Persuasive Design: Ten Years Later

**Persuasive Design: Ten Years Later**

Ten years ago, persuasive design was a relatively new frontier in the field of UX. In a 2015 Smashing article, I was among those who showed a way for practitioners to move from being primarily focused on improving usability and removing friction to also guide users toward a desired outcome. The premise was simple: by leveraging psychology, we could influence user behavior and drive outcomes like higher sign-ups, faster and richer onboarding, and stronger retention and engagement. A decade later, that promise has proven true — but not in the same way many of us expected. Most product teams still face familiar problems: high bounce rates, weak activation, and users dropping off before experiencing core value...

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