Padrões de design persuasivo : uma exploração teórico-prática

The present dissertation addresses persuasive technologies, being dedicated to the stu¬dy of their inherent design strategies and proposing their practical exploration. Given the emergence of numerous applications for mobile devices that are currently created to assist individuals in performing everyday tasks, it becomes necessary to understand the design techniques that they use in order to influence user behavior. In this sense, this dissertation seeks to identify persuasive design principles and patterns. The study begins by discussing the concept of persuasive technology according to the notion of captology, establishing a connection with strategies of gamification, and focusing on motivation as an element of connection between these concepts. Subse¬quently, a comparison of the terminology used by several authors is made, in a search for systematization of a vocabulary that is still unstable. We focus on persuasive design patterns and principles, identifying design elements and specific mechanics, which are intended to promote certain dynamics, or behaviors on the part of the user. In this process, the relevance of the social dimension in persuasion is emphasized, as a princi¬ple that guides the development of the practical component of this study. The study proceeds to the conceptualization and prototyping of an application for mobile devices, informed by the observation of existing persuasive mobile applications. This project aims to put into play previously identified persuasive design strategies, following a methodology that highlights the role of the social dimension in persuasion. In this manner, this study aims to promote awareness on a topic that is becoming more and more present in our everyday use of technologies, both in terms of their design as well as in terms of their experience through interactio