Ep 174| How to Design for 5 Personalities of people

Many times you create a great design and it's not accepted by some people, it's not accepted by many people. Sometimes it's accepted, but widely it is not spread. Right. So there are a lot of confusions where to draw the boundary because it's too generically to discuss to. It's too generic to discuss this kind of a design beauty, which is very subjective for different, different people. But in this podcast I'm going to give you five different personalities in this entire world. Extraversion, agreeableness, consciousness, emotional stability and openness. I've learned it from one of my mentors and he exactly deciphered this philosophy. And also I have my own experience of working with these people and I've designed products as a service for them. I'm going to be putting that in this podcast. So take a lot of notes. If you really wanted to tap a universal design and your product and services needs to be liked by everybody in the world, almost everybody. I would say this podcast information is going to have a greater impact on you. I'm going to discuss some scientific facts as well. So listen to it and take a lot of notes and share with me in this comment box. Welcome to Design for Change. Thank you for staying tuning in with me, guys. This particular topic is very interesting. See, I've learnt it from Don Norman and he has written very detailed in his book Emotional Design.

Okay.

But I'm going to give you my version, my understanding and my experience of doing 70 plus projects with these people directly and indirectly. Okay. It was very funny that earlier I was not knowing that this kind of people really exist. I thought it's a generic market. But after you go into an experience of doing projects in a very specific way for a specific target market, for a specific characteristic and behavior of a person and an individual, you will tend to see lot of interesting things in it.

Okay.

The very first thing is like let's say extra version. Okay, so who are these people? See, extroverts are like outgoing, social, they enjoy this interaction with different people and they talk and they express their feelings in a very openness way.

Okay.

The second personality of these people is agreeableness, as the name suggests. Directly people who are really agreeing to terms. They are very cooperative, you can trust them, you can get a help from them. Mostly these people will be in a service oriented industry, right? Directly or indirectly it will be there. See, what I'm going to tell you is a very categorical differences. If you observe closely in any particular personality, you will see that. Okay, the third one is Conscientiousness. Okay, Conscientiousness. So who are these people is they're very organized.

Okay.

Attention to details. And they are most trustworthy and reliable. And they really make a lot of good progress in terms of a very rational improvement. That's why it's very, very interesting to see this kind of a people growing. So how do you really cater for this market? Okay, this is the third one. The fourth is emotional stability.

Okay.

So emotional stability is like people who are very calm, resilient, and they're not very prone to anxieties and all. And these people are very interesting to really look at.

Okay?

So they have a particular trait and they are very stable in what they're doing.

Okay.

It's not a negative way, but you have to take it in a very positive way.

Okay?

So this traditionally is referred to as a neuroticism. Okay? So having understood these five things. Okay, so did I tell you about the openness? Yeah. So openness to experience. It's like one individual who is more curious, more creative, who enjoys the different, what you call a creative zone, and they enjoy new things, explorative. So this people is openness to experience it. So the five people are extraversion, agreeableness, conscientiousness, emotional stability, and openness. So having learned this, how do you really design for them?

Okay.

And what impact does it really create? That's what we're going to see in this podcast.

Okay.

The second part of the podcast is going to be the six advantages what these people have in terms of creating a huge difference in the product design. First, let's start with openness to experience. Okay? See these people, you know, when you design a product or service. Okay, guys, before telling you this, let me give you one good understanding. Hey, Jaggesh, how will I know my customer or my personality or the client or project? What I'm dealing with is really having this clarity.

Okay?

It's very vital to first go and get that because if you wrongly understand, then you will be wrongly serving a different market.

Okay?

So ask questions to your customers, ask questions to your clients. Ask questions to your business owners or whoever you are working with as a project client or anybody. Just make sure to understand their nature of behavior, their requirement for the project, and what do they really require as a business requirement or their personal requirement. Make sure you categorically split it into personal as well as professional experiences.

Okay?

The moment when you do it, you will start seeing some patterns around it.

Okay?

So remember these five things when you go for the next Time with a project or with a client or somebody. Make sure you engage in a very personal level interaction with them.

Okay?

