A psychological phenomenon where individuals are perceived as more likable if they make a mistake, provided they are generally competent. Important for understanding human perception and leveraging relatability in marketing and leadership.
A theory of motivation that explains behavior as driven by a desire for rewards or incentives. Crucial for designing systems that effectively motivate and engage users.
The systematic identification, analysis, planning, and implementation of actions designed to engage and influence stakeholders in a project. Crucial for maintaining positive relationships and ensuring stakeholder support throughout the project lifecycle.
The tendency for people to pay more attention to items placed in the center of a visual field. Crucial for designing layouts that maximize visibility and impact of key elements.
The preferred version of a web page that search engines should index, used to avoid duplicate content issues and improve SEO. Essential for managing SEO and ensuring the correct indexing of web pages.
A professional responsible for defining the strategic direction of a product, ensuring it aligns with market needs and business objectives. Essential for guiding product vision and ensuring long-term success.
A high-level description of a system's structure and interactions, focusing on its market-facing aspects rather than technical details. Useful for communicating the value and structure of a digital product to non-technical stakeholders and aligning with market needs.
The practice of ensuring that all brand activities and communications are consistent with the brand's values, mission, and identity. Essential for maintaining a cohesive brand image and fostering trust and loyalty among customers.
The practice of organizing the context in which people make decisions to influence the outcomes, often used to nudge users towards certain behaviors. Crucial for designing user experiences that guide decision-making and improve outcomes.
Innovation that creates a new market and value network, eventually disrupting and displacing established market-leading products or services. Crucial for understanding how new entrants can challenge established players and transform industries.
User Experience (UX) refers to the overall experience of a person using a product, system, or service, encompassing all aspects of the end-user's interaction. Crucial for creating products that are not only functional but also enjoyable, efficient, and satisfying to use.
An approach to information architecture that begins with high-level structures and breaks them down into detailed components. Helps in creating a clear and organized framework from the outset, ensuring consistency and coherence.
Product Strategy is a framework that outlines how a product will achieve its business goals and satisfy customer needs. Crucial for guiding product development, prioritizing features, and aligning the team around a clear vision.
A long-term plan for the development and management of a brand to achieve specific goals. Essential for guiding brand development and ensuring alignment with business objectives.
A brand architecture strategy where all products share a common brand name and identity. Essential for creating a cohesive brand image and leveraging brand equity across products.
A psychological state where individuals lose their sense of self-awareness and personal responsibility in groups, often leading to atypical behavior. Crucial for understanding group dynamics and designing experiences that promote positive group interactions.
A brand architecture strategy where multiple distinct brands are managed under a single parent company. Crucial for managing diverse product lines and maximizing market reach.
The tendency to attribute positive qualities to one's own choices and downplay the negatives, enhancing post-decision satisfaction. Useful for understanding user satisfaction and designing experiences that reinforce positive decision outcomes.
A cognitive phenomenon where people are more likely to pursue goals or change behavior following a temporal landmark (e.g., new year, birthday). Useful for designing interventions and features that leverage these moments to encourage positive behavior.
Customer Experience Management (CEM) is the process of managing and improving the interactions and experiences customers have with a brand across all touchpoints. This process is essential for building strong customer relationships and enhancing brand loyalty.
A cognitive bias where people allow themselves to indulge after doing something positive, believing they have earned it. Important for understanding user behavior and designing systems that account for self-regulation.
The initial interaction a customer has with a brand. Important for understanding the beginning of the customer journey.
The tendency for negative information to have a greater impact on one's psychological state and processes than neutral or positive information. Important for understanding and mitigating the impact of negative information.
The theory that all behaviors are acquired through conditioning, often used to understand and influence behavior change. Important for designing interventions that promote positive behavior change.
The process of developing and maintaining a brand to ensure it meets business goals and customer expectations. Crucial for sustaining brand equity and achieving long-term success.
The tendency for people to believe that others are telling the truth, leading to a general assumption of honesty in communication. Important for understanding communication dynamics and designing systems that account for this bias.
The overall market environment in which a business operates, including the strengths and weaknesses of competitors. Important for understanding the market context and identifying opportunities and threats.
The process by which consumers become aware of and learn about a brand. Important for establishing initial brand awareness and attracting potential customers.
Easy, Attractive, Social, and Timely (EAST) is a behavioral insights framework used to influence behavior. Important for designing interventions and user experiences that effectively change behavior.
A set of fundamental principles and guidelines that inform and shape marketing practices. Crucial for maintaining consistency and ensuring high-quality marketing outcomes.
