Why UX Content Matters4:43 with Dan Gorgone
In this video, we’ll dive into the psychology behind UX Content and how creating emotional reactions will lead to specific benefits related to website metrics.
Maslow’s Hierarchy of Needs - theory from psychologist Abraham Maslow regarding the most basic needs required by humans: physiological, security, social, esteem, and self-actualization
Aarron Walter’s pyramid of user needs - based on Maslow’s Hierarchy of Needs, Walter proposes that users set similar priorities for websites: functional, reliable, usable, and pleasurable
User engagement - how often users interact with you measured by the number and/or type of action they take
Designing for Emotion, by Aarron Walter
If you're a designer or a developer, producing a successful website or 0:00 app these days takes more than creating something that just works. 0:04 So in this video, we'll explore why connecting with users on an emotional 0:08 level is so important and why the right UX content strategy matters so much. 0:14 To understand those human emotions we wanna influence, 0:19 let's quickly discuss an important theory, Maslow's hierarchy of needs. 0:23 Back in the 1940s, 0:29 Abraham Maslow proposed that human beings are motivated by certain things in life. 0:30 He said the most basic needs are physiological needs, things like food, 0:36 water, and shelter. 0:41 Without that stuff, you can't survive. 0:42 But once those needs are met, 0:45 people will prioritize elements of safety in their life, 0:47 like making money from a job to create financial security or finding healthcare. 0:51 Then people will prioritize more social needs, like finding friendship, love, 0:56 and groups to join. 1:01 After that, they'll prioritize respect, recognition, and 1:03 celebrity before finally seeking out self-actualization, or 1:07 this idea of attaining your full potential as a human being. 1:12 That's a tough one, I'm still trying to figure out what to eat for lunch today. 1:16 So how does Maslow's theory relate to websites and apps today? 1:21 Well, Aaron Walter is one of the US experts in our industry. 1:24 He's the author of Designing for Emotion. 1:28 In that book, he draws a great connection between Maslow's hierarchy of needs and 1:31 how to build websites with UX content. 1:36 Essentially, he remaps Maslow's pyramid to reflect the need of users. 1:38 Instead of basic life needs, users have basic UX needs. 1:44 First, a website or app simply needs to work. 1:49 Next users will look for reliability, something they can use more than once. 1:52 Above that, they'll prioritize usable and intuitive experiences. 1:58 But the most desired kind of experience is one that produces a sense of pleasure and 2:03 accomplishment. 2:09 Websites and apps like that are rare, but 2:10 they provide the best kind of user experience. 2:13 What Walter has proposed here is that, if we prioritized UX and 2:17 UX content and ensure our users have a working, reliable, intuitive, and 2:22 rewarding experience, then they'll experience more than happiness. 2:27 They'll feel accomplishment, joy, and be personally fulfilled in some way. 2:32 So if you face any sort of competition, 2:38 they don't stand a chance if you can provide this kind of experience. 2:41 And you can do it through UX content. 2:46 In fact, you can track the effects by looking at some key metrics. 2:49 Websites and apps with superior experiences will generate more user 2:54 engagement, or the measure of how often users interact with you in various ways. 2:58 This means generating important conversations like account signups, 3:04 event registrations, or product purchases. 3:08 As well as interactions through contact forms, comments, and emails. 3:11 Websites that provide a sense of pleasure or 3:16 accomplishment are also going to generate lots of positive feedback. 3:18 If an experience is so good that users enjoy themselves, 3:22 they'll share it with people across various networks. 3:25 They'll subscribe or link to it and make plans to visit again. 3:28 And they'll find ways to let you know how much they like it. 3:32 But another side effect is that you'll build trust with your audience. 3:35 Trust is one of the most important elements of any relationship. 3:39 And when you connect with a user, customer, subscriber, or 3:43 whatever they become, trust will enable you to do more things with them. 3:47 You'll be able to sell to them more easily, request their help or 3:52 feedback, and even ask for forgiveness when things go wrong. 3:56 If you've ever tried to play an online game and 4:00 seen the dreaded message about how they're performing server maintenance, well, 4:03 if you trust the people behind the game, you'll have no problem with it. 4:07 But that trust is earned. 4:10 And it's earned by being clear and providing help, transparency, and 4:12 inspiring your users through UX content. 4:17 So by understanding the needs of your users, 4:20 it's much easier to create an experience that surpasses the bare minimum so 4:23 you can inform them, benefit them, and entertain them. 4:28 And not only will you be able to connect with them, 4:32 they'll crave the next interaction they have with you. 4:35 And that's the kind of relationship anyone would love to have with their users or 4:38 customers. 4:43
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