How to Learn UX Psychology?

Summary

This video script from a Kolkata Meetup delves into the crucial role of UX psychology in design, emphasizing understanding user behavior for professional and personal benefit. It explores various psychological models like the Zeigarnik effect, induced scarcity, and visual memory, illustrating their impact on app usage and consumer decision-making. The speaker shares actionable tips on leveraging AI tools for learning mental models, while also discussing the influence of UX design on future trends. The script encourages seeking real-world examples over design inspirations from platforms like Dribbble and Behance for practical UX insights.

Takeaways

• 😀 Understanding UX psychology is crucial for a UX designer as it benefits both professional and personal life.
• 🎓 The video is a snippet from a Kolkata Meetup discussing the influence of UX psychology models on app usage and decision-making.
• 📈 The 'Going Gradient Effect' suggests that people are more motivated to achieve a goal as they get closer to it.
• 🏆 Gamification and the use of milestones in UX design can create a sense of achievement and motivate users.
• 💰 Induced scarcity makes products seem more valuable when they are in limited supply, a principle often used in marketing.
• 📸 Visual memory emphasizes the importance of images over words or sounds in retaining and trusting information.
• 🧩 The 'Choice Paradox' indicates that fewer options can make decision-making easier, especially for luxury brands.
• 📉 The 'Certainty Effect' shows that people prefer clarity over uncertainty, even if it means making a less advantageous choice.
• 🔠 'Fluency Shortcut' highlights that statements that are easier to read and understand are more readily trusted.
• 🔑 Learning UX psychology involves a three-part checklist: going through resources, reading research papers, and connecting the dots with real-world applications.
• 🌐 The video encourages using AI tools like chat GPT to learn and explore UX psychology models for enhancing knowledge.

Q & A

What is considered the most valuable skill for a UX designer according to the video?

Understanding UX Psychology is considered the most valuable skill for a UX designer, as it helps in comprehending why people behave the way they do, benefiting both professional and personal life.

What is the purpose of the Kolkata Meetup mentioned in the script?

The Kolkata Meetup was an event where UX designers gathered to discuss how AI will change the way they work in the future and to share insights on UX psychology models and their impact on app usage and decision-making.

What is the 'going gradient effect' and how does it influence UX design?

The 'going gradient effect' refers to the increased motivation people feel as they get closer to their goal. In UX design, this can be applied through progress indicators and loyalty programs that motivate users to continue using a product to reach certain milestones or rewards.

How do coffee shops like Starbucks and Dunkin Donuts use the going gradient effect?

Coffee shops use loyalty cards or punch cards where customers get a free item after a certain number of purchases. This creates a sense of progress and motivates customers to reach the goal of earning a reward, thus increasing their visits.

What is the significance of the 'induced scarcity' UX model in marketing?

The 'induced scarcity' model suggests that people value things more when they are in limited supply. This can be seen in marketing strategies where products are presented as exclusive or available in limited quantities to create a sense of urgency and demand.

How does the script relate the concept of scarcity to job interviews?

The script mentions that job candidates sometimes claim to have competing offers to create a sense of scarcity and urgency, potentially influencing the employer to make a hiring decision more quickly.

What is the 'visual memory' principle and its application in UX design?

The 'visual memory' principle states that people remember and trust images far better than words or sounds. In UX design, this can be applied by using visual elements such as images, icons, and videos to enhance user retention and trust.

Why do luxury brands like Louis Vuitton display fewer items in their stores?

Luxury brands display fewer items to create a sense of exclusivity and scarcity, making their products seem more valuable. It also simplifies the decision-making process for their target customers who prefer a curated selection of high-quality options.

What is the 'certainty effect' and how can it be used in UX design?

The 'certainty effect' is the preference for clarity over uncertainty, even when the odds are similar. In UX design, this can be used by providing clear information and guarantees, such as high success rates for using coupons or cash back offers, to encourage user engagement.

How does the script suggest learning about UX psychology models?

