TOPICS TO DISCUSS TODAY
1. Background of this lecture
2. Con-B in Prod-Man
a. Applying ‘Personality’ concepts
b. Applying ‘Motivation’ concepts
c. Applying ‘Perception’ concepts
d. Applying ‘Attitude’ concepts
e. Applying ‘Learning’ concepts
3. Concluding thoughts
4. Quiz!
Consumer Behavior concepts apply equally well to
the 1st P (Product) as they do to the 4th (Promotion)
Examples from Consumer Behavior texts
focus on the ‘Promotions’ and to an extent
on ‘Price’ and even lower on ‘Place’. ‘Product’
related examples are rare to find.
Why?
(a) Products were commodities
(b) There was not much ‘interface’ between
users & products
(c) Products remained in the same form as
shipped from their factories & were not
‘connected’
How do things change when software starts eating the world?
Remember, software products are ‘produced’ before and after
sale, even as the consumption process happens
Even more specific, we focus on the ‘design
process’ outlined in ‘Inmates are…’
UX
Scenarios
Goals
Personas
Concepts from ‘Personality’ directly apply to
the ‘Persona’ creation stage of product design
• Insights from ‘Personality’ concept of Consumer Behavior can be straight
applied into the ‘Persona’ stage of the design process
• ‘Personas’ define the characteristics of typical users of your product – User
Experience design is heavily influenced by the personas that are defined
(primary, secondary & so on)
• Even beyond personas, during the usage of a product, the interface keeps
changing based on “Personalized recommendations”.
• It is difficult in marketing communications to achieve an N=1 level of
segmentation but in your product design, we can get close
• While qualitative theories like Freud do apply anywhere, we can see more
application of the quantitative / empirical concepts in product design
These are some concepts from ‘Personality’
that are useful in Product Design (1/2) Concept Application
Trait Theory & Personality
Characteristics
Research around personas should include a
‘personality’ test & add a scale for “Consumer
Innovativeness, Dogmatism, Social Character, Need for
uniqueness, Optimum stimulation level, Sensation
seeking, Variety / Novelty seeking”
Cognitive Factors (Need for
cognition,
Visualizers/Verbalizers)
At launch of a service, , show content directly versus
let them choose content of their interest
Provide summary of new content in text versus show
content as collage of images
Compulsive Consumption In App ads & Game behavior – King.com’s application
into Candy Crush Saga & other games
Concept of “Whales” in Games & in Amazon Prime
Identification of your potential whales becomes easier
through some cues in ‘Profile’ / ‘Persona’ etc.
These are some concepts from ‘Personality’
that are useful in Product Design (2/2) Concept Application
Brand / Product Personality Every aspect of the product (Interaction Design,
Visual Design, Copy) in the product interface
shows a personality, not just logo & name.
Example of Mail Chimp
Apply the 5 dimensions: Sincerity, Excitement,
Competence, Sophistication & Ruggedness
One or multiple selves Helps in building the persona (Add the various
selves as part of persona itself) – Follow Home
approach (Observe the user in his natural
settings).
Hindi UI example – Want to see Hindi only when
alone, not with friends
Product Specific [Personal Vanity (Achievement /
Physical) – Games], [Expected / Ought to Selves –
Utility]
Concepts from ‘Motivation’ directly apply to the
‘Goals Identification’ stage of product design
• Persona exists to achieve his goals. Goals exist to give meaning to a
persona
• Tasks Vs Goals: Goal is an end condition. Task is an intermediate process
needed to achieve that goal. Task changes with technology but goals are
very stable. Tasks may look contradictory to a goal. For example: You need
to mow a lawn (a task) to rest in the lawn (goal)
• Without consumer behavior concepts, we design for ‘tasks’ – not goals!
• Personal Vs. Practical Goals (We usually solve for ‘practical’ goals)
• Dr. Fogg posits that there are 3 ingredients to initiate a behavior:
motivation, ability and trigger. B = MAT (behavior = motivation + ability +
trigger)
These are some concepts from ‘Motivation’
that are useful in Product Design Concept Application
Promotion Focus &
Prevention Focus
Example: Energy Tracking device app. Show energy
conserved versus Device wise details
Rational versus Emotional
Motives
These are related to the practical versus personal goals
(Example: Dashboard creation software)
Approach object &
Avoidance object (Positive &
Negative motivations)
Example: Education software – People signing up on
their own versus forced by their employer
Trio of needs (Power,
Achievement & Affiliation)
Power: iPhone versus Mi-Phone
Achievement: Think of any game
Affiliation: Social sharing / Influencers etc.
Motivation Research like
ZMET
I did for Tata Nano but can be applied to a software
product as well (Nano: on MLCP, Click sound of car
opening etc.) – On software? Ability to send smileys;
Ability to attach emails; Knowledge of trailers ahead of
others
Concepts from ‘Perception’ directly apply to
the ‘User testing’ stage of product design
• While ‘personality’ applies to segmentation/targeting & persona building,
‘perception’ applies to the next step – ‘Positioning’
• If positioning is made clear while the product is being made, you would not
be searching for ‘attribute-benefit’ later while promoting the product. Each
attribute you build would be because there is a ‘benefit’ for the segment
automatically
• In the ‘beer’ example, irrespective of the segments, the ‘product’ remains
same. The messaging changes from ‘low calorie’ to ‘lite’ but it is likely that
your product would change in case of a software product
These are some concepts from ‘Perception’
that are useful in Product Design (1/2) Concept Application
Sensation You should think of ‘sensation’ when you do your UX
design – Affordances (tactile), Easy to use navigation,
Skeuomorphism, and graphic elements used
Thresholds and JND Applies to number of advertisements (versus original
content) you could slip in without the consumer
realizing it (example: Facebook, Twitter, Instagram etc.)
