ux mind games: the secrets of addictive digital experiences by stephen mackley
TRANSCRIPT
PRESENTED TO
UX Mind GamesThe Psychology of Addictive Websites
Steve MacKley, Dir. UX & Design12/12/2016
Creating a Desired User Behavior
B=MATBehavior changes come from:
• Motivation• Ability• Triggers
Trigger SUCCESS
Trigger FAIL
Mot
ivat
ion
AbilityBased on BJ Fogg’s Behavior Model. Founder: Persuasive Technology Lab at StanfordFor more detail; visit behaviormodel.org
User Behavior in an Omni-Channel Experience
B=VP.UIF.CTA?
Motivation = Value PropAbility = UI FrictionTriggers = CTA
CTA SUCCESS
CTA FAIL
Valu
e Pr
opos
ition
UI Friction
Motivationvalue proposition
Three core motivators central to the human experience.Sensation: Pleasure ⟷ PainAnticipation: Hope ⟷ FearSocial Cohesion: Acceptance ⟷ Rejection
How are you presenting your value proposition to tap into
these three core motivations?
ActionUI Friction
A discussion of ease-of-use in UIs is a lecture series itself. Suffice to say, always strive to reduce the friction the user has to endure within your omni-channel experience.
However: “ease-of-use" is not the end-all. Less than optimal ease-of-use can be mitigated by a higher motivation. Think Snapchat.
TriggersCalls to Action
Type of TriggersSpark: Low Motivation, Low Friction
Facilitator: High Motivation, High Friction
Signal: High Motivation, Low Friction
CTA SUCCESS
CTA FAIL
Valu
e Pr
opos
ition
UI Friction
*Spark
*Facilitator *Signal
Spark Facilitator Signal
InternalExternal
External TriggersA notification or event from an outside source that prompts a user to take a specific action.• Read an e-mail message• Receive a text message• Social media posting• Advertising, SEM• Lightboxes and Interrupters
External triggers don’t usually have a long tail—they need to be repeated to sustain a desired behavior change
1
The Awesome Power of Internal Triggers
What is your Best Cat Picture Ever?
CONFIDENTIAL 1
Some Internal Triggers• Scarcity• Social Proof• Ego Rewards• Hunter-Gatherer• Sense of Mastery
Scarcity
Scarcity triggers a innate desire to act. The less available we perceive something to be, the more likely we are to give it value.
How do you create a sense of scarcity, to spur your users to engage with your site?
Social Proof
Music, travel and e-Commerce services offer a social proof to show that others are engaged with their sites. Social proof becomes an implicit (and explicit) testimonial and a powerful call to action.
No one wants to eat in an empty restaurant.
How do you encourage and leverage that I can be part of larger shared experience?
Hunter-Gatherer
The desire to search and collect is innate. Self-curated collections let the user show their ideal selves.
What are your users hunting for? What feeds their desire to collect?
How does your digital experience allow your users to show their ideal selves?
Ego Rewards
Strava satisfies the need to show accomplishment. This incentivizes individual performance—which increases the likelihood of repeat use.
How does your site increase my sense of accomplishment (satisfy my ego)?
Sense of Mastery
Make easy at first, escalating challenged once engaged. Make them feel that they can level up.
Do you make it easy to get involved, but build a sense of mastery—leveling
up—with further engagements throughout all channels ?