The script suggests a three-part checklist for learning UX psychology models: going through a list of resources, reading the original research papers to understand the models deeply, and finding real-world examples of the models in use.

What is the importance of using real applications instead of design galleries for UX inspiration?

Using real applications for UX inspiration is important because it provides practical, real-world examples of how UX psychology models are applied effectively. Design galleries may not always reflect the actual user experience and can sometimes prioritize aesthetics over functionality.

Outlines

00:00

🧐 Understanding UX Psychology

The speaker, Ansh, emphasizes the importance of UX psychology as the most valuable skill for a UX designer. The Kolkata Meetup video shared discusses how UX psychology models influence app usage and business strategies to impact decision-making. Ansh introduces the concept of 'free' and its implications, using a zoo entry price anecdote to illustrate the psychological effect of perceived value and cost. The summary also touches on the importance of learning from real-world applications rather than just design inspirations.

05:02

🌟 The Power of Progress and Gamification

This paragraph delves into the 'going gradient effect,' which suggests that people are more motivated when they are closer to achieving their goals. Examples from loyalty cards and progress indicators in apps like Duolingo and Dunkin Donuts illustrate how businesses use this effect to encourage customer engagement. The summary explains the psychological impact of milestones, gamification, and the sense of achievement in UX design to enhance user experience and motivation.

10:04

🏺 Induced Scarcity and its Psychological Impact

The concept of 'induced scarcity' is explored, which posits that limited availability increases the perceived value of items. The summary discusses studies involving cookie jars and the behavior of people when faced with full versus nearly empty jars, leading to the conclusion that scarcity can drive up demand and desirability. Examples from Amazon, Sephora, and Airbnb demonstrate how businesses create a sense of urgency to prompt quick purchasing decisions.

15:04

🎨 The Superiority of Visual Memory in UX

This section highlights the 'visual memory' principle, which states that images are more memorable and trustworthy than words or sounds. The summary provides evidence from studies showing the 'picture superiority effect' and its application in various contexts, such as warning signs, Snapchat, and cookbooks. The importance of visuals in menu design and the psychological effect of the color red in stimulating hunger are also discussed.

20:06

🤔 The Certainty Effect and Fluency Shortcut

The 'certainty effect' is introduced, describing the human preference for clarity over uncertainty, often leading to seemingly irrational decisions. The summary explains how this effect is utilized in apps and marketing, such as with PayPal Honey's cashback guarantees and the clarity provided by straightforward copywriting. The 'fluency shortcut' concept is also introduced, which suggests that statements that are easy to read and understand are more readily trusted.

25:08

📚 Learning UX Psychology Models and Resources

The final paragraph provides a guide on how to learn and apply UX psychology models effectively. The summary outlines a three-part checklist for learning, including studying research papers, following experts in the field, and using AI tools like Chart GPT to explore and understand mental models. It also emphasizes the importance of finding real-world examples and not relying solely on design platforms for inspiration.

Keywords

💡UX Psychology

UX Psychology is the study of how users interact with a product and how psychological principles can be applied to improve user experience. In the video, Ansh Mehra emphasizes the importance of understanding why people behave the way they do in the context of user experience design. It's highlighted as a valuable skill for a UX designer, as it influences how users engage with apps and how businesses can use these principles to affect decision-making.

💡Zeigarnik Effect

The Zeigarnik Effect refers to the tendency of people to experience increased motivation to complete unfinished tasks or goals. In the script, it's mentioned as similar to the 'Going Gradient Effect', where people become more motivated as they get closer to their goal. An example given is of a fundraiser where a group that was told they were close to their target was more motivated to sell candy bars compared to a group that was told they were far from the target.

💡Progress Indicators

Progress indicators are visual cues that show users their advancement towards a goal or completion of a task. The video explains how progress indicators motivate users by showing how far they've come, using examples like Starbucks' loyalty cards and Duolingo's daily and monthly goals. This creates a sense of achievement and encourages continued engagement.

