9 ways to guide users with design

@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