9 Ways to Guide Users With Design
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Learn more about these triggers: http://zurb.com/triggers High user engagement is paramount to anyone in design. Tapping into the psychology of what drives someone to click is key to this high engagement. Every interface is a potential study in human behavior. Knowing which emotional and cognitive strings to pull, designers can have a lot of influence over how people interact with online products. This talk will highlight 9 psychological motivators that will drive user engagement and make your next product awesome.
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9 Ways to Guide Users With Design
- 1. @ZURB @happyimadesignr 9 Ways to Guide People with Design
- 2. Designing products is designing experiences
- 6. Best products create lasting connections
- 8. You can design for connections
- 9. We are easily amused
- 13. Best new things use familiar patterns
- 15. The more you see it the more you like it (or at least hate it less)
- 17. Design patterns make new interfaces feel familiar
- 19. Familiar moments create trust
- 21. Unfamiliar patterns create confusion (at least, at first)
- 23. Make it easy to get to know you
- 27. Comparing is easier than appraising
- 30. Options make us feel in control
- 31. Too many options create choice paralysis
- 33. Experiment: Shoppers sample jam flavors available for purchase 24 flavors: 3% purchase rate 6 flavors: 30% purchase rate
- 34. Things that are limited have more value
- 36. 3. Bandwagon
- 37. We are easily swayed by behaviors and opinions of others
- 40. Give the illusion that people are enjoying your product
- 45. Bandwagon can also work against you
- 48. 4. Authority
- 49. Authority can trump our own instincts
- 50. Experiment: “Teacher” instructed to administer electric shock for “Student’s” wrong answer 65% obeyed, even though they wanted to stop
- 51. Use authority for good, not evil
- 58. We first judge the product by its appearance, then consider its content
- 60. Study: Would you trust a health site? 83% of negative comments stemmed from aesthetics
- 61. Attractive things appear more valuable
- 67. Study: Complete tasks on this phone Faster task completion on visually appealing devices
- 68. 6. Achievement
- 69. Competition is great, but we like to win
- 71. We like challenges that are sort of challenging
- 73. We appreciate rewards more when we have to work for them
- 75. Rewards work better when we don’t expect them
- 76. It’s science! Unpredictable rewards cause greater dopamine levels
- 79. We like showing off
- 82. When we become engaged in a story, we have to see how it ends
- 84. We dwell on unfinished tasks
- 86. We generally like to finish what we start
- 87. Experiment: Complete a jigsaw puzzle in time 90% continued after time was called
- 88. The key is getting us to start something
- 90. Varying the length of steps keeps us motivated
- 93. We are unique, special snowflakes
- 95. We perceive things we own (or create) as more valuable
- 98. Find ways to make the experience feel personalized
- 102. 9. Surprise & Delight
- 103. We remember key moments in our experiences
- 104. Only highs and lows
- 105. Create the “highs”
- 107. Surprise is addictive and turbo charges emotions
- 113. Validate the “lows”
- 116. So many nobs, girl
- 117. Familiarity Bias Show me something I already relate to
- 118. Relative Value Give me a comparison
- 119. Bandwagon Tell me I’m missing out
- 120. Authority Assert that it’s worth my while
- 121. Faith in Aesthetics Make it attractive
- 122. Achievement Make it (sort of) challenging
- 123. Zeigarnik Effect Help me get closure
- 124. Self-expression Let me feel unique
- 125. Surprise & Delight Entertain me
- 126. Even more ways at zurb.com/triggers