💡Gamification

Gamification is the application of game-design elements and principles in non-game contexts to encourage engagement and motivation. The video discusses how gamification, such as awarding medals or points, creates a sense of achievement and can motivate users to continue using an app or service. Examples include fitness apps that reward users with medals for reaching certain milestones.

💡Induced Scarcity

Induced scarcity is a psychological trick that makes items seem more valuable when they are perceived to be in limited supply. The video explains this concept with examples like Amazon's limited-time deals and how Airbnb markets certain accommodations as 'rarely available'. This creates a sense of urgency and fear of missing out, prompting users to act quickly.

💡Visual Memory

Visual memory is the ability to recall visual information or images. The video script mentions that we remember and trust images better than words or sounds, which is why visual elements are crucial in UX design. For instance, the script contrasts a text-only warning with one accompanied by a visual image, suggesting that the latter is more effective in creating a lasting impression.

💡Certainty Effect

The Certainty Effect is the tendency of people to prefer a guaranteed smaller reward over a larger one with uncertainty. The video uses this concept to explain how users are more likely to choose a smaller reward with a higher probability of success over a larger reward with a lower chance. This is exemplified in the script by a choice between a 20% chance of winning a large sum versus an 80% chance of winning a smaller amount.

💡Fluency Shortcut

Fluency shortcut refers to the preference for statements that are easier to read and understand, as they become more trustworthy. The video mentions that clear and simple language in onboarding experiences makes users more likely to trust and follow the instructions. This is contrasted with complex jargon, which can create confusion and decrease trust.

💡Scarcity

Scarcity is a principle in economics and marketing that suggests that people place a higher value on items perceived as rare or in limited supply. The video discusses how luxury brands use scarcity to increase the perceived value of their products by offering fewer options and creating a narrative of exclusivity.

💡Copywriting

Copywriting is the art of writing persuasive text to promote a product or service. The video script mentions the importance of copywriting in creating a sense of scarcity and urgency, as seen in examples like 'limited time deals' and 'exclusive offers'. Effective copywriting can influence user behavior and decision-making.

💡Choice Paradox

The Choice Paradox is a phenomenon where having too many options can lead to decision paralysis and decreased satisfaction. The video script refers to this concept when explaining why luxury brands offer fewer options, making it easier for customers to make decisions and enhancing the perceived value of the products.

Highlights

The most valuable skill for a UX designer is understanding UX Psychology, as it benefits both professional and personal life.

A Kolkata Meetup discussed how UX psychology models affect app usage and business strategies for decision-making influence.

Actionable tips are shared on using chat GPT to learn mental models, with the majority of the content in Hindi but English captions available.

UX designers are excited about the impact of AI on future UX design work, as discussed in a meetup.

Basics of UX psychology are introduced, emphasizing the value of understanding first principles in the market.

A story illustrates the concept that excitement about something does not guarantee others will share the same enthusiasm.

The importance of starting with low prices or free offerings when beginning a venture is highlighted.

The concept that nothing in life is truly free is discussed, with the audience as the product in a given scenario.

The Going Gradient Effect is introduced, showing increased motivation as individuals get closer to their goals.

Loyalty cards and punch cards are used as examples of the Going Gradient Effect in businesses like Starbucks.

Progress indicators in UX design are explained as motivators, using Duolingo as an example of setting daily and monthly goals.

Gamification and the use of milestones are discussed as effective UX strategies to keep users engaged.

Induced scarcity in UX design is explained, noting how limited supply increases perceived value.

Examples from Amazon, Sephora, and Airbnb illustrate how scarcity is used to create urgency and increase sales.

The concept of visual memory is introduced, emphasizing the power of images over words or sounds in retention and trust.

The Certainty Effect is discussed, explaining the preference for clarity over chance in decision-making.

PayPal Honey is used as an example of leveraging the Certainty Effect to increase coupon usage.

