The science behind persuasive design: Capturing the emotional triggers that will transform exploration into action

Abstract

Today, interactions with prospective customers start on the web. This means to be useful, a website must be more than usable. It must also be engaging and persuasive, like a charismatic salesman. Persuasive designs do not "just happen". They are derived through rigorous research identifying the emotional trig- gers that drive a customer to commit or fears that hinder a customer from acting. Once key emotional responses are understood, organizations can develop content and messaging strategies which employ principles of social psychology to amplifying customers motivations and minimize their concerns. By extending the traditional usability methods into the domains of emotional response and human decision making, designers can create content that transform exploration into commitment.