Explore the principles of persuasive design in this 43-minute conference talk from GOTO Copenhagen 2018. Discover how to apply psychology to create engaging digital experiences that motivate users to take action. Examine human behavior patterns and decision-making processes in interface interactions. Learn strategies for building trust, onboarding users, showcasing product offerings, fostering user retention, and cultivating product advocacy. Delve into key concepts such as scarcity, anchoring, social proof, cognitive load, processing fluency, and variable rewards. Understand the distinction between intrinsic and extrinsic motivation, and how to leverage both to enhance user engagement. Gain insights on designing appropriate challenges, constraining experiences, and aligning with user goals throughout the product lifecycle. Apply these persuasive design techniques to create digital products that users love and enthusiastically share with others.