Fluency and the importance of easy-to-understand statements in building trust are highlighted.

A three-part checklist for learning UX psychology models is provided, including resources and research paper readings.

The importance of finding real-world examples of UX applications rather than relying on design inspiration sites is emphasized.

A prompt for using AI to list and learn UX psychology models is suggested, encouraging the use of AI for knowledge improvement.

Transcripts

if you ask me ansh what is the most

valuable skill as a ux designer

I would answer Understanding ux

Psychology because no matter design

career if you understand why people

behave the way they do you will always

benefit more whether it's in your

professional career or your personal

life so this video is a very small

snippet from our Kolkata Meetup

[Music]

where we went

how these ux psychology models affect

the way we use apps and how so many

businesses are using these models to

influence our decision making at the

very end of this video I also share

actionable tips on how you can use chat

GPT to learn these same mental models

majority of the videos in Hindi but you

can always turn on English captions so

many ux designers came and documented

their learnings on YouTube Instagram and

Linkedin and all of us sat together and

discussed how AI will change the way ux

designers work in the future I am

personally very excited to show you this

video so without wasting any further

time let's get started

so let's start with module number two

basics of ux psychology and this is

where we come into the first principles

you will always be valuable to the

market

foreign

bucks

a lot of people would obviously not be

interested because there's no marketing

there's no word of mouth

so after seeing the triple 9 price

nobody bought the tickets to the zoo

and that made the owner very sad so he

decided to cut his profits and he said I

will reduce the price to 499 one person

hoping that people will come up to 50

discount

even after cutting the price of the

ticket people still did not buy it and

the man got hopeless he decided to make

the zoo entry 100 free of cost just now

and when that happened the zoo got

filled with people all over Kush

he very quietly locked the gates and

said the Lion's free and made the exit

fee triple line

just because you are excited about

something doesn't mean others will be

too because

second takeaway nobody will pay you a

premium when you start so you have to do

things for free or at a very lower price

especially if you're just starting out

and say important lesson Nothing in life

is truly free somebody is always getting

something and if it is free then you are

the product

case may you are the product for the

Lions

so you entered free but to answer you

had to pay the fee so there's a lot to

learn in the field of U.S psychology but

we cannot cover everything today so I

will just pick some of the most

important lessons that I use on my

day-to-day life while designing see when

you put a name to something now you can

very easily spot it in your day-to-day

Life as a boss in mental phenomena

but just because

list of ux psychology models though and

go through all the theory let's

understand how do you learn in the first

place if you come across any ux

psychology mental model how do you learn

ux psychology once you understand the

how the internet has ample of

definitions to teach you so let's

explore the first effect of the day

which is the going gradient effect and

which is very similar to zegarnic

effects

then this is very new for you so this

law says people often become more

motivated the closer they get to their

goal and for every single ux model I'm

mentioning their psychological research

paper right at the bottom so I will be

sharing this deck with you on the

WhatsApp group so you can download this

entire thing and when you go back home

this is the research paper that you can

refer

now let me tell you about the study that

they did a group of 172 people were told

about a fundraiser and they were all

very excited they were in a park like a

closed area these people were split into

two groups group one was told that to

hit the fundraiser Target they need to

sell 100 candy bars to reach their

target so a kid would go to those people

and say that hi sir we are trying to hit

a Target but we are 100 bars away would

you like to buy a chocolate bar group

two was told that they only need to sell

two bars to reach their target so the

same goal would go to group Beaker

person and say that sir how much

would you like to buy from us and then

once they started collecting their

results once they started collecting who

said yes and who said no turns out that

group one that saw the target very far

away were less likely to buy the bars

while group two that saw the target so

close were more likely to make an effort

in fact they were also helping the child

to sell more bars to more people

let me help you sell the rest of three

which tells us something very

interesting that if you see yourself

arriving someplace you would double down

on the accelerator now a lot of coffee

shops has started selling these Loyalty

cards

Punch Cards so Starbucks does this I

think Dunkin Donuts is also doing it

that any time you go to them you get

this card and every time you return to

them they will punch it and they will

say that for example you get nine

punches so you will get a big coffee for

free so essentially what they're saying

is that if you come to us nine times the

tenth time you come you will get a free

coffee

now there are two categories of

restaurants here

category number one

you give them the punch and say nine

times on it and they all are empty

the second restaurant will punch it

first pillar dot punch Kar Diya now you

have to come eight times now what is the

second restaurant doing the second

restaurant is creating a fake sense of

accomplishment

they have helped you taken the first

step

by punching the first bullet and now you

feel that because you have the first

thing punched it is way more easy to

stay in momentum before you move ahead I

want to tell you about our latest

learning website

howtoprom.in where you can get free AI

resources roadmaps and step-by-step

guides that will teach you everything

that you need to know about tools like

chat GPT and mid-journey

[Music]

