Psychology Facts That Improved UX Of My App

Want to know how I ethically used human psychology 🧠 principles to improve UX of my case study? Scroll down👇

project image

Psychology Principles Used in EcoTrip Planner App

1. Variable Reward

Users love rewards, and receiving them unexpectedly adds an element of surprise and delight.

How I have used this principle
  • The TARI (The Hook Model), Trigger (external) - The user is motivated by the need of booking the eco-stay to earn points to win the badge.
    • Action - Completes the booking process.
      • Reward - Earns the eco-points and as well as provided a unpredictable reward to motivate them to repeat a similar action in the hope of reward.
        • Investment - The accumulation of eco-points takes the user a step forward to earn the next badge encouraging them to come back & use the app

          2. Spark Effect

          Users are more likely to take action when the effort required is minimal.

          How I have used this principle
          • Sharing the post online is supported by quick action buttons that take users directly to the social media app.

            3. Goal Gradient Effect

            People are ready to take efforts when they are motivated to get closer to achieving a goal.

            How I have used this principle
            • To motivate the user to take an action, I worked on my microcopy to grab their attention.

              4. Nudge

              Subtle cues influence users to make decisions subconsciously.

              How I have used this principle
              • After generating the trip itinerary, I presented users with options to book accommodation and travel, gently guiding them to the next steps in their trip planning. This helps users to recognise and complete the booking process intuitively, rather than relying on memory.

                5. Framing

                The way an information is presented can influence the user on how they perceive it & make decisions.

                How I have used this principe
                • I have presented the screen on the left to a group of people to observe if they have understood the impact of carbon emissions information when presented in terms of weight of CO2.
                  • The conclusion from the heuristic evaluation is that all of them were not able to connect the weight of CO2 information to the environmental impact it caused (the UI on the left side).
                    • The observations has guided me to present the information in terms of the fuel burnt as well as the equivalent impact on the trees (the UI on the right side).