Psych Framework

• Psych Framework
  • Created by Darius Contractor.
  • A unit of measurement for user motivation, like a fuel tank, from empty to full.
  • Users gain/lose psych (fuel) as they interact with the product.

Negative Psych

• Elements that consume fuel.
• Physical: Actions the user must take (e.g., filling out forms).
• Cognitive: Decisions the user must make or questions they need to answer.
  • Reduce cognitive friction by using familiar terms and providing helpful tooltips.

Positive Psych

• Elements that add fuel.
• Emotions: Tapping into emotions through visuals and copy.
  • Tap into emotions that stem from the gain or loss of our core desires.
• Rewards: Rewarding users adds fuel.
  • Extrinsic, Intrinsic and Social.
• Motivational Boosts: Carrots that lead the user to value.
  • Trust, credibility, authority, urgency, scarcity, bargain.

Positive and Negative Psych Examples

• Match.com
  • Positive: Attractive people, #1 in dates.
  • Negative: Filling the form.
• Drift.com
  • Positive: Business improvement, free account.
  • Negative: Filling the form, unrecognizable logo.