With the widespread use of portable digital devices, especially smartphones, learning a new language has become a popular trend in the age of globalization. Amongst mobile-assistant language-learning applications, Duolingo is widely used and employs persuasive design techniques to inspire and encourage users to acquire new linguistic skills. Several papers have been studied based on this application by exploring pedagogical issues and discussing the misuse of gamification design. From a holistic perspective, limited research exists on how Duolingo's persuasive design motivates and engages language learners. The study utilized a walkthrough and a focus group alongside semi-structured interviews with 11 Duolingo users to investigate how persuasive design elements are employed to engage users. The findings of this study suggest that the gamification design in Duolingo is enjoyable and enhances users’ motivation; streaks make users commit to their learning plan; rewards encourage users to learn constantly; notifications play a significant role as triggers for learning behavior to occur; notifications also remind users to return to the application after a suspension. Moreover, it is important to design notifications with both the attitude and content in mind, as they have the power to affect user experience.

The modern attention economy incentivizes the use of persuasive designs in software development. Scrolling is an interaction technique commonly associated with persuasive designs because of its lack of natural stopping cues and potential for habit promotion. A scroll-like interaction is used in gesture navigation, which is a method of navigating mobile operating systems. This paper investigates gesture navigation in mobile operating systems in the context of persuasive designs. The aim of this paper is to answer whether gesture navigation affects mobile usage and if there is a systematic preference for gesture navigation over traditional button navigation. In order to answer these questions a pre-post study was conducted. The participants were instructed to change system navigation controls for ten days; whereafter data regarding their mobile usage was collected. The collected data was analyzed in order to determine if there was a difference in mobile usage after changing system navigation controls and whether there was a systematic preference for gesture navigation. The results did not suggest that gesture navigation has an effect on mobile usage. The results did however point towards a systematic preference for gesture navigation over button navigation. The idéa of a systematic preference for gesture navigation motivates further research about the mechanisms behind it. / Den moderna uppmärksamhets-ekonomin motiverar implementering av persuasive design-tekniker inom mjukvaruutveckling. Scrolling är en interaktionsteknik som ofta förknippas med persuasive design på grund av dess brist på naturliga stoppsignaler och förmåga att forma användarvanor. En scrolling-liknande interaktion används i gestnavigering, vilket är en navigeringsmetod i mobila operativsystem. Denna uppsats undersöker gestnavigering i mobila operativsystem i anknytning till persuasive design. Syftet med uppsatsen är att besvara om gestnavigering påverkar mobilanvändning och om det finns en systematisk preferens för gestnavigering framför traditionell knappnavigering. För att besvara dessa frågor genomfördes en inventionsstudie. Deltagarna instruerades att ändra systemnavigering i tio dagar; varefter data om deras mobilanvändning samlades in. De insamlade uppgifterna analyserades för att avgöra om det förekom någon skillnad på mobilanvändandet efter bytet av systemnavigering och om det fanns en systematisk preferens för gestnavigering. Resultaten tydde inte på att gestnavigering påverkar mobilanvändning. Resultaten pekade däremot på en systematisk preferens för gestnavigering framför knappnavigering. Idén om en systematisk preferens för gestnavigering motiverar vidare forskning om preferensens bakomliggande mekanismer.

The adoption of technology in our daily activities increased the time that we spend in front of the screen and changed the way we communicate and work. In recent years, many big companies started to develop and implement screen time management tools in their products to educate the user on how to improve their digital health. Those tools are an important step in the process, they bring awareness and help the users to change their habits. Several studies have focused on screen time tracking apps but not from the design perspective. Therefore, this thesis aims to explore the design of screen time management apps by developing two prototypes, which were used to evaluate different design elements and features. The results of this thesis present a guideline on how to improve the design of the existing screen time tracking tools and what additional features could be added to fulfil their aim and encourage users to change their behaviour.

