Connect with your users through persuasive design

What is the best way to understand your users? How can you make the most of the data you have on your users? And what steps can you make to enhance your overall design development process?

These are some of the most important questions being asked by designers and within UX design teams. One of the best ways to answer these questions is turning to a design tool and technique called Persuasive Design. In this blog, we’ll be exploring everything you need to know about persuasive design.

What is Persuasive Design? 

Persuasive design is a fascinating practice area within the world of design that focuses on influencing user behavior through the characteristics of a product or service. It is a tool based on social and psychological theories used throughout e-commerce, retail, and organizational management.

The persuasive design has proven to be an effective tool in several fields because it can target a group’s long-term engagement. With the persuasive design,  you can encourage continued custom by understanding how your users operate and how they might behave with your product or service. 

The Psychology of Persuasive Design

The psychology of persuasive design is not complicated, nor is it evil. It is a tool, like any other, that can be used for good and misused by bad actors. It is essential to know that with targeted research and thoughtful application, that persuasive design can be a crucial element in the toolkit of any designer.

To truly understand the psychology of persuasive design, you have to understand how persuasion works and how persuasion functions in the context of design. So let's take a look at this trinity of persuasion.

The Trinity of Persuasion

Everyone is familiar with the concept of persuasion. It is a communication technique used every day in every part of our lives. Yet many people may not understand how persuasion works. For designers, it is important to understand how persuasion functions because it is a key element in getting users to engage with and enjoy your designs.

The Trinity of Persuasion is made up of Logos, Pathos, and Ethos:

     1. Logos - Appealing to Logic

A persuader relies on facts and figures to convince their audience by appealing to logic. Instead of emotion, they turn to experts and reputable sources to support their ideas and features. This logical, practical, and solid approach is an important part of persuasion for many people.

       2. Pathos - Appealing to Emotions

On the opposite side of logic, you’ll find emotion. In the context of persuasion, pathos is about appealing to emotions. To some people, facts and figures are cold, lifeless, and challenging to connect with. This is where pathos can come in.

Pathos is about delivering a persuasive argument in a way that appeals to your audience’s emotions. You might want to start with logic and then drive the point home with an emotional statement or an emotional story. In design, you have to be aware of this emotional element and understand how important stories are to how we interact with products, services, and sites.

   3. Ethos - Appealing to Ethics, Morals, and Character

Beyond logic and emotion, there is the concept of ethos. In the context of persuasive design, ethos is about recognizing and appealing to the ethics and morals of your audience and user base. In the current market, consumers are more conscious than ever about where their products and services come from and how they are made. You will succeed if you can create a design that appeals to your audience’s moral and ethical sensibilities.

 


All three elements of persuasion are crucial factors to consider when thinking about persuasive design. 

  • How are your designs supported by the latest research and studies?
  • How does your design tell a story and connect with users on an emotional level?
  • What is the context of your product or service? What is the ethical or moral story behind your design and creation process?

Ethos, pathos, and logos interweave throughout the design process, and when they work in harmony, they can be very persuasive.  To learn more about persuasive design, check out this video by Dr. Eric Schaffer, “The Process of Persuasive Design in Six Steps.”.

Your Persuasive Design

Persuasive design is a valuable tool that various designers can use in several ways. Once you understand the trinity of persuasion, you will be better able to make the most of this design tool.

Remember, persuasion is not deception. As with every step of the design process, persuasive design is about understanding and pleasing your users and customers.

Your persuasive design will be different from your competitors because it will be infused with your personality, skills, and goals. If you’re keen to try out persuasive design, now's the time to get started!

To learn more about persuasive design and the world of UX, please get in touch with our UX experts.


The Importance of Ideation in UX Research

UX research is a vital stage of the design process. In the world of digital design, research can be complex, wide-reaching, and very detailed. So, how do you ensure that your UX research is focused and purposeful? And what role does ideation play in the UX process? In this blog, we’ll answer all these questions and more.

What is Ideation?

Ideation is a creative process used by design departments around the world to allow teams to organically generate new and exciting ideas. There is a popular theory that suggests there are five phases to the “Design Thinking Process.”

