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Evil by Design: Interaction Design to Lead Us into Temptation Paperback – June 17, 2013

ISBN-13: 978-1118422144 ISBN-10: 1118422147 Edition: 1st

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Evil by Design: Interaction Design to Lead Us into Temptation + Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability (3rd Edition) (Voices That Matter) + 100 Things Every Designer Needs to Know About People (Voices That Matter)
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Product Details

  • Paperback: 320 pages
  • Publisher: Wiley; 1 edition (June 17, 2013)
  • Language: English
  • ISBN-10: 1118422147
  • ISBN-13: 978-1118422144
  • Product Dimensions: 7.4 x 0.6 x 9.2 inches
  • Shipping Weight: 1.5 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #144,410 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

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

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.

About the Author

Chris Nodder is a user researcher and interaction design specialist who got so frustrated by seeing poor examples of persuasive design on web sites that he wrote a book on how to be good at being evil. Evil By Design is for user experience practitioners, developers, and the general public alike. It shows you how companies use persuasive techniques, and how to avoid being persuaded by them. Chris also hosts the evilbydesign.info site, where he invites you to add your own examples of evil interfaces.

Chris is the founder of Chris Nodder Consulting LLC, an agile user experience company that helps large organizations and lean startups build products that users love. He was previously a Director at Nielsen Norman Group and a Senior User Researcher at Microsoft. 

Chris wants to spread the word about User Centered Design. He creates online video training classes for Lynda.com, and writes about agile user experience research and design techniques at QuestionableMethods.com.

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Customer Reviews

4.8 out of 5 stars
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Very witty and well thought out with examples.
Ian Smith
Mr. Evil got a one-time payoff, the usual result of evil, while Mr. Stupid just continued to wear away at his patron, doing neither himself nor his patron much good.
Tog
Recommended; a book everyone should read and learn from!
Steve Benner

Most Helpful Customer Reviews

24 of 24 people found the following review helpful By Tog on July 20, 2013
Format: Kindle Edition
What if you the designer could find a book just like this, but one that would tell a good person how to design for good?

What if such a book would give you, in a single, slim volume, a remarkable compendium of all we have learned about of the art and science of persuasion?

What if that book also ended up enlightening you the consumer as to all the psychological tricks played on you 1500 or 2000 times a day, not only when you're in front of a computer, but in front of the TV or wandering around the local mall?

This is that book.

This book isn't really about evil at all, its about persuasion. Why the unique format? Evil people apply persuation so blatantly that studying their extreme use is a brilliant exercise for those designers who would do good. Designers need only take what the evil-doers are doing, tone it down a bit, and redirect it to their customers' benefit instead of detriment.

This book is a must for every designer's bookshelf. I have never seen a such a concise, accurate, and complete compendium of the art and science of persuasion as this, and I know about such things: I spent 15 years teaching and applying retail techiques before Steve Jobs drafted me to be Apple's first software designer 35 years ago. (Yes, I am very, very old.)

Persuasive design is not intrinsically good or evil. It's application will result in one or the other depending on the intent of the people applying it. What is intrinsically evil is failing to understand and apply persuation at all. Let me illustrate.

Three people have websites that sell groceries, Mr. Evil, Mr. Stupid, and Mr. Good.
Read more ›
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6 of 6 people found the following review helpful By alan@cooper.com on July 9, 2013
Format: Paperback
Nodder purposely takes an inverted approach to understanding how to create compelling experiences. Using the 7 deadly sins as his structure to discuss the hidden lizard-brain desires inside every one of us, he shows how you can build experiences that get results. This book is intelligent and convincing, and his examples are clear and telling. I've learned a lot about design from this book.
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3 of 3 people found the following review helpful By Amazon Customer on July 2, 2013
Format: Paperback
I have no relationship whatever to the author(s) or publishers of this book. I'm just a sometimes-gullible consumer trying to avoid being cheated or duped.
Everyone(!) needs to read this book as simple self-defense from crafty marketers who seek to bend, warp or persuade you into buying their widget.
Back in the 80's I bought a euro-painting-thing from an infomercial. When I got it I just stared at it and wondered what I'd been thinking when I ordered it. When did I have time to re-paint the entire house? What about the ladders, paint, masking tape and lost weekends that that would require? I just shook my head and put it in a corner of the garage where I wouldn't see it too often. When my wife asked "what's that thing?" I just said "It's something I bought for the house", too ashamed to admit I'd been duped into buying it. It's still there 30 years later.
I really wish that I had read a book like this all those years ago. I really needed to know all the tricks that were being played on me by marketers. I would have known that my life really wouldn't have been improved that much by that confounded gadget. And painting couldn't be that easy.
After reading this book I can now say "Oh! they're trying to re-anchor me..forget it!" or "I have cognitive dissonance about this..and they're trying to use it against me!"
I have only the best wishes for all mankind so please, please read this book. The scales will fall from your eyes.
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1 of 1 people found the following review helpful By Wilfredo Caban on January 7, 2014
Format: Paperback Verified Purchase
really delves into how a consumer society is made and maintained. spooky in how predictable people really are and how that predictability is used for others to capitalize on. WOW that's all I can say.
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1 of 1 people found the following review helpful By Dilyana Todorova on September 25, 2013
Format: Kindle Edition Verified Purchase
Has a lot of examples and explanations. Is easy to read and help you understand how some people make money.
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1 of 1 people found the following review helpful By Ian Smith on July 21, 2013
Format: Paperback Verified Purchase
I know Chris... and his shameless in-person advertisement got me to buy it. But I'm glad I did. Very witty and well thought out with examples.
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