I found Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences (New Riders, 2011) through a post on Julie Dirkson’s blog, where she introduced a set of cards that Mr. Anderson had developed to help designers in a pinch. Each card contains a design feature (he calls them Mental Notes) you can use to influence users. You flip a card over and think about whether you can incorporate that feature into your design. Perhaps piquing curiosity will help, one card suggests. Or maybe the bystander effect could help you. I went to Mr Anderson’s website to find out more and saw this book. Assuming that the cards would be contained in the book–they aren’t, though you do get an introduction and a few examples, and if you shake the content of the book up and reorganize it, you can probably replicate the content of the cards–I ordered the book. And even though I didn’t get the cards, I’m really glad I ordered the book.

The metaphor used to organize the content is a relationship–a couple at the beginning of a relationship flirting and playing as they try to get to know each other better. There is a dollop of uncertainty and a dash of excitement. It is a social process and a psychological process. It is a process of discovery played out with heightened attention to detail. It is a two-way process and each side has goals and needs and is trying to influence and motivate the other to do something. If we remove the sexual part of the metaphor–and Mr Anderson carefully does in the first unit–it is a good metaphor for advertisers attempting to influence buyers, web designers trying to influence clickers, and teachers trying to influence learners. It also highlights the focus in the book on those first few critical stages in engagement with content. The first interaction with a website is Mr. Anderson’s particular area of expertise, but much of what he says can be applied to any interaction with something new, particularly in educational settings. Indeed, he begins his book with a design feature that got people to use the stairs more at a train station in Sweden.

The book is primarily aimed at web interaction designers, but there is enough educational psychology here to keep any language teacher busy in the 25 chapters arranged in 4 sections. Teachers are not used to thinking of our (mostly) captive learners as needing to be “seduced” into doing what they need to do to learn a language, but the reality is that learners in classrooms vote with their attentional resources and behaviors as much as fickle web surfers do with their mouse clicks. This book will help you to make lessons more fun and effective, with an emphasis on fun because lessons will not be so effective if they are not fun first.

This book is not going to give you an overview of how to construct a complete user/learner experience (for that see my review of Julie Dirksen’s book). It is more about tweaking the details–though they are often fundamental details–to make things more attractive and effective. But it is a very thorough look at the details, with thought-provoking ideas. His section on gamification is particularly good, for example, and you will come away with a more complete understanding of the concept, I’m sure. In many other parts of the book, he deals pretty much with particulars that he has found important, using lots of examples and drawing on his rich experience.

It’s a fun ride, brilliant in many places, and my mind lit up with ideas as I read it. I just wish it had a deck of those cards attached to the back cover…