- 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)
- See Complete Table of Contents
Evil by Design: Interaction Design to Lead Us into Temptation Paperback – 26 Jul 2013
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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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Top Customer Reviews
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.Read more ›
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.
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.
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.Read more ›
Most Recent Customer Reviews
An excellent overview of psychological tactics for making persuasive websites. This book is very readable and has a good sense of humour!Published 18 months ago by T
This book is not for software developers wanting to improve their interaction design skills.
The book is too aggressively targeted at the evil parts, some examples from the... Read more
This is the best web design book I've bought. It sparked lots of ideas for features to encourage sign ups and sales.Published on 7 May 2014 by OpenToNewIdeas
This book is well laid-out, very easy on the eye, and manages to combine sleek looks with some really engaging content. Read morePublished on 16 Jan. 2014 by B. Tovey
It's really nice to find a book that helps get to the 'why's' of doing the things user experience professionals do. Read morePublished on 24 Oct. 2013 by E. Chittenden
So many books on interaction design focus on the nuts and bolts, with scant (if any) attention paid to the phenomenal importance of underlying user motivations. Read morePublished on 16 Oct. 2013 by Dr. Michael Heron
Maybe the "evil" bit is overdone, but the contents are interesting and useful and also (I think) able to be used in areas beyond online business. The book is well written.Published on 14 Oct. 2013 by CC
I think we all know that advertisers and marketeers play on our weaknesses to encourage us to buy their product. Websites are no exception. Read morePublished on 1 Oct. 2013 by Renaissance Rises
I was fascinated by this book when it arrived as it is so different. However, it s beyond my requirements so I have lent it to my step son who is into branding and website design. Read morePublished on 19 Sept. 2013 by I. Clarke