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Evil by Design: Interaction Design to Lead Us into Temptation, by Chris Nodder
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Learn how companies make us feel good about doing what they want. Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:
- Pride -- use social proof to position your product in line with your visitors' values
- Sloth -- build a path of least resistance that leads users where you want them to go
- Gluttony -- escalate customers' commitment and use loss aversion to keep them there
- Anger -- understand the power of metaphysical arguments and anonymity
- Envy -- create a culture of status around your product and feed aspirational desires
- Lust -- turn desire into commitment by using emotion to defeat rational behavior
- Greed -- keep customers engaged by reinforcing the behaviors you desire
Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use -- but will you use your new knowledge for good or evil? Learn more on the companion website, evilbydesign.info.
- Sales Rank: #170295 in Books
- Published on: 2013-06-17
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .60" w x 7.40" l, 1.60 pounds
- Binding: Paperback
- 320 pages
From the Back Cover
"Better read this book before your neighbor goes and pulls a fast one on you. If this appeal to fear isn't enough, then maybe greed will do the trick: any website will make lots of money by following the guidelines in this book, even if you don't go all the way to become truly evil."
— Jakob Nielsen, author of Designing Web Usability and Mobile Usability
"Illuminating, amusing, and a genuine page-turner....this book will give you insight into ways you have been tricked and, even better, give you the tools to persuade others either for evil or, if you really must, for good."
— Bruce "Tog" Tognazzini, Principal, Nielsen Norman Group, mad scientist, and former Apple employee #66
How to make customers feel good about doing what you want
Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we're susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:
Pride – use social proof to position your product in line with your visitors' values
Sloth – build a path of least resistance that leads users where you want them to go
Gluttony – escalate customers' commitment and use loss aversion to keep them there
Anger – understand the power of metaphysical arguments and anonymity
Envy – create a culture of status around your product and feed aspirational desires
Lust – turn desire into commitment by using emotion to defeat rational behavior
Greed – keep customers engaged by reinforcing the behaviors you desire
Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use — but will you use your new knowledge for good or evil? Learn more on the companion website, evilbydesign.info.
"The seven sins are all around us, easy to spot. But the designs that apply the underlying behavioral forces that underpin the sins are harder to discern. That's why we need this book."
—From the foreword by Don Norman, author of Design of Everyday Things
About the Author
Chris Nodder is a user researcher and interaction design specialist who got so frustrated by seeing poor examples of persuasive design on web sites that he wrote a book on how to be good at being evil. Evil By Design is for user experience practitioners, developers, and the general public alike. It shows you how companies use persuasive techniques, and how to avoid being persuaded by them. Chris also hosts the evilbydesign.info site, where he invites you to add your own examples of evil interfaces.
Chris is the founder of Chris Nodder Consulting LLC, an agile user experience company that helps large organizations and lean startups build products that users love. He was previously a Director at Nielsen Norman Group and a Senior User Researcher at Microsoft.�
Chris wants to spread the word about User Centered Design. He creates online video training classes for Lynda.com, and writes about agile user experience research and design techniques at QuestionableMethods.com.
Most helpful customer reviews
45 of 46 people found the following review helpful.
Good by Design
By Tog
What if you the designer could find a book just like this, but one that would tell a good person how to design for good?
What if such a book would give you, in a single, slim volume, a remarkable compendium of all we have learned about of the art and science of persuasion?
What if that book also ended up enlightening you the consumer as to all the psychological tricks played on you 1500 or 2000 times a day, not only when you're in front of a computer, but in front of the TV or wandering around the local mall?
This is that book.
This book isn't really about evil at all, its about persuasion. Why the unique format? Evil people apply persuation so blatantly that studying their extreme use is a brilliant exercise for those designers who would do good. Designers need only take what the evil-doers are doing, tone it down a bit, and redirect it to their customers' benefit instead of detriment.
This book is a must for every designer's bookshelf. I have never seen a such a concise, accurate, and complete compendium of the art and science of persuasion as this, and I know about such things: I spent 15 years teaching and applying retail techiques before Steve Jobs drafted me to be Apple's first software designer 35 years ago. (Yes, I am very, very old.)
Persuasive design is not intrinsically good or evil. It's application will result in one or the other depending on the intent of the people applying it. What is intrinsically evil is failing to understand and apply persuation at all. Let me illustrate.
Three people have websites that sell groceries, Mr. Evil, Mr. Stupid, and Mr. Good. Each has a regular patron, in each case a frugal shopper who exclusively buys bargain brands and sale items in quantities indicating she lives alone and on a strict budget. On this particular day, each of their patrons, upon arriving at their respective websites, drops a centerpiece flower arrangement into her cart: She's having a dinner party.
