Applying Psychology to Web Design

Behavior Driven Design 101D JASON HREHA : Behavior Driven Design 101

D Jason Hreha jason.hreha@gmail www.persuasive.ly @jhreha

D Co-founder of Dopamine UX Advisor @ 500 Startups

D Studied Neuroscience @ Stanford Researched in the Stanford Persuasive Tech Lab

D A framework

D Why do we need one?

D 1. Commitment 2. Consistency 3. Social Proof 4. Liking 5. Authority 6. Scarcity

D Why do these tactics work? What are we changing?

D BJ FOGG

D FOGG BEHAVIOR MODEL

D What causes BEHAVIOR?

D 3 things need to coincide for behavior to occur

D 1. Ability 2. Motivation 3. Trigger

D What do we need to ﬂy a ROCKET?

D Shell = Ability Fuel = Motivation Match = Trigger

D RunningMotivation + Ability Time

D 1. Ability + 2. Motivation + 3. Trigger

D 1. Ability

D BJ Fogg’s Ability Factors • Time • Money • Physical Effort • Mental Effort • Social Deviance • Non-routine (experience)

D Time = proxy for how hard/ streamlined the expected experience is

D The Central Question: Are we asking for too much?

D Are we asking for too much money?

D Demand curve.

D Are we asking for too much text? (physical effort)

D Are we asking for too much information? (mental effort)

D Jason’s list • Amount of money required • Amount of text required • Amount of information required • Amount of media required • Amount of learning required (familiarity) • Equipment required

D Fundamentally, it’s about: Getting to the CORE of the experience. What is absolutely necessary? Get rid of everything else.

D 2. Motivation

D 2 levels 1. product 2. screen-to-screen

D Does the product solve a true pain point? (-) to (+)

D Does it provide users with value? (-) to (+) (+) +

D If you’re not solving a true problem, you’ll be treated like a game. Finished in 40 hours.

D 2 levels 1. product 2. screen-to-screen

D Operant Conditioning

D 3. Trigger

D On-site triggers Off-site triggers

D Off-site triggers Emails etc.

D On-site triggers Calls-to-Action (CTA)

D 1 2 3

D 1 2 3 4

D 1 2 3 4 5

D 1 2 3 4 5 6

D 1 2 3 4 5 6 7

D 1 2 3 4 5 6 7 8

D 1 2 3 4 5 6 7 8 9

D 1 2 3 4 5 6 7 8 9 10

D 1 2 3 4 5 6 7 11 8 9 10

D 1 2 3 4 5 6 7 12 etc... 11 8 9 10

D Motivation Ability

D Ability Motivation 1 6 11 2 7 3 8 4 9 5 10

D 1. Ability + 2. Motivation + 3. Trigger

D The order of design: 1. Trigger + 2. Ability + 3. Motivation

D BJ FOGG

D Jason Hreha jason.hreha@gmail www.persuasive.ly @jhreha

http://www.persuasive.ly	493
http://www.scoop.it	162
http://opportunitytoexcel.wordpress.com	102
http://gettingtoux.tumblr.com	89
http://lanyrd.com	70
http://blog.mysnowball.com	57
http://rmartins.net	43
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http://storify.com	28
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http://feeds.feedburner.com	14
https://twitter.com	7
http://bundlr.com	5
http://us-w1.rockmelt.com	4
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http://pinterest.com	4
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Applying Psychology to Web Design

by Jason Hreha

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