now how do you apply this in ux

this is actually used in all your

progress indicators to show how far they

have come why do you think progress

indicators exist it is just to motivate

you that if you wait just a bit more you

will reach your target so if we pick

Duolingo Duolingo keeps you on Hook by

giving you daily goals as well as

monthly goals so on the very top you can

say that you have these many points left

and you have 22 days left but you also

have a daily goal that says you've

reached your 10xp goal and now there is

12 hours left for you to get your next

reward on the right side we have Dunkin

Donuts so same like Starbucks on Dunkin

Donuts if you keep going then they give

you reward points for buying regularly

for coming regularly and that is how

they give you that fake sense of

accomplishment even the progress bar

than the loaders I don't know if you've

noticed on Netflix even if your internet

connection is shut it's still loads

still 99 percent

and it gets stuck at 99

you will never find the Netflix loader

being stuck at two percent

because if it gets stuck at two percent

you will just shut the video

but if it is stuck at 99 for 5 minutes

you will still wait

which means that because you can see

some progress because you see yourself

so close your appetite your patience

your willpower automatically increases

ux tip number two user Milestones again

this is a direct application of the gold

gradient effect where you provide small

rewards for returning back to their

product so on Starbucks they have these

checkpoints that are 20th at 40th at

60th when you come this you will get a

coffee then you get a free ground there

you have ten dollars off all of these

things so as you move forward they

increase the value of the price on the

right side we have Taco Bell same it's a

similar thing but now they have just

made it into a radial and they're saying

that 181 points to the next free item so

we're always looking for something right

you always have some hook ux tip number

three gamification creating a sense of

achievement with medals now you have no

idea

how crazy medals can be for your app and

I know that it sounds very stupid you're

like how would fake coins and medals

motivate anybody but I'm telling you

they do the fact that Google pay has

that confetti anytime you win two rupees

that conflict will make you more happy

than the two rupees just the fact that

you've got a medal some coin some golden

coin just makes you feel more happy in

your face like the app is giving back to

you so here we have two very interesting

applications and they have gorgeous UI

by the way on the left we have any

distance any distance gives you a medal

the day you open the app saying that oh

day one congratulations for the progress

and they have confetti and they have

this medal and then you have a place

where you can access all of your medals

on the right side we have the Nike run

Club amazing visuals absolutely

brilliant UI beautiful colors beautiful

iconography totally recommended for you

know fitness apps they also have

personal records you know fastest run

most time spent all of these small small

things so next we have induced scarcity

we are done with the gamification Aspen

we're done with the gold gradient the

next ux model is induced scarcity which

says that we value things more when they

are in limited Supply and I think this

is very easy to guess as well right

so I'll tell you the study that they did

they got a group of people and again

split them into group a and Group B

group a got a cookie jar which was

filled with cookies till the top Group B

got the same job but this time it only

had four or five cookies everybody was

asked to take one cookie and then rate

the taste of the cookie and then some

people were also asked to rate the

cookie without even tasting it

so you would show somebody two jars and

say that which one do you think would

taste better and the cookie jar that had

less cookies just got a better price

just got a better score

without even tasting

people assume that just because the jar

is empty it means that the cookies are

more tasty and it means that they are

probably much better

so when you see something in limited

Supply your brain automatically

calculates the fact that this might be

in more demand and if it is in more

demand there's a higher chance that this

is way better so Amazon

they have a limited time deal for

everything every day for everything they

have a limited time deal and it would

keep saying 10 in stock 5 in stock even

if you buy hundreds they will always say

five in stock let's take some

International examples on the left we

have Sephora so you guys go Sephora it's

a beauty brand it's like Nike and they

sell cosmetic products and on Sephora

they have this column called selling

fast now how do I trust you whether this

is selling fast

