There are about 2.6m apps on the Play Store. That’s 2 with six 0’s. How do you drive users to start using your app, become engaged, gain value from it, and keep coming back?

1. 10 Principles to Build
an Addictive App
Borrys Hasian
Google Expert in Product Design
Google Launchpad Global Mentor
29 Oct 2017

2. Top Three App Categories Used Daily

3. Source: TNS/Google, “Mobile App Usage Study,” 2016.

4. Source: TNS/Google, “Mobile App Usage Study,” 2016.

5. Source: TNS/Google, “Mobile App Usage Study,” 2016.

6. There are about 2.6m apps on the Play
Store. That’s 2 with six 0’s.
How do you drive users to start using
your app, become engaged, gain value
from it, and keep coming back?

7. Inspirations for the 10 Principles
Don Norman’s three levels
of processing: Visceral,
Behavioral, and Reflective.
Dieter Rams’s Ten
Principles of Good
Design.
Tom Kelley’s
Creative
Confidence
Jon Maeda’s Laws
of Simplicity
Alan Cooper’s
Goal-Directed Design
Nir Eyal’s Hook
model

8. Source: jjg.net

9. Reflective
Behavioral
Visceral
Self-image, personal
satisfaction,
memories
Appearance, touch,
and feel, sound
Function,
performance,
usability, and
simplicity.
THREE LEVELS OF
PROCESSING IN THE
BRAIN

10. 10 Principles of Good Design
Good design is aesthetic.
Good design is unobtrusive.
Good design is long-lasting.
Good design makes a product understandable.
Good design makes a product useful.
Good design is innovative.
Good design is thorough down to the last detail.
Good design is as little design as possible.
Good design is honest.
Good design is environmentally friendly.Reflective
Behavioral
Visceral

11. Design Principles Summary
Users' subjective reactions to
the product's look, sound,
smell/taste (if any).
The ability of users to achieve the
goals.
Level of resource/effort
consumed when doing tasks to
achieve goals.
Less but better. Focusing on the
essential aspects that matter to
the users.
Users' subjective satisfaction or
memory with the product.
Good design is aesthetic.
Good design is unobtrusive.
Good design is long-lasting.
Good design makes a product understandable.
Good design makes a product useful.
Good design is innovative.
Good design is thorough down to the last detail.
Good design is as little design as possible.
Good design is honest.
Good design is environmentally friendly.

12. eral
ioral
ctive
Design Principles
Users' subjective reactions to the
product's look, sound, smell/taste (if any).
The ability of users to achieve the goals.
Level of resource/effort consumed
when doing tasks to achieve goals.
Less but better. Focusing on the
essential aspects that matter to the
users.
Users' subjective satisfaction or
memory with the product.
10. Looks and feels good up to the last detail.
9. Straight to the point. No fuzz. KISS.
8. Useful.
7. The right action at the right context.
6. Designed to be familiar (intuitive).
5. Drive conversions.
4. Trigger.
3. Makes users feel cool.
2. Not boring.
1. The right reason. The Why.

13. We’ll take Instagram as an example

14. Reflective

15. 1. The right reason. The Why.

16. Source: TNS/Google, “Mobile App Usage Study,” 2016.

17. Instagram is a simple way to
capture and share the world’s
moments.

18. Golden
Circle
Must watch talk by
Simon Sinek:
How great leaders
inspire action

19. Source: TNS/Google, “Mobile App Usage Study,” 2016.

20. Who are your users? Law of diffusion of
Innovation
Source: Blog

22. Source: TNS/Google, “Mobile App Usage Study,” 2016.

23. Framing
A method of presenting
choices in specific ways
to influence decision
making and judgment.
Tool
Compare to ‘5% Fat’

24. 2. Not boring

25. Physio-pleasure
Socio-pleasure
Psycho-pleasure
Ideo-pleasure
Four pleasure framework
by Prof. Lionel Tiger.

26. Socio-pleasure:
Rewards of the tribe - gratification from others

27. Psycho-pleasure: Rewards of the hunt (material
goods, money, or information)

28. 3. Makes users feel cool.

30. Rewards of the self (mastery, completion,
competency, consistency)

31. ‘A bit of work’ from users, store value as data,
content, followers, reputation, and skill.

32. Behavioral

33. 4. Trigger.

34. Example: External trigger from Facebook post

35. Source: TNS/Google, “Mobile App Usage Study,” 2016.
Don’t just rely only on
push notification

36. Source: TNS/Google, “Mobile App Usage Study,” 2016.

37. 5. Drive conversions.

38. Source: Google/Ipsos Consumers in the Micro-moment Survey, APAC - 2016

40. Hick’s Law
The time it takes to make
a decision increases with
the number of options.
Tool
Reduce the number of
options to reduce
response times and
errors.