A cognitive bias where consumers change their preference between two options when presented with a third, less attractive option. Useful for designers to create choice architectures that effectively influence user decisions.
Customer Experience (CX) is the overall perception and feeling a customer has when interacting with a company, its products, or services. Crucial for ensuring positive interactions with a company, driving loyalty and satisfaction.
A psychological effect where exposure to one stimulus influences the response to a subsequent stimulus, without conscious guidance or intention. Crucial for designing experiences that subtly guide user behavior and decision-making.
A self-regulation strategy in the form of "if-then" plans that can lead to better goal attainment and behavior change. Useful for designing interventions that promote positive user behaviors.
A dark pattern where users are shown a preview of content that is then gated behind a paywall or sign-up. It's crucial to avoid this misleading practice and be transparent about access requirements.
Capability, Opportunity, Motivation (COM...) is a framework for understanding Behavior (àB). Important for designing interventions that effectively change user behavior.
A cognitive bias where individuals interpret others' behaviors as having hostile intent, even when the behavior is ambiguous or benign. Important for understanding user interactions and designing experiences that mitigate negative interpretations.
A cognitive bias where one negative trait of a person or thing influences the perception of other traits. Important for designing experiences that counteract or mitigate negative biases in user perception.
The tendency for individuals to mimic the actions of a larger group, often leading to conformity and groupthink. Crucial for understanding social influence and designing experiences that consider group dynamics.
The observed tendency of humans to quickly return to a relatively stable level of happiness despite major positive or negative events or life changes. Useful for designing experiences that maintain user engagement and satisfaction over time.
A cognitive bias where individuals overestimate their ability to control impulsive behavior, leading to overexposure to temptations. Important for designing systems that help users manage self-control and avoid overexposure to temptations.
A principle often used in behavioral economics that suggests people evaluate options based on relative comparisons rather than absolute values. Important for understanding decision-making and designing choices that highlight beneficial comparisons.
A cognitive bias where people give greater weight to outcomes that are certain compared to those that are merely probable. Important for designers to consider how users weigh certain outcomes more heavily in their decision-making.
Practical applications of behavioral science to understand and influence human behavior in various contexts. Crucial for applying scientific insights to design and improve user experiences and outcomes.
The principles and guidelines that govern the moral and ethical aspects of design, ensuring that designs are socially responsible and beneficial. Crucial for creating designs that are ethical, inclusive, and socially responsible.
The financial performance of a product, measured by its ability to generate revenue and profit relative to its costs and expenses. Important for assessing the financial success of a product and making informed business decisions.
A cognitive bias where the pain of losing is psychologically more powerful than the pleasure of gaining. Important for designing user experiences that account for and mitigate loss aversion.
Any interaction or communication between a brand and its audience. Important for managing and optimizing all points of contact to ensure a positive brand experience.
The commitment a brand makes to its customers about the quality and experience they can expect. Essential for building trust and setting customer expectations.
A framework that combines multiple theories to explain and predict behavior, focusing on intention, knowledge, skills, environmental constraints, and habits. Crucial for designing interventions that effectively change user behavior.
The rate at which employees leave a company and are replaced by new hires, often used as a measure of organizational health and stability. Essential for understanding workforce dynamics and designing strategies to improve employee retention.
A cognitive bias where people favor members of their own group over those in other groups. Important for designing inclusive and equitable experiences for users.
The practice of being open and honest about operations, decisions, and business practices, fostering trust and accountability. Essential for building trust with users and stakeholders and ensuring ethical business practices.
Technology designed to change attitudes or behaviors of users through persuasion and social influence, but not coercion. Crucial for designing systems that effectively influence user behavior while maintaining ethical standards.
A cognitive bias where people judge an experience largely based on how they felt at its peak (most intense point) and its end, rather than the total sum of the experience. Crucial for designing memorable and satisfying user experiences.
A URL that is structured in a way that is easily readable by both users and search engines, often including keywords to improve search engine optimization. Essential for improving a website's visibility and ranking in search engine results.
A psychological state where individuals feel as though the success and well-being of a project or task is their personal responsibility, akin to having an "owner's mentality.". Essential for fostering accountability, motivation, and proactive engagement within a product design team.
A cognitive bias that causes people to believe they are less likely to experience negative events and more likely to experience positive events than others. Crucial for understanding user risk perception and designing systems that account for unrealistic optimism.
A dark pattern where availability is falsely limited to pressure users into making a purchase. Awareness of this deceptive practice is important to provide honest information about product availability.
The study of the principles that govern human behavior, including how people respond to stimuli and learn from their environment. Crucial for designing user experiences that anticipate and influence user behavior.