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10 Principles to Build an Addictive App Borrys Hasian Google Expert in Product Design Google Launchpad Global Mentor 29 Oct 2017
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10 Principles to Buildan Addictive App
Borrys HasianGoogle Expert in Product DesignGoogle Launchpad Global Mentor
29 Oct 2017
Top Three App Categories Used Daily
Source: TNS/Google, “Mobile App Usage Study,” 2016.
Source: TNS/Google, “Mobile App Usage Study,” 2016.
Source: TNS/Google, “Mobile App Usage Study,” 2016.
There are about 2.6m apps on the Play Store. That’s 2 with six 0’s.
How do you drive users to start using your app, become engaged, gain value
from it, and keep coming back?
Inspirations for the 10 PrinciplesDon Norman’s three levels of processing: Visceral, Behavioral, and Reflective.
Dieter Rams’s Ten Principles of Good Design.
Tom Kelley’s Creative Confidence
Jon Maeda’s Laws of Simplicity
Alan Cooper’s Goal-Directed Design
Nir Eyal’s Hook model
Source: jjg.net
Reflective
Behavioral
Visceral
Self-image, personal satisfaction, memories
Appearance, touch, and feel, sound
Function, performance, usability, and simplicity.
THREE LEVELS OF PROCESSING IN THE
BRAIN
10 Principles of Good Design
Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.
Good design makes a product understandable.Good design makes a product useful.Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.
Good design is honest.Good design is environmentally friendly.Reflective
Behavioral
Visceral
Design Principles Summary
Users' subjective reactions to the product's look, sound, smell/taste (if any).
The ability of users to achieve the goals.
Level of resource/effort consumed when doing tasks to achieve goals.
Less but better. Focusing on the essential aspects that matter to the users.
Users' subjective satisfaction or memory with the product.
Good design is aesthetic.Good design is unobtrusive.Good design is long-lasting.
Good design makes a product understandable.
Good design makes a product useful.
Good design is innovative.Good design is thorough down to the last detail.Good design is as little design as possible.
Good design is honest.Good design is environmentally friendly.
Visceral
Behavioral
Reflective
Design PrinciplesUsers' subjective reactions to the product's look, sound, smell/taste (if any).
The ability of users to achieve the goals.
Level of resource/effort consumed when doing tasks to achieve goals.
Less but better. Focusing on the essential aspects that matter to the users.
Users' subjective satisfaction or memory with the product.
10. Looks and feels good up to the last detail.
9. Straight to the point. No fuzz. KISS.8. Useful.
7. The right action at the right context.
6. Designed to be familiar (intuitive).5. Drive conversions.4. Trigger.
3. Makes users feel cool.2. Not boring.1. The right reason. The Why.
We’ll take Instagram as an example
Reflective
1. The right reason. The Why.
Source: TNS/Google, “Mobile App Usage Study,” 2016.
Instagram is a simple way to capture and share the world’s
moments.
Golden Circle
Must watch talk by Simon Sinek: How great leaders inspire action
Source: TNS/Google, “Mobile App Usage Study,” 2016.
Who are your users? Law of diffusion of Innovation
Source: Blog
Source: TNS/Google, “Mobile App Usage Study,” 2016.
Framing
A method of presenting choices in specific ways to influence decision making and judgment.
Tool
Compare to ‘5% Fat’
2. Not boring
Physio-pleasureSocio-pleasure
Psycho-pleasureIdeo-pleasure
Four pleasure frameworkby Prof. Lionel Tiger.
Socio-pleasure:Rewards of the tribe - gratification from others
Psycho-pleasure: Rewards of the hunt (material goods, money, or information)
3. Makes users feel cool.
Rewards of the self (mastery, completion, competency, consistency)
‘A bit of work’ from users, store value as data, content, followers, reputation, and skill.
Behavioral
4. Trigger.
Example: External trigger from Facebook post
Source: TNS/Google, “Mobile App Usage Study,” 2016.
Don’t just rely only on push notification
Source: TNS/Google, “Mobile App Usage Study,” 2016.
5. Drive conversions.
Source: Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016
Hick’s Law
The time it takes to make a decision increases with the number of options.
