This presentation outlines 8 behavioral design patterns which can be used to increase the stickiness of any digital product. For each design pattern I have covered 4 essential dimensions 1. Design dimension 2. Psychological dimension 3. Neurological dimension 4. Business dimension

1. BEHAVIORAL PATTERNS IN
UX DESIGN
BY ANAND DERICK

2. 1. SOCIAL PROOF

5. ▸ Key Design Element : “Bob, Johnson and Rohit are viewing this show”
▸ Psychological Process : Social proof plays off our insecurities
and desire to do the right thing.
▸ Neurological Process : The “Trust Hormone” i.e Oxytocin is
released.
▸ Business Impact : Indicates that others like your product
which increases trust between user and your product.

6. EXAMPLES

7. 2. LEVELING

10. ▸ Key Design Element : “Complete 2 more steps to to achieve XYZ benefits ”
▸ Psychological Process : Leveling creates insensitive for the user to
complete an action quickly.
▸ Neurological Process : There is an increase in activity in the Ventral
Striatum which is involved in reinforcement and reward behavior.
This is due to the release of dopamine which passes through this
region. Dopamine is released when the action/behavior involves
rewards or motivation.
▸ Business Impact : Increases Monthly Active Users

11. EXAMPLES

12. EXAMPLES

13. 3. FEAR OF MISSING OUT
(FOMO)

15. ▸ Key Design Element : “28% of tickets remaining ”
▸ Psychological Process : One can view FOMO as a more developed form of
social conformity. They create a feeling of loss aversion. Loss aversion is the
tendency for people to prefer avoiding losses to acquiring gains.In other
words, people may be incentivized to go out for the sake of not missing out
and avoiding the regret, rather than for the act of going out in and of itself.
▸ Neurological Process : The Anterior Cingulate Cortex (ACC) is activated
which creates the environment for an emotional response/action by the
user.
▸ Business Impact : Improves sales on products that are “limited”

16. EXAMPLE

17. 4. COUNTDOWN

20. ▸ Key Design Element : “Offer ends in 12h 23m 10s”
▸ Psychological Process : Time-limited sales events are a great way to create
not only a sense of Scarcity and urgency but most importantly a sense of
anticipation. words, people may be incentivized to go out for the sake of not
much out and avoiding the regret, rather than for the act of going out in and
of itself.
▸ Neurological Process : The Posterior Cingulate Cortex is activated which is
the part of the brain which is associated to create a sense of scarcity and the
“caught up”experience.
▸ Business Impact : Improves sales on products that are “limited” or
“exclusive“

21. EXAMPLE

22. 5. REALTIME ACTIVITY

25. ▸ Key Design Element : “12 others are viewing this Hotel” or “5 people just
bought this in the las 24 hours”
▸ Psychological Process : Social proof not only plays off our insecurities and
desire to do the right thing but also a sense of FOMO among the user.
▸ Neurological Process : The “Trust Hormone” i.e Oxytocin is released.The
Anterior Cingulate Cortex (ACC) is activated which creates the
environment for an emotional response/action by the user.
▸ Business Impact : Indicates that others like your product which increases
trust between user and your product. It also reduces the time between
when the users views the product and buys the product.

27. 6. LEADER BOARDS

28. ▸ Key Design Element : “12th position among 100 players”
▸ Psychological Process : It’s no secret that humans love a bit of
competition, but for leaderboards to be successful, goals need to be
achievable. Actions are rewarded with a sense of recognition.
▸ Neurological Process : The prefrontal cortex or more precisely the
Dorsolateral prefrontal cortex is active. This region is associated with
executive functions such as setting up a goal, planning, etc.
▸ Business Impact : Motivates users to increase interaction with
application to improve position on leader board.

29. EXAMPLE

30. 7. BENCHMARKING

31. ▸ Key Design Element : “96% of users prefer this over product AQWS ”
▸ Psychological Process : Social proof plays off our insecurities
and desire to do the right thing.
▸ Neurological Process : The “Trust Hormone” i.e Oxytocin is
released.
▸ Business Impact : Indicates that others like your product
which increases trust between user and your product.

32. EXAMPLE

33. 8. NARCISSISM METRICS

34. ▸ Key Design Element : “36 views on this image you posted 14mins back ”
▸ Psychological Process : User feels appreciated and rewarded by each
like, view, share, etc where a “like” is most equivalent to a complement.
▸ Neurological Process : Robust activation in hubs of the ‘default mode’
or ‘mentalizing network,’ reliably implicated in social cognition and
self-referential thought, including the precuneus and bilateral
temporoparietal junction.
▸ Business Impact : Ensures users feels valued and appreciated by the
application.

35. EXAMPLE