Mr. Evil's site, when she arrives at the butcher shop, removes all reasonably-priced items and displays in their place a crown roast of lamb for $120. ("Just pop it in the oven, and your guests will swoon!"). Having persuaded her to splurge on that, he then pressures her on the proper French wine to be "paired" with her lovely roast at $130 a bottle, "and we'll include a second bottle, free if returned unopened." Knowing nothing about wine or the meaning of "free," she accepts his generous offer. For the next six weeks, she shifts from her usual bargain-brand foods to cat food. She does not own a cat.
Mr. Stupid makes no effort to track his customers, let alone persuade them. His patron, having received no guidance after her unusual centerpiece selection, makes her usual dry and tasteless meatloaf and accompanies it with the cheapest wine on sale, one with delicate notes of vinegar. Her guests pretend to enjoy themselves, variously rolling their eyes or feeling sorry for her.
Mr. Good, like Mr. Evil, tracks his customer and employs the exact same persuasive techniques. However, honoring her economic tier, he suggests a roast chicken (with simple recipe) for the main course, for a total cost of $15, instead of $120. He also upsells her to a nice French wine, but at $20 a bottle, not $130. Apparently, her evening was a success, for in the following weeks, she begins, for the first time, to seek out new suggestions and recipes, with her weekly average billing going steadly upward.
Mr. Evil and Mr. Stupid both did damage to their customers, Mr. Evil through the inappropriate application of persuasion, and Mr. Stupid through a complete absense of persuation. Mr. Evil got a one-time payoff, the usual result of evil, while Mr. Stupid just continued to wear away at his patron, doing neither himself nor his patron much good.
We are social beings, and persuasion in the form of helpful guidance is not only moral and ethical, it is demanded of us in order to be good. Mr. Good, because he saw to the welfare of his patron as well as himself, shared with her both a short- and long-term payoff, ultimately exceeding the short-term gain of Mr. Evil and turning a regular customer into a loyal and vocal patron.
If you are Mr. Evil, you will love this book. After all, there's nothing you like more than reading about yourself.
For the Mr. Goods out there, this book will show you the path from simple data-presentation and order-taking to legitimate, ethical selling, be it a product, service, or cause.
If you are a consumer, as are we all, this book is solid gold: Every trick that hucksters employ on the Internet, in print, in commercials, and in infomercials are laid out here in all their naked glory. Were I teaching a class in how to be a consumer, this book would be at the top of my list.
Well, except, of course, "serious" books are supposed to be boring, and this book was so much fun, I stayed up half the night reading it. Which brings me to the real evil: After so many years in the industry, I find books on interaction design boring. When I was originally approached to write a "blurb" for the back of this book, I agreed to at least leaf through to either decide I had nothing nice to say or could generate at least one sound bite the publisher might appreciate.
The very first thing evil about this book was that I couldn't put it down. I hate that!
6 of 6 people found the following review helpful.
Defense against the dark arts of marketing! The consumer's guide.
By Amazon Customer
I have no relationship whatever to the author(s) or publishers of this book. I'm just a sometimes-gullible consumer trying to avoid being cheated or duped.
Everyone(!) needs to read this book as simple self-defense from crafty marketers who seek to bend, warp or persuade you into buying their widget.
Back in the 80's I bought a euro-painting-thing from an infomercial. When I got it I just stared at it and wondered what I'd been thinking when I ordered it. When did I have time to re-paint the entire house? What about the ladders, paint, masking tape and lost weekends that that would require? I just shook my head and put it in a corner of the garage where I wouldn't see it too often. When my wife asked "what's that thing?" I just said "It's something I bought for the house", too ashamed to admit I'd been duped into buying it. It's still there 30 years later.
I really wish that I had read a book like this all those years ago. I really needed to know all the tricks that were being played on me by marketers. I would have known that my life really wouldn't have been improved that much by that confounded gadget. And painting couldn't be that easy.
After reading this book I can now say "Oh! they're trying to re-anchor me..forget it!" or "I have cognitive dissonance about this..and they're trying to use it against me!"
I have only the best wishes for all mankind so please, please read this book. The scales will fall from your eyes.
8 of 9 people found the following review helpful.
A whole new way to approach user experience design.
By alan@cooper.com
Nodder purposely takes an inverted approach to understanding how to create compelling experiences. Using the 7 deadly sins as his structure to discuss the hidden lizard-brain desires inside every one of us, he shows how you can build experiences that get results. This book is intelligent and convincing, and his examples are clear and telling. I've learned a lot about design from this book.
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