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The Keep-In-Touch Phone Dialog Design Persuasive Dialogs In Action

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The Keep-In-Touch Phone Dialog Design Persuasive Dialogs In Action Powered By Docstoc
					                                                                                                                                                                                                   Scott A. Golder
                                                                                                                                                                                          MIT Media Laboratory
                                                                                                                                                                                         golder@media.mit.edu
     A Persuasive Telephone for Maintaining Relationships                                                                                                                           www.media.mit.edu/~golder/



                                        The Keep-In-Touch Phone                                                                                      Persuasive Dialogs In Action
                                                 The Keep-In-Touch Phone is a mobile telephone that
                                                 delivers periodic reminders to encourage users to                                                   The Random Reminder and Commitment Dialogs
                                                 keep in touch with friends and family. It is designed                                     Randomly-timed                          If the user chooses to
                                                                                                                                       1 reminder dialogs                      2 postpone (see 1), a
                                                 to address the problem of maintaining relationships
                                                 despite increasingly busy lives.                                                     invite users to call                    commitment dialog is
                                                                                                                                      someone they have not                   presented. It is called a
                                                                                                                                      spoken to in some                       commitment dialog
                                                 The mobile phone’s screen is ideal for delivering                                    time. In cases where                    because it invites the user
                                                 short prompts with few choices to the user. Rapid                                    the other party                         to commit to making a call
                                                 assessment and dismissal of dialogs is important to                                  initiated the last call,                in the future.
                                                 prevent inconveniencing the user.                                                    the user is invited to
                                                                                                                                      reciprocate by calling                  The user can choose some time in the
                                                 The mobile telephone is already associated with social                               the other party                         next seven days to schedule a reminder
                                                 contact; we take advantage of this association and                                   (bottom).                               to call the other person. When that time
                                                 extend it to include proactive social maintenance                                                                            arrives, a commitment reminder dialog
                                                                                                                                      The user has three                      is displayed (see 4).
                                                 through the art and science of persuasion.
                                                                                                                                      options: call (“Yes, call
                                                                                                                                      now”; see 3), refuse (“No, do not
                                                                                                                                      call”) or postpone (“Later”; see 2).
                                                                                                                                      If ignored, reminder dialogs are
                                                                                                                                      automatically dismissed in 30
  Persuasive Strategies                                                                   Dialog Design                               seconds.
Persuasive computing1 explores                                                   The Keep-in-Touch Phone’s dialogs                             The Post-Commitment and Commitment Reminder Dialogs
how computers can evoke positive                                                 are designed according to the
                                                                                                                                           When the user                           The user can commit to
behavior change.                                                                 following principles in order to be                   3 makes a phone                         4 a call in the future with
                                                                                 assessed and dismissed rapidly:                      call, whether                           either a commitment or
We employ the principles of                                                                                                           unprompted or as the                    post-commitment dialog
                                                                                 • Similarity of Dialogs — All reminder dialogs
reciprocation and commitment to
                             2
                                                                                   share the same three options. All commitment       result of a reminder                    (see 2, 3). When that time
help people “keep in touch.”                                                       dialogs have the same two options, plus a time     (see 1), the call is                    arrives, the user is notified
                                                                                   choice.                                            concluded with a post-                  and reminded of the
                                                                                 • Salience of Key Information — The name is the
• Reciprocation:
               People tend to give                                                 most important piece of information; as such, it
                                                                                                                                      commitment dialog. The user is          previous commitment with a
 back when given to.                                                               is presented on a line by itself, for rapid        asked to choose an ideal time to talk   commitment reminder dialog. Like
                                                                                   identification.                                    with this person again. The user has    other reminder dialogs (see 1), the
• Commitment:   People strive for                                                • Personal Language — First-person options like      the option of choosing a time or not.   user can call, ignore or postpone.
                                                                                   “I plan to call” emphasize that a commitment is
 consistency in their beliefs and                                                  being made.
                                                                                                                                      This time can be any number of
 intentions.                                                                     • Personally Meaningful Timeframes — Times           minutes, hours, days, weeks or
                                                                                   like “next Monday” and “two months ago”            months. When that time arrives, the
1.Fogg, B.J. Persuasive Technology: Using Computers to Change What We Think
                                                                                   provide more personal frames of reference on       user is reminded again (see 4).
 And Do. Morgan Kaufman Publishers. 2003.                                          which to base decision-making.
2.Cialdini, R. Influence: Science and Practice. 4th ed. Allyn and Bacon. 2001.




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