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01. Scarcity is precious.

Victor Yocco, author of "Design for the Mind", is an advocate of using psychological shortcuts in design.

"people like to think that they have something that no one else can get, and that there must be a limited number of things of high value. This is the scarcity effect. When something is limited in quantity or access, people are more likely to take action. We can take advantage of this in website design, such as adding a timer element when users are required to make decisions."

The Washington Post uses the scarcity effect to remind readers that if they don't subscribe, they will miss out on wonderful content.

"on e-commerce sites, we can show users that the number of items is limited, or launch time-limited rush buying activities," he said. " On a content-based site, we can allow users to upgrade and access exclusive premium content, or show users a short preview and request them to subscribe to see more content. If you want to release a new product or major update, you can send an exclusive invitation to people and ask them to invite a limited number of friends to watch the preview. Companies that have been very successful in this area include Amazon and Ebay, as well as news sites that only push exclusive content to subscribers. "

02. Make full use of social influence

Yocco also recommends adding social elements to the product.

"humans are essentially social animals," says Yocco. "people will want to use products that friends and peers are using and will want to communicate with each other when meaningful. This can be seen in the expansion of social media and the success of companies such as Facebook and Snapchat. Adding design elements to the site that promote the social experience can make your product stand out and increase usage."

Here are a few tips from Yocco for maximizing social influence:

Provides a direct way to share content or product information from a separate page

Allow users to import friends or directly invite friends to use your product

Show users that people they know have used your product (for example, 10 of your Facebook friends have signed up for the site) and how to use it

Provide newsfeed so that users can see real-time updates and participate in interaction

Create a competitive atmosphere among users to promote more use

Nike Run Club uses social and gaming elements, such as this ranking

03. Use persuasion techniques for user journeys

Alberto Ferreira, a user experience (User experience,UX) and communication researcher and author of "Universal UX Design", suggests that we should apply technology in a more integrated way.

"persuasion is not a pile of skills, but a dynamic combination of stimulation, context and behavior. Persuasion cannot exist alone. You can use scarcity effect as a persuasive message, such as shaping high prices into value for money, or through social recognition to make public wisdom as your product platform, and then you can sit down and wait patiently for the results of the Aamp B test to show.

"or you can apply persuasion strategically by depicting the decision-making processes that customers have experienced during their journeys. Will they become loyal customers or regular repeat customers? when will they visit your website or app? on a crowded commuter bus? or on the most enjoyable journey of their lives? what do they want to buy? what are their pursuits as human beings?

"in order to apply persuasion skills effectively, we must first identify three basic aspects of user behavior: emotion, motivation and ability. Strategically segment based on data, learn more about the user's journey, understand the assumptions and values that customers bring, and then apply persuasion techniques, whether you want an impulsive click or boost brand awareness through multiple visits. If you do the opposite, you will only alienate and infuriate users. Or it could lead to worse results and make you look desperate. "

Mark the route, contact point and micro-moment of the user's journey. Then you will get a picture to help you understand the user's motivation and how to apply persuasion techniques.

04. Use boost to influence user behavior

User experience designer Russel Parrish has proposed a catalog of user experience models.

Richard Thaler says in his book Nudge that boosting is a small feature that attracts our attention and affects our behavior in the experience. User experience designers mostly stumble on the concept of boosting. We have the ability to influence user behavior and have seen them in common digital experiences, but we lack the resources to refer to these patterns.

At IBM, we are obsessed with designing user-centric experiences and have created a library to help designers make ethical decisions. Right now, the library is in its infancy and will continue to grow as we add visual examples that help in practical cases. Using a behavior-based approach to user experience design will result in a more attractive experience to better meet the needs of users and business. "

Help to influence user decisions on the premise of ethics

05. Think about what people want to achieve.

According to industry analyst Horace Dediu, one of the biggest difficulties in the job is to determine the user's intention.

"if we don't understand the causes of behavior, we are always guessing and misallocating resources. apart from the unreplicable factor of intuition, I personally think the best clue comes from the process of analyzing the work that consumers need to do. this is not the intention of utilitarianism, nor a measure of economic value, but an understanding of the sense of urgency people feel when forcing people to do things.

"this sense of urgency is a deeper sense and motivation, which is often ambiguous and difficult to explain. It makes sense to influence user behavior, understand what they want to achieve, and provide them with a way to achieve it. This opportunity for progress is the key to user experience analysis and design."

06. Design quality service

Harry Brignull, an independent user experience consultant and founder of Darkpatterns.org, warns against using persuasive skills.

"when it comes to affecting user behavior, you usually think of cognitive biases (scarcity effect and social identity), and then do some Amax B tests. then you will get some results and feel good about yourself. Don't do that. This is a sign of mediocrity, and this mediocrity is likely to be disintegrated by the big events that follow.

"the best way to influence user behavior should be to design quality services to meet the needs of users. good service will speak for itself.

"therefore, we must do a good job in user research, deeply understand the needs of users, and work around the design of core services. if the ultimate success is what people really need, persuasion is easy."

07. Know your boundaries.

Joe Leech, a user experience consultant, believes that design should follow ethical and moral constraints.

"when I first entered the industry, I was involved in redesigning the credit card application process for a well-known UK bank. At that time, interest rates were very low and banks made money by selling disease insurance and so on. The commercial focus of selling these products has put me under pressure as a designer to apply psychology to influence user behavior. I don't feel well. Later, the British government ruled that what was done at that time was illegal.

"one of the lessons I learned was to understand my boundaries and avoid projects that might apply design to the wrong purpose. this prompted me to develop a code of conduct for myself:

1. No tricks.

two。 Don't cheat.

3. Don't lie.

4. To be able to provide positive results

It is suggested that everyone should also set up a set of criteria for themselves. "

Thank you for reading! This is the end of the article on "how to improve user experience". I hope the above content can be of some help to you, so that you can learn more knowledge. if you think the article is good, you can share it for more people to see!

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