www.cxl.com
Continuation
of the Weekly Review session Article For CXL Institute
From Arasu Then
CXL
presents one of the best online course studies of digital psychology. Any individual signup for this course through
CXL would broaden their knowledge of human behaviors over the web interactions and one
can learn how not to be trapped too. If
you are a senior employee from an organization reading this article right now, you
would be learning how to implement strategies through digital psychology techniques
to sell your products and services. In
this article, I would like to review what I have learned last week from Mr.
Brian through CXL Institute about the emotional design strategies, but before
that I would like to write a short note about basic understanding of persuasive
systems.
Psychology
and media – Persuasive Systems
Persuasive
systems in different domains have been used to support people in changing their
behaviors. These systems motivate desirable behaviour in users by providing
relevant information, tracking user progress, and giving them feedback. This
study investigates the persuasive features of a web-based information system
that supports the enforcement of user commitments. A structural equation
modelling approach and analysis of open text responses are used to identify the
factors that affect the intention to continue to use the system, to gather
users’ perspectives on how the system helps them to stick to their goals and
the improvements that could be made. Data collected from the system's users is
tested against the proposed research model. The results show that 30% of users’
continuance intention is explained by the implemented persuasive software
feature categories (computer-human dialogue support, primary task support,
perceived credibility, and social support) and perceived competence. Of these
categories, primary task support has the strongest effect on perceived
competence and continuance intention. The results also reveal how the system
helps users to be consistent in their goals and the lack of specialized social
support features. The study concludes with a discussion and recommendations for
future research.
Understanding
Emotional Design Strategies: One should understand
the emotional design strategies in order to survive the best in the social
media. One should know where you can be triggered
by emotions and if you know how to strategize the emotional design then you can
win the web presence and can increase customer base.
Brian
classic example of Netflix emotional trigger would give you more understanding of emotional
design strategies. For better understanding open the Netflix webpage.
Emotional design strategies: Netflix is classic example to learn emotional
design strategies. Signing up for
Netflix would give clear understanding of emotional behavior of a person. Someone
comes to the main landing page, and then they're taken through a process that's designed to get them to make a selection, and then do an upsell. Check out
the main landing page - what's up in the future content gives a little bit of
play on curiosity, a bit of a trigger, an incentive type of a dopamine trigger that would get someone
engaged., but there's not really too much else to that and there is something
more to this value prop. Emotional design
strategies of Netflix would easily trigger the emotion of people if you see “watch
anywhere, cancel anytime”. They're implying that
you can watch it anywhere, but they're also implying that if you didn't have it, couldn't watch it anywhere. You would
be limited. It's playing on
limits, as well as more opportunity. A bit of a powerlessness versus more powerful, or at least having more options. Going from that state of not having as much selection, to having a ton of selection
and then cancel anytime. Again, that's taking
a situation, where many of us have been trapped, and probably feel resentful, into subscription packages and many countries,
you might have exploitative mobile phone packages and different services like that trap
a person and how do they do that? Well, the marketing
department says, "Yeah, no problem."Come join us, great deal." And then you join, and now you get notified, oh, you signed a contract. You
didn't read the fine print? Well, by the way,
you're trapped for the next year, and if you cancel, we're going to destroy your creditor something like that. So they
say cancel anytime. So they're playing on
that sense of powerlessness, and that fear of being trapped, and the motivation from loss-aversion . And you can sort of move along. So next
we have join for a month for free. So this is an
incentive. Now, let's go down
and look. No commitment, cancel
online at anytime. So here again, that powerlessness they're playing with and loss-aversion.
It feels like how when you're negotiating
with the mafia, they might be nice to you, but then they let you know that they're packing heat. A lot of this page is written like that, with these implied bad situations that they're helping you out of, and it's just loaded with them. Watch
anywhere because you were limited before.
Read one at the bottom. If you decide Netflix isn't for you, no problem. No commitment. Cancel online anytime. They just keep
reinforcing and reinforcing and reinforcing, and then they also reinforce it with visuals saying the exact same thing, but through visual language. So next, if we continue, choose your plan. Again, a
bit of a freedom message. You're in control. You make the decisions. Of
course, they architect the decisions so it's not exactly...Choose your plan within our choice architecture. Any of
our three plans and you won't be charged until after your free month ends. So clearly, they're dealing with a situation, where they must have done a lot of research and found out that people really feel like they could be trapped into a situation, because this is all about getting away from
bad situations, getting away from being trapped, having options, and having freedom. I'll go on . Look at their
pricing packages. So now we look at, again, choose a plan that's right for you .Downgrade or upgrade at any time. Again,
more freedom, more choice. You're in complete
control here. This is not about trapping
people. They're obviously
pushing this package here to the right. Then with loyalty,
they have things like watch on your laptop, and loss-aversion, cancel anytime, first month free. They
just keep spending their time focused on the same common themes and topics. Let's look at this point where we're at, step
two. Create your account. Use
your email and create a password to watch Netflix on any device, at any time. Again,
incentives. They're playing a
little bit on loyalty again, trying to get people to lock in, and a sense of ownership there.
So sign up to start your free month. Just two more steps and you're done. So that's also a little bit of a notifier about how much work is left as part of friction removal. We hate paperwork too. Trying to charm you in a little bit. Call
you to create your account, which will definitely start holding you in as you create an account, invest more time and effort into the software and more
loss-aversion. Please do not email me. So they've done presumed opt-in, and they're asking to opt-out, but at least empowering you to be able to do
that and finally, set up your payment. Cancel before this date to not be charged. As a
reminder, we'll email you three days before. No commitment,
cancel anytime. So again, these are
clearly very powerful themes that they're dealing with that I'm suremust have come from a fair amount of research, because this is all about getting out of
trapped situations and having options and being an empowered customer. So then we of course go through the full
process. If you did not opt in after all of that, they're using some sort of session system ,and when you come back, they say welcome back. See
what's next. Finish sign up. So they're doing a
call to action. We just looked at
Netflix from the perspective of very broad, emotional motivators. This is a good technique for understanding the broader emotions that drive behavior. It's not the type of technique you're going to want to use to drill in to the specifics like logical tactics or strategies that are being employed, but just understanding overall the basic drivers, and the things that will push a person forward, but also possibly stop them dead in their
tracks.
I hope this complete emotional design strategy
from Netflix would have opened ones’ brain with broader vision towards our
behavior over web and this would help many organizations can strategize similar
way of approach to increase their customer base too.
Article By
Arasu Then Little Cuckoo
