DesignWithIntent.docVIP

外文翻译 姓 名： 郦杨涛 学 号： 201017040323 班 级： 艺工102  Sound design Persuasion DesignThe UCD approach assumes that the primary role of the designer is to choreograph experiences that support the existing needs and motivations of the user, regardless of whether they align with the designer’s values. But many designers are no longer comfortable making this trade-off, particularly with the growing awareness that every decision we make exerts an influence of some kind, whether intended or not. An example of this is the glowing red kiosk that Bank of America recently rolled out. Cognitive behavior studies show that we are easily influenced by seemingly arbitrary elements of an experience such as color. In this instance, the color red has the effect of reducing our risk-taking behavior, which might be a positive — though likely unintended — consequence of this design choice in today’s economy. Persuasion design embeds various forms of influence and “choice architectures” in products and services to maximize the likelihood of positive behavior change. It has been popularized by economists like Richard Thaler through books like Nudge and services like Mint and stickK.com, which provide countless examples of subtle cues that lead to major shifts in behavior. Economists in this camp suggest that psychology and other emotional factors play a primary role in the decision-making process and that we are easily and predictably influenced by factors that are often unaccounted for in a more deliberate UCD model. For instance, studies have shown that the average person will reduce their energy consumption by eight percent if a smiley face is included on their electrical bill to reinforce the behavior. The challenge for many product designers is that persuasion design can seem full of tricks that diminish the integrity of the designer. But this approach focuses on direct outcomes, not implicit goals as is so often the case with the UCD approach