User Psychologies

How Users Get Hyper-Engaged or Discouraged

Human Tendencies, Curiosity, Bias

What's Driving Users

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Human Tendencies

Human Tendencies, as observed in Montessori education, are innate impulses driving human behavior and development. These tendencies guide individuals in interacting with their environment, fostering learning and growth. Some key Human Tendencies include:

  • Curiosity & Exploration: Innate desire to understand and engage with the surrounding environment, driving active learning and discovery.
  • Movement & Abstraction: Utilizing movement to explore and comprehend abstract concepts, linking physical actions with cognitive understanding.
  • Order & Orientation: Inherent inclination towards organizing surroundings and seeking order, facilitating predictability and comfort in one's environment.
  • Imitation & Repetition: Natural tendency to learn by observing and mimicking others, leading to skill development through repetition and practice.
  • Exactness: Inherent drive to examine objects and concepts with precision, fostering attention to detail and mastery in learning and tasks.
Takuma Kakehi
Inclusive design: tips from Montessori’s human tendencies
According to Statista, an average of 6,140 apps were released in Play Store everyday in the first quarter of 2018. Yet, 77% of users never…·
To sharpen children’s stereognostic senses (the ability to be able to describe and identify objects by a touch), children wore eye-masks. Recently, these activities have been translated into touching objects in a bag. (Image source: Montessori Photos in McClure’s Magazine)

Variable Reward

Variable reward, showcased in Skinner's pigeon experiment, involves providing unpredictable rewards, driving sustained engagement through anticipation and dopamine release, despite the absence of a guaranteed outcome. This phenomenon is akin to the allure of gambling, where the uncertainty of rewards heightens motivation and prolongs behavior.

Takuma Kakehi
Extra-gamified: why are some apps so satisfying?
According to Statista, an average of 6,140 apps were released in Play Store everyday in the first quarter of 2018. Yet, 77% of users never…·
Skinner's pigeon experiment demonstrated the power of variable reward: even with unpredictable food delivery, the birds persisted in pressing the lever, revealing the compelling influence of uncertain outcomes on behavior. (Image source: Pigeons, Operant Conditioning, and Social Control | Hack Education)

Curiosity Gap

Curiosity gap is a psychological concept that refers to the gap between what someone knows and what they want to know, creating a sense of curiosity. It's the anticipation of filling that gap that drives engagement and motivates individuals to seek out more information or experiences.

Takuma Kakehi
Extra-gamified: why are some apps so satisfying?
According to Statista, an average of 6,140 apps were released in Play Store everyday in the first quarter of 2018. Yet, 77% of users never…·
Snapchat's trophy system sparks curiosity gaps: As users unlock trophies, more mysteries await. This gamified progression keeps fans engaged, driving them to discover and achieve all possible accomplishments.

Round Number Bias

Round number bias refers to the tendency of people to prefer numbers that are rounded or whole. For instance, the likelihood of Major League players ending their season with a .300 hitting average is four times greater than with a .299 average. This bias can be leveraged to encourage user engagement, for example, by introducing new bonus periods when the user reaches rounded numbers in a game.

Takuma Kakehi
Understanding freemium models with the free cookie clicker — a UX analysis
Do you remember Cookie Clicker, an addictive web game that let you click on a cookie to make more cookies? After this was released in 2013…
Buy and sell orders tend to cluster around rounded numbers, as traders often use these levels as stop-loss or entry points. (Image: THE ORDER CLUSTERING EFFECT AROUND ROUND NUMBERS | radeciety)
Rewards, Investments

Retention with User Investments

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Gamification

Gamification is a strategic approach that involves integrating elements of game design and mechanics into non-game contexts, such as websites, apps, or businesses. The goal is to engage users, enhance motivation, and drive desired behaviors by tapping into the inherent human tendency to enjoy games and challenges.

Takuma Kakehi
Extra-gamified: why are some apps so satisfying?
According to Statista, an average of 6,140 apps were released in Play Store everyday in the first quarter of 2018. Yet, 77% of users never…·
In social media, trophies or status are frequently employed as retention mechanisms, leveraging users' investment and internal trigger psychology. (Source: Reddit Wiki)

IKEA Effect

IKEA Effect is a cognitive bias where individuals place a disproportionately higher value on products they have helped create or assemble. This emotional attachment stems from the effort invested in the creation process, leading to a sense of ownership and pride in the final product. The theory suggests involving users putting their effort can enhance their emotional connection to the product, fostering loyalty and satisfaction.

