Denna studie syftar till att utforska integrationen av metoder för persuasive design i designprocessen för att på ett mer effektivt och pricksäkert sätt uppmuntra önskade användarbeteenden. Med bas i forskningen av Fogg och Cialdini fokuserar studien på att föreslå sätt att inkorporera persuasive design i den befintliga designprocessen hos en verklig kommunikationsbyrå. Genom en fallstudie som involverar dokumentgenomgång och workshops med intressenter strävar studien efter att få insikter i byråns designprocess och identifiera möjligheter för integrering av persuasive design. Den resulterande modellen fungerar som en riktlinje för att gemensamt definiera kritiska användarparametrar med kunder. Centralt för modellen är formuleringen av målbeteenden, vilka vägleder designarbetet mot att motivera och uppmuntra användare att utföra önskade beteenden. Genom att integrera metoder för persuasive design syftar modellen till att förbättra användarcentreringen och effektiviteten i designprocessen, även i situationer där direkta användarinsikter är begränsade. Studien avslutas med att betona vikten av målbeteenden för att styra en mer målinriktad designprocess och därigenom bidra till skapandet av skräddarsydda och relevanta designlösningar som överensstämmer med användarnas behov och preferenser. Sammantaget ger resultaten praktiska rekommendationer för att integrera metoder för persuasive design i designprocessen för att främja utförandet av önskade användarbeteenden. / This study aims to explore the integration of persuasive design methods within the design process to encourage desired user behaviors more effectively and accurately. Grounded in the research of Fogg and Cialdini, the study focuses on proposing ways to incorporate persuasive design into existing design processes, particularly within the context of a real communication agency. Through a case study involving document analysis and workshops with stakeholders, the research seeks to gain insights into the agency's design process and identify opportunities for integrating persuasive design. The resulting model serves as a guideline for collaboratively defining critical user parameters with clients. Central to the model is the formulation of goal behaviors, which guide design efforts towards motivating and encouraging users to perform desired actions. By integrating persuasive design methods, the model aims to enhance user-centredness and the effectiveness of the design process, even in situations where direct user insights are limited. The study concludes by emphasizing the importance of goal behaviors in directing a more targeted design process, thereby contributing to the creation of tailored and relevant design solutions that align with user needs and preferences. Overall, the findings provide practical recommendations for integrating persuasive design methods into the design process to promote the execution of desired user behaviors.

Social networking sites and their functions are in constant change and with every new innovation different user behaviors are encouraged or prevented. Persuasive design is one way of designing a system to encourage a certain behavior. In this study we conducted four surveys of Sweden’s four most popular Social networking sites and how they are used. We followed up with ten interviews to gain understanding of why the users use these sites in a certain way. We identified four different target behaviors on Facebook, Instagram, Twitter and LinkedIn with help from the results we gathered from our surveys and our interviews. We then used a behavior model for persuasive design (FBM) to identify the different factors of the model in Facebook, Instagram, Twitter and LinkedIn’s design. The three factors of the behavior model are: motivation, ability and triggers. To gain further understanding of how Facebook, Instagram, Twitter and LinkedIn motivates, allows and triggers users to perform target behaviors we analyzed our findings using theories from research already done on persuasive design. We found that persuasive design was a powerful tool when it comes to making users perform a certain target behavior. Where the target behavior was not being performed we identified where the design did not correspond with the behavior model. Our goal was to expand on the behavior model by providing it with real world examples. By doing so we hope to help designers gain further understanding about how persuasive design works and how to put it into practice.