See, you cannot go and ask, hey, are you an extraversion person or are you a conscientious person? That would be too awkward. It's not the way to ask it. Okay, you'll have to be engaging in a very casual conversation. Again, this is a way to understand that before starting this particular information of giving you the how to design for these people. The very first thing is go and engage them with a conversation like hey, how are you? How are you doing? So I came to know about your project and how's it going? So you just introduce yourself and break the ties initially. Second is you just tell them, hey, I recently went for an experience. I went to an amusement park and I had a good time there. Have you been there? Bring some topic which is very interestingly you did in the last month and ask them also same thing. What is the interesting thing recently you did? The way in which you converse, the way in which you engage in this conversation will make you throw a lot of lights. Observe their answers, observe their speed of answers. Observe how deeply they go. Observe how well they were able to articulate their thoughts. Based on this particular conversation itself, you can find out whether they are extrovert, their agreeableness, emotional stability, people, extroversion consciousness, everything. Anything which is related to your project indirectly put it out. Like let's say if your project is related to financial, what you call budgeting project or something, you are doing a UI UX for that. Okay, so ask. Hey, I've gone into a big depth here because of not knowing how to manage the money. You know what if somebody is really giving us an application which can manage the money well, I'd be really happy. I would have not gone in the debt, right? So your application is really doing that. I'm really great. What do you think about this Mr. Client? He will talk about that. Let's say if he's an extrovert person, he will talk a lot. If he's a, what you call something like a very conscientious person, he will go into very details of explaining you that if he's an openness to experience people, he will tell it in you in a creative way. If he's an agreeable person, he will have a different opinion. So based on this casual interaction and discussion, you can able to first understand what is your client's reality. Okay, after you understand this. See, this is all coming by an experience and behavior, guys. Observing that's it. You don't have a. I mean there is nothing called a template to put it down to people like this. That's not the case. Okay? Some people will be overlapping in 2, 3 characteristics, but this is a bot category, okay? So the very first thing is openness to experienced people. How do you design that? See, for this kind of a people, you can offer customization, exploration.

Okay?

You can create very fresh layouts and visuals to avoid a very monotonous way of doing it. Highlight your new features and functionality. Simple guys. Remember these keywords in this particular podcast, okay? You will have a more clarity. Second is conscientiousness. So for this people you'll have to be very clear. Provide step by step guide, okay? Plan and organize your products and services and accordingly so that they can have a very clean and uncluttered interfaces and experiences. So it's very important. Third is extroversion. So for these people, they are more extrovert and social and enjoying. Integrate many social features into this region like let's say social media, Facebook, Twitter or any kind of a post or give them some empowerment to post their information or voice out their message. So create that kind of an experience and products and services for them. Make sure it's user friendly, conversational tone and you can even gamify that. Okay, you can have a point system, reward system, something like that would be like a leaderboard, dashboard, competition kind of a thing. If it's most relevant to your particular. Let's say if you're designing a game console, if you're designing a game application, it would be better. The fourth personality is agreeableness. This is really crucial, guys. Okay, See you have to empathize first. You have to make sure that application is also empathizing and collaborating and team working in a way so that you can provide clear information and error free, error free messages to make sure the people are grasping this information. Be polite and respectful, tone and communication and make sure this keyword should be aligned to your product and service, what you're doing. If you do it guys, definitely you will have a huge impact in your projects. Fifth is emotional stability. See these people we know, they're very calm, resilient, less prone to anxiety and all. Please create a very minimal design for them. Minimize the distractions, don't have overwhelming visuals and all, okay? Very clear, consistent navigation. Provide multiple ways to complete a task. Let's say if people are not able to target it properly. So having understood this, now you got the clarity of how these people are there. Okay, I'll Give you some examples. Also in emotional stability you can even let's say it's an E commerce platform, you can design a very simple product filters, clear purchase, secure payment option example I'm giving you, okay, in agreeableness you can make a task delegation like let's say it's a teamwork, right? So it's a clear channel to channel communication. It's a feedback mechanism could be integrated. So these are all the important things people completely forget guys when they do a project. So you need to understand your client or your project or your target market is falling under this five category. And if you closely observe, you can find them. And if you put a conscious effort you can able to design these features. If they're extrovert, you can let's say if you're doing a fitness app for them, you can bring leaderboard challenge workout sharing like with the social challenges. If they are conscientious people, you can create a productivity app, a list, a calendar, a prime tracker planning. So if they're open, you can create a very personalized recommendation and curator playlist. If you're doing a music design app. So it applies for any product, any service guys, it doesn't matter.

Okay.

See research by Kara Swisher shows that you can find relevant studies like psychology research suggest a correlation between user satisfaction and design that is much catering to this needs and preferences. I'll put this in the podcast description. You can read more about this Kara Susher okay, because these are all the detailed journals which has been published in order to understand why it is very important for people to have a personality based design.

Okay.

It's a beautiful research journal. You can read about it in detail. So studies on website personalization shows increased engagement and conversion rate when a user interface is adapted to a different user behavior.

Okay.

Interaction design.org It's a beautiful journal. You can read about it. So there are a lot many things guys, it's not like only we'll have to do this way that way. Let me give you see, there are six impacts when you really understand people in a different way and then you go and apply.

