9 ways to guide users with design
TRANSCRIPT
@ZURB @happyimadesignr
9 Ways to Guide People with Design
Designing products is designing experiences
Best products create lasting connections
That’s probably Facebook
You can design for connections
We are easily amused
1. Familiarity Bias
Best new thingsuse familiar patterns
The more you see it the more you like it
(or at least hate it less)
Design patterns make new interfaces feel familiar
Familiar moments create trust
Unfamiliar patternscreate confusion
(at least, at first)
Make it easy to get to know you
2. Relative Value
Comparing is easier than appraising
Options make us feel in control
Too many optionscreate choice paralysis
Experiment: Shoppers sample jam flavors
available for purchase
24 flavors: 3% purchase rate 6 flavors: 30% purchase rate
Things that are limitedhave more value
3. Bandwagon
We are easily swayed by behaviors and opinions
of others
Give the illusion that people are enjoying
your product
Strength in numbers
Bandwagon can also work against you
4. Authority
Authority can trumpour own instincts
Experiment: “Teacher” instructed to administer
electric shock for “Student’s” wrong answer
65% obeyed, even though they wanted to stop
Use authority for good, not evil
Be strategic with placement
5. Faith in Aesthetics
We first judge the product by its appearance, then
consider its content
Study: Would you trust a health site?
83% of negative comments stemmed
from aesthetics
Attractive things appear more valuable
Aesthetics affect usability
Study: Complete tasks on this phone
Faster task completion on visually appealing devices
6. Achievement
Competition is great, but we like to win
We like challenges that are sort of challenging
We appreciate rewards more when we have to
work for them
Rewards work better when we don’t expect them
It’s science!
Unpredictable rewards cause greater dopamine levels
We like showing off
7. Zeigarnik Effect
When we become engaged in a story, we
have to see how it ends
We dwell on unfinished tasks
We generally like to finish what we start
Experiment: Complete a jigsaw puzzle in time
90% continued aftertime was called
The key is getting usto start something
Varying the length of steps keeps us motivated
8. Self-expression
We are unique, special snowflakes
We perceive things we own (or create) as
more valuable
Find ways to make the experience feel
personalized
Keep personalizationoptions small
9. Surprise & Delight
We remember key moments in our
experiences
Only highs and lows
Create the “highs”
Surprise is addictive and turbo charges emotions
Create loyal customers
Validate the “lows”
So many nobs, girl
Familiarity Bias
Show me something I already relate to
Relative Value
Give me a comparison
Bandwagon
Tell me I’m missing out
Authority
Assert that it’s worth my while
Faith in Aesthetics Make it attractive
Achievement
Make it (sort of) challenging
Zeigarnik Effect
Help me get closure
Self-expression
Let me feel unique
Surprise & Delight
Entertain me
Even more ways at zurb.com/triggers
zurb.com/9ways @ZURB | @happyimadesignr