24 July 2012

Make your users do the work

Be the first to share

Make your users do the work< ” is the not very people-centred title of a guest piece by Nir Eyal on Techcrunch.

He argues that putting users to work is critical in creating products people love, and he has a point.

Some excerpts:

“Several studies have shown that expending effort on a task seems to commit us to it. For example, when buying a lottery ticket, players are able to either choose their own numbers or play a set of digits generated randomly. Certainly, choosing either option has no effect on the odds of winning. Traditional thinking would predict that the less effortful path would be the one users prefer.

However, the opposite is true. Despite the considerable effort required to pick the lottery numbers, a process reminiscent of filling out multiple choice questions on the S.A.T., players who choose their own numbers play more. This phenomenon isn’t just about a skewed perception of luck. According to a classic study by Ellen Langler, even when players are explicitly told their chances of winning, they choose to trade worse odds for the ability to play the numbers they spent the time and effort picking.”

“Where user investment really becomes valuable is when stored value meets a network effect. Facebook and Pinterest, both services which were useful as stored value products, exploded in use when the power of the network effect took hold. Both are habit-forming products, which bring large numbers of users back unprompted. The combination of stored value and a network effect, along with continual investment from users who regularly add content, has created a strong pull for a large percentage of their users.

Habit-forming technologies take hold when a pattern of trigger, action, reward, and investment, creates desire in the user while providing increasing amounts of value. The more users invest in a way of doing things through tiny bits of work, the more valuable the service becomes in their lives and the less they question its use.

Of course, users don’t stay hooked forever. Though these companies have a good ride, the next big thing inevitably comes along and creates a better way to start building user commitment. While the mantra of making the experience easier to use certainly has its place, the rule must be followed with a strategic purpose in mind — namely increasing the value of the service the more people use it.”

Be the first to share
10 November 2015
Why service design is luxury’s new battleground
Ana Andjelic writes in AdAge that most legacy luxury brands are failing at delivering service, especially online: The fact that most legacy luxury brands fail to successfully create and deliver service is unfortunate. The business of …
10 November 2015
For years, Apple followed user-centered design principles. Then something went wrong.
Don Norman and Bruce Tognazzini are taking their gloves off and accuse Apple of abandoning the fundamental principles of good design: discoverability, feedback, proper mapping, appropriate use of constraints, and, of course, the power to …
5 November 2015
Customer journey mapping is at the heart of digital transformation
Digital technologies such as analytics, mobility, social networks, cloud computing and the Internet of Things are making old ways of working redundant and forcing companies to transform. According to Raman Sapra, global head of Dell’s …
5 November 2015
[Conference] Design & The City, Amsterdam, April 2016
Design & The City explores citizen-centered design approaches for the smart city. Central theme is the role of design(ers) to create opportunities and practices for citizens, (social) entrepreneurs and policy makers towards more liveable, sustainable and …
1 November 2015
User-centred design of the bridge of sea ships
The Rolls-Royce Unified Bridge Design has won this year’s Ergonomics Design Award, presented by the UK Chartered Institute of Ergonomics & Human Factors. The award recognises industrial design which puts the customer at the heart …
19 October 2015
Inside the mind of the museum-goer
Why do some people spend all day in a gallery while others dash around in an hour? Laurent Carpentier wonders what is the difference between the 3.6% of respondents who reported that they had spent …
27 September 2015
Privacy is UX
UX strategist and researcher Alex Schmidt argues that in a world full of security breaches, snooping, and third-party data aggregators, you should know where your users’ data goes. In this article, she explains why it’s …
24 September 2015
[Free eBook] Understanding the Connected Home
Understanding the Connected Home: Thoughts on living in tomorrow's connected home By Peter Bihr and Michelle Thorne Berlin, September 2015 Available on GitBook We know that connectivity increasingly makes its way into our living rooms, kitchens and bedrooms. Into …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

13 October 2015
Experientia report: Design for ageing gracefully

Design for Ageing Gracefully Rethinking Health and Wellness for the Elderly: Public Services Asian Insights & Design Innovation, DesignSingapore Council October 2015

29 September 2015
[Experientia book] Ethnography on elderly health and wellness

As we age, we increasingly depend on public services and the community for support. Well-designed public services can greatly affect the lives of the elderly and their experiences of healthcare. Experientia collaborated with DesignSingapore Council on understanding how the elderly interact with public services and how we can look towards improving their lives with design. […]

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
See all articles