Many designers today are creating communication materials that encourage individuals to change their behavior related to environmental issues. The problem is that people are often unaware of existing research on effective methods for these communications. For example, environmental psychologists have studied best practices for creating persuasive communications for several decades. During this yearlong master’s thesis project, I conducted my own research studies, exploring how the emotional tone and medium of a communication piece affect a person’s decision to change his or her behavior. My second goal was to connect designers to existing research in the fields of psychology, decision sciences, and persuasive technology. In the end, I created a roadmap to behavior change: a compilation of research from my own studies and existing literature. The roadmap includes observations and practical tips people can use when designing for environmental issues, as well as a set of ethical principles that should be followed when designing for behavior change. I believe that my work will help designers use communication to empower individuals with knowledge, encouraging them to begin and sustain a journey toward positive behavior change.

Syftet med denna studie är att undersöka hur en miljöfrämjande mobilapplikation kan motivera användare till att agera mer miljövänligt genom persuasiva designprinciper. I denna studie föreslås en uppsättning designprinciper att ha i åtanke vid utveckling av övertygande mobilapplikationer som syftar till miljövänliga beteendeförändringar. Det utvärderades tre existerande miljöfrämjande mobilapplikationer med hjälp av PSD-modellens designprinciper, varav en valdes ut för användarundersökningen. Totalt sex personer deltog i studien och fick testa den valda mobilapplikationen under en veckas tid, i syfte att bekanta sig med applikationens funktioner. I samband med detta fick deltagarna besvara en enkät med allmänna frågor kring deras miljövänliga vanor. Den slutliga fasen inkluderade intervjun, som innehöll frågor gällande deltagarnas åsikter om funktioner och motivationsfaktorer för att använda miljöfrämjande applikationer. Resultatet visade att designprinciperna belöning, individualisering, simulering, självkontroll, normativt inflytande, samarbete, social jämförelse, konkurrens och påminnelser hade störst inflytande på användarnas motivation att använda applikationen och agera miljövänligt. De utvalda designprinciperna berodde huvudsakligen på individuella, sociala och praktiska faktorer. / This study aims to investigate how an environmental mobile application can motivate users to act more eco-friendly by using persuasive design principles. In this study, we identify a set of key principles to consider when designing mobile persuasive technology in order to motivate and influence pro-environmental behavior change. We evaluated three existing mobile applications by using PSD design principles. After the evaluation, one mobile application was selected for usertesting, with a total of six participants. The participants received one week to get familiar with the application and its functionalities . Furthermore, the participants received a survey with general questions about their eco-friendly habits. The upcoming phase included the interview we conducted, which contained questions to bring forward the participants opinions about functions and motivation factors that could affect their usage of eco-friendly applications. The result showed that the design principles rewards, personalization, simulation, self-monitoring, normative influence, cooperation, social comparison, competition and reminders had the greatest influence on the users motivation to use the application and act eco-friendly. The reason of importance for the chosen design principles was mainly due to individual, social and practical factors.

In this paper, we examine the persuasive design in e-commerce. This is an area with a strong representation of the design elements that can be classified as persuasive (Alhammand & Gulliver, 2014). Despite this, the spread of studies investigating persuasive design elements in e-commerce basically non-existent. We use the PSD model (Oinas-Kukkonen & Harjumaa, 2009) to identify the presence of persuasive design element on four e-commerce sites through quantitative mapping. The quantitative mapping allows us to carry out a qualitative study of the PSD model as a tool for the identification of these elements in the context of e-commerce sites. We could see that a majority of the design principles were found on the investigated e-commerce sites, the presence was highest among the design principles that is about the system's credibility, as well as those that guide the user to the intended target behavior. In the evaluation of PSD model, we identified direct dependencies between individual design principles and the need for user evaluations. We found some problems with interpreting the design principles to be applied to them in the context of e-commerce, which suggests that a clarification of designprincipera would be desirable. / I den här uppsatsen undersöker vi persuasive design inom e-handel. Detta är ett område som uppvisar en kraftig representation av design-element som kan klassificeras som persuasive (Alhammand & Gulliver, 2014). Trots detta så är utbredningen av studier som undersöker persuasive design-element inom e-handel i princip obefintlig. Vi använder oss av PSD-modellen (Oinas-Kukkonen & Harjumaa, 2009) för att identifiera förekomsten av persuasive design-element på fyra stycken e-handelsplatser genom en kvantitativ kartläggning. Den kvantitativa kartläggningen gör vi för att kunna genomföra en kvalitativ undersökning av PSD-modellen som verktyg för identifiering av dessa element i kontexten e-handelsplatser. Vi kunde se att en majoritet av designprinciperna återfanns på de undersökta e-handelsplatserna, förekomsten var högst hos de designprinciper som handlar om systemets kredibilitet samt de som guidar användaren till det tänkta målbeteendet. I utvärderingen av PSD-modellen identifierade vi direkta beroenden mellan enskilda designprinciper och ett behov av användarutvärderingar. Vi fann vissa problem med att tolka designprinciperna för att kunna appliceras dem på kontexten e-handelsplats, vilket talar för att ett förtydligande av designprincipera skulle kunna vara eftersträvansvärt.