is there a metric are you showing the

amount of money that you're making it is

just a carousel with some image and

pricing

but just by reminding you or just by

creating this sense of urgency they are

making you feel that number one it is

selling fast number two online only that

means that right now you open the app

if you get it then you'll get it because

you can't even go to the Sephora store

tomorrow and buy this

so this is mobile only it is selling

fast and it is exclusive

and this these three things together are

inducing excessive scarcity just to sell

it more and that's where the food at the

very first end they haven't done it for

the second one

they've done it for the first one

so that you just quickly get former and

do some quick buying without thinking

twice on the right side we have Airbnb

so this is an application that you all

must have used on Airbnb they say this

is a rare fine Marines place on Airbnb

is usually full booth now of course this

might be true but it might not be true

as well how can I check but the thing is

now that they have mentioned this to me

that this is usually booked and this is

a rare find I have some fear in my mind

that I am planning a trip this is

usually booked if I don't book it now I

will lose out

so it's very interesting how copywriting

can help you create that sense of

scarcity now if some of you are from the

real estate background or you must have

seen those movies you would always see

real estate agents saying he's been like

competing over here

and you find a house and you're like I

will just buy this house for one crore

so this real estate agent will tell you

sir

um

foreign

a lot of students what they do is when

they go for job interviews and not even

students even seniors do this

so I was interviewing someone

as a US designer that that person needed

a job and that person would tell me that

I have two competing offers

so you better hire me ASAP

no this could be a lie

but you can use this to your advantage

by getting a competing offer from

somebody that you don't even want to

join

so that is what people do now they

collect competing offers they take those

competing offers and go to their Ideal

Company and see that if you don't hire

me so many people just want me

so it's a very interesting technique to

create scarcity for yourself as well

even when I sell event tickets right you

would be seeing that hurry up toggle on

the tag mango thing that was me creating

scarcity for you

so that you by fast

and I wanted to mention this

specifically because you experienced

this in real time

and what I usually do is that I would

change the number by minus 15. so

anytime you open it would say eight

seats left

and you'll be like I have to be in this

top eight I need to buy these tickets

ASAP there's a very interesting uh

principle in this book called rework

have you heard of this book rework I

would strongly recommend you folks to go

back home and read this this one single

book can just change your life

so Reebok says that what makes an art

gallery valuable is the stuff that does

not reach the walls so if you go to an

art gallery and the person has filled

the entire wall with just art it is no

longer a gallery it is a warehouse

and nobody values a warehouse

but when you curate when you filter when

you keep something which is scarce which

is very limited people automatically

feel that this is more valuable

if you go to a shopper stop versus say

Louis Vuitton on Louis Vuitton's rag you

would just see three bags

only three bags spaced apart

whereas if you go to Shoppers stop

they'll give you 20 bags

to choose from

20 t-shirts 50 shoes

but luxury Brands don't do this

now of course scarcity is there they are

trying to create value by showing you

less items but there are two more

reasons why they do this can anybody

guess why do all luxury stores have so

less options

care attention okay

uh Choice Paradox yeah

correct okay slow says that if you have

more number of options decision become

becomes more difficult so you keep less

number of options

so folks this is where true design comes

in

any time we design a product what is the

first question that we ask who is the

user

in a case of a brand like Gucci or Louis

Vuitton who is the user it's either

probably a very very busy yet successful

person

or somebody who's not that busy but has

a lot of money

there is only two categories right

for the first category if somebody is

that busy does that person have the

option or the freedom to go through 20

options

not really

that person wants to enter your store

get three options has trust that all

three are going to be supremely good and

then pick one

this is for the person who is very very

busy and that is why that person is

super successful

user Category 2 a person who is not that

busy

yet has a lot of money

the thing is with people