Takuma Kakehi
IKEA without Impulsive Buy or IKEA Effects: New NYC Planning Studio
In April 2019, IKEA opened Planning Studio, the compact store oriented around consultation for the urban life-style, in Manhattan. This…
IKEA’s products come with relatively simple assembly requirements. (Image source: Extempore)

Internal Trigger

Internal trigger is a motivation that originates from within an individual, often driven by emotions, thoughts, or habits. These triggers prompt users to take action without the need for external stimuli, shaping their engagement and behavior with a product or service.

Takuma Kakehi
Understanding freemium models with the free cookie clicker — a UX analysis
Do you remember Cookie Clicker, an addictive web game that let you click on a cookie to make more cookies? After this was released in 2013…
In games, streaks or upgrades can become internal triggers, motivating players to keep playing.
Gestalt Principles

Processing Information

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Gestalt Principles

Gestalt principles, such as proximity and similarity, explain our tendency to organize sensory input into meaningful patterns. Proximity suggests that closeness indicates relatedness, while similarity groups elements with shared attributes. Closure fills in gaps to perceive complete shapes, and continuity favors smooth transitions. Derived from Gestalt psychology, these principles explain how humans perceive visual stimuli as unified wholes. In design, they aid in creating organized, clear, and visually appealing interfaces, guiding layout, composition, and hierarchy to optimize user experiences and communication.

Takuma Kakehi
Intuitively scheduling international meetings — a 4-hour UX challenge
I was asked to challenge a design exercise, and I had four hours to complete it. I loved it. I love structuring design processes within…
The six Gestalt principles or laws (Image source: Verywell / JR Bee)
Managing Expectations

Customer Satisfactions

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Principle of Least Astonishment (POLA)

Principle of Least Astonishment (POLA) is a design principle focusing on aligning closely with users' expectations, minimizing unexpected behaviors. It emphasizes creating intuitive interactions that reduce confusion and enhance usability. In software and product design, adhering to POLA involves using familiar patterns, icons, and terminology to ensure that actions produce expected outcomes, ultimately improving user satisfaction and reducing cognitive load.

Takuma Kakehi
What could United have done better? — my catastrophic flight that got canceled after 13.5h of delay
Two weeks ago, I needed to be in San Francisco for a meeting I was invited to. My flight was supposed to arrive at 3pm the day before the…
Fyre Festival exposed a significant breach in customer expectations, and its documentary provided ample entertainment, at least for viewers. (Image source: With Hulu and Netflix’s Fyre Festival Docs, Instagram Influencers Get Their Gimme Shelter | Mashable)
Personification, Uncanny Valley

In the Society People Interacting with AI

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Personification

Personification in design, like giving machines human-like attributes, taps into user psychology by fostering emotional connections and managing expectations. It can evoke empathy, enhance user engagement, and mitigate dissatisfaction. For example, Pepper the robot and weather bot Poncho use personification to make interactions more relatable and enjoyable, bridging the gap between humans and technology.

Takuma Kakehi
The power of familiarity in Design: skeuomorphic triggers and personified machines
In 2007, right after Steve Jobs first revealed the iPhone in a presentation focusing on Apple’s intent to reinvent the phone, Jobs opened…
The interactive vending machine also has a occasional personified faces (Image source: Dexigner)

Uncanny Valley

The Uncanny Valley is a theory suggesting that as robots or CGI characters become more human-like, people's emotional response becomes increasingly positive until it reaches a point where too much human resemblance triggers feelings of unease or revulsion. This dip in likability is known as the Uncanny Valley.

Takuma Kakehi
Discovery of the Uncanny Valley
In The Power of Familiarity in Design: Skeuomorphic Triggers and Personified Machines, I explored and concluded how introducing familiar…
The Uncanny Valley curve plots human likeness (x-axis) against emotional response (y-axis). Movie robots' positions reflect their human resemblance.

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