Other applications of JND – Storage size of emails,
Number of songs in your pocket etc.
Subliminal perception While physical products can do only in advertisements,
you have a screen where you can play subliminal cues
all the time – Repeated exposure of subliminal cues is
what helps. Not possible with advertisements but
possible with product interface
These are some concepts from ‘Perception’
that are useful in Product Design (2/2)
Concept Application
Perceptual Selection – Contrast Google Search Results, Play Store search results /
screenshots etc.
Need for closure Could be exploited in products. Like ‘7 people
looked at your profile’ in LinkedIn
Perceptual Mapping Create perceptual maps & decide on positioning
right from the time you conceive a product and
extend it till promotions.
Perceived Risks (Functional Risk,
Physical Risk, Financial Risk,
Social Risk, Psychological Risk,
Time Risk)
Identify the 6 types of risks and put it as part of
your start-up wizard, Play Store description etc.
A few more concepts: Scarcity effect (people want things that are scarce), Framing effect (people
value things that are in places that are typically considered valuable), Anchoring effect (people
usually anchor on a piece of information & compare everything to it), Endowed Progress effect
(people want to complete an action after seeing some progress already)
Concepts from ‘Attitude’ directly apply to the
‘User Testing’ stage, post launch
• “Attitude occurs within a situation”
• “Sometimes Attitude follows the purchase & consumption of a product”
• “Attitudes that develop through direct experience (product usage) tend to
be more confidently held, more enduring and more resistant to attack than
those developed by indirect experience (ad)”
These are some concepts from ‘Attitude’ that
are useful in Product Design (1/2) Concept Application
Attitude Object “Product” is the attitude object (or you could even
make each feature an object for the purpose of
research)
Affective Response Scales
(Old Spice example)
Choose appropriate feelings & emotions based on your
product
Attitude towards Behaviour Feeling accomplished once completing a game/task
Feeling overwhelmed etc.
“Theory of trying to
consume” model
Shopping Carts analysis in eCommerce (Personal
Impediments versus Environmental impediments)
Attitude Change: Resolving
conflicting attitudes
Changing the relative evaluation of attributes –
Expensive, Makes me productive; Difficult, Feeling of
accomplished; etc.
These are some concepts from ‘Attitude’ that
are useful in Product Design (2/2)
Concept Application
Three segments of dissonance
(High Dissonance Segment, Low
Dissonance segment and
Concerned about needing the
purchase Segment)
First few interactions of the product should allay
appropriate fears of each party. Add it as part of the
persona identification
Attribution theory Self Perception theory (Internal Attribution/
External Attribution) – Automatically Photoshop
example came in! Add appropriate scenarios/use
cases where the user feels the product is helping
him look good. Social sharing of one’s
accomplishments (add your text in the tweet!);
Device-Network example of where it is attributed
Attribution Testing
(Distinctiveness, Consistency
and Consensus)
Explicitly add these in User Testing research post
launch
These are some concepts from ‘Learning’ that
are useful in Product Design (1/2) Concept Application
Classical Conditioning Notifications & response (When to send notifications!).
Show notification with latest news every morning –
Once there is a reward seen, the person will start
craving for it even without a notification (I was an
addict till last month)
Advertising Wear out Notification Wear out?
Like the ‘three-hit’ theory, we should do research on
the number of notifications that make enough habit
forming responses
Customer Satisfaction &
Reinforcement
Provide delight through simple product features:
Evernote adding the meeting subject as the title of the
note. Credits/Badges as rewards & reinforcement
These are some concepts from ‘Learning’ that
are useful in Product Design (2/2)
Concept Application
Service Recovery Apologize, Back up etc. are very important in
product design (deleted files, photos etc.)
Modelling & Observational
Learning
Leader boards in games, Influencers in LinkedIn
Measurement of product
involvement
Conduct a research and measure “Important,
Interesting, Relevant, Exciting, Meaningful,
Appealing, Fascinating, Priceless, Involving, and
Necessary”
Variable Reward Theory: Rewards of the tribe (Facebook with its LIKES, COMMENTS, SHARES
etc), Rewards of the hunt (Most significant examples of this are in the way 'games' are designed),
Rewards of the self (Another good example here is the Q&A site 'Mahalo' where users were paid
to answer. That site did not kick off but 'Quora' did because it involved rewards of self & tribe)
What more could go into a ‘persona’, applying
Con B concepts?
Personality traits
Multiple Selves
Dissonance
Segment
Need for
cognition
Promotion/Prev
ention Perceived Risks
End Notes
Hope this served as a good enough introduction. We have just scratched
the surface on this. We can go a lot deeper into each concept and apply to a
product – Someone could take it up a their ‘final’ project
Quiz
1. One or Multiple Selves concepts can be applied to the ####_## of a product
2. Only repeated exposure of _######### perception has an impact
3. Cognitive factors influence is someone is a _######### or a Verbalizer
4. Theory of trying to consume can be applied to _####### carts
5. An example of 'Need for Closure' is the “Who saw your profile” in ####_###
6. That a user liked to go by car in an MLCP came through ##_# research
7. Power, Affiliation & Achievement form the _### of needs
8. When you add more ads in your newsfeed without you noticing, they apply the concept of _##
9. Mail chimp example was used in the concept of Product & _#### personality
Pick up all the letters from the _ and find a word. Jumble it to find someone
who applied these concepts intuitively
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