Motiverende design - Jens Hofman Hansen

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Motiverende design Jens Hofman Hansen Vejleder: Kim Halskov Institut for Informations- og Medievidenskab Humanistisk Fakultet Aarhus Universitet Januar 2005 1. udgave, med engelsk resume Pdf-udgave og tilhørende materiale: http://webdezign.dk/studie/speciale Dette speciale overholder med sine 97,9 normalsider studieordningens normering på 60-100 normalsider. Det engelske resume overholder med sine 4,2 normalsider desuden normeringen på max 5 normalsider. II
Abstract What is persuasive design? Persuasive design (not to confuse with pervasive design) is an attempt to realize companies’ or organizations’ intent to make users act in a certain way or to change their attitudes towards something during their visit on a web site. The concept of persuasive design is to examine the users’ motives for doing certain things and constructing your web site in accordance to that knowledge. Persuasive design is a very broad concept that covers motivation from a micro level where you want to motivate users to operate a certain function on a website to a macro level where you want to change the users’ way of living or their basic attitudes towards something. Persuasive design is not to be understood as a miracle cure for your web site because the success of the implementation is always determined by the users – they will only be motivated to do something if they experience that their needs are actually satisfied. The better a web site uses the available effects to satisfy a user’s different needs, the better the chances to motivate him. In my thesis I give several examples of that. I also show how the concept of persuasive design can be used on a specific case in order to pay more attention to how well the different user needs are exposed in user tests and other methods in usercentered design. Furthermore, my model of persuasion strategies in web design can make it clar to the designer that there are several effects available with different abilities to satisfy the identified needs. Theory and method Persuasive design is a relatively new concept evolved since 1997 with the commercial development of the world wide web. I will emphasize the importance of B.J.Fogg and Andrew Chak, as they are main contributors in the field. A lot of the literature on persuasive design is based on traditional knowledge of usability and psychology. I have found it appropriate to elaborate with knowledge about the concept of relevance (Sperber & Wilson), aesthetics (Anthony Dunne and Pat Jordan) and language usage (Nick Usborne). My method has been to categorize the existing literature on persuasive design and reduce it to a system in order to develop my model of the concept. Taking the model as a point of departure I have examined how web sites use or omit different strategies of persuasion. This has in itself developed the understanding of the concept. In many cases I neither know about the users’ actual use of the website nor the intentions behind it and that results in my examples being illustrations of an idea rather than a claim that the specific web site actually persuades real users into doing something. This is also the reason why I include examples from projects that I have participated in as a designer: It means that I have systematically observed the users’ behaviour on the web sites and that I am certain of the purpose of them. ABSTRACT III
Page 1: Motiverende design Speciale i Infor
Page 5 and 6: The nine persuasion strategies of t
Page 7 and 8: Write something relevant The web sh
Page 9 and 10: Use story telling The Mac-related n
Page 11 and 12: 7 Designprocessen og motiverende de
Page 13 and 14: Jeg har primært haft til hensigt a
Page 15 and 16: 2 Teori om motiverende design Der f
Page 17 and 18: Illustration 1. Amazon.com motivere
Page 19 and 20: Illustration 3. Et kig på BG Banks
Page 21 and 22: Hvor Andrew Chak siger, at brugerne
Page 23 and 24: normalt kun af én bruger ad gangen
Page 25 and 26: 3 Metode Min metodiske tilgang til
Page 27 and 28: 4 Kategoriseringer og modeller I de
Page 29 and 30: en set som værktøj (som øger ens
Page 31 and 32: 4.2 Introduktion af samlende model
Page 33 and 34: tur som virkemiddel arrangeres teks
Page 35 and 36: 5 Modellens ni motivationsstrategie
Page 37 and 38: Illustration 6. Søgemaskinen Lycos
Page 39 and 40: Illustration 9: Forsiden af Bibliot
Page 41 and 42: Illustration 10. Bibliotekernes tje
Page 43 and 44: Andrew Chak fremhæver informations
Page 45 and 46: Ovenstående eksempler indeholder d
Page 47 and 48: 5.3.1 Motiverende design og begynde
Page 49 and 50: Illustration 17. Æstetik er ikke k
Page 51 and 52: efter æstetiske principper. Selv J
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’fysiske’ bankers lødige fremt
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5.3.6 Myte 3: Æstetik er en person
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Human Interface Guidelines bemærke
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sikkert sammen med, at den er nemme
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Hvorvidt et sådan indledende resum
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Illustration 31. På netbutikken Th
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at få tilknyttet skrivelystne til
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Illustration 33. Amazon.co.uk fors
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Googles tilfælde være en umulighe
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5.7 Gør grundstrukturen enkel Det
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menupunkterne på SU-styrelsens hje
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Skal man f.eks. designe bestillings
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På en konference udtrykte usabilit
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Illustration 42. Skærmbillede fra
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Illustration 44. Lægger man en iPo
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hvorfor vedkommende skal gøre sig
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Illustration 47. På Apple.com kan
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andet, kan man tage afstikkere og s
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Informationsstrukturen kan tydeligg
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I det følgende skal vi se, hvordan
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Ser vi på lærernes udsagn, var de
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indtryk af hjemmesiden som helhed.
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tvunget til at tænke over, hvad de
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kunne tages meningsfuldt i anvendel
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Undersøgelsen af brugernes behov o
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gere man når i designprocessen, jo
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i brugernes demografiske forhold ka
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For at afdække brugernes behov for
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Illustration 60. Efter man har unde
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8 Motiverende design - og hvad så?
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9 Konklusion Motiverende design er
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10 Litteratur Apple 1987 Human Inte
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Hofman Hansen 2002 [2] Hofman Hanse
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Schneiderman 2004 Schneiderman, Ben
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http://thinkgeek.com/cubegoodies/to
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Illustration 47 Apple. Lokaliseret
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BILAG 1 anderledes billigt detal
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Motiverende design - Jens Hofman Hansen

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