Tool
Reduce the number of options to reduce response times and errors.
6. Designed to be Familiar (Intuitive)
Doing is easier than thinking
Usability Testing - Validate with the real users, not with your internal teams.
Affordance
The physical characteristics of a thing influence its function and use.
Tool
7. The right action/info at the right context.
Source: Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016
Source: Think With Google
Micro-moments
Occur when people reflexively turn to a device — to act on a need to learn something, do something, discover something, watch something, or buy something.
They are intent-rich moments when decisions are made and preferences shaped.
Link to Video
Inattentional Blindness
A failure to perceive an unexpected stimulus presented in clear view.
Tool
Horror Vacui
A tendency to fill blank spaces with things rather than leaving spaces empty.
Tool
The perceived value of a store’s window is inversely related to its horror vacui.
8. Useful
Source: Google/Ipsos Consumers in the Micro-moment Survey, 2015
Only 9% of users will stay on a mobile site or app if it doesn’t satisfy their needs (for example, to find information or navigate quickly).
9. Straight to the point.No fuzz. KISS.
Perfection is achieved, not when there is nothing more to add, but when there is
nothing left to take away.- Antoine de Saint-Exupery
80/20 Rule
A high percentage of effects in any large system is caused by a low percentage of variables.
Tool
20% of what people want: portability and tape playback.
Performance Load
The mental and physical effort required to complete a task.
When performance load is high, time and errors increase.
Tool Cognitive load: reduce information density, reduce mental effort (recognize than recall), automate task when possible.
Kinetic load: reduce number of steps, reduce physical effort, automate task when possible.
Visceral
10. Looks and feels good up to the last detail.
Aesthetic-Usability Effect
Aesthetic things are perceived to be easier to use than ugly things.
Tool
See the research
Experiment in the 90s by Japanese researchers.
Black Effect
A set of cognitive and behavioral effects triggered by exposure to the color black.
Tool
Black products are generally perceived to be classy, high value, and timeless.
How do we do it?
Innovation is the sweetspot
Design Sprint to the rescue!
Design sprint is a framework for teams of any size to solve and test ideas in 2-5 days.
Google Design Sprint
1-Why
2-Pleasure
3-Coolness
4-Trigger
5-Conversions
6-Intuitive7-Right action
8-Useful
9-Simplicity
Understanding users, business, and technology. Define focus and
key strategy.
Sketches, and decide.
Prototype and validate.
How do we measure the success of the design?
HEART Framework from Google.
Resource:How to choose the right UX metrics for your product.
Visceral
Behavioral
Reflective
ED Score (Emotional Design Score)Users' subjective reactions to the product's look, sound, smell/taste (if any).
The ability of users to achieve the goals.
Level of resource/effort consumed when doing tasks to achieve goals.
Less but better. Focusing on the essential aspects that matter to the users.
Users' subjective satisfaction or memory with the product.
1. I think the product looks good.
2. I found that the product was easy to learn.3. I could achieve my goals easily.4. I found the features of the product satisfy my
needs.
5. I found that the product is troublesome to use.6. I felt that the performance of the product is
good.
7. I felt that the product is complicated.
8. I felt good when using the product.9. I think I would use the product again in the
future.10. I would recommend the product to my
friends/family.
ED SCALEStrongly disagree
Strongly agree
1 2 3 4 5
1. I think the product looks good.
2. I found that the product was easy to learn.
3. I could achieve my goals easily.
4. I found the features of the product satisfy my
needs.
5. I found that the product is troublesome to use.
6. I felt that the performance of the product is
good.
7. I felt that the product is complicated.
8. I felt good when using the product.
9. I think I would use the product again in the
future.
10. I would recommend the product to my
friends/family.
For 1,2,3,4,6,8,9,10
Temp Score = Scale -1
ED Score Calculation
For 5, 7
Temp Score = 5 - Scale
ED Score = Sum of Temp Score x 2.5
“Less but better” product that’s engaging, useful, and making
people’s lives better and easier.
ありがとう
Borrys HasianGoogle Expert in Product Design
Google Launchpad Global Mentor
[email protected] @borryshasian
In Progress The Book of UX Design, in Indonesia Language:www.belajarux.com
