leveraging user psychology for products
TRANSCRIPT
Leveraging User PsychyFor Products
Preparing your products ‘Mentally’
Ujjwal V. Trivedi
UVTimes
Story
● The biggest s*x organ in the body - Brain
● Top product mistakes that we do
● Psychological Biases that PMs can leverage
● Using Product PsychUp Checklist
The Natural Mistake
Since, I am a USER
And/OR
Since, I understand MYSELF
Hence, I understand the USER
Other Mistakes
Messaging ~= Feature Description
Value/Pricing ~= No. of features
Top Biases● Instant Gratification Bias
● Stereotyping Bias
● Salience Bias
● Messaging: Selective Perception,
Priming, Loss aversion bias, Seer sucker
Illusion
● Pricing: Scope Insensitivity
Instant Gratification Bias
A bird in hand is better than two in the bush.
Stereotyping Bias
Salience Bias
Experience:
399+taxes
Usage:
Take care of the simplest, easiest to understand feature
Selective Perception
Belief trumps Logic
Experience:
Heated arguments on Quora, Facebook
Usage:
Messaging: Simple and consistent with beliefs of TG
Seer Sucker Illusion
Experience:
Fake Experts in Ads
TripAdvisor Ratings
Usage:
Show Authority, Ranking, Rating
Loss Aversion Bias
Experience/Usage:
Zero Risk Policies
Money back guarantee
Reset Customisation
Scope Insensitivity
Experience:
How did you decide for your Last purchase?
Usage:
Pricing needs to be based on 1 most pertinent problem being solved.
Bandwagon Effect
Social Proof
Endorsements
Testimonials
Before Launch
Foot-in-the-door:
That was... Boring!Interesting?
Yawn!
Who can win?
Anchoring
Size of the plate matters!
Product Psych Up Checklist
http://bit.ly/uppsyched
Thank You!
Gmail/LinkedIn/Twitter
ujjwaltrivedi