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Behavioral Marketing and Human Centered Design

“Well done is better than well said” – Ben Franklin

If you’ve been following me on social media at all you know I’m a fan of human centered design. I’ve just done some online education though and am taking it a step further into Behavioral Marketing. The concept that experiences with products/services and online interfaces that are pleasant and make people happy make that product easier to use or open up the user to be more open to the experience.

This behavioral marketing concept isn’t new in my world but I will say that it is helping me put a few pieces of the puzzle together. It makes an argument towards the benefits of putting time and effort into breaking down the workings of a product or website design. That all those online marketing companies that are not adding to the end users experience but only directing the user to a place that they are not going to find enjoyable is ultimately only causing frustrations. That true design and making a positive experience on the end result is what users want. They want to feel invited, they want to feel comfortable, they want to feel included and although it is not a quick fix and does take time the experience will be worth it.

Behavioral Marketing and Design is broken down as:

The user needs the feeling that they are in complete control of their environment

  • This thought process may be guided by a group.
  • This thought process may be controlled by the scope of the project (feeling overwhelmed).

So how do you guide the viewer to navigate through your experience with ease?

3 conditions have to be met -

  • The person really wants to do it (high motivation)
  • The person is able to do it (high ability)
  • The person is triggered to do it (triggered).

Examples:

  • RECIPROCITY EFFECT : We are more likely to give after being given something first
  • SOCIAL PROOF : We are more likely to go with the crowd than against it
  • COGNITIVE DISSONANCE : We tend to want our actions to align with our stated beliefs
  • ENDOWMENT EFFECT : We over-value something we attach our identity to
  • GOAL GRADIENT EFFECT : We get to a goal faster if it is part-completed for us
  • ENTOURAGE EFFECT : We derive greater pleasure from sharing a status prize with a friend

Find out more from Don Norman in his Ted Talk http://ow.ly/BlHxd

Or on his blog at: http://www.jnd.org/dn.mss/gratuitous_grap.html