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【用戶研究】7個(gè)設(shè)計(jì)心理學(xué)小技巧，讓你操控用戶行為！
時(shí)間：2019-03-08 10:50:52
文章發(fā)布：系統(tǒng)管理員
原創(chuàng)作者： 彩云譯設(shè)計(jì)
來源：uisdc

一個(gè)產(chǎn)品的默認(rèn)參數(shù)會(huì)讓用戶養(yǎng)成好的或者壞的操作習(xí)慣;個(gè)性化的信息推送會(huì)增加人們的消費(fèi);不同的服務(wù)環(huán)境會(huì)影響到你在商店里買多少東西。我們每天都在與一些行為設(shè)計(jì)打交道,而這些原則可以幫助我們設(shè)計(jì)出更好的產(chǎn)品。


7個(gè)設(shè)計(jì)心理學(xué)小技巧，讓你操控用戶行為！


文章目錄

限制數(shù)量以提升購買率

環(huán)境會(huì)影響人的行為

刪除標(biāo)識,減少「痛苦」

損失規(guī)避原則

從眾心態(tài)

善用默認(rèn)選項(xiàng)

傾向于選擇中間選項(xiàng)


限制數(shù)量以提升購買率

限制數(shù)量以提升購買率,這應(yīng)該就是饑餓營銷的原理。

△ 圖片來源: 42courses.com

當(dāng)資源有限或者稀缺,需求又較高時(shí),人們更愿意為產(chǎn)品或者服務(wù)支付更高的價(jià)格。相比于得到,人們更討厭損失,損失所帶來的痛苦大概是得到帶來的快樂的兩倍。所以才有「錯(cuò)過這一天,后悔一整年」之類的廣告語。

一項(xiàng)實(shí)驗(yàn)測試了當(dāng)限制一個(gè)人購買罐頭數(shù)量時(shí)所帶來的影響。當(dāng)設(shè)置限購后,顧客愿意購買的數(shù)量平均下來會(huì)比平時(shí)的2-3罐增多70%。

某些東西表現(xiàn)出供應(yīng)不足能暗示出我們更需要它。

阿迪達(dá)斯的 NMD系列鞋就是一個(gè)很好的例子。這家公司有段時(shí)間走在了衰退期,但由于幾年前他們推出了一個(gè)新款,現(xiàn)在看來是非常成功的 NMD鞋子系列,拯救了它們。除了有酷炫的款式外,他們每推出一個(gè)系列時(shí)都會(huì)搞饑餓營銷(如果沒有記錯(cuò)的話,是每次只賣10K雙),然后結(jié)果就是每次推出的限量新款都能在24小時(shí)內(nèi)被搶購一空。


環(huán)境會(huì)影響人的行為

△ 圖片來源: 42courses.com


感官啟動(dòng)效應(yīng)是指我們的行為是會(huì)受到5種感官(視覺,聽覺,嗅覺,味覺和觸覺)所影響的理論。在2006年,英國人做過一項(xiàng)測試,在一家葡萄酒店里播放來自不同國家的音樂,來評測是否會(huì)影響到顧客的行為。研究發(fā)現(xiàn),在播放法國音樂時(shí),法國葡萄酒的銷量很容易超過德國葡萄酒,反之亦然。甚至還有2%的受訪顧客明確指出是受到了音樂的影響才買了酒。

類似的事情在我自己身上也發(fā)生過。那是在阿姆斯特丹的絲芙蘭,它們正在展示一套新的男士護(hù)膚品和香水系列(設(shè)計(jì)靈感來自日本文化)。店里的人給房間增加了一些日式裝飾,并結(jié)合音樂,氛圍,氣味打造了一個(gè)全新的環(huán)境。我買了那些東西。


刪除標(biāo)識,減少「痛苦」

△ 圖片來源: 42courses.com

每當(dāng)想到錢都花沒了,就會(huì)感到心痛。如果讓你去做一個(gè)腦部掃描,然后我們一起玩一個(gè)游戲,你把錢都輸了,大腦掃描儀中顯示的痛點(diǎn)亮度其實(shí)和身體上疼痛的亮度是一樣的。

研究表明,通過把菜單中的貨幣符號($)或者貨幣單位去掉,購買率可以提升12%,這是因?yàn)閱渭冎挥袛?shù)字的話,人們就不太心疼他們所買商品的價(jià)格。

