Horvat, Dorian (2020) Utjecaj persuazivnog dizajna na korisničko iskustvo i korisnikov odabir. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Pibernik, Jesenka].
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Abstract
Tema ovog diplomskog rada je psihološki utjecaj persuazivnog dizajna (persuasive design) na korisničko iskustvo i korisnikov odabir. Persuazivni dizajn se bazira na kognitivnim pristranostima (cognitive biases) odnosno njihovom utjecaju na odabir korisnika i načinima na koji se te kognitivne pristranosti mogu iskoristiti u svrhu kreiranja boljeg, intuitivnijeg i fluidnijeg korisničkog iskustva kao i ostvarivanja većeg profita. Kognitivne pristranosti su psihološki fenomen koji se javlja kod svih ljudi bili oni toga svjesni ili ne. Ovaj fenomen dokazano utječe na razmišljanje, prosudbe i odluke. Teoretski dio diplomskog rada bavi se psihologijom persuazivnog dizajna /kognitivnih pristranosti i načinima implementacije tehnika persuazivnog dizajna pri kreiranju korisničkih iskustva. Ti procesi i postupci su objašnjeni na aktualnim primjerima iz stvarnoga svijeta. Persuazivni dizajn se može koristiti i na neetički način poznatiji pod imenom “tamni uzorci” (dark patterns) koji su također objašnjeni u teoretskom dijelu rada ali samo s ciljem informiranja. U eksperimentalnom dijelu rada će se ispitivati efikasnosti i isplativosti upotrebe persuazivnog dizajna pri kreiranju korisničkog iskustva kao i njegovog utjecaja na korisnikov odabir.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Pibernik, Jesenka |
| Thesis Committee: | Brozović, Maja and Pibernik, Jesenka and Dolić, Jurica |
| Defence date: | 24 September 2020 |
| Abstract in english: | The topic of this thesis is the psychological impact of persuasive design on user experience and user decision making. Persuasive design is based on cognitive biases or more correctly their influence on decision making processes and the ways in which these cognitive biases can be used to create a better, more intuitive and more fluid user experience as well as to make more profit. Cognitive biases are a psychological phenomenon that occurs in all people whether they are aware of it or not. This phenomenon has been shown to influence thinking, judgments and decisions. The theoretical part of the thesis deals with the psychology of persuasive design/cognitive biases and different ways of implementing persuasive techniques into user experience. These processes and procedures are explained on real-world examples. Persuasive design can also be used in an unethical way better known as “dark patterns” which are also explained in the theoretical part of the thesis but only with the purpose of informing and raising awareness about them. The experimental part of the thesis deals with the examination of the efficiency and profitability of persuasive design in different user experience models as well as its impact on users decision making. |
| Uncontrolled Keywords: | Persuazivni dizajn, kognitivne pristranosti, korisničko iskustvo, korisnikov odabir |
| Keywords in english: | Persuasive design, cognitive biases, user experience, decision making |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 71 |
| Callnumber: | PIB 2020 HOR |
| Inventory number: | DB919 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 18 Mar 2021 09:57 |
| Last Modified: | 18 Mar 2021 09:57 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/3306 |
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