Changing Perceptions with Design

How to design products using the power of framing effects

Aaron Otani
Jun 20, 2016 · 7 min read

There is no truth. There is only perception.
-Gustave Flaubert

As product designers, framing effects impact our work more than we may realize.

Step 1: Learn the science

A small sample of recommended books on behavioral science

Social norms

Loss Aversion

Scarcity

People who signed up to try the Mailbox app could see in realtime their position in line.

Step 2: Choose the right message for your audience

Messages sent to two separate donor groups saw drastically different response rates.

Step 3: Design, Test, Iterate

For ideas on framing methods, check out the great resources at Zurb
Examples of products Opower has made to encourage energy efficient thermostat temperatures

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Aaron Otani

Written by

Designer @Google. Previously @Opower, design fellow @KPCBFellows.

The Startup

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