Jared Schwartz, VP of Strategy & Innovation at Beaconfire Red Engine, discussed the underlying psychological and game theory principles the most addictive websites and applications exploit to ensure that users come back again and again. He also talked about how to apply these tactics to your own digital program and marketing efforts. He did this presentation at the NetSquared DC event titled Generating Buzz & Loyalty Online on January 28, 2016 held at Vanguard Communications.

1. UX Mind Games
The Psychology ofAddictive Websites
Jared Schwartz
VP, Strategy & Innovation
Beaconfire RedEngine
@jaredscott

2. Motivating Users to Action
Based on BJ Fogg’s Behavior Model.
For more detail, visit
http://www.behaviormodel.org/
2
ValueofRewardReceived
(LowtoHigh)
Level of Effort Required
(High to Low)
TRIGGER  SUCCESS 
TRIGGER  FAIL 

3. Triggers

4. A notification or event from an outside source that
prompts a user to take a specific action.
• Read an e-mail message
• Receive a text message
• Social media posting
• Advertising, SEO
ExternalTriggers
4

5. “The Awesome
Power of Internal
Triggers

6. What is your Best Cat Picture Ever?
6

7. SharingTriggers
7

8. Facebook or Instagram don’t
have to remind you to post your
photos to their site.Your internal
triggers fire off at the proper
moment.
8

9. Scarcity
9

10. Scarcity triggers a innate desire
to act. The less available we
perceive something to be, the
more likely we are to give it
value.
10

11. “How can you tap
into your user’s
internal triggers?

12. Rewards

13. 18
Ego

14. Strava satisfies the need to
show accomplishment.This
incentivizes individual
performance—which increases
the likelihood of repeat use.
19

15. “How does your site
increase my sense
of importance
(satisfy my ego)?

16. Community
21

17. Movember gives you
permission to become part of
a bigger group by removing
fears of stigma.
22

18. “How do create a sense
of community so users
can become part of
something bigger?

19. Hunter
24

20. Sites like Reddit and Buzzfeed
satisfy an urge to “hunt” for
ever more information.They
never let the experience end.
25

21. “What are
your users
hunting for?

22. Gatherer
27

23. The desire to collect is innate,
and Pinterest’s self-curated
boards let the user show their
ideal selves.
28

24. “Can you users show
their ideal selves?

25. Level of Effort

26. • How long will the action take to complete?
• Will it cost the user money?
• Can it be done anonymously?
• How frictionless is the action?
(i.e. social login)
• Do you leverage existing design patterns?
• Will users have to give you their data?
31

27. Games and Pr0gression
32

28. Make easy at first, harder once engaged
33

29. “Do you make it easy to get
involved, but build a sense
of accomplishment with
further engagements?

30. Reduce Friction
35

31. WithTinder or the Refill App
users don’t have to try very
hard to interact. The barriers
to engagement are minimal.
36

32. 37
Design Patterns

33. 38

34. Leverage existing design
patterns to make your content
scannable and intuitive.
41

35. “Have you made it
effortless for users
to engage in the
core activities of
your site?

36. Users Are People.They’re People!
Empathy
46

37. Questions
Jared Schwartz
Beaconfire RedEngine
jared.schwartz@beaconfire-red.com
@jaredscott