Behavioral economics, effective communication and user experience (UX)

This article shows you how behavioral economics and effective communication transform user experience (UX) and how to design clear messages by applying psychological and behavioral principles that optimize digital product development.

Do you know the “law of the instrument”?

The “law of the instrument” refers to our tendency to overestimate the need to use a tool in different contexts simply because it is familiar or we have the ability to use it [1;2].

It is a cognitive bias that affects many professionals. For example, when we develop digital products, we focus on improving the experience that users “live” on the screens. We are used to thinking: “If we improve the features of the app or the website, the user experience improves”.

However, on the one hand, the experience should take into account not only the interaction with the screen, but also the emotions, perceptions and behaviors of the users. On the other hand, the experience also occurs outside the app or website, in their real contexts, where emotions, biases and heuristics play an important role. When designing a digital product, if we consider the aesthetic features on the screen and also the psychological and behavioral principles, how can we improve the communication and thus the user experience?

If we want to convey a clear message and have an impact on users' decisions, behaviors and experience, we must combine the principles of effective communication and the tools that behavioral economics provides us.

05 principles of effective communication

Effective communication has become a crucial component of user experience and organizational success. Communication in organizations serves not only to inform, but to create a coherent storytelling that guides the decisions and behaviors of the target audience. User interaction is no longer just about screens and interfaces, as clear and persuasive communication can have a major positive impact on decision making and buying behaviors.

Some of the principles for effective communication are:

1.     Clarity

The message must be clear and understandable to the user. Avoiding ambiguities and confusion makes it easier for the recipient to understand our intention.

2.     Simplicity

Use simple and direct language, appropriate to the user's level of understanding. Unnecessary use of complicated or technical terms may distort the message.

3.     Active listening

It is not just about talking, but also about listening attentively to the other person. Active listening involves paying attention, asking questions to clarify and providing appropriate feedback.

4.     Empathy

Understanding and taking into account the user's emotions, needs and perspectives helps to create a more responsive and less defensive communication environment.

5.     Concision

Brevity is key to keep the user's attention and avoid overloading them with unnecessary information. Communicating the message in as few words as possible without sacrificing content is essential.

03 tools of behavioral economics

Behavioral economics helps us look beyond the interface and consider the broader context in which products are used. When applied to communication, behavioral economics offers unique tools to understand and optimize how we interact with and persuade users.

It also provides a methodology that helps teams understand how people process information and what factors influence their decisions to design emails, push notification copies and web pages that better capture attention, are more persuasive and encourage desired actions.

In this article we will focus on 3 tools provided by behavioral economics to optimize communications:

1.     Behavior change models

Behavior change models help us understand what factors influence users in order to address barriers and use levers in solution design and communication.

The COM-B model is one of the most widely used tools to achieve this [3]:

·      C = Capability: refers to attributes of the person. It can be “physical capacity” (e.g., balance and motor skills), or “psychological capacity” (e.g., understanding and memory).

·      O = Opportunity: refers to attributes of the environment. It can be “physical opportunity” (e.g., material and financial resources), or “social opportunity” (e.g., culture and social norms).

·      M = Motivation: refers to the mental processes that give energy and direction to behavior.

According to the model, at any point in time, a behavior occurs when the ability and opportunity are present and when the person is motivated to perform the desired behavior.

2.     Behavioral Insights

There are several behavioral insights that can be applied to communication. In particular, in his book “Influence: The Psychology of Persuasion” (1984) [4], Robert Cialdini discusses 06 principles of persuasion explaining psychology that can help to communicate effectively with customers and increase conversion:

1.     Reciprocity

2.     Commitment and consistency

3.     Social Proof

4.     Liking

5.     Authority

6.     Scarcity

You can learn more by reading this article.

3.     Experimentation

By testing different versions of a message, design or interface, our teams can measure the impact of each and determine which elements are most effective. This can involve A/B testing, where two versions of a communication are compared to see which generates a better response, or more complex experiments involving multiple variables. Here you can learn about the major benefits of conducting experiments in designing solutions for organizations.

The experimentation process not only helps identify what works best, but also enables continuous improvement. As more information is gathered about how people respond to different approaches, teams can iteratively adjust their strategies and optimize communication to improve the user experience.

Takeaway

Behavioral economics offers a valuable approach to optimizing communications in a variety of contexts, particularly in the development of digital products.

By focusing on how people actually make decisions and how they respond to different stimuli, we can create communications that not only inform, but also effectively influence the user experience.

Experimenting with and measuring the impact of these communications is key to identifying the most effective strategies and ensuring that messages not only reach, but also resonate with the target audience.

Silvia Cottone

Behavioral Science Consultant & Worldwide Speaker

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[1] Kaplan, A. (1964). The Conduct of Inquiry: Methodology for Behavioral Science. San Francisco: Chandler Publishing Co. p. 28. ISBN 9781412836296.

[2] Maslow, A. (1966). The Psychology of Science: A Reconnaissance. South Bend, Indiana: Gateway Editions.

[3] West, R., & Michie, S. (2020, April 9). A brief introduction to the COM-B Model of behaviour and the PRIME Theory of motivation.

[4] Cialdini, R. B. (2007). Influence: The Psychology of Persuasion. New York: Harper Collins.