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Influence of consumer motivations and behaviors on product usage
Anuradha SridharanIndependent Products Consultant
Product CampSep 2014
Image Credit: http://www.flickr.com/photos/aryaziai/9018429130/ (Creative Commons Attribution License)
How many of you eat healthy meals everyday?
Image Credit: http://www.flickr.com/photos/aryaziai/9018429130/ (Creative Commons Attribution License)
How many of you “like to eat” healthy meals everyday?
How many of you check Facebook everyday?
“Can a health & wellness app have as high an engagement as a social product?
What goes behind creating high engagement products?”
My quest begins!
ProductUseful
DesignUsable
MarketingReach
Basic understanding of
“Why we do what we do”
Human Traits
Behavioral Psychology
Persuasive Design
Emotional Design
CaptologyDesign
Thinking
User-centric Design
Behavioral Economics
Various Disciplines and Research
Understanding customer’s pain-points
Key responsibility of a product manager
motivations
Core Motivators
Source: http://www.behaviormodel.org/
We seek• Pleasure• Hope• Social
Acceptance
We avoid• Pain• Fear• Social
Rejection
Acquisition Activation Retention Referral Revenue
Adapted from Dave McClure’s startup metrics for pirates - http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Customer Lifecycle
the higher the usage, the higher the scope of Word-of-Mouth,the higher the chances of upgrades/repeat purchases
AcquisitionGetting people to your sacred page
Acquisition Activation Retention Referral Revenue
Endowment effect - "people ascribe more value to things merely because they own them”
Loss aversion - "people are more motivated by the prospect of losing something than they are by the prospect of a reward”
Choice supportive bias – “people tend to over attribute positive features to options they chose and negative features to options not chosen”
Competitive, mature markets
Position yourself as the “first” (leader) in a niche category
What’s “new” about your product/service? Call out to users in the higher end of “novelty-seeking” spectrum
Social Proof (also called Bandwagon effect/Group Think/Herd Behavior)
Grouping (label your group of customers)
Stop creating friction. Remove barriers to entry
ActivationSignup, check it out
Acquisition Activation Retention Referral Revenue
Cost-Benefit Analysis “perceived difficulty of a task in relation to the perceived reward”
We can perform this analysis in a few milliseconds
“Mentally taxing” tasks Too many decision variables (e-commerce) Form Fatigue Asking personal information Memory Retrieval
The scary world of app permissions!!
Seriously puts off a potential user, who had the required motivation to locate your app and click “Install”
System 1 and 2 thinking
System 1 – fast, automatic, unconscious, natural drives and instincts, general rules and heuristics
System 2 – slow, deliberate, conscious, analysis, “inherently lazy”
“the more the mental effort, the higher the reluctance to invest”
- Pupil dilates- Heartbeat increases
Image Source: http://assets1.bigthink.com/system/idea_thumbnails/54524/headline/BigThink_System_1_2.jpg?1394211473
Parameters of usability testing in the future?
RetentionPerform a certain behavior repeatedly
Acquisition Activation Retention Referral Revenue
HealthifyMe case studyHealth and Wellness App (currently available for Android)
Helps you to track your lifestyle and make positive changes in your eating habits and physical activity
Calorie Tracker for Indian foodsTrack your meals and exerciseGet analysis and actionable insights on your calorie intakeGet personalized advice from coaches
High initial interest, but not sustaining
ReactionsTedious
Boring
Time consuming
I’m busy
I’m traveling I’ll log starting next
Monday
I forget what I eat
I don’t care about
calories
Your app is lying. My food habits
are not that bad
Facilitate behavior change
Constraint for any health & wellness appRequires consistent usage for atleast 2 weeks to notice tangible results
Problem StatementWhat is the ONE specific behavior that we want our users to do in our product/app?
“Track their meals and physical activity everyday”
BJ Fogg’s behavior model
Full credit: BJ Fogg, Copyright: www.behaviormodel.org
Triggers – Day 2 email sampleSocial Proof
Grouping
Increase Ability (Make it easy to track foods)
Quick access to your recent and frequently entered foods. Use the previously entered serving sizes as default
Voice tracking / Photo tracking
Increase motivation (using a layer of gamification)
ReferralSpread positive WOM
Acquisition Activation Retention Referral Revenue
Reciprocity principle
“If you give something of value to your customers, they feel obligated to reciprocate / return the favor”- Robert Cialdini in his book “Influence”
Demonstrate value first, then expect a favor
Not the other way around!
RevenueJourney from “Users” to “Customers”
Acquisition Activation Retention Referral Revenue
A lot of choices is attractive!
Default view of available flights, if there weren’t any direct flights – 1 stop
Perception:“limited options, site’s not reliable!”
Learning:Show all choices, even if most of them don’t make sense. Provide the customer with the necessary controls(filters) to narrow down further.
Choice paralysis
Hick’s law - “the more options one is exposed to, the longer it takes to make a decision”
http://sheenaiyengar.com/the-art-of-choosing/excerpt/
Displayed: 24 jamsTried the jam: 60%Purchased the jam: 3%
Displayed: 6 jamsTried the jam: 40%Purchased the jam: 30%
Jam Tasting Experiment
The speed breaker of online shopping
Scarcity effect => Information Overload => Decision paralysis => Close the tab and grab a piece of chocolate!
For further reading
Influence: The psychology of persuasion by Robert CialdiniThinking fast and slow by Daniel KahnemanHooked: How to build habit forming products by Nir EyalBlink: The power of thinking without thinking by Malcolm GladwellEmotional Design by Don Norman
http://www.behaviormodel.org/ by BJ Fogghttp://thenextweb.com/apps/2014/05/14/can-online-apps-change-real-life-behavior/ http://www.nirandfar.com/2012/03/how-to-design-behavior.html https://www.helpscout.net/consumer-behavior/ http://3.7designs.co/blog/2012/08/10-psychological-principles-to-design-with/
Thank you!
Want to continue the conversation? Say hello!Twitter - @anura
Email – [email protected] – http://anusridhar.blogspot.in