Okay.

First is you have to. You have to understand the personality of the people and design accordingly. Right? So a study published in International Journal of Human Computer Science titled Personality Targeted Design is showing a framework to support this interaction and a need for users in E commerce. Okay. It's. It's a title of that particular journal. This particularly highlights the importance of this personality based design how an E commerce industry is catering to that it majorly Suggests you how you can able to create that kind of a preferences in order to create a better user experience. Satisfaction, engagement. It impacts on your overall design, guys. That's why the research part is very important. Second is it creates a huge user engagement. A research conducted by Nielsen Norman Group found personalized user experiences can lead to higher engagement conversion rates. So knowing the personality can increase your user interaction and usage. Third, it impacts user centered design. It's very important guys. By incorporating this personality traits design process can have a huge user friendliness into catering multiple range of audiences. Like let's say if your target audience is in two range like let's say openness and they are more conscientiousness. You can draw commonality and then you can design a product accordingly. Okay, if you do that way guys, let me tell you your business growth and profit and return on investment will be very huge. A personal experience have shown it has a very, very, very high capability to drive the business growth. McKinsey & Co. Found that personalizing your customer experience across channels can increase the revenue up to 15 percentage and can increase the efficiency into market spend by up to 30 percentage. Okay, you need to understand this. So next is segmenting and targeting. The moment when you do it, your segmentation and targeting is becoming clear. Right? So they are creating a huge impact there. Instead of just designing some interfaces, you being a little rational, you being a good UI UX designer, you being a design thinker, thinking about these emotional factors, understanding the personality of the user and creating a huge lineage. When you do this, guys, people will have a love to work with you. That's why it's very, very important to take that. Okay, next is you will have a customer satisfaction loyalty. You will have a. There is a research journal guys which suggests that personalized experience lead to high level of customer satisfaction. By designing products associate with the personal level of an individual or a business can really improve an emotional connection with the brand. It's in a long term. Okay, so you understand the six advantages. One is researching on the personality and design. Second is impacting on the user engagement. It impacts on the user centric design. It impacts on your business profit and return on investments. It improves your segmentation and targeting better. It improves your customer experience, customer satisfaction and loyalty. See guys, by doing this you can directly correlate with the business value what you add. When you show this kind of a value proposition to your organization. No matter what, guys, you can able to demand 2x or 3x in your career. You can able to show the value proportion and Ask for a promotion. You can in fact show this personality traits and doing a project on your own. And you can pitch for a new company or a very similar industry which you're looking for. However you want. You can take it out. Guys. If you are in my program, this is what I teach my students. How to target and specifically attack an industry in order to create an impact with them to get you hired. Because there is a podcast I've recorded called One Day Project.

Okay?

You can do literally any project in a day and you can have that as a clarity in order to categorize this personality of the people and create a good case study. And then you can approach for different, different industry, different. Different design studios, different recruiters, who is really interested in that. And the moment when you show this kind of a value proposition and the connection, what it brings to user engagement and experience, people will see the huge difference in your thought process and the maturity. Definitely they'll offer you 2x or 3x no matter what. Because you're showing that right by investing in you. Like let's say if you're. If your salary is 1 lakh per month, you're going to bring 5 lakhs or 10 lakhs of revenue as a product design project, right? It can be even more so when people are seeing that, when a product leader is seeing that, when a HR is seeing that, when a company CEO is interviewing you, he's seeing that there is nothing stopping you guys.

Okay?

Don't put a block to yourself. Nobody will offer me 2x, 3x and all. I really break this myth inside my community during the programs and I teach students how to exactly target and segment it. The moment when you understand and become aware of it, your career has no stoppage. You will be like free flowing and your salaries will grow up like anything.

Okay?

If you need my support in learning all these strategies and having an accountability system and a mentoring, you can definitely come into the program and have a more clarity towards it. And I help students really get 3x salary growth or 2x salary growth in just less than a span of three months. If you're already a designer, if you are someone who is really fresh, who don't know what is even design, you can come into my program and I have a special program for you in order to teach you from the scratch how you can get a good job in design in less than a three months. Because your life can really transform if you work hard properly from 45 days to 90 days. I have designed my curriculum and system and gamified my courses also recently in that way so that people can able to enjoy and learn that.

Okay?

So thank you so much guys. If you understand this podcast, please give me a best star rating. And if it adds a greater value, I would highly, highly recommend you suggest to your friends and other people also who might need this kind of a learning and also write me in this podcast. What do you think about this? And if you need anything to be addressed apart from that, that also could be addressed and you can write down in this podcast.

Okay?

So thank you guys. Take care. All the best. Bye Bye.