Introduction
As businesses strive to develop user-centered designs that consider human behavior and psychology, the role of behavioral designers in UX/UI design has grown in significance. This essay will examine the Nespresso website’s customer experience when making a purchase and assess it from a behavioral scientist’s point of view. This analysis emphasizes the significance of employing behavioral economic frameworks, applying cognitive psychology principles, and prioritizing user-centered design when developing successful UX/UI designs that support company success.
Journey Map
Landing on the Nespresso Website
- Users’ Behaviors and Actions. The user enters the Nespresso website and may be looking for a specific coffee machine or just browsing.
- Needs and Pains. The user wants to find the coffee machine quickly and efficiently, so they are looking for it. They might prefer to look over additional choices.
- Customer Feeling. If the user cannot find what they seek, they could feel overwhelmed or bewildered. They might be eager to look over the various alternatives.
- Behavioral Analysis. Simplify the homepage by limiting the number of choices, following Hick’s Law, so users can more easily locate what they need (Proctor & Schneider, 2018). Follow Jakob’s Law by organizing the coffee machines in a layout familiar to users who have previously purchased from the Nespresso site (van der Laan & Aurisicchio, 2019).
- Opportunities. The website could benefit from a search bar that allows users to find the coffee machine they are looking for quickly. Additionally, a filter option would help users narrow their search results.
- Insights. Users visit the Nespresso website to find a specific coffee machine or browse and explore the available options.
- Desire State/to be. To be able to find what they are looking for easily
- Behavioral Science Biases. Use Hick’s Law to reduce the number of options on the homepage to make it easier for users to find what they want.
Browsing Coffee Machines and Selecting One
- Users’ Behaviors and Actions. They browse the coffee machines and select one to view their features and specifications.
- Needs and Pains. The user is seeking a coffee machine that matches their specific preferences and needs. They could also want to contrast several solutions.
- Customer Feeling. Consumers can feel satisfied when they find a coffee machine that suits their requirements and tastes. Additionally, they can be unsure about which course to take.
- Behavioral Analysis. Use the Decoy Effect to help users decide by adding a third option similar to the original two but slightly less attractive. This can make the original two options more appealing.
- Opportunities. The website could benefit from a product comparison feature that allows users to compare different coffee machines side-by-side.
- Insights. Users want the ability to personalize their coffee machine by choosing the color and adding optional accessories.
- Desire State/to be. To be able to view the features and specifications of each coffee machine clearly
- Behavioral Science Biases. Use Jakob’s Law to display the coffee machines in a familiar layout to users who bought coffee machines from the Nespresso website.
Customizing the Coffee Machine
- Users’ Behaviors and Actions. They can customize the coffee machine by selecting the color and adding accessories.
- Needs and Pains. The consumer wishes to modify the coffee machine to their preferences.
- Customer Feeling. The ability to customize the coffee machine to their tastes may make the user pleased.
- Behavioral Analysis. Use the Endowment Effect by displaying the coffee machine’s default color as the user’s choice. This can make the user feel a sense of ownership and increase the likelihood of completing the purchase.
- Opportunities. The website could benefit from a preview feature that allows users to see what their customized coffee machine will look like before they make the purchase.
- Insights. Users want a simple and intuitive user interface that is easy to navigate.
- Desire State/to be. To be able to customize the coffee machine to their liking
- Behavioral Science Biases. Leverage the Availability Bias by showing a notification of how many customers have already purchased the same coffee machine, encouraging urgency and boosting purchase likelihood.
Adding the Product to the Cart
- Users’ Behaviors and Actions. The user adds the selected coffee machine to the cart.
- Needs and Pains. The user expects adding the item to the cart to be quick and straightforward.
- Customer Feeling. The fact that the goods were successfully added to the cart may make the user feel relieved.
- Behavioral Analysis. Use the Availability Bias by displaying a message that shows the user how many people have already bought the same coffee machine (Proctor & Schneider, 2018). This can create a sense of urgency and increase the likelihood of completing the purchase.
