Creating a memorable product requires a deep understanding of human behavior. By utilizing neuroscience, cognitive science and social psychology, one can design an excellent user experience product. Neuroscientist, Mr. Joe Leech, once said,
“a designer who doesn’t understand psychology is not going to be more successful than an architect who does not understand physics.”
There are two relevant psychological factors at play when designing a product:
1. Reduction in Cognitive load
2. Understanding of mental models and thought patterns
Reduction in Cognitive load
What is cognitive load? Cognitive load refers to the effort made by our working memory. Our brain has preexisting “schemas,” which are mental frameworks centering on a specific theme that helps us to organize and interpret information. Schemas can be useful in determining what we notice about the social world while contributing to stereotypes and making it difficult to retain new information that does not conform to our established ideas about the world. The main idea behind designing anything is to do research and develop an understanding of the ‘schemas or mental frameworks’ of the user.
For example, Snapchat, a relatively new social media site, targeting the younger generation, followed the rise of Facebook. Given the site’s advanced features, it was easier to target Generation Z than Millennials, who have been using Facebook for more than a decade and might find it difficult to switch to Snapchat now. As a result, most of the new social media platforms are popular among teens because they have not developed fixed schemas yet.
The one-click Amazon checkout, Uber’s easy rideshare app, and the Netflix recommendation algorithm based on “predicting” viewers past behavior are some great examples of how companies have reduced cognitive load through their product design.
Understanding of mental models and thought patterns of users
What is the user thinking? What is the user looking at? Why is she frequently visiting the website? The answers to these questions are crucial elements of the mental framework. If we develop an understanding of the user’s mental framework, our product can be designed to become user-friendly and meet their subconscious requirements.
The first thing they ask you on the ProFlowers website is the date and location of the delivery of flowers. They understand that the customer looking to buy flowers must be sending it to someone special and will expect it to be delivered on time. So ProFlower asks the delivery date and zip code at the very beginning and then shows the range of products. Consequently, they have a 40 percent conversion rate. They have understood the cognitive behavior of the consumer and exploited it for their benefit. It is a perfect representation of how a product is adapted to the user’s mental frameworks.
Another global brand that values understanding of the mental frameworks is “Zara,” the fast fashion company that keeps new products on the shelf for one-two weeks and produces lower quantities. “By reducing the quantity manufactured for a particular style, Zara not only reduces its exposure to any single product but also creates artificial scarcity,” says Martin Roll in his article The Secret of Zara’s Success: A Culture of Customer Co-creation. So every time the consumer goes to a store and likes a dress, it will not be there in the next visit. The “scarcity” forces the consumer to buy a product on the very first visit. This brand strategy of manipulating the buyer’s behavior has made Zara one of the leading fashion brands of the world.
In sum, psychology focuses on understanding behavior and thought processes — identifying factors that shape our feelings, actions, and decisions we make. Using this behavioral approach of reducing cognitive load and adapting to a user’s mental framework can help us design an amazing user-experience product.
Seema is a user experience designer with a bachelor’s degree in Consumer Sciences and Psychology. She likes to share her views on creating a desirable UX product. Kindly share any feedback in the comment section below. If you find this write-up valuable, please 👏 clap and connect with me on linkedin.
