Behavior change
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This is a talk I gave as a mentor for KStartup, a Korean startup accelerator program. Read an adapted version here: https://medium.com/ux-ui-design/be9d48aefeb0
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Behavior change
- 1. HELLO! I’m Missy. (@missytitus everywhere on the internet)
- 2. WHO ISTHIS? Designer. SFian. Human.
- 5. ETC Social Games, Nickelodeon/MTV Networks Freelance DataVizualization, Lift And more….
- 6. WHAT IS UX? Proactively and thoughtfully designing the way your user interacts with your product…
- 7. AND SO MUCH MORE UX can affect behavior, decisions, and emotions
- 8. BEHAVIOR CHANGE What is this?
- 9. WHAT MAKES PEOPLE DO WHATTHEY DO?
- 10. BJ Fogg’s Behavioral Model MOTIVATION TRIGGERABILITY
- 11. EXAMPLE Buying new running shoes on Amazon. Familiar, easy, fast.
- 12. MOTIVATION I need new running shoes.
- 13. ABILITY Within my budget, payment info saved
- 14. TRIGGER “Buy Now with One Click!”
- 15. EXAMPLE #2 Confusing, slow, difficult.
- 16. MOTIVATION Maybe I want running shoes?
- 17. ABILITY Where do I buy running shoes? Hmm, are these right? Whoa, these are EXPENSIVE!
- 18. TRIGGER Where is the buy button, even? Oh man, this wall of form? Nevermind.
- 19. INCREASE By deeply understanding your user. MOTIVATION, ABILITY, & TRIGGER
- 20. QUANTITATIVE VS QUALITATIVE “What” vs “Why”
- 21. USER RESEARCH Start with the “whys?”
- 22. #1: MOTIVATION What do your users desire deep down?
- 23. WHYS?
- 24. PROBLEM I want to lose weight and exercise without joining a gym.
- 25. DESIRE To live an adventurous lifestyle, full of travel, beauty, and serenity.
- 26. #2: ABILITY Money,Time, Energy, Social Pressure, Brain Cycles, Familiarity
- 27. MONEY TIME ENERGY Self explanatory
- 28. SOCIAL PRESSURE Am I conforming? Will I be judged for this?
- 29. FAMILIARITY Am I already familiar with how this works?
- 30. BRAIN CYCLES Also known as “mental energy”
- 31. A PERSON’S ABILITY IS A FACTOR OF WHATEVERTHEY HAVE THE LEAST OF.
- 32. IF WHATTHEY HAVE LEAST OF IS… •Money: make your product cheap •Time: make it faster •Energy: make easy •Social pressure: present social proof •Familiarity: make it similar to something they know •Brain cycles: make it simple
- 33. HOW DOYOU CHOOSE? Deep understanding of your user, of course!
- 34. #3: TRIGGER Something has to happen to trigger an action.
- 36. EXTERNALTRIGGERS Buttons, ads, emails, notifications.
- 37. EXTERNALTRIGGERS Need to be well-timed and appropriate to be effective
- 38. INTERNALTRIGGERS Require conditioning, habit forming, or otherwise strongly compelling your users
- 39. “GAMIFICATION” Check boxes, fulfill tasks, complete sets, gain social status.
- 40. ADDITIONAL RESOURCES • BJ Fogg’s Behavioral Model: http://www.bjfogg.com/ • “Hooked: How to Build Habit Forming Products” by Nir Eyal • Nir Eyal’s blog: http://www.nirandfar.com/ • Laura Klein’s blog: http://usersknow.blogspot.kr/ • “Lean UX” by Laura Klein • “Don’t Make MeThink” by Steve Krug • Hack Design: https://hackdesign.org/