As you can see, “Ideate” is the third stage of the design thinking process, following “Define” and preceding “Prototype”. While the “Define” stage is about finding links and patterns of insight to create a meaningful point of view, Ideation is about expanding on this point of view and coming up with workable ideas. Participants in this sort of design process are encouraged to be open-minded and produce as many ideas as possible to address the stated problem. There is no room for judgment at this stage.

The Characteristics of Ideation

Usually, there are three main characteristics to every ideation session:

       1. Ideas are not evaluated:

Freedom to think and speak is critical to the success of an ideation session. This means that all judgment is postponed until a later point in the design process. Ideation is all about getting the creative engine up and running. Too much evaluation can stifle creativity. Therefore it is important for ideation sessions to run free from evaluation.

       2. Collaboration encourages diverse ideas:

The group environment is key. Ideation cannot happen in isolation. In groups, you will be able to come up with a greater number and variety of design ideas. If you have an open group environment then this will allow everyone to share their ideas. This will also help to strengthen team dynamics and instill confidence throughout the group thus improving the chances of success for your designs.

     3. Everything is documented and preserved:

It is important that all ideas are recorded and the entire session is documented in a logical format. It should be easy for you to go back and see what ideas you came up with and how you generated those ideas. This can be done with pen and paper or in some digital format. When you document everything you ensure that no useful ideas will be forgotten. Moreover, if you have these ideas written on a whiteboard during the ideation session this can help to inspire further ideas. While these characteristics are important for a productive ideation session, don’t let them restrict you. Allow for a little flexibility and adapt your sessions to suit the strong points of your team and the focus of your project.

Why is Ideation Important?

Ideation helps to fuel innovation. Everyone is searching for that killer idea, that lightbulb moment. Ideation gives you a better chance of generating interesting and unique ideas because it encourages freedom, collaborative and proactive discussions.

The stronger your ideation stage is, the easier your prototyping and testing stages will be. This is because you will have already considered a wide range of problems and solutions before your product and service even interacts with consumers. Without ideation, a problem statement would merely remain a problem and never advance into anything productive.

When a team of designers set their collective energy and innovation to a problem, ideas can be generated at an extremely fast pace.

Some of the key benefits of using ideation in a design process include:

  • It helps to incorporate different elements of a variety of ideas together to address real user needs
  • It allows the design team to focus on user pain points and find appropriate solutions
  • Helps to refine ideas and combine a variety of perspectives
  • Allows everyone on the design team to spend time thinking creatively and without judgment. It gives the mind the time, space, and environment needed to think outside the box

Using Ideation in Your Design Process

Ideation is often the most exciting stage in a Design Thinking project. This is because during the ‘Ideation Phase’, the aim is to generate a large number of ideas that the team can then filter and cut down into the best, most practical, or most innovative solutions.

This approach is capable of inspiring new and better design solutions and products. There is the freedom to think and experiment and have fun. If you’re about to begin your design process or if you are already in the middle of creating a product, we’d recommend incorporating as much ideation as possible into your workflow. It’s bound to give you great results!

To learn more about the importance of ideation in UX research please get in touch with our UX experts.


Preparing for growth with IT Service Management introduction

In today’s businesses, the IT function is increasingly essential. With more and more services being digitized, products purchased online, and teams working remotely, the acceleration of digital transformation means IT teams are racing to support the resilience and growth of these functions by creating always-on, exceptional digital experiences for both customers and employees alike.

This race has seen an increased burden on IT service management teams, who are in many ways still tied to tools that enforce old ways of working and limit new ones. These teams depend on the seamless flow of work across development, IT operations, and business teams. But the pressure from all sides can lead to a loss of focus.

Indeed, only 21% of ITSM professionals always ensure that their end users/customers know what can be done and by when. Before we explain how ITSM can be applied effectively, let’s look at what we mean by IT service management.

What is ITSM?

IT service management - mostly referred to as ITSM - is essentially the function of IT teams managing the end-to-end delivery of IT services to customers. This includes all the processes and activities required to design, create, deliver, and support IT services.

