They say “The digital world ‘is’ the real world”.
Apps must be humanised so they understand and engage with the user. Here are 5 tips on designing apps using human behaviour:
1.Play into natural habit-forming mechanisms
You don't need a science textbook to know that humans are creatures of habit. Our reliance on previous actions is written straight into our DNA. You can use this knowledge to engage with your target.
The basics of the human habit-forming mechanism is a three step process:
◦ Cue – The person sees or hears a familiar signal that initiates the habit.
◦ Routine – The person runs through a procedure.
◦ Reward – The reason the habit is formed in the first place: the person receives a reward for performing the habit, validating their behaviour and reinforcing the habit for next time.
2.Apply Hick's Law to decision-making
Hick's Law explains that the more options available, the longer the process of making a decision. The trouble is that on the one hand, users want a lot of choices and options, but on the other, too many choices and options make it difficult to come to a decision, may even cause decision paralysis. In Tinder’s case their two option answer yes/no makes it an easy and fast app to operate.
3.Reduce steps to reduce friction
Friction is any part of the app working along with the user, whether confusing or disorienting navigation, or tasks are taking too long. One of the easiest ways to shorten task times is to reduce the amount of steps required… If you're list feels long to you, it will feel long to your user, too.
4. Design for emotion
Establishing an emotional connection with your design is just as important as fulfilling a need or having workable usability. It's how a site or app makes us feel that keeps us coming back. Designing for emotion is an art in itself, however some strategies boost the appealing to users' hearts as well as their brains:
-Appealing Visuals: The look of a site affects the mood it awakens in the user. Its not all about an attractive display, is about one that also communicates visually with a tone that fits the brands personality.
-Discoverables – Users like surprises, so integrating small discoverables or animations can create moments of joy when revealed.
-Customisation – Giving your users the option to personalise their experience will make it feel like theirs.
-Gifts – Providing free gifts to your users will help earn their trust, especially if it's actually useful.
5. Animation is not just for looks
Animation has become emblematic on most interfaces. Playful animations add a degree of delight to the interface, establishing an emotional connection that sticks with the user just as much as the service the product provides. Makes the user come back.
Animations also offer practical applications to an interface to smooth and enhance the entire user experience: it eases transitions to reveal information, it distracts from loading, creative scrolling –sets you apart from your competition while simultaneously serving a necessary function. If you're utilising a scroll, why not make it memorable.