I would like to share with you my experience on Liraz Margalit’s Behavioral science workshop. I was stoked to take part in this event, but being a Product Designer at a fintech company that specializes in B2B payments, I wondered whether there will be any take-aways I could actually apply in my day to day work.
Let’s just say that by the end of the day, I was pleasantly surprised. :)
The workshop was quite intimate with 30 participants, divided into 5 groups of 5–6 people. We started the day by agreeing that we all want our users to see the value in our product and develop an attachment with the motivation to keep coming back.
Part 1: The user
In order to create habit forming products, first we need to learn what are habits and how do they form in our brains. Liraz did a great job by taking us through the journey of forming a habit: The brain activity during a first encounter with the product, the motivation to repeat the action and most importantly; the emotional state during the process.
We learned how to better understand our users’ motivation through our own experiences as users of different products. The exercises were simple and efficient, yet most of us rarely take time to perform them. During our teams’ discussions, it was clear that emotions can be triggered through all types of products, even payment platforms.
Part 2: The product
We tend to ask a lot from our users; download our app, submit information, grant access to all kind of data etc. Although these actions have value, it does not necessarily elevate users’ motivation. This topic ignited a long debate about the different challenges we have as designers when trying to drive engagement.
In this part of the workshop we explored different types of triggers and rewards, and their ability to boost motivation when done correctly. I must say that during this segment most of us were actively participating or busy taking notes.
Part 3: Mind the gap
The last part of the workshop was especially insightful for me personally when Liraz spoke about conscious vs unconscious impressions as I’m about to conduct a high scale user test myself. We learned how to detect users’ internal needs and the efficient ways to bridge between them and our goals.
Final thoughts on the workshop:
I would like to thank UX Salon for organizing this awesome event, conditions were perfect. You don’t have to be a Product designer to enjoy the workshop and maybe gain some new perspectives on the way. Liraz delivered a captivating presentation and there’s no doubt she’s a master of her craft. I definitely would love to attend her events in the future.