Beyond usability: Designing with persuasive patterns

Traditionally, UI design focuses on improving usability. Persuasive design focuses on improving motivation. In this talk from GOTO 2018, Anders Toxboe, who has run UI-Patterns.com since 2007, shows how to apply psychology to design engaging digital experiences that make people take action.

The talk examines how we are as humans, how we think, and which behavioral patterns drive our journey through an interface: what motivates users when they make decisions, and how they make them. The right way to engage users depends on where they are in a product’s lifecycle, so Anders walks through several important stages of the user relationship: building trust, getting users started, getting them to discover the complete offer, making them stick around and come back, and making them love the product and talk about it.

The patterns discussed are part of the persuasive design section of the UI-Patterns.com library.