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