In this scenario, I change the donate button into a target goal set by another person. I found out that people feel the responsibility to continue a chain of "donations".
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 8
85.70% clicked donate
This mechanism leverages on one person's influence instead of a community. It creates a personal note that encourages more positive action.
Sometimes it doesn't take a group of people, but just one person who is willing to set the path.
Strategy
What happens when we try introducing social influence to make people donate?
Comments
People are afraid of ruining the donation "streak". Here's what some people felt!
Person 1
The feedback from friend makes it very engaging.
Person 2
It felt like they were helping and earning at the same time.
Person 3
Users reported a high cognitive load.
Person 4
They think about the shop’s participation in it.
Person 5
They are afraid of ruining the "streak" of donation.
Person 6
They didn't know that the $2 discount only applies when they donate more than $15.
Inspiration
You've probably seen this around you before.
Inspiration 0
TikTok Videos
Measurements
After measuring, people felt that this interface was not socially acceptable based on a deception score of 2.64/3.5.
1
Question
How much of a risk was it to donate in this scenario?
3.428
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?
2.5715
Not Often
Very Often
3
Question
On a scale of 1-5, how pressuring was the experience in asking you to donate?
2.142
Not Pressuring
Pressuring
4
Question
On a scale of 1-5, how motivating was it to donate using this interface?
2.428
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 people feel the responsibility to continue a chain of "donations".
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