You have to understand the psychological triggers, biases & motivations that drive your customers. In this talk, Nathalie goes through five of the most important psychological principles that underly persuasive design online.
- Sunk cost fallacy. You’re more likely to carry on something once you’ve invested some time, even if you’d be better off abandoning it
- Create dopamine spikes in your user journeys, by creating compelling cycles of variable reward (e.g. you roll the dice because you don’t know if you’ll get something good). We become desensitised over time so have to frequently add novelty to products.
- Creating an appointment dynamic creates habitual patterns of use