During last workshops at Orange Fab in Warsaw we were talking about the role of a psychology in building digital products. Understanding how people are taking their decisions is important to deliver new products & services. It is affecting all aspects of a business like sales, marketing, customer experience and way we deliver our services.

1. Psychology behind product development
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2. Software is eating the world
Marc Andreessen, 2011
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“ ”

3. Mobile ate the world
Benedict Evans, 2016
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Software
is booming, but …

5. For the first time, the technology
industry is selling to everybody
Benedict Evans, 2014
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“
”

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Smartphone will be IS the first computing
device in every pocket

7. Smartphones don’t interfere with our life,
they aren’t innovation anymore
Smartphones are part of our life. This means that innovation called „smatphones” is fully adopted.

8. We have new restrictions & opportunities
we need to take into account
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9. Why is mobile overtaking PCs?
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10. 75% of Americans admit they’re using their mobile phone in the bathroom.
19% of people from other study admit they dropped their phones into loo.
51 % of UK residents said that they suffer from ‘extreme tech anxiety’ when separated
from their devices.
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Smartphone – the most private
device we take everywhere

11. We use mobiles when we need, not when we merely have a possibility to.
We have many quick interactions to complete small actions.
That’s something new and we need to design for it.
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The effect is change in interaction model

12. The most successful apps focus on solving one problem at a time.
That’s why we have so many apps in stores.
This is the true power of mobile.
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Users have similar problems but
individual way to solve them

13. What is the biggest challange for desginers?
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We have only 24 hours of user attention

15. For the last 20 years we were focused on CTRs not on people.
Researches are showing that the ads effectiveness is more dependent on ads creation and our
interactions time than on our clicks. That’s why a big change is coming – attention economy.
We have to draw people attention in our apps and align actions with their plans.
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We have to design actions for intents

16. It’s not that brain isn’t capable of doing things. It’s that representation of things are different and our
brain takes shortcuts. We do things we don’t really want.
This is how our brain operates when it’s flooded with too much information. As a designers we need to
take care of it and help users to do things better.
We have two „brains”, which sometimes don’t work together
We need to assume for a fact:
Our brain is stupid.
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Automatic brain
Used when our brain know how
to respond for stimulus. Our brain
triggers response without our
knowledge.

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Logical brain
Used when we brain doesn’t
know how to respond for
stimulus. We need to take extra
effort to response.

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Automation
We don’t make rational decisions
(Daniel Kahneman, Nobel in
Economy 2002).
Sometimes our automatic brain
response to things that we don’t
know and our logical brain doesn’t
notice it.

20. Scarcity of self control -> is easier to say than to do things
Scarcity of attention -> we are focused on wrong aspects
Scarcity of cognitive capacity -> we perceive things in different ways
Scarcity of understanding -> we have different mental representation of things
Our decision system has constrains:
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What users do isn’t what they want to do.

21. New interface makes things easier. We need less effort to make action.
That’s why we have so many interactions in mobile -> there is less effort
need to accomplish our tasks.
We can solve many problems by removing small unpleasant costs of doing things.
Our decision system has constrains:
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Innovation in always is the new interface

22. We think deeper (analytically) when we are stressed.
We think wider (creatively) when we are in good mood.
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We are influenced by our emotions

23. Visceral -> we are attracted to things that are nice in our eyes.
Behavioral -> things that we do automatically, our habits.
Reflective-> It’s our inside voice. Why are you doing it? It’s ok to do it?
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Beautiful things work better,
even if they don’t work at all.
We perceive things on three levels (Don Norman):

24. We solve users problems by making their pains go away.
With our products we have to change how users do things.
From our perspective great products build new habits.
Mobile is about building new habits.
Our decision system has constrains:
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Great products change user behavior

25. We need to show users how to use Automatic Brain, when they use our product.
As a product designers we are responsible for our products.
We should design for good things not addictions.
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Habit – a behavior done with
little or no conscious thought

26. The more we repeat actions the easier for our brain is to do them.
Positive attitude makes doing things easier.
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Habit forming is about frequency and attitude

27. by Nir Eyal
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Forming habits –HOOKed model

28. Trigger
Action
Reward
Investment
A hook has a four parts:
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The hook – is an experience designed to
connect user’s problem to your solution

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Hooked model
by Nir Eyal

30. External –> the information for what to do next is within the trigger.
Internal –> the information for what to do next is informed trough association in the user’s memory.
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Trigger – a stimuli that makes people
act in a certain way

31. Motivation
Ability
Trigger
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Action – the simplest action
in anticipation of a reward
BJ Fogg - for any behavior to occur we need:

32. Seeking pleasure
Avoiding pain
Seeking hope
Avoiding fear
Seeking acceptance
Avoiding rejection
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Motivation – is increased by:

33. Time
Money
Physical effort
Brain cycles
Social deviance
Non-routine
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Ability – is affected by:

34. Tribe – social rewards
Hunt – search for resources
Self – search for self-achievements
Rewards:
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Reward – what we get for our effort
Our reward system activates with anticipation and calms when we get what we want. The unknown is
fascinating. Variability causes us to focus and engage.

35. Loads next trigger of the hook
Store value, improves next use of a product
Investments:
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Investment – what user put
for future benefits
Money, time, personal data, emotional commitment, effort. Investment should be connected with next
pass through the Hook:

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Hooked model
Canvas

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Hooked model
example

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Hooked model
example

39. QUESTIONS?
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Piotr Biegun
CEO at Whalla Labs
piotr.biegun@whallalabs.com
@piotrbiegun
+48 607 127 551