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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.
New Terms:
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
Further Reading:
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?
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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
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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.
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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
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they provide the best
kind of user experience.
2:13
What Walter has proposed here is that,
if we prioritized UX and
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UX content and ensure our users have
a working, reliable, intuitive, and
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rewarding experience, then they'll
experience more than happiness.
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They'll feel accomplishment, joy, and
be personally fulfilled in some way.
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So if you face any sort of competition,
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they don't stand a chance if you can
provide this kind of experience.
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And you can do it through UX content.
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In fact, you can track the effects
by looking at some key metrics.
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Websites and apps with superior
experiences will generate more user
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engagement, or the measure of how often
users interact with you in various ways.
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This means generating important
conversations like account signups,
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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
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accomplishment are also going to
generate lots of positive feedback.
3:18
If an experience is so
good that users enjoy themselves,
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they'll share it with people
across various networks.
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They'll subscribe or link to it and
make plans to visit again.
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And they'll find ways to let
you know how much they like it.
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But another side effect is that you'll
build trust with your audience.
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Trust is one of the most important
elements of any relationship.
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And when you connect with a user,
customer, subscriber, or
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whatever they become, trust will enable
you to do more things with them.
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You'll be able to sell to them
more easily, request their help or
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feedback, and even ask for
forgiveness when things go wrong.
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If you've ever tried to
play an online game and
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seen the dreaded message about how they're
performing server maintenance, well,
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if you trust the people behind the game,
you'll have no problem with it.
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But that trust is earned.
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And it's earned by being clear and
providing help, transparency, and
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inspiring your users through UX content.
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So by understanding
the needs of your users,
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it's much easier to create an experience
that surpasses the bare minimum so
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you can inform them,
benefit them, and entertain them.
4:28
And not only will you be
able to connect with them,
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they'll crave the next
interaction they have with you.
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And that's the kind of relationship anyone
would love to have with their users or
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customers.
4:43
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