Seductive Interaction Design

Endowed progress effect ... 99 Sequencing ...100 Shaping ...102 14 Coming on Too Strong (and how not to!)...105 Fewer options...105 Less text...107 Fun distractions ...108 Creating the illusion of less by hiding information ...110 Hacking the visual system to make things simpler ...111 Less to think about ...112 15 Attracting Attention ... 115 Contrast and characters...116 Shh! We're hoping no one notices ...117 Did you see that?...118 16 The Path of Least Resistance ... 119 Default options...119 The power of suggestion...120 Convenience and personalized recommendations...122 Afraid to Let Go ...126 17 The Influence of Words ... 131 Framing ...131 Anchoring ...133 Let's get personal...134 Clear language ...136 18 An Eye for Details ... 137 Step one: Role-play the interaction ...137 Step two: Script the narrative experience ...140 Step three: Break down compound requests into simple next steps ...140 Step four: Minimize choices (at each moment in time)...141 Step five: Look for micromoments ...142 Step six: Choose clicks over characters ...142 SECTION FOUR The Game of Seduction 19 Real World Games ... 149 Games are first and foremost about fun ...149 The Elements of Game Design ...153 20 A Challenge Worth Pursuing ... 155 Back to the classroom ...155 A Real Challenge ...161 A quick note on status...163 Challenges vs. goals ...165 Closing...167 21 Making Things Difficult ... 169 Playing hard to get...169 Using scarcity in commerce...170 Using scarcity to increase quality ...170 Using scarcity to encourage participation ...172 Why scarcity works ...173 Other forms of scarcity: Limited duration ...174 Limited access ...175 Other forms of scarcity: Limited choice and calculations ...176 22 How Are We Doing? ... 179 Unintended side effects of hypermiling ...181 A little perspective ...182 Serious games...183 Making a game out of e-mail ...183 Closing...187 23 What's the Prize?...189 Why do game mechanics work? ...190 Performance goals ...191 Are you offering your users any performance goals? ...192 The fun layer: Narrative, story, aesthetics ...196 Closing...197 24 Let's Get Serious ...199 The Kano model... 200 25 Only the Beginning ... 205 The Rider and the Elephant...205 The Behavior Grid ...206 A sense of purpose ...211 One thing everyone is doing ...211 "Show me the money!" ...214 Who's on your site?...214 Final Thoughts ...215 Index...217