This thesis deals with the improving of website business performance through the optimization with a focus on user experience. Its concern is not how to accumulate more traffic to the website but rather how to motivate website users, persuade and help them achieve desired goals. The aim is to introduce the concept of User Experience (UX) and Conversion Optimization (CRO). Further on, to suggest a general process of the website optimization focused on user experience and to apply this procedure in a case study. The contribution of this thesis is to link the UX/CRO concepts that provide users with a positive brand experience and allow organizations a sustainable competitive advantage, differentiation and higher marketing ROI.

El presente proyecto tiene como problema de comunicación la falta de visibilidad de los diseñadores freelance pertenecientes a la Asociación Peruana de Diseño (ASGRAP) hacia el mercado emprendedor peruano, quienes a su vez, representan un nicho laboral aún no explotado.Se pretender utilizar el diseño gráfico como una herramienta para la persuasión con la finalidad de crear un espacio de exposición y/o promoción de los diseñadores freelance, capaz de generar experiencias memorables que impacten e influencien pero que también informen adecuadamente a los emprendedores en relación a los servicios de los profesionales. Además, generar la posibilidad de que los emprendedores puedan tener marcas sólidas y competitivas en un mercado en el cual cada vez más se evidencia un incremento de emprendimientos.Es así que, la propuesta gráfica se basa en la complementación de los grupos anteriormente mencionados: emprendedores y diseñadores. Buscamos fusionar las características de dichos grupos a través de diversos códigos de la comunicación y de una construcción del mensaje sólida que considere la empatía como característica fundamental dentro del proceso.Los principales resultados que surgieron dentro de este proyecto fueron las enseñanzas que nos dejó la utilización del diseño persuasivo como herramienta que fortalece la construcción del discurso durante la creación de una campaña. Así también como la comprensión favorable de los usuarios en relación a los servicios de los diseñadores freelance y la importancia del diseño gráfico en sus marcas. / The present project has as a communication problem the lack of visibility of freelance designers belonging to the Peruvian Design Association (ASGRAP) towards the Peruvian entrepreneurial market, who, in turn, represent a job niche not yet exploited.It is intended to use graphic design as a tool for persuasion in order to create a space for exhibition and / or promotion of freelance designers, capable of generating memorable experiences that impact and influence but also adequately inform entrepreneurs in relation to the services of professionals. In addition, generate the possibility that entrepreneurs can have solid and competitive brands in a market in which an increase in entrepreneurship is increasingly evident.Thus, the graphic proposal is based on the complementation of the groups mentioned above: entrepreneurs and designers. We seek to merge the characteristics of those groups through various communication codes and a solid message construction that considers empathy as a fundamental characteristic within the process.The main results that emerged within this project were the lessons that the persuasive design tool left us as it strengthens the construction of the discourse during the creation of one. As well as the favorable understanding of users in relation to the services of freelance designers and the importance of graphic design in their brands. / Trabajo de Suficiencia Profesional

