There are 4 kittens in a pet shop…
and 1 black and white kitten
Fact: Tabby kittens are adopted much more quickly than black and white kittens.
So, which kitten do you think will sell first?
Answer: The black and white one
The principle of Scarcity
What is the principle of Scarcity?
When something is scarce or rare, people see it as more highly valued and more desirable. This is why shops often have sales and why antiques have such a high value. Scarcity is closely related to the fear of loss – people fear losing what they have and also what they don’t yet have. They will act in sometimes non-sensical ways to avoid this loss (shopaholics and hoarders are good examples).
How do I know the black and white kitten really will be sold first?
Because these kittens have been advertised on the residents board where I live and everyone wants the black and white one.
How to sell more by using scarcity in your website design
- Limited numbers of a product left? Make this information clear in the interface.
- Show an end date or time for an offer.
- Offer something free with the product but limit it’s availability.
A bit of Friday fun! Glance over the word image below and write down the first four words that you find. Ok? These are supposed to describe you. I’m not sure how accurate this is as I can’t find the original source online, but it’s fun to do.
My four words are: time, lovely, wrestles and spoken (not quite sure about wrestles!)
Back in 1943 a psychologist called Maslow published what he termed a ‘hierarchy of needs‘ that can be applied to every human being. At the bottom level are physiological needs that every human needs to exist, like shelter, food and water. At the very top are factors that contribute to a feeling of self-actualization, like morality and creativity. You can read more here. The triangle shape is deliberate, in that there are a much greater number of people at the physiological level and only a small number who reach self-actualization.
We can apply Maslow’s concept to the user and their experience of any product or service. Starting from a base of does the product or service perform at a basic functional level to the ideal of the user being so engaged that they lose all track of time and enter a state of flow.
Take a look at the Users’ Hierarchy of Needs below and think about where your product or service fits. What actions are you taking to step up to the next level and improve your users’ experience?
I really love the word ‘Free’ don’t you? So as well as checking out the free online ‘Search User Interfaces‘ book by Marti A Hearst, make sure you also download your free Human Centred Design Toolkit!
The Toolkit, designed by the guys at Ideo, is divided into four sections:
The Introduction will give an overview of HCD and help you understand how it might be used alongside other methods.
Download the Intro Guide.pdf
The Hear guide will help your design team prepare for fieldwork and understand how to collect stories that will serve as insight and inspiration. Designing meaningful and innovative solutions that serve your customers begins with gaining deep empathy for their needs, hopes and aspirations for the future. The Hear booklet will equip the team with methodologies and tips for engaging people in their own contexts to delve beneath the surface.
Download the Hear Guide
The Field Guide and Aspirations cards are a complement to the Hear guide; these are the tools your team will take with them in order to conduct research.
Download the Field Guide
Download the Aspirations Cards
The Create guide will help your team work together in a workshop format to translate what you heard from people into frameworks, opportunities, solutions, and prototypes. During this phase, you will move from concrete to more abstract thinking in identifying themes and opportunities and back to the concrete with solutions and prototypes.
Download the Create Guide
The Deliver guide will help catapult the top ideas you have created toward implementation. The realization of solution includes rapid revenue and cost modeling, capability assessment, and implementation panning. The activities offered in this phase are meant to complement your organization’s existing implementation processes and may prompt adaptations to the way solutions are typically rolled out.
Download the Deliver Guide
Thanks to all the guys at Ideo for sharing this fantastic Toolkit with us.
Just read this really interesting article on how our personality may be a better predictor of our media usage than standard focus group tests.
Here is one example of a ‘dynamic person’:
“Dynamic people don’t watch TV… are 50% more likely to watch less TV than the average person and are 59% more likely than the average person to watch less than an hour of TV daily. Dynamic people are also 45% more likely to buy movie tickets online and 26% more likely to describe themselves as Mac people. “The lesson here is that if your core target is really dynamic, open and assertive, TV may not be the best place to reach them.”
It seems I’m dynamic as I only have a few tv programmes that I must watch (Lost, The Apprentice, Come Dine With Me), I prefer to buy cinema tickets online so I can walk right past the long queue of people waiting in line and I am definitely an Apple fan. So bearing this in mind, the TV is definitely not a good place to advertise to me. In fact, most often I haven’t got a clue about adverts as I never watch them – I’d rather skip channels.
Read the article and see which category you fall into!