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UX Mind Games
The Psychology ofAddictive Websites
Jared Schwartz
VP, Strategy & Innovation
Beaconfire RedEngine
@jaredscott
Motivating Users to Action
Based on BJ Fogg’s Behavior Model.
For more detail, visit
http://www.behaviormodel.org/
2
Value...
Triggers
A notification or event from an outside source that
prompts a user to take a specific action.
• Read an e-mail message
• R...
“The Awesome
Power of Internal
Triggers
What is your Best Cat Picture Ever?
6
SharingTriggers
7
Facebook or Instagram don’t
have to remind you to post your
photos to their site.Your internal
triggers fire off at the pr...
Scarcity
9
Scarcity triggers a innate desire
to act. The less available we
perceive something to be, the
more likely we are to give i...
“How can you tap
into your user’s
internal triggers?
Rewards
18
Ego
Strava satisfies the need to
show accomplishment.This
incentivizes individual
performance—which increases
the likelihood o...
“How does your site
increase my sense
of importance
(satisfy my ego)?
Community
21
Movember gives you
permission to become part of
a bigger group by removing
fears of stigma.
22
“How do create a sense
of community so users
can become part of
something bigger?
Hunter
24
Sites like Reddit and Buzzfeed
satisfy an urge to “hunt” for
ever more information.They
never let the experience end.
25
“What are
your users
hunting for?
Gatherer
27
The desire to collect is innate,
and Pinterest’s self-curated
boards let the user show their
ideal selves.
28
“Can you users show
their ideal selves?
Level of Effort
• How long will the action take to complete?
• Will it cost the user money?
• Can it be done anonymously?
• How frictionle...
Games and Pr0gression
32
Make easy at first, harder once engaged
33
“Do you make it easy to get
involved, but build a sense
of accomplishment with
further engagements?
Reduce Friction
35
WithTinder or the Refill App
users don’t have to try very
hard to interact. The barriers
to engagement are minimal.
36
37
Design Patterns
38
Leverage existing design
patterns to make your content
scannable and intuitive.
41
“Have you made it
effortless for users
to engage in the
core activities of
your site?
Users Are People.They’re People!
Empathy
46
Questions
Jared Schwartz
Beaconfire RedEngine
jared.schwartz@beaconfire-red.com
@jaredscott
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UX Mind Games - Jared Schwartz, Beaconfire RedEngine

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Jared Schwartz, VP of Strategy & Innovation at Beaconfire Red Engine, discussed the underlying psychological and game theory principles the most addictive websites and applications exploit to ensure that users come back again and again. He also talked about how to apply these tactics to your own digital program and marketing efforts.

He did this presentation at the NetSquared DC event titled Generating Buzz & Loyalty Online on January 28, 2016 held at Vanguard Communications.

Published in: Technology
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UX Mind Games - Jared Schwartz, Beaconfire RedEngine

  1. 1. UX Mind Games The Psychology ofAddictive Websites Jared Schwartz VP, Strategy & Innovation Beaconfire RedEngine @jaredscott
  2. 2. Motivating Users to Action Based on BJ Fogg’s Behavior Model. For more detail, visit http://www.behaviormodel.org/ 2 ValueofRewardReceived (LowtoHigh) Level of Effort Required (High to Low) TRIGGER  SUCCESS  TRIGGER  FAIL 
  3. 3. Triggers
  4. 4. A notification or event from an outside source that prompts a user to take a specific action. • Read an e-mail message • Receive a text message • Social media posting • Advertising, SEO ExternalTriggers 4
  5. 5. “The Awesome Power of Internal Triggers
  6. 6. What is your Best Cat Picture Ever? 6
  7. 7. SharingTriggers 7
  8. 8. Facebook or Instagram don’t have to remind you to post your photos to their site.Your internal triggers fire off at the proper moment. 8
  9. 9. Scarcity 9
  10. 10. Scarcity triggers a innate desire to act. The less available we perceive something to be, the more likely we are to give it value. 10
  11. 11. “How can you tap into your user’s internal triggers?
  12. 12. Rewards
  13. 13. 18 Ego
  14. 14. Strava satisfies the need to show accomplishment.This incentivizes individual performance—which increases the likelihood of repeat use. 19
  15. 15. “How does your site increase my sense of importance (satisfy my ego)?
  16. 16. Community 21
  17. 17. Movember gives you permission to become part of a bigger group by removing fears of stigma. 22
  18. 18. “How do create a sense of community so users can become part of something bigger?
  19. 19. Hunter 24
  20. 20. Sites like Reddit and Buzzfeed satisfy an urge to “hunt” for ever more information.They never let the experience end. 25
  21. 21. “What are your users hunting for?
  22. 22. Gatherer 27
  23. 23. The desire to collect is innate, and Pinterest’s self-curated boards let the user show their ideal selves. 28
  24. 24. “Can you users show their ideal selves?
  25. 25. Level of Effort
  26. 26. • How long will the action take to complete? • Will it cost the user money? • Can it be done anonymously? • How frictionless is the action? (i.e. social login) • Do you leverage existing design patterns? • Will users have to give you their data? 31
  27. 27. Games and Pr0gression 32
  28. 28. Make easy at first, harder once engaged 33
  29. 29. “Do you make it easy to get involved, but build a sense of accomplishment with further engagements?
  30. 30. Reduce Friction 35
  31. 31. WithTinder or the Refill App users don’t have to try very hard to interact. The barriers to engagement are minimal. 36
  32. 32. 37 Design Patterns
  33. 33. 38
  34. 34. Leverage existing design patterns to make your content scannable and intuitive. 41
  35. 35. “Have you made it effortless for users to engage in the core activities of your site?
  36. 36. Users Are People.They’re People! Empathy 46
  37. 37. Questions Jared Schwartz Beaconfire RedEngine jared.schwartz@beaconfire-red.com @jaredscott

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