This is a talk I gave as a mentor for KStartup, a Korean startup accelerator program. Read an adapted version here: https://medium.com/ux-ui-design/be9d48aefeb0

1. HELLO!
I’m Missy.
(@missytitus everywhere on the internet)

2. WHO ISTHIS?
Designer. SFian. Human.

3. PAYPAL
Product Designer, Consumer Labs

4. STACKMOB
UX/Visual/Web/Lead/UI/Brand/Graphic/Product Designer

5. ETC
Social Games, Nickelodeon/MTV Networks
Freelance DataVizualization, Lift
And more….

6. WHAT IS UX?
Proactively and thoughtfully designing the way your user
interacts with your product…

7. AND SO MUCH MORE
UX can affect behavior, decisions, and emotions

8. BEHAVIOR CHANGE
What is this?

9. WHAT MAKES PEOPLE DO
WHATTHEY DO?

10. BJ Fogg’s Behavioral Model
MOTIVATION
TRIGGERABILITY

11. EXAMPLE
Buying new running shoes on Amazon.
Familiar, easy, fast.

12. MOTIVATION
I need new running shoes.

13. ABILITY
Within my budget, payment info saved

14. TRIGGER
“Buy Now with One Click!”

15. EXAMPLE #2
Confusing, slow, difficult.

16. MOTIVATION
Maybe I want running shoes?

17. ABILITY
Where do I buy running shoes? Hmm, are these right?
Whoa, these are EXPENSIVE!

18. TRIGGER
Where is the buy button, even? Oh man, this wall of form?
Nevermind.

19. INCREASE
By deeply understanding your user.
MOTIVATION, ABILITY, & TRIGGER

20. QUANTITATIVE VS
QUALITATIVE
“What” vs “Why”

21. USER RESEARCH
Start with the “whys?”

22. #1: MOTIVATION
What do your users desire deep down?

23. WHYS?

24. PROBLEM
I want to lose weight and exercise without joining a gym.

25. DESIRE
To live an adventurous lifestyle, full of travel, beauty, and serenity.

26. #2: ABILITY
Money,Time, Energy, Social Pressure, Brain Cycles, Familiarity

27. MONEY TIME ENERGY
Self explanatory

28. SOCIAL PRESSURE
Am I conforming? Will I be judged for this?

29. FAMILIARITY
Am I already familiar with how this works?

30. BRAIN CYCLES
Also known as “mental energy”

31. A PERSON’S ABILITY IS A
FACTOR OF WHATEVERTHEY HAVE
THE LEAST OF.

32. IF WHATTHEY HAVE LEAST OF IS…
•Money: make your product cheap
•Time: make it faster
•Energy: make easy
•Social pressure: present social proof
•Familiarity: make it similar to something they know
•Brain cycles: make it simple

33. HOW DOYOU CHOOSE?
Deep understanding of your user, of course!

34. #3: TRIGGER
Something has to happen to trigger an action.

35. INTERNAL & EXTERNAL

36. EXTERNALTRIGGERS
Buttons, ads, emails, notifications.

37. EXTERNALTRIGGERS
Need to be well-timed and appropriate to be effective

38. INTERNALTRIGGERS
Require conditioning, habit forming,
or otherwise strongly compelling your users

39. “GAMIFICATION”
Check boxes, fulfill tasks, complete sets, gain social status.

40. ADDITIONAL RESOURCES
• BJ Fogg’s Behavioral Model: http://www.bjfogg.com/
• “Hooked: How to Build Habit Forming Products” by Nir Eyal
• Nir Eyal’s blog: http://www.nirandfar.com/
• Laura Klein’s blog: http://usersknow.blogspot.kr/
• “Lean UX” by Laura Klein
• “Don’t Make MeThink” by Steve Krug
• Hack Design: https://hackdesign.org/