Every day we make thousands of small decisions, be it which cereal to buy or which pension scheme to invest in. We like to think that these decisions are conscious and rational. However the latest advances in cognitive psychology, behavioural economics and neuroscience show that this is often not the case. We rely heavily on shortcuts and “cognitive biases” which make us highly susceptible to influence. By using the concept of “choice architecture”, smart designers can reduce cognitive load and nudge people in a direction of their choosing. A direction that is beneficial to both their users and their clients.
In this session Andy will look at some of the most common “cognitive biases” and how concepts of trust, reciprocity, social proof and liking are used by sales people and marketers around the world to persuade people to do their bidding. Using examples ranging from architecture to menu design, Andy will show how these time honoured techniques can be employed on the web. The result is not only a site that looks good and is free of usability errors; it’s a site that’s designed around the way we think and optimised for the maximum return on investment
So if you’re a designer looking to hone their skills or a business owner wanting to increase registrations and site loyalty, this session will teach you everything you need to know to become a master in online persuasion.
Andy Budd is an interaction designer and web standards developer from Brighton, England. As the user experience lead at Clearleft (clearleft.com), Andy spends his time helping clients improve their customers online experience.
Andy is a regular speaker at international design events such as SXSW, An Event Apart and Web Design World. He also runs the popular dConstruct conference, which takes place in Brighton every year (dconstruct.org). Andy has helped judge several international design awards and currently sits on the advisory board for .Net magazine. Andy wrote the best selling book, CSS Mastery (cssmastery.com) and blogs at andybudd.com.
Never happier than when he’s diving some remote tropical atoll, Andy is a qualified PADI dive instructor and retired shark wrangler.
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