In this scenario, I bundled the typical donation choice with items as gifts. I found out that choices can create is a sense of inferiority and a tendency to avoid easy options.
Typical Interface
33% clicked donate
This is a typical choice that is seen in our normal checkout user flow in digital experiences. The drawback of this technique is that it might be hard to predict how much control the user wants to donate or their donation appetite.
Scenario 9
100.00% clicked donate
This mechanism creates multiple options for people to gain control over their donation. Attaching a material object to donation makes it seem thoughtful.
However, creating options like these often makes one of them better than the other. It makes it harder to choose ones that are the "least" because of peer pressure.
Strategy
What happens when we try attaching material value to donation?
Comments
People compare tiers to decide which one is more suitable for them. Here's what some people felt!
Person 1
People felt like there’s a minimum requirement to help.
Person 2
People are afraid of other people viewing their decisions.
Person 3
The gift makes it feel like there’s an effort to drive donations.
Person 4
People started to compare different tiers
Person 5
and took notice of which one was more suitable for them.
Inspiration
You've probably seen this around you before.
Inspiration 0
eCommerce Stores
Inspiration 1
Shopee Bundle Sales
Inspiration 2
Game Stores
Measurements
After measuring, people felt that this interface was socially acceptable based on a deception score of 2.08/3.5.
1
Question
How much of a risk was it to donate in this scenario?
2
Not Risky
Very Risky
2
Question
When using this interface, how often do you feel unsure or uncertain about the outcome that will be given to you?
1.6
Not Often
Very Often
3
Question
On a scale of 1-5, how pressuring was the experience in asking you to donate?
2.2
Not Pressuring
Pressuring
4
Question
On a scale of 1-5, how motivating was it to donate using this interface?
3
Not Motivating
Motivating
Conclusion
Since people felt that this interface was socially acceptable, we can probably adopt this in our donation interfaces.
From this experiment, I found out that choices can create is a sense of inferiority and a tendency to avoid easy options.
This helps you build trust within users and organisation.
The Deceptive Interfaces Framework help designers create socially-acceptable interfaces using human biases, inspired from deception.
Made by Yuan Jie