Persuasive Design

Transkript

1 Persuasive Design Kort præsentation : Aarhus Universitet Research Assistant University of Cambridge Senior-stipendiat Aalborg Universitet Lektor i informationsvidenskab, Aarhus Universitet Professor i informationsvidenskab, Syddansk Universitet Professor i informationsvidenskab, Aalborg Universitet Rektor for Danmarks Biblioteksskole, 2008 Faglig baggrund og interesser Sprogvidenskab og Datalogi Kunstig Intelligens (Natural Language Understanding), Logik, Objekt-Orientering, Retorik, Persuasive Design

2 Persuasive Technology Using Computers to Change What We Think and Do (Dr.B.J. Fogg 2003) Can computers change what you think and do? Can they motivate you to stop smoking, persuade you to buy insurance, or convince you to join the Army? yes they can! says dr. B.J Fogg. Director of Stanford University Persuasive Technology Lab

3 Disposition Grundbegreber og definitioner Persuasion profile Functional triad - Tre dimensioner Tools Medium Social actor Credibility og Etik PD i et bredere ikt-perspektiv Persuasive expansion PD og andre ikt-discipliner Feltets udvikling PD på DB og AAU PD og retorik

4 Nøglebegreber Persuasion Fogg s definition: an attempt to change attitudes or behaviors or both (without using coercion or deception. Captology: Sammenskrivning af computer as persuasive technologies. Fokuserer på The design, research, and analysis of interactive computing products created for the purpose of changing people s attitudes or behaviors. Captology beskriver det område hvor der er overlap mellem den anvendte teknologi og persuasion

5 Captology Computers Video games Palmtops CD-ROM PDAs Exercise equipment Agents PD Persuasion Behaviour change Motivation Change in worldview Compliance Attitude change

6 Computeren versus andre persuasive medier Stor fordel pga. interaktiviteten Lede brugeren gennem program baseret på udviklingen Ændre form tilpasse sig input fra bruger Traditionelle medier kan ikke tilpasse/skræddersy efter brugerens behov

7 Branching Time & Persuasion Profile Suggestion 117 vin hvid rød italiensk spansk billig dyr KAIROS / Suggestion for purchase: Køb vores kasse med udsøgte italienske rødvine rose fransk

8 Persuasion Profile <vin, rød, italiensk, dyr, > S117 Nej Ja

9 The Functional Triad Computer in persuasive roles Model for de tre roller som computer teknologi kan spille indenfor persuasion. Tool redskab Media simulationer Social actor social aktør Tool Social actor Medium

10 Persuasive tools Reduction Persuading through simplifying Tunneling Guided persuasion Tailoring Persuasion through customization Suggestion Intervening at the right time Self-monitoring Taking the Tedium out of tracking Surveillance Persuasion through observation Conditioning Reenforcing target behaviour

11 Computers as Persuasive Media: Simulation Computerbaserede simulationer kan: Skabe oplevelser, som imiterer oplevelser fra den virkelige verden Skabe hypotetiske verdener, som opleves virkelige Type af computerbaserede simulationer Cause-and-effect Simulations Environment Simulation Object Simulations

12 Computers as Social Actor Social e.g. reciprocity, similarity, social roles HANDS projektet

13 Computers & Credibility Hvis vi vil opnå persuasive teknologi, må den nødvendigvis være credible eller troværdig. Som systemdesigner er det vigtigt at forstå hvilke elementer troværdighed består af, og i hvilke kontekster troværdighed har betydning.

14 Computers & Credibility 2 hovedelementer der tilsammen giver troværdighed. Perceived credibility. Perceived trustworthiness Perceived + expertise Perceived credibility

15 Troværdighed i klassisk lys arete phronesis eunioa -> ethos hæderlighed kompetence god vilje arete + phronesis + eunioa ethos

16 Ethics in persuasive technology Generel diskussion om etik Persuasion retorisk handling Etik vs. Manipulation Can persuasion be unethical? The answer clearly is yes. People can use persuasion to promote outcomes that we as a culture find unacceptable: In the end, the answer to the question Is persuasion unethical is neither yes or no. It depends on how persuasion is used (Fogg 2003:213).

17 The Persuasive Expansion Credibility + Persuasio In the minds of your users, an impression about your organization is inevitably created by their interaction with your site. You must choose whether that impression happens by accident or as a result of conscious choices you have made in designing your site (Garrett 2003:42) The choice of organization and labeling systems can have a big impact on how users of the site perceive the company, its departments, and its products. (Morville & Rosenfeld 2002:54-55)

18 The Persuasive Expansion Computer as communication system persuasive purposes Computer as information system Computer as calculator

19 PD et modebegreb? PD og andre discipliner Usability Human-Computer Interaction Informationsarkitektur Interaction design Web 2.0 (facebook) CMC E-learning.. I PD er den samlende prisme Persuasion

20 PD og humanistisk videnskab Psykologi Kommunikationsvidenskab Informations- og medievidenskab Retorik Oplevelsesdesign Brugeradfærd (antropologi, etnografi)

21 PD-feltets udvikling Illustration af Maria E. Pertou, 2008 (AAU elitestuderende i PD)

22 PD på DB og AAU DB: Forskningsprogram InformationsInteraktion og InformationsArkitektur (ca. 20 forskere) Informationsadfærd Vidensorganisation Master-uddannelse - PD AAU: Elitestudiet i Informationsarkitektur med specialisering i Persuasivt Design EU-projektet HANDS Aalborg Universitets Center for Persuasivt Design Persuasive

23 Den retoriske baggrund

24 The Aptum Model Rhetorical Compass, aptum: Res theme, subject matter, domain Verba means of expression Orator - speaker/sender Scena hearers/receivers Situatio -- context orator situatio scena res verba

25 The information architecture iceberg The Information Architecture Iceberg ( & Rosenfeld 2002:258) Users Scena Content Res Context Situatio ~~~~~~~~~ Interface Verba Information Architecture is the juxtaposition of information in order to convey meaning (Garret 2005: dias 29)

26 Undoubtedly, there will be a "new rhetoric"for the twenty-first century, a rhetoric of cyberspace that will be more comprehensive than any that has been devised so far, an international rhetoric that will be congenial for people of many nations and cultures. (xi) Linearitetens problem: [ ] rhetoric has traditionally been concerned with those instances of formal, premeditated, sustained monologue in which a person seeks to exert an effect on an audience (Corbett 1999:1). Corbett, Edward P.J.; Connors, Robert J.: 1999, Classical rhetoric for the modern student. Oxford University Press, New York. (4. ed.).

27 Domain Domain Modelling as picturing Students Teachers Modelling Function Secretaries Inventio Topica

28 Domain Modelling as construction Mythos Quaestio Persuasio Domain OOAD as quaestio: Development projects arise from situations that are perceived as problematic, Matthiassen et. Al. 2000, p. 24)

29 No copyright : "Being author does not mean, however, that the [author] owns or otherwise may copyright the image he has created having once performed and presented his role, he will have to put up with the fact that a new creative process, however erroneous its products may seem to the original author, has started to circulate and spread its images." [KHN 35-36] Publikums eller brugernes videre reaktioner er lige så legitime som talerens eller systemudviklerens egen opfattelse af sin fremstilling.

30 Retorik, topniveau Retorik, mellemniveau Retorik, grundniveau Sitets figurer (elocutio) Sitets Retorik logos, ethos, pathos aptum Etc. Sitets domæne (endoxa, mythos) Topniveau interface Mellemniveau informationsarkitektur captology Grundniveau systemudvikling, modelling function