41. 6. Designed to be Familiar
(Intuitive)

42. Doing is easier than thinking

43. Usability Testing - Validate with the
real users, not with your internal teams.

44. Affordance
The physical
characteristics of a thing
influence its function and
use.
Tool

45. 7. The right action/info
at the right context.

46. Source: Google/Ipsos Consumers in the Micro-moment Survey,
APAC - 2016

48. Source: Think With Google
Micro-moments
Occur when people reflexively turn to
a device — to act on a need to learn
something, do something, discover
something, watch something, or buy
something.
They are intent-rich moments when
decisions are made and preferences
shaped.

49. Link to Video

50. Inattentional
Blindness
A failure to perceive an
unexpected stimulus
presented in clear view.
Tool

51. Horror Vacui
A tendency to fill blank
spaces with things rather
than leaving spaces
empty.
Tool
The perceived value of a
store’s window is
inversely related to its

52. 8. Useful

53. Source: Google/Ipsos Consumers in the Micro-moment Survey, 2015
Only 9% of users will stay
on a mobile site or app if it
doesn’t satisfy their needs
(for example, to find
information or navigate
quickly).

55. 9. Straight to the point.
No fuzz. KISS.

56. Perfection is achieved, not when there is
nothing more to add, but when there is
nothing left to take away.
- Antoine de Saint-Exupery

58. 80/20 Rule
A high percentage of
effects in any large
system is caused by a low
percentage of variables.
Tool
20% of what people want:
portability and tape
playback.

59. Performance Load
The mental and physical
effort required to
complete a task.
When performance load is
high, time and errors
increase.
Tool Cognitive load: reduce
information density,
reduce mental effort
(recognize than recall),
automate task when
possible.
Kinetic load: reduce
number of steps, reduce
physical effort, automate
task when possible.

60. Visceral

61. 10. Looks and feels good up to
the last detail.

63. Aesthetic-Usability Effect
Aesthetic things are
perceived to be easier to
use than ugly things.
Tool
See the research
Experiment in the 90s by
Japanese researchers.

64. Black Effect
A set of cognitive and
behavioral effects
triggered by exposure to
the color black.
Tool
Black products are
generally perceived to be
classy, high value, and
timeless.

65. How do we do it?

66. Innovation
is the
sweetspot

67. Design Sprint to the rescue!

68. Design sprint is a
framework for teams
of any size to solve
and test ideas in 2-5
days.

69. Google Design Sprint
1-Why
2-Pleasure
3-Coolness
4-Trigger
5-Conversions
6-Intuitive7-Right action
8-Useful
9-Simplicity

70. Understanding
users, business,
and technology.
Define focus and
key strategy.
Sketches, and
decide.
Prototype and
validate.

71. How do we measure the success
of the design?

72. HEART
Framework
from Google.
Resource:
How to choose the right UX
metrics for your product.

73. eral
ioral
ctive
ED Score (Emotional Design Score)
Users' subjective reactions to the
product's look, sound, smell/taste (if any).
The ability of users to achieve the goals.
Level of resource/effort consumed
when doing tasks to achieve goals.
Less but better. Focusing on the
essential aspects that matter to the
users.
Users' subjective satisfaction or
memory with the product.
1. I think the product looks good.
2. I found that the product was easy to learn.
3. I could achieve my goals easily.
4. I found the features of the product satisfy my
needs.
5. I found that the product is troublesome to use.
6. I felt that the performance of the product is
good.
7. I felt that the product is complicated.
8. I felt good when using the product.
9. I think I would use the product again in the
future.
10. I would recommend the product to my
friends/family.

74. ED SCALE
Strongly
disagree
Strongly
agree
1 2 3 4 5
1. I think the product looks good.
2. I found that the product was easy to learn.
3. I could achieve my goals easily.
4. I found the features of the product satisfy my
needs.
5. I found that the product is troublesome to use.
6. I felt that the performance of the product is
good.
7. I felt that the product is complicated.
8. I felt good when using the product.
9. I think I would use the product again in the
future.
10. I would recommend the product to my
friends/family.

75. For 1,2,3,4,6,8,9,10
Temp Score = Scale -1
ED Score Calculation
For 5, 7
Temp Score = 5 - Scale
ED Score = Sum of Temp
Score x 2.5

76. “Less but better” product that’s
engaging, useful, and making
people’s lives better and easier.

77. ありがとう
Borrys Hasian
Google Expert in Product Design
Google Launchpad Global Mentor
borrys@circleux.com
twitter @borryshasian
In Progress The Book of UX Design, in Indonesia Language:
www.belajarux.com