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Evil by Design: Interaction Design to Lead Us into Temptation Paperback – 26 Jul 2013

4.4 out of 5 stars 14 customer reviews

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Product details

  • Paperback: 320 pages
  • Publisher: John Wiley & Sons; 1 edition (26 July 2013)
  • Language: English
  • ISBN-10: 1118422147
  • ISBN-13: 978-1118422144
  • Product Dimensions: 18.8 x 1.5 x 23.4 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Bestsellers Rank: 154,469 in Books (See Top 100 in Books)
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Product description

From the Back Cover

"Better read this book before your neighbor goes and pulls a fast one on you. If this appeal to fear isn′t enough, then maybe greed will do the trick: any website will make lots of money by following the guidelines in this book, even if you don′t go all the way to become truly evil."
Jakob Nielsen, author of Designing Web Usability and Mobile Usability

"Illuminating, amusing, and a genuine page–turner....this book will give you insight into ways you have been tricked and, even better, give you the tools to persuade others either for evil or, if you really must, for good."
Bruce "Tog" Tognazzini, Principal, Nielsen Norman Group, mad scientist, and former Apple employee #66

How to make customers feel good about doing what you want

Approaching persuasive design from the dark side, this book melds psychology, marketing, and design concepts to show why we′re susceptible to certain persuasive techniques. Packed with examples from every nook and cranny of the web, it provides easily digestible and applicable patterns for putting these design techniques to work. Organized by the seven deadly sins, it includes:

Pride use social proof to position your product in line with your visitors′ values
Sloth build a path of least resistance that leads users where you want them to go
Gluttony escalate customers′ commitment and use loss aversion to keep them there
Anger understand the power of metaphysical arguments and anonymity
Envy create a culture of status around your product and feed aspirational desires
Lust turn desire into commitment by using emotion to defeat rational behavior
Greed keep customers engaged by reinforcing the behaviors you desire

Now you too can leverage human fallibility to create powerful persuasive interfaces that people will love to use but will you use your new knowledge for good or evil? Learn more on the companion website, evilbydesign.info.

"The seven sins are all around us, easy to spot. But the designs that apply the underlying behavioral forces that underpin the sins are harder to discern. That′s why we need this book."
From the foreword by Don Norman, author of Design of Everyday Things

About the Author

Chris Nodder is an independent consultant with 20 years′ experience working with large organizations and lean startups to make user experience central to their business strategy. He was previously a director at the prestigious Nielsen Norman Group, and a senior user researcher at Microsoft. He has an MS in Human–Computer Interaction and a BS in Psychology.


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Format: Paperback Vine Customer Review of Free Product ( What's this? )
I ordered this book on the basis it looked like it could be an interesting read, offering an insight into human nature. What I found was far more than I expected, a look into the darker aspects of our nature and how it can be (and often is) used against us by companies who will gladly take advantage of our every weakness in order to part us from our hard-earned money, our free time, whatever they can get to turn a profit.

The seven deadly sins are, by their very nature, a religious construct. If you don't believe in any gods the concept of sin may seem irrelevant. But look past your views on religion, whatever they may be. The seven deadly sins give a highlight into human nature. When we're growing up our parents tell us not to eat all the chocolate in one sitting but never tell us not to have another portion of broccoli or Brussels sprouts. The reason is pretty clear - most children would eat as much chocolate as they could but few would eat an entire plateful of broccoli. So it is with these seven deadly sins - they pretty much describe the way most of us are, albeit our own weaknesses will represent some combination of these sins.

Many of us would be reluctant to share our address books with web sites, and maybe that's for a good reason. Making it a required stage of the registration process would almost certainly result in lots of people mysteriously having very few friends.
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By Pete F. TOP 500 REVIEWERVINE VOICE on 30 Sept. 2013
Format: Paperback Vine Customer Review of Free Product ( What's this? )
This book provides a fascinating insight into the psychology behind the influencing of peoples decision making on a daily basis. From altering shopping habits and choices to getting people to change their long held beliefs and opinions, this book covers it all.

The author explains that we are all being manipulated, by clever design, marketing or peer and social pressure into doing or believing a whole range of things. The methods used to achieve this often exploit our weaknesses such as greed, pride, lust, envy and sloth as well as emotions of fear, excitement and joy. The idea is that, by understanding how we are being manipulated, we should be better prepared to resist temptations or even to use the knowledge gained to our own advantage in business and everyday life.

At present I am about half way through reading this book and am thoroughly enjoying it. It is well written, not too heavy, with pictures to illustrate some of the points made.
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Format: Kindle Edition
I have read the paper version of this book (I still do that sometimes!) and it is an examplar of the design vices explored in the book; I just had to read it all. I might question the morals of using 7 deadly sins as the basis of exploring the motivations that drive website usage, but it works tremendously well. Do not mistake this book as in anyway frivolous, it explores the latest research in user motivations and explains how this can be used to drive successful website design.

The author's inspiration and years of experience ooze out of the insightful and clearly laid out techniques and this is illustrated effectively through the real-life examples provided.

The motivation factors explored in this book will provide every designer with that extra competitive edge which is essential in today's cut-throat internet environment.
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By Steve Benner TOP 1000 REVIEWERVINE VOICE on 23 Sept. 2013
Format: Paperback Vine Customer Review of Free Product ( What's this? )
"Evil By Design: Interaction Design to Lead Us Into Temptation", by Chris Nodder, is one of those books that could easily pay for itself several times over. Although the book is targeted principally at designers of commercial web pages, the book isn't just about web design; it is also about human psychology and how that can best be turned to commercial gain. Organised over seven chapters (one for each of the famous deadly sins) the book focuses on human weaknesses that can be exploited time and time again to draw potential customers in to commercial web pages, prevent them from navigating to the pages of competitors, convince them to commit to purchases and to keep them coming back for more. In short, the book exposes and explains the tricks that are the key to success in today's on-line marketplace.

Even if you have no interest in become a web designer yourself, you will undoubtedly be a consumer of web pages -- how else would you be reading this review? As such, you therefore subject to the exploitative techniques described in this book -- and this includes areas of the web that you wouldn't necessarily think of as commercial in nature, such as Foursquare and Facebook. Easily readable and understandable by all, this book could well open your eyes to the traps and pitfalls that web designers are now routinely laying before you to part you from your cash, to convince you to buy something you didn't want and have no need for, whilst at the same time getting you to give your time and effort to persuade others to do the same. And yes, you will find Amazon featured in its pages.
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