Experience

Prospect Theory

A loss hurts more than an equal gain feels good

Certainty Effect

We crave clarity over chance and make costly sacrifices to get it

Feedback Loops

We look for information that provides clarity on our actions

Autonomy Bias

We have a deep-seated need to control our situations

Surprise Effect

We respond well to positive, unexpected, personal gestures

Humor Effect

We’re more motivated by and remember things that make us laugh

Spacing Effect

We remember things better when repeated over time and across environments

Peak-End Rule

We remember an experience by its peaks and how it ended

Fast & Slow Thinking

We take knee-jerk spontaneous decisions that can cause regretful damage

Chunking

We process information better when put into small groups

Hedonic Adaptation

We feel less joy for a gain and discomfort for a loss as time goes by

Choice-Supportive Bias

We recall more of the positives of our choices over any negatives

Present Bias

What we want now is often the opposite of what we aspire to in the future

Delay Discounting

We choose smaller, more immediate rewards over greater ones that we need to wait for

Temptation Bundling

We're more likely to do the hard stuff when coupled with the pleasant

Biophilia Effect

We're drawn to living things and become stressed if too detached from them

Aggregation Effect

Negative experiences feel less painful overall when they’re bundled together

Segregation Effect

Positive experiences feel better overall when we spread them out

Pairings

Experience

Design for immediate needs

We're hardwired to overvalue things we can get right now, over those that are delayed.

Payment provider Stripe have designed for this with Instant Payouts - allowing customers to get immediate access to their cash in 30 minutes (even at weekends) instead of waiting 2-3 business days. A 1% fee is charged for the convenience.

Where can you design for immediacy in a way that people will provide unique value? What features do you already have that could be particularly time-sensitive?

Experience

Reassure with a small future promise

If you sell products that are sometimes unavailable, the sense of loss and missed experience that results from the potential buyer can leave them feeling disappointed. Consider offering some mitigating future certainty to allow them to overcome their pain. Supermarket chain Tesco do this for out-of-stock items, putting on the label the specific date that the product will be back on the shelf.

In what way can you prevent the Fear Of Missing Out by providing future certainty that people can feel reassured by? Going further, they may be willing to pay more for such certainty, having already lost out once before.

Experience

Create positive, shareable peak-ends

Given that we're disproportionately sensitive and have a better recall of the peaks and ends of experiences, unexpected acts of kindness or positive moments are more likely to be shared on social media with friends.

Where can you add a positive ending that really taps in to a customer's own emotional aims, making them feel understood or special? These moments are gold and we'll share them with the world...

Experience

Reveal product secrets long after first use

Common wisdom suggests you should provide as much value within the first few engagements with your product. However, people will eventually adapt to its merits.

Where can you bury hidden joys, perhaps unlocked after a certain timeframe or number of uses, to foster a deeper connection and renewed sense of wonder with your product?

Experience

Prospect Theory

A loss hurts more than an equal gain feels good

Certainty Effect

We crave clarity over chance and make costly sacrifices to get it

Feedback Loops

We look for information that provides clarity on our actions

Autonomy Bias

We have a deep-seated need to control our situations

Surprise Effect

We respond well to positive, unexpected, personal gestures

Humor Effect

We’re more motivated by and remember things that make us laugh

Spacing Effect

We remember things better when repeated over time and across environments

Peak-End Rule

We remember an experience by its peaks and how it ended

Fast & Slow Thinking

We take knee-jerk spontaneous decisions that can cause regretful damage

Chunking

We process information better when put into small groups

Hedonic Adaptation

We feel less joy for a gain and discomfort for a loss as time goes by

Choice-Supportive Bias

We recall more of the positives of our choices over any negatives

Present Bias

What we want now is often the opposite of what we aspire to in the future

Delay Discounting

We choose smaller, more immediate rewards over greater ones that we need to wait for

Temptation Bundling

We're more likely to do the hard stuff when coupled with the pleasant

Biophilia Effect

We're drawn to living things and become stressed if too detached from them

Aggregation Effect

Negative experiences feel less painful overall when they’re bundled together

Segregation Effect

Positive experiences feel better overall when we spread them out