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

4.7 out of 5 stars 41 ratings

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  • Evil by Design: Interaction Design to Lead Us into Temptation
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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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4.7 out of 5 stars
4.7 out of 5
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Top international reviews

Nelson Liang
4.0 out of 5 stars The book is 5/5, but delivery was off the mark...
Reviewed in Canada on 15 September 2019
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Fernando Nunes
5.0 out of 5 stars Incrível
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Christopher G. Rose
5.0 out of 5 stars Brilliant book but morally challenged
Reviewed in the United States on 17 July 2018
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Kiki Schirr
5.0 out of 5 stars I wish professors would choose this as their textbook! SO GOOD!
Reviewed in the United States on 12 October 2015
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Squirrel Overlord
5.0 out of 5 stars This is such an excellent book. I got it because I wanted to ...
Reviewed in the United States on 13 September 2015
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Becky
5.0 out of 5 stars Great read for design, UX, CRO, and marketing
Reviewed in the United States on 11 May 2017
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Logan
5.0 out of 5 stars Break through the asthetics of UI, to purpose.
Reviewed in the United States on 30 May 2014
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Software Maniac
5.0 out of 5 stars You can't go wrong with this book on UX!
Reviewed in the United States on 21 June 2015
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Bike Tinker
5.0 out of 5 stars Envy! Sloth! Greed!
Reviewed in the United States on 1 February 2015
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dave rawk
5.0 out of 5 stars Great book full of real life experience and real science ...
Reviewed in the United States on 25 May 2017
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5.0 out of 5 stars Very Evil
Reviewed in the United States on 16 April 2014
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Yana S.
5.0 out of 5 stars Excellent Book
Reviewed in the United States on 3 May 2015
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Emily L
5.0 out of 5 stars Five Stars
Reviewed in the United States on 30 March 2016
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Chris A
5.0 out of 5 stars Five Stars
Reviewed in the United States on 25 May 2015
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Wilfredo Caban
5.0 out of 5 stars fascinating book spooky
Reviewed in the United States on 7 January 2014
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