Leveraging User PsychyFor Products

Preparing your products ‘Mentally’

Ujjwal V. Trivedi

UVTimes

Story

● The biggest s*x organ in the body - Brain

● Top product mistakes that we do

● Psychological Biases that PMs can leverage

● Using Product PsychUp Checklist

The Natural Mistake

Since, I am a USER

And/OR

Since, I understand MYSELF

Hence, I understand the USER

Other Mistakes

Messaging ~= Feature Description

Value/Pricing ~= No. of features

Top Biases● Instant Gratification Bias

● Stereotyping Bias

● Salience Bias

● Messaging: Selective Perception,

Priming, Loss aversion bias, Seer sucker

Illusion

● Pricing: Scope Insensitivity

Instant Gratification Bias

A bird in hand is better than two in the bush.

Stereotyping Bias

Salience Bias

Experience:

399+taxes

Usage:

Take care of the simplest, easiest to understand feature

Selective Perception

Belief trumps Logic

Experience:

Heated arguments on Quora, Facebook

Usage:

Messaging: Simple and consistent with beliefs of TG

Seer Sucker Illusion

Experience:

Fake Experts in Ads

TripAdvisor Ratings

Usage:

Show Authority, Ranking, Rating

Loss Aversion Bias

Experience/Usage:

Zero Risk Policies

Money back guarantee

Reset Customisation

Scope Insensitivity

Experience:

How did you decide for your Last purchase?

Usage:

Pricing needs to be based on 1 most pertinent problem being solved.

Bandwagon Effect

Social Proof

Endorsements

Testimonials

Before Launch

Foot-in-the-door:

That was... Boring!Interesting?

Yawn!

Who can win?

Anchoring

Size of the plate matters!

Product Psych Up Checklist

http://bit.ly/uppsyched

Thank You!

Gmail/LinkedIn/Twitter

ujjwaltrivedi