In this scenario, I change the donate button into a fixed target set by another person. I found out that it is sometimes stressful when someone puts more effort into donating than you do.
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 6
100.00% clicked donate
This mechanism creates a relationship between the user's and the shop's effort to leverage on consumer's trust within the store.
This leverages on the amount of decision power given to the user, in hopes to increase the donation amount because they feel like they should be doing as much as the shop.
Strategy
What happens when we try leveraging on consumer’s relationship with store to make people donate?
Comments
People felt the shop should do more than them. Here's what some people felt!
Person 1
People mentioned that there was a relationship with the organisation/shop.
Person 2
They felt like they should be doing more because the shop was already doing so much.
Person 3
They also felt like it was uncommon to have so much decision making power.
Person 4
They felt happy that the shop is donating as well.
Person 5
Some people doubt the shop would donate that much.
Inspiration
You've probably seen this around you before.
Inspiration 0
Humble Bundle's Checkout
Inspiration 1
Cotton On Bundles
Measurements
After measuring, people felt that this interface was not socially acceptable based on a deception score of 2.52/3.5.
1
Question
How much of a risk was it to donate in this scenario?
2.222
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?
1.778
Not Often
Very Often
3
Question
On a scale of 1-5, how pressuring was the experience in asking you to donate?
2.666
Not Pressuring
Pressuring
4
Question
On a scale of 1-5, how motivating was it to donate using this interface?
3.444
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 it is sometimes stressful when someone puts more effort into donating than you do.
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