Applying Behavioural Science in Digital Product Design

Create designs tailored to how your users think

Behavioural science has become an increasingly important field in recent years, with its principles and techniques being applied in a variety of fields. One area in which behavioural science has particularly valuable applications is the design of digital products.

By understanding how people think, feel, and behave, designers can create products that are more intuitive, user-friendly, and effective at achieving their intended goals. In this article, we will explore how behavioural science can be applied in design and tips for incorporating behavioural science principles into the design process.

Understanding mental models to ensure good user experience

A mental model represents a person’s thought process of how something works. These models are often shaped by past experiences and are based on individual beliefs. Neglecting users’ mental models may result in a discrepancy between the user’s understanding of how the product should work and the way it actually works. If the design diverges from the user’s mental model, it can lead to confusion and frustration, potentially resulting in the abandonment of the product. These models differ from culture to culture, from person to person. Therefore, it’s crucial to remember: a designer’s mental model ≠ a user’s mental model.

Mental models in UX are explained in Jakob’s law which was coined by Jakob Nielsen, a principal of the Nielsen Norman Group.

Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

This law implies that UX/UI designers should adhere to patterns familiar to their users. Here are a few examples of such patterns that lie within most mental models:

• Buttons are rectangular coloured elements that can be clicked to trigger an action
• Links are underlined text
• Navigation menus contain a list of links to the different pages or sections of a website
• Search bars are located at the top or on the right side of the webpage
• Headings are larger and bolder than regular text.

How to determine users’ mental models?

To understand if your designs correspond to users’ mental models, you just have to ask them. User interviews, usability tests, surveys, tree tests, and card sorting are one of the best research methods to do it.

Before starting a feature design, conduct interviews to get a deep understanding of users’ motivations, and their emotional and rational thought processes when it comes to solving particular problems. That will help in getting users’ perspectives of how a feature should work.

To make sure your product or feature fits the mental models you discovered earlier, run a usability study.

Card sorting is particularly useful for creating information architecture and navigation structure that aligns with users’ expectations.

Facilitating decision-making for users

Decision-making is often an unconscious process. It involves the use of mental shortcuts, or heuristics, to quickly evaluate and choose among options. These heuristics allow us to make decisions efficiently, without having to consciously consider every single option and its potential consequences. If our unconscious part can’t come up with the decision quickly, we start doubting any commitment.

This is how Interaction Design Foundation explains decision-making:

There’s a part of the brain that monitors time, meaning that we will unconsciously make the connection between the length of time it takes to make a decision and a lack of confidence. This unconscious knowledge further prevents us from coming to a resolution.

Knowing about mental shortcuts can help designers create products and interfaces that are easier for users to make decisions within. It’s especially relevant to digital insurers since product decisions are often complicated and highly responsible for users. Practical recommendations for boosting user experience in insurance are described by David Morales in his article The Importance of UX for Digital Insurances.

Heuristics

There are plenty of such heuristics. Let’s take a look at some of them.

Status Quo Bias. People are more likely to stick to the default option as changing course is perceived as being more difficult or risky.

Decision fatigue. People become less capable of making decisions or exercising self-control as they face a large number of decisions or have to make difficult choices.

Loss Aversion. People are more sensitive to potential losses than potential gains. This can lead them to make decisions that are intended to avoid losses, even if those decisions are not necessarily in their best interest.

Availability bias. Users’ decisions are influenced by the information that is most readily available to them. It means they may be more influenced by information that is presented prominently or that is repeated frequently.

Satisficing. People choose the first option that meets their minimum criteria or expectations, rather than continuing to search for the optimal solution.

What can UX/UI designers do?

There are several things that UX/UI designers can do to facilitate decision-making for users.

• Decrease the number of decisions per page or the amount of information needed for decision-making.
• Consider providing a default or recommended option to help guide users who are unsure about what to choose.
• Use visual design elements such as colour, typography, and layout to help guide the user toward the best decision. Be careful to avoid the opposite effect!
• Use clear, concise language to describe the options and the consequences of each choice. Avoid technical jargon and confusing language.
• Allow for easy reversal of decisions. Make it easy for the user to undo or change their decision if they need to.

Changing user behaviour

What is behaviour?

Fogg’s model of behaviour suggests that three elements must be present for a behaviour to occur: motivation, ability, and trigger.

Motivation refers to the internal drive or desire to perform a behaviour. This can be driven by a variety of factors, such as the desire to feel good, to avoid negative consequences, or to achieve a particular goal.

Ability refers to the individual’s capacity to perform the behaviour. This includes both physical and psychological factors, such as the availability of resources, the required skill level, and the individual’s confidence in their ability to perform the behaviour.

Trigger refers to the external cue or stimulus that prompts the individual to perform the behaviour. Triggers can be both internal (such as a particular emotion or thought) and external (such as a specific event or environment).

If all three elements are present and strong, the behaviour is more likely to occur. If any of the elements are absent or weak, the behaviour is less likely to occur. Therefore, designers should strive to keep all 3 elements in balance.

Basic principles of behavioural design

Use nudges. Nudges are small design changes that influence behaviour without significantly altering the choice architecture. For example, a “nudge” might be a default option that is pre-selected for the user or a subtle visual cue that directs the user’s attention toward a particular action.

Use the principle of authority. The principle of authority states that people are more likely to follow the advice or recommendations of someone they perceive as an authority. Designers can use this principle by featuring experts or trusted sources in their design to encourage the user to take a particular action.

Apply the principle of social proof. The principle of social proof states that people are more likely to do something if they see others doing it. Designers can leverage this principle by showing the user how many other people have taken a particular action (e.g. “Over 1 million people have already signed up for this service!”).

Use rewards and incentives. People are often more likely to engage in a desired behaviour if they receive a reward or incentive for doing so. Consider offering rewards or incentives to encourage users to adopt the desired behaviour.

Use gamification. Gamification is the use of game design elements and mechanics in non-game contexts. Designers can use gamification to make tasks more enjoyable and engaging, which can help to change user behaviour.

Importance of ethics in behavioural design

Since the goal of behavioural design is to influence and shape user behaviour, it’s extremely important to act ethically. Make sure the behaviour being influenced is voluntary and that individuals have the freedom to choose whether or not to engage in it. It also is important to avoid manipulating or coercing individuals into engaging in certain behaviour. Focus only on providing the information and support to your users to engage in behaviours that are in their own best interests.

Conclusion

Behaviour science has much to offer in the design of digital products. By considering the psychological and behavioural factors that influence user behaviour, you can create products that truly resonate with your audience and drive positive outcomes. Start applying behavioural science in your digital product design today and watch your creations come to life in ways you never thought possible.