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Psychology behind mobile
apps
Piotr Biegun,Whalla Labs
@piotrbiegun
MobileTrends Conference, Kraków 2015
‘Software is eating the
world’Marc Andreessen, 2011
Software is booming, but …
‘For the first time,
the technology industry
is selling to everybody’
Benedict Evans, 2014
device
in every pocket
Smartphones don’t interfere with our life
Smartphones aren’t innovation anymore
Smartphones are part of our life.This mean...
That means that we have
new restrictions &
opportunities
we need to take into
account
There is a limit to number of apps
smartphone user has
The limit is ~100 apps per
smartphone user.
But probably they will ...
We spend more & more time in the
apps
Even if there is the limit
of apps we will be using
in the future we will use them
m...
Power user is the new casual
Users will use demand
smartphones to enhance
everyday life – work,
entertainment, productivit...
Mobile is everywhere
Mobility will be in even more areas very
soon
Mobile is taking over areas
whereTV, PCs or consoles ha...
Only in 3 yrs app revenues will increase 2x
times
In 3 yrs mobile ads spending will increase
2x times
Why is mobile
overtaking PCs?
Smartphone – the most
private device we take
everywhere
75% of Americans admit they’re using their mobile phone in the bat...
When we use
smartphones
we are:
1. Particular need
similar as in case of using PCs
Satisfying
2. Specific timeframe
similar as in case of using PCs
Within
3. Access to new
sensors camera, GPS,
accelerometer
WOW!That’s it.
That’s something new!
That’s differentiation from PCs.
...
4. Each time in
different situations
and contexts
Using the same app with different context gives us different results.
Pe...
The effect is change
in interaction model
We use mobiles when we need, not when we merely have a possibility to.
We have m...
Users have similar
problems but individual
way to solve them
The most successful apps focus on solving one problem at a ti...
What is the biggest
challange for desginers?
We have only 24 hours
of user attention
Users don’t multitask.
Users can use in given moment only one app.
They have many distractors around them. Switching apps ...
We have to design
actions – intents
alignement
For the last 20 years we were focused on CTRs not on people.
Researches are...
We need to assume for a
fact:
User’s brain is stupid.
It’s not that brain isn’t capable of doing things. It’s that represe...
We have two „brains”,
which sometimes don’t
work togheter
Logic
al
Automa
tic
Used when our brain know how to
respond for stimulus. Our brain triggers
response without our knowledg...
What users do isn’t what
they want to do.
Our decision system has constrains:
• Scarcity of self control -> is easier to s...
Innovation in mobile is
the new interface
New interface makes things easier.We need less effort to make action.
That’s why...
We are influenced by our
emotions
We think deeper (analytically) when we are stressed.
We think wider (creatively) when we...
Beautiful things work better,
even if they don’t.
We perceive things on three levels (Don Norman):
• Visceral -> we are at...
Great products change
user behavior
We solve users problems by making their pains go away.
With our products we have to ch...
Habit – a behavior done
with little or no
conscious thought
We need to show users how to use Automatic Brain, when they us...
Habit forming is about
frequency and attitude
The more we repeat actions the easier for our brain is to do it
and positive...
Forming habits –HOOKed
model
by Nir Eyal
The hook – is an
experience designed to
connect user’s problem
to your solution
A hook has a four parts:
• Trigger
• Actio...
Nir Eyal
Trigger – a stimuli that
makes people act in a
certain way
External– the information for what to do next is within the tri...
Action – the simplest
action
in anticipation of a
reward
BJ Fogg - for any behavior to occur we need:
• Motivation
• Abili...
Motivation – is increased
by:
• Seeking pleasure
• Avoiding pain
• Seeking hope
• Avoiding fear
• Seeking acceptance
• Avo...
Ability – is affected
by:
• Time
• Money
• Physical effort
• Brain cycles
• Social deviance
• Non-routine
Reward – what we get
for
our effort
Our reward system activates with anticipation and calms when we get what we want.
The ...
Investment – what user
put
for future benefits
Money, time, personal data, emotional commitment, effort
Investment should ...
The HOOK Canvas
Examples
Examples
piotr.biegun@whallalabs.co
m
+48 607 127 551
@piotrbiegun
piotr.biegun
Piotr Biegun, CEO
DON’T HIRE
US
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Psychology behind mobile apps, Mobile Trends Conference Kraków 2015

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Do you want to know how psychology affects our decision? How it's connect with our actions and how to use it in our favor of our products. Psychology behind mobile apps is all about understanding what makes users tick and us digital products.

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Psychology behind mobile apps, Mobile Trends Conference Kraków 2015

