Chapter 7. Be Persuasive

Draw a Finish Line

Solve a Significant Problem

Make It Explainable

Know Your Psychology

Attention is valuable. Losing it is expensive.

From a business perspective, as designers, our job is to compel people to do what we want them to do. In the easiest cases, these are things people want to do on their own and all we have to do is facilitate. But when the case isn’t so clear—when there are multiple competitors from which to choose, when the value proposition is something new and unfamiliar, when we’re busy doing other things—persuasive design elements can be the difference between diving in and walking away, between holding a person’s attention and losing it forever.

From a customer perspective, as users, we ...

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