Evil by Design: Persuasion in UX

Course details

Design is communication. But a thoughtfully designed UI can do more than communicate options. It can also persuade users, nudging them down whatever path the designer had in mind. This persuasive power can be used for both good and nefarious purposes. In this course, based on his book Evil by Design, Chris Nodder discusses the ethical ramifications of persuasion in user experience design. Chris delves into the science of human behavior, the history of persuasive design, and how design can appeal to emotions. He explains different types of persuasive design and explores the limits of acceptable persuasion. Chris goes over several methods for influencing behavior patterns and shows you how to harness illogical reactions, create credibility, gain user commitment, and much more. Plus, Chris digs into how dark patterns differ from persuasive design and how to use persuasive design responsibly.

Concepts

0. Introduction

01 - Using persuasion in UX responsibly

1. The Ethics of Persuasive Design

02 - The ethics of persuasion
03 - The science of behavior
04 - The history of persuasive design
05 - Appealing to people's emotions
06 - The challenge of persuasive design
07 - The different types of persuasive design
08 - What is acceptable persuasion
09 - How far should you take your persuasive design

2. The Power of Self-Image

10 - What about self-image
11 - Aspiration and self-esteem
12 - Envy and status differences
13 - Cognitive dissonance
14 - The Dunning-Kruger effect
15 - Using self-image

3. Influencing Behavior Patterns

16 - Influencing behavior
17 - The need for closure
18 - Desire lines
19 - Commitment
20 - Reinforcement
21 - Breakage
22 - Using influence

4. Harnessing Illogical Reactions

23 - Harnessing illogical reactions for impact
24 - Scarcity
25 - Loss aversion
26 - Time constraints and compliance
27 - Creating anchors
28 - Breaking coherence
29 - Negative options
30 - Metaphysical arguments and appeals to emotion
31 - Using illogical reactions

5. Creating Credibility

32 - Creating credibility in UX
33 - Social proof
34 - Reciprocation
35 - Authority
36 - Smart defaults
37 - Using credibility

6. Gaining Commitment

38 - Gaining commitment from users
39 - Foot in the door
40 - Door in the face
41 - Frame your message as a question
42 - Hard decisions after investment
43 - Using commitment

7. Using Identity

44 - Identity design
45 - Create an in-group
46 - Let users advertise their status
47 - Let people feel important
48 - Use anonymity to encourage repressed behavior
49 - Using identity

8. Creating Value

50 - Creating value
51 - The power of free
52 - Make it expensive
53 - Show intangible value
54 - Skill, not luck
55 - Using value

9. Deserving Rewards

56 - Deserving rewards
57 - Hide the math
58 - Small vs. large rewards
59 - Make customers work for it
60 - Show the problems
61 - The value of rewards

10. Persuasion in Your Designs

62 - Using persuasion in your designs
63 - Evil by design
64 - Dark patterns
65 - Positive persuasion
66 - Testing effectiveness
67 - Your responsibility