Behaviour modelling: How to make dogs drive cars and users click buttons

Who would have thought that dogs could be taught to drive cars or that double the amount of users would click a button just through a simple design tweak.

Behaviour is fascinating. Not only can we research, analyse and understand behaviour, it is possible to then actively and deliberately change it. It isn’t easy or quick but if you get it right the results can be incredible. But human behaviour has deep, complex motivations and meanings which is why it’s vitally important to have at least one person involved in your project who has a solid background in psychology.

A good starting point for understanding behaviour is the work of BJ Fogg. His behaviour model states that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger. When a behaviour does not occur, it means that at least one of these key elements is missing.

Dogs driving cars

Take a look at the following video, yes they really are dogs driving cars!

In the video of cars being driven by dogs we can clearly see all three elements that cause the desired behaviour. The dog’s motivation is to get a treat and please it’s trainer. It has the ability to press the buttons. And the trigger is the command given by the trainer. If any of these elements were missing the trigger would fail.

BJ Fogg’s behaviour model

Motivation + Ability + Trigger = Success or Failure

BJ Fogg Behaviour model

Making people click buttons

Enticing users to click buttons is a lot more difficult but it follows the same principles of people having the motivation to click to the next step, the ability and the trigger. The only certain way to know which is not being fulfilled is to conduct user research and if you have the budget include eye tracking as eye movements are directly linked to the brain and can tell the researcher more detailed information about what’s really going on inside the user’s head. It allows the analyst to know precisely where the user is looking (what grabs their attention and interest that should/shouldn’t be), for how long and in what order. Don’t confuse this kind of research with basic usability testing. This kind of behavioural insight research needs highly qualified specialist researchers who understand and can successfully analyse and interpret human behaviour with interfaces.  Contact professionals.

The researcher will identify what is stopping the desired behaviour from occurring. For example, if you have very high traffic on a page but not many people converting, the researcher would investigate the underlying causes. It could be that a vital piece of information required by the user in their decision making process to buy from you is missing or that the process of purchasing from you doesn’t meet their expectations based on similar experiences with competitors.

Psychological buying process

Psychological needs of buyers

The best ux designers understand psychology. We use research findings to identify and add psychological triggers and persuasive elements that are needed to convert people into buyers. UX design should never be confused with traditional design.  It is only by understanding the user completely that we create designs that work. Once we understand and then meet the user’s psychological needs and desires, we can turn them into a buyer (see above diagram).

Speak to our specialist expert

Are there pages of your website or software that should be getting more clicks?

Would your product benefit from user research, behavioural analysis and insight?

persuasive design expert

If you’d like to chat to an expert in behavioural research and persuasive design, ask for Lisa via our contact form. She has many years experience helping brands, conducting research and analysing behaviour. Lisa is qualified up to MSc level and is highly respected within usability / user experience.

A day of eye tracking at the Expo

Eye tracking is amazing, insightful, state of the art technology that enables you to literally see through people’s eyes. It’s most often used to increase sales on e-commerce websites, software or products but can also be used to measure the effectiveness of marketing campaigns before they launch.

If you’ve never used eye tracking to gain insights into consumer behaviour then you really are missing a whole section of vital information to improve your user experience and conversion.

We recently exhibited at Salford Business Expo where we held live, interactive eye tracking demos using our website eye tracking unit. The unit looks like a standard computer monitor however inside are hidden cameras that track the users’ eye movements, mapping them onto what’s being tested so we can see in real time precisely where they’re looking.

One of our live eye tracking demos

Website eye tracking demo

 

We have several types of eye tracking units from a portable pair of glasses to large Monitors, that we use to test a whole range of things:

Digital – Websites, software, touch interfaces, mobile apps, tablet apps

Products and hardware ergonomics – Mobile phones, machinery, remote controls

Marketing – Adverts in magazines, digital adverts online, billboards

Packaging / out of the box experience – Does your packaging attract the customer? Measure and compare your out-of-the box experience.

Shopping customer experience – How do customers shop in your store? What draws their attention? Does your product / brand stand out against competitor products?

On a very basic level we’re observing and analysing human behaviour with digital and product platforms, our aim being to improve the interaction by making it feel intuitive, easy and enjoyable. If you can achieve this people are 87% more likely to buy from you, they’ll buy more, come back more frequently and will be 3 times more likely to recommend you.

We were impressed by their focus on what actually works, rather than just what looks nice on a mock up

Visitors to our stand at the expo were clearly fascinated and amazed when we replayed their eye tracking videos back to them, discussing with them why certain elements of the website being tested caught their attention and why other things that should have in theory caught their attention didn’t. User behaviour is unpredictable and differs between types of people, so for design to work to sell your product or service and not just look pretty, it needs to be user centred.

Just like a shop front, if people aren’t drawn in through the door by seeing something that appeals to them or if they can’t work out how to get through the door, they’ll walk on by and stop at your competitor instead.

We run and analyse all our eye tracking research so we do all the hard work for you, delivering the insights you need to sell more of your products or services.

We had a brilliant day at the expo, educating the people of Salford and Manchester to the benefits of user experience and eye tracking and we hope at the very least that they start to think more about the people using their website or product. As opposed to designing something that just looks nice, our designs actually work to bring you more sales (as well as looking nice too of course!).

An example of our mobile and tablet eye tracking unit setup

Mobile and tablet eye tracking setup