The core idea of ITSM is the belief that IT should be delivered as a service. A typical ITSM scenario might involve someone requesting new hardware, such as a laptop or call headset. This request would be submitted through a dedicated portal, with the person filling out a ticket with all relevant information, starting the chain of a repeatable workflow. This ticket would then land in the IT team’s ‘queue,’ where incoming requests are sorted and addressed according to priority.

As a result of their day-to-day interactions with IT teams, many people misconstrue the purpose of ITSM as a primary IT support function. However, ITSM teams manage and oversee all kinds of workplace technology, ranging from hardware devices to servers to business-critical software applications.

In this context, many IT service management (ITSM) tools today aren’t fit for purpose in tomorrow's business world, often creating conflict over collaboration, siloes over knowledge sharing, and the rigidity of standardization over vital agility. There is a real need for an ITSM solution that enables teams to move fast, unify development, and enhance IT function in an increasingly digital world.

There are some typical approaches to ITSM which have developed over time in the IT industry, positing that an effective ITSM strategy follows three steps:

  1. Build and implement IT technology
  2. Bring in and enforce the proper process
  3. People can learn the technology and abide by the process

However, this traditional method can often lead to IT technology that doesn’t adapt to the teams' requirements. Atlassian ITSM offers a new approach, flipping the order of these three steps to put the needs of IT teams at the heart of any ITSM approach.

What is the Atlassian ITSM approach?

 Atlassian’s ITSM solution was designed to address traditional IT responsibilities with modern practices in mind, such as culture, collaboration, and improving workflow. Built and extended from Jira, the engine for agile work practices for thousands of customers, Jira Service Management enables organizations to adopt new, modern practices that fit their needs and deliver high value to the business.

IT teams should be continually learning and improving. They must feel valued and empowered to make a difference in the organization. Rather than answering to rules imposed by a tiered reporting structure or rigid process, IT teams can make informed decisions about adopting SLAs and which software to implement. Because IT teams enable productivity and digital transformation, strong IT teams are critical to influential organizations. The team is at the center of Atlassian ITSM processes and technologies.

After focusing on the strength of the IT team, it’s possible to develop unique practices and capabilities to provide value to the organization. No matter how respectable the source, it’s insufficient to “copy and paste” another organization’s set of standards and hope they will work in your unique environment. Successful IT teams build their approach from frameworks like ITIL (the Information Technology Infrastructure Library). Still, they are careful to adapt processes that resonate with their customers.

Finally, software and technology should support a team’s practices and amplify their impact.

The benefits of using Atlassian ITSM

 There are three core benefits to the Atlassian ITSM approach:

  • Quicker time to value, with teams able to adopt a common code approach to defining and refining workflows while still being standardized on Jira, a single source of truth. This reduces the complexity and cost of ITSM.
  • Greater visibility of work. Jira Service Management gives teams and the broader organization visibility into work happening across the company. Tight integrations that make contextual information easy to access allow for better business decisions.
  • Enhanced DevOps, allowing teams to be more effective across the entire IT service lifecycle – from planning to building, testing, deploying, changing, and optimizing.

This all stems from a configurable approach to ITSM, with Atlassian’s Jira Service Management allowing any team that interacts with IT, such as legal, HR, or finance, to build out their own IT service culture and operations while still having that centralized anchor the ensures more comprehensive business strategy is adhered to.

Get ready to unleash the potential of your teams:

ITSM is a key cog in modernizing business operations, and enhancing the customer and employee experience. Atlassian’s approach attempts to take that influence further by placing people at the heart of its methodology, ensuring that all solutions are tailored to the needs of those who use them and maximizing efficiency. The world has changed drastically in the last two years, and software-enabled services are only set to accelerate further. Hence, IT teams need to transform, supporting businesses to be resilient in the face of constant flux and to differentiate themselves under more fierce competition than ever. By moving towards a new ITSM approach, your organization can stay one step ahead of the game.

Radiant Digital is a ServiceNow partner, get in contact with our experts to learn more about IT Service Management and how you can take your digital transformation to the next level.