Behavior change

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This is a talk I gave as a mentor for KStartup, a Korean startup accelerator program. Read an adapted version here: https://medium.com/ux-ui-design/be9d48aefeb0

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Behavior change

  1. 1. HELLO! I’m Missy. (@missytitus everywhere on the internet)
  2. 2. WHO ISTHIS? Designer. SFian. Human.
  3. 3. PAYPAL Product Designer, Consumer Labs
  4. 4. STACKMOB UX/Visual/Web/Lead/UI/Brand/Graphic/Product Designer
  5. 5. ETC Social Games, Nickelodeon/MTV Networks Freelance DataVizualization, Lift And more….
  6. 6. WHAT IS UX? Proactively and thoughtfully designing the way your user interacts with your product…
  7. 7. AND SO MUCH MORE UX can affect behavior, decisions, and emotions
  8. 8. BEHAVIOR CHANGE What is this?
  9. 9. WHAT MAKES PEOPLE DO WHATTHEY DO?
  10. 10. BJ Fogg’s Behavioral Model MOTIVATION TRIGGERABILITY
  11. 11. EXAMPLE Buying new running shoes on Amazon. Familiar, easy, fast.
  12. 12. MOTIVATION I need new running shoes.
  13. 13. ABILITY Within my budget, payment info saved
  14. 14. TRIGGER “Buy Now with One Click!”
  15. 15. EXAMPLE #2 Confusing, slow, difficult.
  16. 16. MOTIVATION Maybe I want running shoes?
  17. 17. ABILITY Where do I buy running shoes? Hmm, are these right? Whoa, these are EXPENSIVE!
  18. 18. TRIGGER Where is the buy button, even? Oh man, this wall of form? Nevermind.
  19. 19. INCREASE By deeply understanding your user. MOTIVATION, ABILITY, & TRIGGER
  20. 20. QUANTITATIVE VS QUALITATIVE “What” vs “Why”
  21. 21. USER RESEARCH Start with the “whys?”
  22. 22. #1: MOTIVATION What do your users desire deep down?
  23. 23. WHYS?
  24. 24. PROBLEM I want to lose weight and exercise without joining a gym.
  25. 25. DESIRE To live an adventurous lifestyle, full of travel, beauty, and serenity.
  26. 26. #2: ABILITY Money,Time, Energy, Social Pressure, Brain Cycles, Familiarity
  27. 27. MONEY TIME ENERGY Self explanatory
  28. 28. SOCIAL PRESSURE Am I conforming? Will I be judged for this?
  29. 29. FAMILIARITY Am I already familiar with how this works?
  30. 30. BRAIN CYCLES Also known as “mental energy”
  31. 31. A PERSON’S ABILITY IS A FACTOR OF WHATEVERTHEY HAVE THE LEAST OF.
  32. 32. IF WHATTHEY HAVE LEAST OF IS… •Money: make your product cheap •Time: make it faster •Energy: make easy •Social pressure: present social proof •Familiarity: make it similar to something they know •Brain cycles: make it simple
  33. 33. HOW DOYOU CHOOSE? Deep understanding of your user, of course!
  34. 34. #3: TRIGGER Something has to happen to trigger an action.
  35. 35. INTERNAL & EXTERNAL
  36. 36. EXTERNALTRIGGERS Buttons, ads, emails, notifications.
  37. 37. EXTERNALTRIGGERS Need to be well-timed and appropriate to be effective
  38. 38. INTERNALTRIGGERS Require conditioning, habit forming, or otherwise strongly compelling your users
  39. 39. “GAMIFICATION” Check boxes, fulfill tasks, complete sets, gain social status.
  40. 40. ADDITIONAL RESOURCES • BJ Fogg’s Behavioral Model: http://www.bjfogg.com/ • “Hooked: How to Build Habit Forming Products” by Nir Eyal • Nir Eyal’s blog: http://www.nirandfar.com/ • Laura Klein’s blog: http://usersknow.blogspot.kr/ • “Lean UX” by Laura Klein • “Don’t Make MeThink” by Steve Krug • Hack Design: https://hackdesign.org/

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