UX Mind Games - Jared Schwartz, Beaconfire RedEngine

UX Mind GamesThe Psychology of Addictive Websites

Jared SchwartzVP, Strategy & InnovationBeaconfire RedEngine

@jaredscott

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Motivating Users to ActionBased on BJ Fogg’s Behavior Model. For more detail, visit http://www.behaviormodel.org/

Valu

e of

Rew

ard

Rece

ived

(Low

to H

igh)

Level of Effort Required (High to Low)

TRIGGER SUCCESS

TRIGGER FAIL

Triggers

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A 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, SEO

External Triggers

“The Awesome Power of Internal Triggers

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What is your Best Cat Picture Ever?

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Sharing Triggers

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Facebook or Instagram don’t have to remind you to post your photos to their site. Your internal triggers fire off at the proper moment.

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Scarcity

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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 can you tap into your user’s internal triggers?

Rewards

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Ego

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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 importance (satisfy my ego)?

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Community

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Movember gives you permission to become part of a bigger group by removing fears of stigma.

“How do create a sense of community so users can become part of something bigger?

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Hunter

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Sites like Reddit and Buzzfeed satisfy an urge to “hunt” for ever more information. They never let the experience end.

“What are your users hunting for?

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Gatherer

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The desire to collect is innate, and Pinterest’s self-curated boards let the user show their ideal selves.

“Can you users show their ideal selves?

Level of Effort

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•How long will the action take to complete?•Will it cost the user money? • Can it be done anonymously?•How frictionless is the action? (i.e. social login)•Do you leverage existing design patterns?•Will users have to give you their data?

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Games and Pr0gression

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Make easy at first, harder once engaged

“Do you make it easy to get involved, but build a sense of accomplishment with further engagements?

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Reduce Friction

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With Tinder or the Refill App users don’t have to try very hard to interact. The barriers to engagement are minimal.

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Design Patterns

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Leverage existing design patterns to make your content scannable and intuitive.

“Have you made it effortless for users to engage in the core activities of your site?

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Users Are People. They’re People!

Empathy

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Questions

Jared SchwartzBeaconfire RedEngine

jared.schwartz@beaconfire-red.com

@jaredscott