Studien undersöker hur övertygande design används på sociala medietjänsten Instagram samt hur användarna upplever det. En kartläggning av beståndsdelar har genomförts för att identifiera appliceringen av övertygande designtekniker som ämnar till attityd- eller beteendeförändringar. Sociala medier har idag fått en betydande del i människors vardagliga liv och påverkar människan på en mängd olika sätt, det är få saker som tyder på att användandet kommer att minska framöver då det ständigt utvecklas nya plattformar. En heuristisk utvärdering med PSD-modellen som grund genomfördes för att identifiera användandet av övertygande design inom Instagrams gränssnitt. För att undersöka användarnas upplevelser genomfördes semistrukturerade intervjuer. Resultatet visade att övertygande design gick att finna i tjänstens gränssnitt genom bland annat notifikationer samt anpassat hemflöde. Studien visar även att användarnas upplevelse av övertygande design på Instagram varierar och att det till största del inte var någonting som de själva noterade i användandet. Resultatet visar att det till övervägande del var negativa upplevelser även fast vissa positiva aspekter presenterades. Framför allt upplevde användarna att de tappade kontroll över användandet av tjänsten där de upplevde att det var onödig spenderad tid som kunde utnyttjas bättre på andra vis. Vidare upplevdes notifikationer som särskilt störande där det hade en negativ påverkan på upplevelsen. En framhävande positiv upplevelse var det skräddarsydda innehållet som anpassade sig efter användarens intressen och behov vilket bidrog till relevant presenterad information. Studiens frågeställning är besvarad då resultatet tydligt visar hur övertygande designtekniker används på Instagram samt ger insikt i användarnas upplevelser av övertygande design på Instagram. / This study examines how persuasive design is used within the social media service Instagram and how the users experience this. Instagrams interface and components have been mapped out, in order to identify the use of persuasive design techniques with the intent to change the behavior or attitude of the users. Today, social media has an impact on people's everyday lives and affects us in a variety of ways. There are few indications pointing towards a decrease in the use of social media in the future, as it is constantly evolving as new platforms are created. A heuristic evaluation has been performed, with the PSD model as the set of guidelines. This was done in order to identify persuasive design techniques within the interface of Instagram. To investigate the experiences of the users, semi-structured interviews were conducted. The results showed that persuasive design could be found throughout the platform, for example through the use of notifications and the adaptive home feed. Results also showed that the users' experiences varied and for the most part it was not something that they themselves noted during their use. The results show that it was predominantly negative experiences even though some positive aspects were presented. The users felt a loss of control over their use of the platform as they felt that unnecessary time was spent on the application that could be better utilized elsewhere. Furthermore, notifications were perceived as a disturbance and therefore had a negative impact on their experience. A particularly positive experience was the tailored content that adapted to the user's interests and needs, which contributed to the presented information being relevant. The problem statement is answered as the results clearly show how persuasive design is used on Instagram and provide insight into the users experiences of it.

The younger generation shows a different consumption behavior compared to previousgenerations where the attitude towards debt and loans is more relaxed. In addition, manypeople also experience difficulties with saving money and the human brain is a major factorin the connection between money and consumption behavior. Dreams is an application whereyou can save money and they argue that they increase the user’s wellbeing, feeling of safetyand motivation towards saving money. Dreams is designed for the users to be able to savemoney in an easy, fun and innovative way. The black background with white text bothclarifies and creates contrast for the user. This qualitative study that is based on semistructured interviews will analyze how Dreams persuade their users to save money. The studyis based on Fogg’s behavior model for persuasive design and Persuasive system designmodel. Both models explain persuasive design that influences behavior. The results show thatthere are design factors that contribute to users saving in Dreams as well as design factorsthat would make Dreams more persuasive. / Den yngre generationen visar ett annorlunda konsumtionsbeteende jämfört med tidigaregenerationer, där inställningen till skulder och lån är mer avslappnad. Dessutom upplevermånga svårigheter med att spara pengar och den mänskliga hjärnan är en stor faktor ikopplingen mellan pengar och konsumtionsbeteende. Dreams är en app där man kan sparapengar och de argumenterar att de ökar användarens välmående, trygghet och motivation attspara pengar. Dreams är designad för att användarna ska kunna spara pengar på ett enkelt,roligt och innovativt sätt. Den svarta bakgrunden och vita texten som tydliggör och skaparkontraster för användaren. Den här kvalitativ studien som är baserad på semistruktureradeintervjuer kommer analysera hur Dreams övertygar sina användare att spara pengar. Studienutgår från Foggs beteendemodell och Persuasive system design model. Båda modellernaförklarar övertygande design som påverkar beteende. Resultatet visar att det finnsdesignfaktorer som bidrar till att användare sparar i Dreams samt designfaktorer som skullegöra Dreams mer övertygande.