Ep 180| Why its vital to design for 3 levels of people - Visceral, Behavioural, Reflective

90 percentage of the designs. Whatever people really perceive is because of the visual appeal, what they first get. They buy a product impulsively, they buy a services instinctively. It's because of this emotional reason. Okay, so there are a lot of things happens inside our brain to make it into a simple understanding. I'm dividing this podcast into three halves. One is the visceral level of understanding. Second is a behavioral level of understanding. Third is a reflective level of understanding. If you're able to design for these three audiences and if you're able to cater to the three levels, I would say not audience, exactly. I would say the levels your product is going to be celebrated across industry, guys.

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Particularly this particular concept. I've learnt it from Don Norman. He's one of the legendary designers in the world. And then he was the guy who's responsible for behavioral design in Apple. And we are enjoying the UI, UX in all the OS and iOS and macros and everything. It's because of him the foundations he laid. In fact, the entire world rippled across the user interface because of these fundamental principles. Okay. Thanks to him. And I'm going to be giving you some examples and make you understand in a clear way. And I'll tell you why it is vital to cover these three layers in design. Okay, let's take a lot of notes and jump into this podcast. Welcome guys. Welcome to this Design for Change podcast. Thank you for staying tuning in with me. As I said, 90% of the information transmitted to the brain is mostly visual.

Okay.

It's a source by Salama E M T A L 2016 report. So you need to get this clarity. It's all because of the human primary visual cortex. So what is this visceral behavioral reflective? You're saying it's very simple. Visceral is first impression, guys. Very emotional response. Let's say if you see a BMW car, wow, super. Such a car. You're seeing a beautiful architecture, wow, such a great building. You have not still felt that experience. You're not still gone inside. You're not still use that house or car or anything. But it's just a first impression, okay? Behavioral level is a functionality, like let's say how usable it is, how easy to use, how perfect functional ergonomic comfort it is. This behavioral okay which is related into functionality. Reflective level is something beyond. This is called an emotional connect. Let's say if you use a pen, like a Parker pen, which is gifted by your dad or your mom for your exams, even after 10 years, you open that pen, you really feel that emotional connect. No matter that parker pen looks very awkward or ugly or not a good color or the first impression is bad good. The other, the hold of the hand is particularly, I mean the nib is not really particularly good and the ink flows in a very nasty direction. No, you will not talk about visceral, you will not talk about functionality, behavioral. You will understand reflectiveness. So visceral is impression, first impression, emotional response. Behavioral is functionality, reflective is emotional connection, long term value. So I've given you certain examples as well. Now let me give you more clarity in visual design. Okay, let's say if you really wanted to make a product appealing, you need to touch these three levels. Guys, you cannot ask hey Jagdish, I'm a UI UX designer, I'll only design beautiful UI and leap. Or I'll only design for UX which is really good for the people to really experience the functionality and then I'll leave. Nobody really purchase your application because I told you more than 80 percentage, close to 90% of the buying decision is because of visceral. So UI designers, UX designer, product designers, everybody is needed to create that significant importance in crossing this level. And if you wanted to really make your product memorable, you need to add a reflective emotional level also. Okay, like let's say if you're putting an attractive color, palettes, layouts, high quality visual animation renders which is in line with your brand consistency, that's called visual design. Okay, so the feeling of the user will be really high. The satisfaction, the sense of trust, credibility, everything goes up. 80% of the consumer make purchase decisions, I told you because of visual designs. So behavioral level, let's say if you are having a very clear, intuitive ui, a very minimal cognitive load, it's not very complex, simple text, good WCAG guidelines had heard, website content accessibility guidelines had heard. And then your text size, your color, your everything is being spaced out and in a legible way. People really do it, people really understand it. People really do an efficient task completion and they reduce their frustration. It includes their productivity. 52% of the users abandon the website that are not mobile friendly. People really abandon the cartoon more than 60 to 70 percentage because the loading time is high, because the functionality is not good. Maybe you would have covered a great graphics, but people in the corner of India are still using 2G and 3G. So understand this guys, reflective level is all about storytelling. What is your product really telling? Let's say if you're designing a water filter, okay, you can just have a water filter tap that's it. That could be one thing. You can have a beautiful aesthetic form. And you can able to create a good material color, finished CMF color, material, finish, everything you can put functionally. It is working good. It is the best purifier in the world. Produces 99 percentage quality water. But if it doesn't have a story, this product will not become a legendary product. That's why storytelling through visuals is important. So if you're able to create your water filter like this, if you drink a water in this water, it's same equivalent to a waterfall's quality of water. As if you're drinking from the Niagara Falls. As if you're drinking from the Amazon cleanest to rivers the water. And this is a medicinal herbs put inside this filter. And every time when you take each and every pore, your body level hydration will be displayed here. And you will feel healthy when you drink a lot of water. And this machine will produce an alarm if you're not drinking sufficiently. See, it's the same machine. But I told you in a story, narrative way, very personal connection, right? So you'll feel Amazon river, you'll feel the purity of fresh water. You'll feel that what you call hydration level of your body going. So the sense of belonging and emotional what you call connect comes it improves your self image. Lot of people pick crores of rupees guys to get this emotion. You know what, there are some products and services which people pay lakhs and lakhs and crores and they don't regret. And even if you ask more, they'll be giving that. And if you're bargaining for fifty hundred rupees products, right? So if you really touch your designs through emotional way, people are going to pay crores and crores of rupees for your products and services. And I'm really fortunate to tell you I've also worked in certain lakhs and lakhs and crores of rupees of project guys which we have created that level of touch and users, I mean the clients are really loving it. So user generated content increase brand engagement by 30 percentage. Whether you design a banking application, whether you do a website, whether you do E commerce, make sure you cover Visero level which is soothing colors, minimal interface, sleek, superb, confident design. And even if you're designing any fitness app, or any productivity app or anything, make sure it is functional. Display is clear, intuitive, it has a proper drop downs, clear information hierarchy, information architecture flowed in a proper way. And if you're designing even a social media platform. Make sure it is reflective. It is very emotional. Give a sense of pride and feeling in order to showcase their lifestyle or their show off or their testimony in order to project to the outer world. If you're able to do this guys, visceral, behavioral, reflective, you will have a greater clarity in your designs. People are going to love your product, guys. You'll lead a visual identity decision. You will ensure the brand consistency across platform. You'll advocate for this testing, prioritize this usability and accessibility and champion your user research when you're able to identify these needs and aspirations and work on the product design. Celebration is going to happen for your design.

Okay.

If you really wanted to go deep into it, I would highly, highly suggest you can read a book called Design of Everyday Things and you can read a book called Emotional Design. Two times I've read this book, guys.

Okay.

It's a beautiful book you can read. I'll be pasting you the description of this book name. You can order in wherever you want and you can read it.

Okay.

I hope this podcast would have given you clarity. If you really wanted to learn these concepts in a fun way, in a gamified way, in an activity based way, I would highly, highly recommend you can come and experience my mentorship program because I take a two hours masterclass on giving a live activities, three to four different activities as an individual and group in order to understand that. Because anything if you teach in theory, students will not understand. Right? So that's why I've created an activity kind of a game so that you can able to learn it in a very faster way.

Okay.

You can send an email. Our team will reach out to you if you need to experience the program. And if you find this podcast valuable, give me a best star rating in Apple and Spotify. Take care guys. All the best. Bye bye.