  1. 1. Psychology behind mobile apps Piotr Biegun,Whalla Labs @piotrbiegun MobileTrends Conference, Kraków 2015
  2. 2. ‘Software is eating the world’Marc Andreessen, 2011
  3. 3. Software is booming, but …
  4. 4. ‘For the first time, the technology industry is selling to everybody’ Benedict Evans, 2014
  5. 5. device in every pocket
  6. 6. Smartphones don’t interfere with our life Smartphones aren’t innovation anymore Smartphones are part of our life.This means that innovation called „smatphones” is fully adopted.
  7. 7. That means that we have new restrictions & opportunities we need to take into account
  8. 8. There is a limit to number of apps smartphone user has The limit is ~100 apps per smartphone user. But probably they will use ~30 of them on monthly basis.
  9. 9. We spend more & more time in the apps Even if there is the limit of apps we will be using in the future we will use them more frequently, spending even more time in them.
  10. 10. Power user is the new casual Users will use demand smartphones to enhance everyday life – work, entertainment, productivity, sport. Most of them will become power users very soon.
  11. 11. Mobile is everywhere Mobility will be in even more areas very soon Mobile is taking over areas whereTV, PCs or consoles have their strenghts. We are going to see a lot process innovation using mobile as a core of it.
  12. 12. Only in 3 yrs app revenues will increase 2x times
  13. 13. In 3 yrs mobile ads spending will increase 2x times
  14. 14. Why is mobile overtaking PCs?
  15. 15. Smartphone – the most private device we take everywhere 75% of Americans admit they’re using their mobile phone in the bathroom. 19% of people from other study admit they dropped their phones into loo. 51 % of UK residents said that they suffer from ‘extreme tech anxiety’ when separated from their devices.
  16. 16. When we use smartphones we are:
  17. 17. 1. Particular need similar as in case of using PCs Satisfying
  18. 18. 2. Specific timeframe similar as in case of using PCs Within
  19. 19. 3. Access to new sensors camera, GPS, accelerometer WOW!That’s it. That’s something new! That’s differentiation from PCs. While having
  20. 20. 4. Each time in different situations and contexts Using the same app with different context gives us different results. People using the same app, place and in own context will have personalized results. That’s another differentiation from PCs. Using apps
  21. 21. The effect is change in interaction model We use mobiles when we need, not when we merely have a possibility to. We have many quick interactions to do small things. That’s something new and we need to design for it.
  22. 22. Users have similar problems but individual way to solve them The most successful apps focus on solving one problem at a time. That’s why we have so many apps in stores. This is the true power of mobile.
  23. 23. What is the biggest challange for desginers?
  24. 24. We have only 24 hours of user attention
  25. 25. Users don’t multitask. Users can use in given moment only one app. They have many distractors around them. Switching apps is so easy. We need to catch their attention in the right time with the right message.
  26. 26. We have to design actions – intents alignement For the last 20 years we were focused on CTRs not on people. Researches are showing that the ads effectiveness is more dependent on ads creation and our interactions time than on our clicks.That’s why a big change is coming – attention economy. We have to draw people attention in our apps and align actions with their plans
  27. 27. We need to assume for a fact: User’s brain is stupid. It’s not that brain isn’t capable of doing things. It’s that representation of things are different and our brain takes shortcuts.We do things we don’t really want. This is how our brain operates when it’s flooded with too much information. As a designers we need to take care of it and help users to do things better.
  28. 28. We have two „brains”, which sometimes don’t work togheter
  29. 29. Logic al Automa tic Used when our brain know how to respond for stimulus. Our brain triggers response without our knowledge. Used when we brain doesn’t know how to respond for stimulus. We need to take extra effort to response. We don’t make rational decisions (Daniel Kahneman, Nobel in Economy 2002). Sometimes our automatic brain response to things that we don’t know and our logical brain doesn’t notice it.
  30. 30. What users do isn’t what they want to do. Our decision system has constrains: • Scarcity of self control -> is easier to say than to do things • Scarcity of attention -> we are focused on wrong aspects • Scarcity of cognitive capacity -> we perceive things in different ways • Scarcity of understanding -> we have different mental representation of things
  31. 31. Innovation in mobile is the new interface New interface makes things easier.We need less effort to make action. That’s why we have so many interactions in mobile -> there is less effort need to accomplish our tasks. We can solve many problems by removing small unpleasant costs of doing things.
  32. 32. We are influenced by our emotions We think deeper (analytically) when we are stressed. We think wider (creatively) when we are in good mood.
  33. 33. Beautiful things work better, even if they don’t. We perceive things on three levels (Don Norman): • Visceral -> we are attracted to things that are nice in our eyes. • Behavioral -> things that we do automatically, our habits. • Reflective-> It’s our inside voice.Why are you doing it? It’s ok to do it?
  34. 34. Great products change user behavior We solve users problems by making their pains go away. With our products we have to change how users do things. From our perspective great products build new habits. Mobile is about building new habits.
  35. 35. Habit – a behavior done with little or no conscious thought We need to show users how to use Automatic Brain, when they use our product. As a product designers we are responsible for our products. We should design for good things not addictions.
  36. 36. Habit forming is about frequency and attitude The more we repeat actions the easier for our brain is to do it and positive attitude makes it even easier
  37. 37. Forming habits –HOOKed model by Nir Eyal
  38. 38. The hook – is an experience designed to connect user’s problem to your solution A hook has a four parts: • Trigger • Action • Reward • Investment
  39. 39. Nir Eyal
  40. 40. Trigger – a stimuli that makes people act in a certain way External– the information for what to do next is within the trigger. Internal– the information for what to do next is informed trough association in the user’s memory.
  41. 41. Action – the simplest action in anticipation of a reward BJ Fogg - for any behavior to occur we need: • Motivation • Ability • Trigger
  42. 42. Motivation – is increased by: • Seeking pleasure • Avoiding pain • Seeking hope • Avoiding fear • Seeking acceptance • Avoiding rejection
  43. 43. Ability – is affected by: • Time • Money • Physical effort • Brain cycles • Social deviance • Non-routine
  44. 44. Reward – what we get for our effort Our reward system activates with anticipation and calms when we get what we want. The unknown is fascinating.Variability causes us to focus and engage. Rewards: • Tribe – social rewards • Hunt – search for resources • Self – search for self-achievements
  45. 45. Investment – what user put for future benefits Money, time, personal data, emotional commitment, effort Investment should be connected with next pass through the Hook: • Loads next trigger of the hook • Store value, improves next use of a product
  46. 46. The HOOK Canvas
  47. 47. Examples
  48. 48. Examples
  49. 49. piotr.biegun@whallalabs.co m +48 607 127 551 @piotrbiegun piotr.biegun Piotr Biegun, CEO DON’T HIRE US

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