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Relatedness : They like to associate themselves with groups, often to find a feeling of belonging. Being a member of a brand provides a means for connection and validation → Membership system
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Competence : People like to improve themselves by learning new skills. However, they only take up challenges they feel they can succeed in. The reward system can be a useful tool to keep up the competitive spirit → Gamification
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Autonomy : The need for control over their environment is present in every human. When an action that they take results in a real change, it empowers and motivates them. People also need freedom of choice. → enabling users to execute tasks will fulfill the need for autonomy. ex : Provide meaningful choices
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User "personas" for your product
- Private self : displays authenticity → Honesty, trustworthiness, and transparency are values that can be expected from a user who prioritizes private self.
- Public self : looks for admiration → Interaction and connection with others are what drives them
- Ideal self : shows aspiration → They associate themselves with self-improvement, strength, and competence.
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Cognitive Dissonance : conflict with users’ beliefs
- Before a user directly interacts with a product, they will have some preconceived ideas from advertisements and reviews → the dissonance becomes too great, it will end the user abandoning the product.
- Creating experiences that relate to the online persona of target users and implementing them with as little cognitive dissonance as possible.
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Cognitive Overload : It leads us to incompetent decisions. Ho to minimize ?
- Do not overload a user with choice → Show only relevant choice
- Don’t reinvent the wheel → Use industry standard
- Avoid steps that are avoidable → provide the user with the shortest path to achieve their goal
- Break texts with images → human brain has separate visual and verbal processing centers
- Group into structures → Group information into small and relevant blocks
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Gender behaviour
- Male → goal has to be evident, and the shortest path to achieving it should be visible. Interaction wise, socmed → use for leisure
- Female → journey toward the goal should be enjoyable. Interaction wise,socmed → use for communication
- Ideal to have two paths for users to create an experience that is appealing for all → gender-neutral way makes an optimum design