Utjecaj persuazivnog dizajna na korisničko iskustvo i korisnikov odabir

master's thesis

• Author: Dorian Horvat
• Mentor: Jesenka Pibernik (mentor)
• Committee member: Maja Brozović (član povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Jurica Dolić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2020-9-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

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.

Abstract (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.

• Keywords: Persuazivni dizajn; kognitivne pristranosti; korisničko iskustvo; korisnikov odabir
• Keywords (english): Persuasive design; cognitive biases; user experience; decision making
• Language: croatian
• URN:NBN: urn:nbn:hr:216:383161
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-18 23:25:54