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Design TriggersMichael Schofield
A design trigger is a pattern meant to appeal to behavior and cognitive biases observed in users.
EFFICACY
“This differs from whether the design functions — yes, the carousel goes around and around and around. What matters, instead, is whether folks look at the carousel, engage with it, share its content. In so many words, does the carousel turn clicks into cash?”
libux.co/design-efficacy
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InvestmentLOW HIGH
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InvestmentLOW HIGH
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Basic Expectations
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InvestmentLOW HIGH
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Basic Expectations
ExcitementGenerators
Facets of theUSER EXPERIENCE
Aggregation Theory“Good UX is Good Business”
“The issue is that we tend to prioritize the look and feel of the web –its art – over its purpose. … It is the question of design efficacy with which we must concern ourselves first, resisting the compulsion to gawp at the groovy layout and remember that design is not art –design is function.”libux.co/design-efficacy
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Business GoalsExercise
• Increase public card registration
• Increase the use of databases and other online resources
• Improve brand loyalty (we need champions)
Business GoalsExample
Anchoring
Any piece of information can act like an “anchor,” serving as a reference point for users to contrast against all other information. It can also bias how they make choices. Oftentimes, the anchor is the initial information you’re exposed to.
Relative Value
Shoppers often have a reference price in mind for the cost of any particular item. Reference prices are as important for assessing relative value as the price difference between competing products.
Scarcity
There is often a direct relationship between attainability and perceived value. As availability of an item becomes limited, desirability increases.
Reciprocity
When someone gives us a gift or does us a favor, oftentimes we feel compelled to give something back. Exchanging favors helps build trust and long-term relationships through a sense of obligation.
Appeal to Values
Values guide users through decision making, even on mundane concerns. Brands can build loyalty by appealing to values. If users think a brand shares their values, they can develop a connection with that brand.
Examples of libraries appealing to values are hard to find.
Phil Bradley
Social Proof
The actions of others serve as models for how we think we should act. In uncertain or unfamiliar situations especially, we look to others to validate decisions.
Effort Justification
If a task is challenging, users can attribute a greater value to the result, justifying the effort it took to complete the task.
Ziegarnik Effect
Tasks that remain uncompleted linger in the mind, even after we focus attention toward new goals. It’s often easier to recall details of uncompleted tasks, as closure frees the responsibility to remember.
Understanding and making use of design triggers is an important next step after libraries embrace usability testing. If anything, they allow for quick and informed prototypes, but more importantly they force you to think about the bottom line and define tangible measures of success.
I’m MichaelLet’s stay in touch
@schoeyfield | [email protected]
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