10 Behavioral Science concepts & examples for better creative problem-solving ๐งต
1/ โ Goal Gradient Effect
The closer we see ourselves to a goal, the more motivated we are to complete it.
This is why, when designing onboarding experiences, you should start the user in a slightly progressed state.
Example:
An experiment with a coffee shop found that:
Option A:
10-stamp card with no stamps filled.
Option B:
12-stamp card with two stamps already filled in.
๐ B was the clear winner; participants purchased more coffee, and at a higher rate.
2/ ๐ Goal Dilution Effect
The more claims a product makes, the less impactful each becomes.
Example:
Presenting multiple health benefits of a workout routine reduced the believability of the claim.
โ๏ธ Weight lifting will help build muscle.
โ Weight lifting will help build muscle and lose weight
3/ โ Chunking
Splitting up a task into smaller parts makes it easier to complete.
Example:
@Lemonade_Inc's process of getting a quote has incredible UX. Part of the magic is only asking for one piece of information per screen.
So CHUNKY, so EASY ;)
4/ ๐ธ Cocktail Party Effect:
Humans get satisfaction from receiving focus and attention in a noisy environment.
Think of the charming person at a lively party who is entirely concentrated on you.
In the digital world, we know this as personalization.
Example 1:
Starbucks writes your name on your cup; we've even come to celebrate the fails
5/ ๐งโ๐ญ Labor Illusion
We value things more when we believe extra effort has been exerted on our behalf.
Example:
The SMS ad:
"A flu shot is waiting for you at Walmart." increased adoption by 32.3% vs. alternatives.
The copy implies someone took the time to prepare a shot just for you; how could you not come to claim it?
๐๐ป Thanks to @nudgestock for that one.
6/ ๐๏ธ IKEA Effect
We value things more if we make/assemble them ourselves.
When we put together furniture or bake a cake, it strengthens our sense of self-efficacy, fulfilling a core psychological need.
๐คฉ It makes us feel amazing!
Example:
๐ฐ While called the IKEA Effect, Betty Crocker discovered this in the 50s when they made their Cake Mix too easy.
๐ง Sales plummeted when they launched a new "just add water" version.
โ Why did customers reject the easier version?
Enabling the cake maker to take pride in their creation is a large part of the value of the product.
Making it "too easy" robbed customers of this positive emotion.
7/ โฐ๏ธ Peak-End Rule
We form our opinion of an experience based on:
1๏ธโฃ The Peaks: intense positive/negative moments
2๏ธโฃ The End: the final moment of an experience
Peak Example:
The world is full of crazy people, but none as unreasonable as those huddled together at amusement parks, waiting in lines for hours to ride for minutes.
We recall the peaks from the rides, not the tedium of waiting in line.
End Example:
Pirate Ship is software for shipping.
The "end" of the experience of shipping your first box is super fun ๐
The master of onboarding @UserOnboard calls this a 'Success State'
To leverage the Peak-End Rule, ask yourself:
What are the emotional highs of our product, and how do we make them better?
Where does our experience end? How can we end awesomely?
8/ ๐ฅ๏ธ Defaults
We almost always go with the pre-selected option.
Example 1:
The average tip went from 10% -> 22% when NYC cabs first installed card readers that suggested defaults.
Example 2:
Opting people into being an Organ Donor by default yields higher donor rates:
Opted-In by default
โ โ โ โ โ โ โ โ โ โ โ โ โ 82%
Opted-out by default
โ โ โ โ โ โ 42%
From The Elements of Choice by @ProfEricJohnson
9/ ๐ฅ Friction
Friction is all the steps, decisions, and actions between a beginning and a desired end state.
Most think about removing friction to improve an experience.
But *adding* friction can be powerful.
When @barnicolio and I designed an easy way to buy Workers' Comp online at @CakeInsure, some of our first customers thought it was a scam because it was "too easy." โโ
We added an arbitrary "Building-Your-Quote" screen, and users found the experience more believable.
Example 1:
"Build-your-quote" screens are typically arbitrary but effective.
The added friction may also play into the Labor Illusion.
Maya from Lemonade is working hard on my quote for life insurance, it would be lame not to buy.
Example 2:
Coin Star are machines that turn coins into cash
When introed, it was able to count coins nearly instantly
๐คจ Customers thought it couldnโt possibly calculate the correct amounts so quickly.
๐ Adding an animation that slowly displayed the results improved the UX
Example 3:
The experience of a slot machine would be super boring without the friction of spinning animations and each slot being revealed one by one.
Sometimes you've got to ADD friction ๐ค
10/ ๐ผ๏ธ Framing Effect
The same information can be perceived as positive or negative depending on how it is offered.
Example 1:
๐ You've likely never heard of the Patagonian Toothfish, which didn't sell very well.
๐ When renamed the Chilean Sea Bass, the product didn't change, but sales soared.
Example 2:
โ ๏ธ Death Insurance
Vs.
๐ Life Insurance
Example 3:
A team had created an incredible cold medicine...
They were mortified that it had one critical flaw; it made people drowsy ๐ค
What to do?
๐ Use the proper frame
Thanks for reading!
Justin Williams
@Product_Foolery
Head of Product @ stealth kidney care venture "Stay hungry, stay foolish." - SJ