In this scenario, I change the donate button into a variable target set by everyone. I found out that in order to make people donate, closer friends are more influential.
Typical Interface
33% clicked donate
This is a typical choice that is seen in our normal checkout user flow in digital experiences. The drawback of this technique is that it might be hard to predict how much control the user wants to donate or their donation appetite.
Scenario 4
66.67% clicked donate
This mechanism creates a community influence around your donation effort. It makes donating more appealing by establishing a sense of communal support and social proof.
Instead of letting people decide for themselves, they would be more secure about their decision when 100 other people made the same choice.
Strategy
What happens when we try introducing social influence to make people donate?
Comments
Friends make donations less intimidating by sharing their support. Here's what some people felt!
Person 1
Friends make donation more comfortable.
Person 2
People felt like they were ‘real’ supporters.
Person 3
Makes the donation seem more affordable because it's shared across many people.
Inspiration
You've probably seen this around you before.
Inspiration 0
eCommerce Stores
Inspiration 1
Kickstarter Campaigns
Measurements
After measuring, people felt that this interface was not socially acceptable based on a deception score of 2.5/3.5.
1
Question
How much of a risk was it to donate in this scenario?
2
Not Risky
Very Risky
2
Question
When using this interface, how often do you feel unsure or uncertain about the outcome that will be given to you?
1
Not Often
Very Often
3
Question
On a scale of 1-5, how pressuring was the experience in asking you to donate?
3
Not Pressuring
Pressuring
4
Question
On a scale of 1-5, how motivating was it to donate using this interface?
4
Not Motivating
Motivating
Conclusion
Since people felt that this interface was not socially acceptable, we should probably not adopt this interface.
From this experiment, I found out that in order to make people donate, closer friends are more influential.
This helps you leverage on the community to influence people.
The Deceptive Interfaces Framework help designers create socially-acceptable interfaces using human biases, inspired from deception.
Made by Yuan Jie