User-guided design: Digital incentive to guide users

Article Description: motivate users with numbers? Scenarios and user-led surprises.

Sociabeta before the article "4 kinds of clever use of" digital to motivate the user behavior of the method, describes some use of digital to motivate user behavior of the case design. Recently happened in a project, involving digital guidance, find the relevant articles, do some comparative thinking, record down.

Currently in the user-led design to take digital guide design of the main concentration of four types of Web sites or Products: (1) shopping sites, such as group purchase stations, they use numbers to create a scarcity of impressions and incentives to follow suit; (2) system optimization software, such as 360 software, use the number to cause user psychological panic and use pleasure (3) Social networking sites, using digital reminders to meet user expectations; (4) ranking, using numbers to guide user selection.

It can be seen that the digital guide design is almost all in the use and exploration of users psychological impact of user behavior. In many cases, this kind of digital incentive is really good for users to lead, so that users follow the trajectory of the design action. But digital guidance is not omnipotent, and in some scenarios this guidance design, if improperly, can have a negative effect.

Scene One: Group purchase station, the minimum number of transactions 100, now the number of transactions 20, the remaining time of 4 hours.

The three numbers are digital-guided designs outside of the most important price figures, but in this scenario, the digital display will only increase the number of people buying as the rest of the time shrinks. "It's been so long, so little people buy, not good things?" Or this group purchase certainly cannot succeed, I still forget it. ”
At this time, in the user's mind, here's the bottom line, the status quo and the rest of the period between the negative impact, so that users create a kind of abandon impulse.

Of course, many group buying stations are false, this is not a statement.

Scenario Two: Subscribe to the page, under the Mail subscription form shows that there are currently XXX registered.

Social identity, Social Proof, often play a big role in guiding users to make decisions, which is one reason many product stations will highlight user comments and quality users. "So many people have registered/bought, that's right!" "This is the same as regular access to the crowded restaurants in the queue, is to use the mentality to increase the hesitation of users psychological comfort and action hint." The design of Feedsky and FeedBurner display subscriptions is also a lure for web surfers.

However, the Diythemes Web site, which is familiar to WordPress users, encounters a problem when designing a mail subscription form. After a/b test, they found that the design that showed the number of subscribers in the form was not the best. "There are 14752 people subscribe, free access to updated information," the information prompted to remove the conversion rate almost doubled. Why does this close to 15,000 of the digital reminder cause bad results?

It was interesting to have users ' comments: I was happy to subscribe, but after seeing this number, I started to wonder how much or how little the 15,000 was. Many people's views are similar, this digital reminder is actually to the user expected behavior caused interference, increased hesitation. (Of course, I think there's a problem with Diythemes's subscription form design, which actually interrupts the user's behavior.) ）

In addition, the number of Watercress home page to remind the design has made you feel impulsive and interested?

Scenario Three: Social networking site someone's follow number design.

In this interactive Web site, some users expect the effect of their actions, such as I have the opportunity to talk to the stars, have the opportunity to interact with celebrities. But when it comes to seeing a person follow too many people, the idea is this: even if I go follow him, I'm not going to have any interaction, it's hard for him to pay attention to me or not to follow him.

Of course, it is undeniable that in most cases, digital guidance still fully utilizes and inspires the user's psychology. The above scenario is relatively small, and many changes, it is difficult to be fully grasped by product designers. It is not possible for these special cases to give up the use of this very effective user-motivated user behavior of the boot model, but for different web products, digital guide design in the case of the need to make a correct decision according to the different circumstances:

• The location of the site itself and the characteristics of the user group

  For example, the luxury station is not suitable for digital guide design, because the user's pursuit of maverick and noble sense. Global Qualcomm, you also want to use a large number of users to promote high-end?

• Whether there is a way to eliminate negative factors when there may be negative guidance

  For example, the fast expiration of group purchase, the abolition of the number of people show.

• Numbers are often associated with situational and behavioral manipulation, and the design of copywriting and action buttons is matched

  Information reminders in non-behavioral processes are designed to be as independent as possible and not in the process path.