is that sometimes you get so much of

capital you feel like spending it

but you won't spend on something which

is so easily accessible

so then they want to sell you the story

that whatever you are buying for say 10

lakh Rupees is very rare

and that is the narrative if you see

something spread all across the tables

you will never believe that it is rare

the link to download this presentation

will be in the description but there's a

password for it and this is the password

please make sure that you copy this

password before you download the

presentation next we have visual memory

so this is the third ux principle

visual memory is very straightforward it

says that we remember and Trust images

far better than words or sounds that is

that if I were

to make you listen to a song

versus if I were to make you listen and

watch a music video

you will remember the music video for a

very long time and the imprint will stay

in your brain same goes with an image

now let me show you how this works

outside of product design as well so on

the very top and there's another name

for the same effect it's called the

picture superiority effect so it says

that text or Audio Only will help you

retain 10 percent so 10 of the times you

just remember but if you add text and

picture that person will remember 65

percent of the same information

just by adding something more visual the

impact is almost 6 times more and

they've done multiple studies to prove

this number on the a you have caution

Slippery When Wet which is probably

going to end up with 10 on the right

side you have the same text but with the

person falling now when you look at that

warning

you will instantly associate the fear of

falling down with this color because

you'll be like oh I really don't want to

fall like that guy

and you will remember like you will

actually see this and be careful when

you're walking on the slippery floor

just because they've added a visual on

the left side we have Snapchat and

Snapchat doubles down on visuals

Snapchat is not like medium or Twitter

well it's just text text text Snapchat

knows that we are targeting young people

in that case we have to rely on pictures

and not copy so you would realize that

there is minimum copy on both Instagram

and Snapchat bare minimum they account

for every single word I think majority

of the words are just the captions and

the username

that is the only copy Instagram doesn't

talk to you if you really think about it

what does Instagram say to you nothing

it is the bare minimum copy that they

use in fact every successful cookbook

has visuals along with copy so you have

two categories of recipe books and you

realize that the most successful and the

most buyed ones are always with pictures

in fact even when you go to all good

restaurants you realize that menus work

better when they have pictures

complementing the copy so if you go to a

Dhaba or if you go to a normal

restaurant they always put these very

tempting red colored pictures on the top

because red color actually aggravates

hunger

red is a color that will make you feel

more hungry that is why Pizza Hut

McDonald's KFC all of them have the red

color in their brand identity

there's a legit reason for that a lot of

students who come to these meetups

create some very very amazing Vlogs

videos and Linkedin carousels

summarizing their learnings and

experience I would totally recommend you

to check them out I will paste all the

links in description next we have

certainty effect now Things become way

more subtly and way more nuanced it says

that We crave Clarity over chance and

make costly sacrifices together so I'll

say this again it's slightly complex to

read but of course when we do the

examples and be clear we create Clarity

over chance and make costly sacrifices

to get it now let me show you what does

this mean again we have two groups group

number one has said that you have 20

chance of winning one lakh rupees this

is BET number one bet number two is you

have eighty percent chance of winning

five thousand rupees which bet would you

play majority of the people would go

with winning five thousand rupees

because they just want a higher

probability of winning

mathematically if I were to multiply

this and check the odds they are almost

equal in terms of winning is to respect

so in fact the first option is way more

better if you have a 20 chance of

winning 1 lakh rupees technically you

should always go for option number one

but your intuition will always push you

to do option number two why because this

is hardwired in us from the stone ages

because back when we were Apes

we are always looking for survival

for us one lakh rupee was not even a

possibility for us we were just finding

some some food something that will help

us survive so we would never wait for a

big Bonanza we would say

and then

so how would apps use this