同樣的道理也適用于信用卡支付。只有當(dāng)我們沒有直接看到花錢的事實(shí),才會(huì)讓我們剁手的行為少一些痛苦和壓力。這就引出了我們下一個(gè)認(rèn)知原則——損失規(guī)避。


損失規(guī)避原則

△ 圖片來源: 42courses.com

損失規(guī)避是指人們傾向于避免損失,而不是獲得相等的收益,舉個(gè)例子:「與其找到5美元,不如不要丟掉5美元」。一些研究表明,在心理上,損失是收益的兩倍。

我們天生不喜歡損失,討厭丟東西,不管丟的是錢還是簡單的積分。在意大利,針對司機(jī)們有做過一項(xiàng)有趣的實(shí)驗(yàn)。

作為一名汽車司機(jī),你會(huì)得到一定的分?jǐn)?shù)(20分)。每當(dāng)你違反交通規(guī)則,比如無視紅綠燈,就會(huì)被扣分(這項(xiàng)實(shí)驗(yàn)中是扣6分),違反交通規(guī)則的人變得越來越少。由于這種規(guī)則很有實(shí)用性,許多國家都采用了這套積分系統(tǒng)。

在某些國家,這個(gè)積分規(guī)則正好相反,規(guī)定是只要你違反了交規(guī)就給你加分。這個(gè)時(shí)候問題就來了,獲得而不是損失會(huì)使得這個(gè)違反交規(guī)的行為激增。有證據(jù)表明,司機(jī)們甚至在這種規(guī)則下互相吹噓誰違法的更多。對不好的行為加分,意味著變相鼓勵(lì)。


從眾心態(tài)

△ 圖片來源: 42courses.com

我在一些健身應(yīng)用中看到了這個(gè)很常見的問題。很多人認(rèn)為,人們健身堅(jiān)持不下去只是因?yàn)樽约旱囊庵玖栴},然后產(chǎn)品會(huì)在應(yīng)用中加背景音樂,訓(xùn)練計(jì)劃或者教練視頻等等來刺激你完成計(jì)劃。但其實(shí)問題的根源不在于此,而在于沒有人一起。

問題不在于應(yīng)用中是否有各種激勵(lì)體系,而在于是否有人陪你一起鍛煉。當(dāng)你和健身教練或者朋友一起訓(xùn)練時(shí),完成訓(xùn)練項(xiàng)目的幾率會(huì)增加90%。當(dāng)你試圖在產(chǎn)品中做一個(gè)運(yùn)動(dòng)社區(qū)時(shí),請想清楚這一點(diǎn),能不能讓我們跟自己的朋友們一起開始運(yùn)動(dòng)(譯者注:熟人和陌生人的感覺是完全不一樣的)。


善用默認(rèn)選項(xiàng)

△ 圖片來源: 42courses.com

作為人類,我們喜歡使用默認(rèn)設(shè)置。無論是新買的手機(jī),還是去超市買東西,大多數(shù)都喜歡它默認(rèn)設(shè)置好的選項(xiàng)。思考是需要費(fèi)腦子的,所以當(dāng)我們被推薦一種選擇時(shí),我們通常就懶得去想了。

當(dāng)我們使用的各種類型的東西默認(rèn)參數(shù)發(fā)生變化時(shí),我們的行為也會(huì)發(fā)生變化。例如,當(dāng)超市的購物車尺寸增加一倍時(shí),人們會(huì)多買40%的東西。自20世紀(jì)30年代以來,烹飪書籍中的分量每十年增加一次,許多人的食量增加的比例也是如此。


傾向于選擇中間選項(xiàng)

△ 圖片來源: 42courses.com

當(dāng)給出從高到低的一系列選項(xiàng)時(shí),人們傾向于選擇中間選項(xiàng)。這被稱為 The Goldilocks Effect (金發(fā)姑娘原則)。在麥當(dāng)勞有做過一項(xiàng)研究,人們被要求在一系列不同飲料大小中進(jìn)行選擇,不管提供的具體大小選項(xiàng)是什么,80%的人都喜歡選擇中杯。這是因?yàn)槲覀兺鶗?huì)假定中間選項(xiàng)是典型選項(xiàng),而人們往往又不愿意多花精力去思考自己到底需要哪種分量。

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