Print Email Facebook Twitter Designing Perceptual Persuasion Title Designing Perceptual Persuasion Author Middendorf, W.H. Contributor De Ridder, H. (mentor) Wijntjes, M. (mentor) Faculty Industrial Design Engineering Department Industrial Design Programme Master of Science Design for Interaction Date 2011-05-10 Abstract Websites have become important means for companies to create revenue. It is important for these websites that as many visitors as possible take the desired action that ultimately leads to the revenue for the website owners. The ratio of visitors who take this call-to-action relative to the number of total website visits is called the conversion-rate. Higher conversion-rates mean higher revenue and therefore websites pay a lot of attention to the optimization of conversion. There are many ways to design and optimize websites towards a high conversion-rate. Persuasive design is one of such ways. Persuasive design attempts to intentionally influence users towards a desired behavior. In this case that behavior is acting upon the desired call-to-action on the website. Persuasive design on websites can happen at different levels of which the perceptual level is one. At Fabrique, a design agency in The Netherlands with web design as a core business, is persuasive design on the perceptual level often overshadowed. Both interaction and visual designers do apply some perceptual persuasion techniques already, but this merely happens intuitively and at an unconscious level. It is hypothesized that a design tool enabling designers at Fabrique to apply perceptual persuasion principles more systematically and deliberately would increase the conversion-rate of the websites made by Fabrique. This tool should provide designers with an overview of possible perceptual persuasion principles and has to be usable, accessible, applicable, recognizable, and understandable for the designers. Three resources were consulted to construct the content of the design tool. The first resource was an extensive literature study. This followed by a designers assignment focused on retrieving the latent and tacit knowledge of designers at Fabrique regarding perceptual persuasion principles. The content construction finished with a website study in which best practices of the web were analyzed. This construction phase resulted into a list of perceptual persuasion principles. A user-centered iterative design process of prototyping and testing followed to find both the optimal content and physical form of the design tool. A total of 14 significant iterations took place of which 5 iterations were mainly determinative for the form. The first iteration resulted in a poster, but was not very suitable to test with. A second iteration led to separate cards for each principle. These cards were very useful to test the content of the design tool, as principles could be added, deleted and grouped easily. Therefore during the third and fourth iteration the physical form of the design tool was kept the same, but the content system within the design tool changed. Multiple tests with designers showed that the principles in the tool were used in two ways: for inspiration and as arguments for discussion. To support the functionality of principles being used as arguments, the tool had to enable easy searching, which led to the formation of two different group systems. The first grouping system was focused on the search functionality, enabling designers to find principles based on the kind of web element the principle included. These 11 groups were called the Categories. The second grouping system focused on the underlaying perceptual persuasion foundation of the principles and therefore called Fundaments. There were seven Fundaments in total. Each principle was divided into both kinds of groups. The final iteration resulted into a swatch like design tool called inSights that perfectly supported the search functionality and the two group systems. All principles were visualized and structured similar. A first evaluative study was performed to prove the working of the tool. Two groups of two designers were asked to make a redesign of a web page. Only one group could use the design tool. These two redesign and the original page were evaluated by 30 participants in a user study. The participants were shortly exposed to the web page after which they were asked to fill in a questionnaire. This questionnaire evaluated the attitude towards the page, and willingness and ability to click. A second task was to rank the redesigns and original page based on their persuasiveness. Analysis of the results showed that significantly more participants ranked the redesign made with the design tool first. This result was supported by the questionnaire, which also showed that participants found the redesign based on the design tool more eyecatching and enjoyable. A second study was performed to investigate any possible hierarchy between principles of different Fundaments regarding their persuasiveness, because this could be very useful information to include in the design tool. A similar method as in the first study was used. Four designers of Fabrique designed multiple variations of a web page, in which each variation was based on principles of only one Fundament. These different variations were evaluated in the same way and by the same participants as in the first study. Analysis of the results showed that both the ranking and the outcome of the questionnaire did not indicate any significant hierarchy between Fundaments. Therefore could be concluded that all Fundaments have a similar level of effectiveness and that there is no need to include any extra information in the design tool. Subject web designvisual perceptionpersuasiondesign tool To reference this document use: http://resolver.tudelft.nl/uuid:060754e2-fef4-4f07-bf4c-f64b8cefce07 Embargo date 2012-05-10 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2011 Middendorf, W.H.