- Opportunities. The website could benefit from a pop-up window that shows the user what is in their cart, allowing them to easily edit the contents before proceeding to checkout (Proctor & Schneider, 2018).
- Insights. Users want to compare different coffee machines and their features quickly.
- Desire State/to be. To feel excited about the upcoming purchase
- Behavioral Science Biases. Use the Zeigarnik Effect to create a sense of accomplishment when the user adds the product to the cart, which can increase the likelihood of completing the purchase.
Checking Out and Completing the Purchase
- Users’ Behaviors and Actions. Finally, the user enters their personal and payment information to complete the purchase.
- Needs and Pains. A rapid and secure checkout procedure is what the user desires.
- Customer Feeling. The users might be happy with themselves when making the purchase.
- Behavioral Analysis. Apply the Status Quo Bias by automatically selecting the fastest shipping method as the default, helping users feel confident in their choice and increasing purchase completion rates.
- Opportunities. The website could offer multiple payment options to increase the likelihood of completing the purchase.
- Insights. Users want a sense of ownership and accomplishment over their purchases.
- Desire State/to be. To feel reassured about the purchase
- Behavioral Science Biases. Use the Status Quo Bias by pre-selecting the default shipping option as the fastest option. This can make the user feel like they are making the right decision and increase the likelihood of completing the purchase.
Hick’s Law, Jakob’s Law, and the Zeigarnik Effect
According to Hick’s Law, users take longer to make decisions the more options they have. Users can locate what they seek more quickly and easily by minimizing the number of alternatives on the homepage. According to Jakob’s Law, users favor websites that are familiar to them (van der Laan & Aurisicchio, 2019).
Users who have previously purchased coffee machines from the Nespresso website will be more likely to interact with the website and feel secure purchasing if the coffee machines are presented to them in a regular layout. The Zeigarnik Effect is the propensity for people to recall incomplete tasks over finished ones (Kodden & Kodden, 2020). By having a progress bar visible throughout checkout, the user can experience a sense of success as they get closer to completing the transaction.
Recommendations
Behavioral scientists’ suggestions for enhancing the Nespresso website’s user experience include several important points. First, using cognitive psychology concepts will help design a user interface that is straightforward, intuitive, and simple. To make it easier for consumers to locate what they are searching for quickly, this includes limiting the number of alternatives on the site, utilizing recognizable layouts, and integrating search and filter tools (Johnson, 2020). Second, using frameworks from behavioral economics can assist users in making decisions and fostering a sense of ownership over their purchases (Peters et al., 2018). This includes directing customers toward alternatives and promoting ownership over their investment using the Decoy and Endowment Effect.
Conclusion
There are various steps in the consumer journey when purchasing a Nespresso coffee machine on the website, from browsing and choosing the product to personalizing it and completing the transaction. Users experience distinct wants and pains during each of these stages, which can be alleviated by using cognitive psychology principles, behavioral economic frameworks, and a focus on user-centered design. By identifying areas for improvement and implementing the behavioral scientist’s recommendations, Nespresso can build a more exciting and user-friendly website that increases the possibility of making a purchase and promotes business success.
References
Johnson, J. (2020). Designing with the mind in mind: A simple guide to understanding user interface design guidelines. Morgan Kaufmann.
Kodden, B., & Kodden, B. (2020). The art of sustainable performance: The Zeigarnik effect. The Art of Sustainable Performance: A Model for Recruiting, Selection, and Professional Development, 67-73. Web.
Proctor, R. W., & Schneider, D. W. (2018). Hick’s law for choice reaction time: A review. Quarterly Journal of Experimental Psychology, 71(6), 1281-1299. Web.
Peters, D., Calvo, R. A., & Ryan, R. M. (2018). Designing for motivation, engagement, and well-being in digital experience. Frontiers in Psychology, 797. Web.
van der Laan, A. Z., & Aurisicchio, M. (2019). Archetypical consumer roles in closing the loops of resource flow for fast-moving consumer goods. Journal of Cleaner Production, 236. Web.