Bottlenecks: Aligning UX Design with User Psychology by David C. Evans

Author:David C. Evans [David C. Evans]
Language: eng
Format: epub
Publisher: Apress
Published: 2017-02-10T22:00:00+00:00

Key Point

Identify the Eriksonian questions faced by your user base and pivot your value propositions and product positioning to address them.

The point of all of these examples for meme-makers like you is that if your brilliant idea for a digital product doesn’t meet one or more of these existential needs head on, it might fall through the barstools and founder. Consider pivoting your product and your positioning to nail these—you’ll sell more and actually help people on their way.

Another key lesson is that you need to tune up the age group you’re advertising to, matching it to your product. If you’re trying to push content too early or too late for your audience’s existential focus, you’ll be no more successful that trying to turn back time.

For there is an intimate relationship between matching these existential questions and the attention that we’ll devote to your work, our all-powerful weapon of user selection. We—who consume your content and use your memes—we need to hold a high bar, since every hour we spend with you has an opportunity cost and risks the regret of not doing something else. The user selection pressure we apply to your inventions stems not just from the scarcity of our attention, but also the scarcity of our years. We will need to look back and say those hours, days, and years on social media, or gaming platforms, or acquiring status symbols (degrees, account balances), or publishing our thoughts (from top ten lists to TED talks), or staring at an iPad or into Oculus Rift…were worth it. Content is king, but more importantly, content is human. Disposition matching is as much about humanizing us, helping us, and viewing our lives and needs as richly as possible, as it is about spreading memes.

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