Evil by Design: Interaction design to lead us into temptation

The Persuasive Patterns Game

The 57 patterns described in this book are strong mechanisms for persuasion. They can be used in digital and physical products to increase customer loyalty or to attract new customers.

To foster creativity with the patterns, set aside an hour to play the following game with teammates, friends, or even on your own:

1. Think of a product (your own or a well-known brand).

2. Flip a coin. Heads is “good”; tails is “evil.”

3. Choose one of the patterns at random.

4. Read the details about the pattern from this book, and make sure you understand the examples.

5. Individually write down as many [good or evil] future scenarios as you can that use this pattern for your chosen product.

6. Share your ideas with the group.

7. Work in pairs to turn your favorite ideas from the group into one new scenario.

8. Share your new scenario with the group.

9. Vote for the scenario that is most likely to influence customer behavior.

10. Repeat with a new coin toss and random pattern choice.

If your task is to create a “good” persuasive scenario, don’t concern yourself with the potential cost/benefit ratio or practicality of implementing the persuasive technique. Go all out for creating a positive change.

For an “evil” scenario, the trick is to throw off the constraints of what you’d normally consider to be morally or ethically acceptable. Take the concept as far as you can. Embrace your inner archvillain.

When you have voted for the most influential scenario, discuss ...