there is a mobile app called PayPal

honey

PayPal honey made they give you cash

backs and you see this copy right here

10 cashback you know ten percent cash

back is the most widely used copy in

paytm in cred you would realize that

they never say refund or they would

never say a price they can also say 10

price

but when you use the word price it feels

like I might have to do something to win

this it is not confirmed it is some

price that I might have to fight a war

for but when you use the exact word cash

back

then it's very clear to you now this is

evident on the right side we have PayPal

honey and it is actually giving us a

graph of the success of this coupon so

basically what it's saying is that the

success rate of you using this coupon is

very very high now my question to you is

explicitly Bowl the air that the success

rate is very very high now you have

social proof now you have more certainty

and now there's a higher chance at

almost 100 people will use this coupon

coffee stores will take get three at the

price of two this is a very stupid way

to communicate it you should always say

buy two get one free

get free at the price of two it is not

very certain but second copy my requests

absolutely clear

buy to get one free even though they are

communicating the same thing now we come

to fluency shortcut fluency shortcut

that statements that are easier to read

and understand

become easier to trust is

what does that mean in all onboarding

experiences you would realize all

International apps never exceed more

than five to six words in their

onboarding copy anytime they want to

talk about a benefit they always use

words and phrases that are super simple

you will never find app using jargon why

because when you read the words shop the

world with confidence it is so simple to

understand

so simple to understand

that allows me to shop

even though confidence what is

confidence how do you define confidence

there's a higher chance that the user

will just believe it and one a question

so how do you learn

so the thing is there's a three part

checklist to this sabse I'm going to

give you a list of resources you need to

go through them then you need to spend

time reading the research paper for that

mental model don't look for YouTube

videos don't look for articles go to the

research paper yes

right you need to rely on research

papers at the very end find UI on a

website like mobino wherever it is that

helps you connect the dots

mobile

applications

mental models then there's this LinkedIn

influencer her name is kathleenberg and

she has been doing crazy stuff in the

field of copywriting I have learned a

lot from her that is why I'm

recommending her profile to you both

crisp LinkedIn she's not from a ux

background she's from a marketing

background but trust me legit stuff then

we have Bill for Mars so when you go to

bed for Mars they have this thing called

ux glossary so U.S glossary calendar

they have multiple ux models that you

can use

why can't we use PPT for all of this why

do we need to rely on these websites and

that makes sense

so if you have the Pro Plan for chart GP

day all you need to do is prompt can you

list down all popular ux psychology

mental models relevant for ux designers

and then you can give examples of mental

models that you are resonating to the

public sector key are just a cognitive

resonance a framing hair growth is

now give me 10 more similar us

fundamental models apart from these four

that are useful practical and important

to learn when you do that it will keep

giving you more mental models and then

you can keep digging in you don't have

to buy a subscription you can just use

AI to improve your first principles for

knowledge so with that let's quickly

revise model number two we understood

that knowing how humans think will help

you the most lessons

then we understood that giving a name to

our behavior is very very important

Amazon

just because I have given a name to it

and at the very end you always need to

find V1 examples in real applications

and not from dribble please don't rely

on dribble and be hands and Pinterest to

take your UI inspiration please rely on

real applications

please make sure that you first see it

in real applications you will find all

the relevant resources and the link to

download the PDF in description if

you're here for the first time make sure

you click on subscribe and hit the Bell

icon so that you never miss an update

let me know in the comments section if

there's something specific you want me

to cover in the next video we make

content on design Ai and Technology to

help you upskill for free I hope that

you're taking care of your mind and body

this is your those ansh mehra signing

out

if you like this video make sure you

click on like and hit the Subscribe

button I regularly upload videos on ux

design marketing and storytelling