Chris Bush

UX Practice Lead
@wearesigma / @suthen
Chris Bush
UX Practice Lead
@wearesigma / @suthen
WHAT IS ‘PET’ THEORY?

HOW IT IS USED

THE GOOD, THE BAD & THE MISLEADING!

Persuasion
Principles used to encourage or discourage a users behaviour during a process.

Emotion
Principles used to encourage any emotional response during a process such as
achievement, empathy or surprise.

Trust
Principles used to establish confidence during a process, for example: confidence,
security and credibility.
• Developed by Human Factors Inc. to support user engagement
in the maturing digital eco-system

• Based on social psychology, existing marketing principles and

research on how users interact with information

• A toolkit of 50+ principles to aid design decisions

• Strong focus on interaction and encouraging “Will do” actions

from users

• Broadly compliments usability, but there are a few important

exceptions
GetMentalNotes.com
 SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task
 SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task

“Can do” “Will do”

 SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task

“Can do” “Will do”

Encourage,
Motivate,
Constrain
Usability
An easy to use door
Persuasion
A door you’re motivated to enter
Persuasion
Looks like an inviting place to rest
Persuasion
A bench which constrains behaviour
A brief exploration of some of the techniques
A list of some of the Persuasion techniques.

• Authority.
Use your authority and others will obey.

• Contrast.
We notice and decide by difference between two things, not absolutes.

• Framing.
Our perception is influenced by the information we are presented.

• Limited Duration.
Given a choice between action and inaction, a limited time to respond increases the likelihood that people will
participate.

• Scarcity.
I want now what I may not be able to get in the future.

• Social Proof.
When uncertain we take cues from other people.

• Trigger.
We need small nudges placed on our regular paths to remind and motivate us to take action.
We tend to follow the patterns of similar
people in new or unfamiliar situations
›
 SOCIAL PROF

Likes
Likesand
&
reviews

›
We infer value in something that has limited
availability or is promoted as being scarce
 Scarcity

Limited
duration

›
We notice and decide by difference between
two things, not absolutes
Which form received the most clicks?
 21%
more clicks
We need small nudges placed on our regular
paths to remind and motivate us to take action
80%
less spillage
I dread to
think…
Click me!
The following summary describes some of the Emotion principles.

• Aesthetic usability.
Aesthetically pleasing designs are often perceived to be easier to use.

• Behavioural processing.
We respond favourably to learned, expected behaviours.

• Delight.
We remember and respond favourably to small, unexpected and playful pleasures.

• Goal setting.
We are compelled to strive to achieve a goal if it is achievable.

• Knowledge of results.
We continue our actions if we are shown evidence of their success.

• Optimal level of challenge.

We like to be challenged and tested, but not too much.

• Social contagion.
Our emotions are affected by the actions of those we see around us.
We are compelled to strive to achieve a goal
if it is achievable
GOAL SETTING
We remember and respond favourably to
small, unexpected and playful pleasures.
Trust is influenced by a combination of factors which act as Trust Markers.

• Design quality.
We perceive value in the things we see.

• Current content.
Up-to-date content indicates freshness and responsiveness.

• Extensive quality content.

We trust an authority that is plentiful with knowledgeable.

• Affiliation.
We judge other based on their recommendations and affiliations.

• Certifications.
We trust established, certified organisations and trademarks.

• Testimonials.
We trust organisations who trust and value their customers opinions
We trust established, certified organisations
and trademarks
 Reinforced
secure check
out button

Known and trusted

› money handling
companies
Well, yeah!
USE PET SPARINGLY
Authority
&
Difference

Authority
USE TECHNIQUES THAT SUPPORT
YOUR BUSINESS GOALS

Goal setting

Framing
DON’T OVERLOAD THE USER

Trigger Social
proof

Scarcity

Social proof
Framing

Social
proof
 DON’T DISTORT THE TRUTH
(LIMITED DURATION )

›
Sites designed to obscure information
or trick users

(Examples from Darkpatterns.org)

Tries to trick you
in to buying
insurance

Very difficult to
opt-out
 The new site is
much better

But still very

difficult to
opt-out
Comet thought it was
a good idea to add
things to your basket.
• BJ Fogg and the Persuasive Tech lab
http://captology.stanford.edu/invisible-resource/design-for-impact.html

• Susan Weinschenk
http://theteamw.com
http://theteamw.com/#books
Recommend – ‘Neuro Web design’, ‘100 Things Every Designer Needs To Know About People’ and ‘How to get
people to do stuff’

• Joe Leech @MrJoe

http://psychologyfordesigners.com

• Mailchimp & Aarron Walter

http://aarronwalter.com
http://www.abookapart.com/products/designing-for-emotion
http://www.toneandvoice.com

• Changing minds
http://changingminds.org/principles/principles.htm

• Mental notes
http://www.getmentalnotes.com
http://www.getmentalnotes.com/cards
Any questions?

Christopher J Bush
Head of User Experience
wearesigma.com
@wearesigma
@suthen
W: wearesigma.com
E: hello@wearesigma.com
P: +44 (0)1625 427718

SIGMA
Ropewalks Building
Newton Street,
Macclesfield,
Cheshire
SK11 6QJ