For example showing a home to a participant and then asking how they feel.
Stimulus (in PET research)
181
Any condition that can be experienced by a user. If a stimulus and response happen together, and they are followed by positive reinforcement, then a habit is formed. The user will tend to repeat the response when presented with the stimulus.
Stimulus Response
182
A method of gathering data about customers that does not reveal much about their real emotional schemata.
Survey
183
Adding persuasion methods without an overall coordination strategy. The results can be significant, but if additional methods aren't used, problems can occur with persuasion clutter.
Tactical PET Design
