UX and Sex
UX – “…this is how a person lives”. This design is offered to us by the father of the concept of “user experience,” Don Norman. Norman's ten-minute educational program I have already detailed sorted it outbut now I want to focus on this definition, since it remains the most ignored.
Even Don’s phrase – “UX is Everything“It can be more or less justified that UX as a methodology can cover all processes:
persons and portraits for CJM and JTBD at the discovery stage
design when it comes to usability, patterns and information architecture
marketing, if it is UX marketing and there is limited content in the product mechanics, it is used for advertising purposes
production when it comes to Algorithmic experience and ranking systems
But “the way a person lives» in the process of use, is not considered in any way in traditional methods and not taught on courses for UX/UI designers.
Zen
How to understand the design, and not come to the conclusion that Grandfather Norman “went” – it’s simple. Finn will help us. analytics and sex.
And by financial analytics I mean analysis of Match group’s reports over the past five years.
And by sex I mean all its manifestations, directed by the German and Czech film industry, for a person after a long time out and with a new individual.
In such circumstances, sex quite significantly transforms the background of a person's neurotransmitters. Sometimes this leads to procreation, more often to long-term relationships, even more often to situational ones, but in all cases the combination of dopamine, orexin and oxytocin greatly changes behavioral patterns and motivation. And what he comes across is no exception, namely your service.
Sex and ARPPU
Imagine that sex happened to your clients, or rather the users of your application. And the application is a dating service. This is just a disaster!!! The hour is not certain and these “pseudo” lovers will leave the application. Don’t “God forbid” if they both turn out to be paid subscribers. $500 to attract with $16 ARPPU. Yes they are 7 years old have to pay without interruption to generate the 30% margin promised to investors.
Experience
In fact, nothing has changed in the application: no new functionality, no cool features, no redesign. And the user experience has changed – the user enters the application less and less, instead of endless swipes and correspondence, he dares to enjoy carnal pleasures. And the longer this disgrace continues, the closer the uninstall and unsubscribe will be.
What if this is love
Thus, Match Group’s annual marketing costs for the spring exacerbation amount to about $450 million. When regular neighborhoods close around 80.
We need to warn you about this! Better yet, regulate it like winning in a casino.
And we can do this. The company's patent No: 0342684 A1 includes such an entity as a “verification group” – these are users who are “definitely known” to like each other. This group is used to adjust the probabilities of the marks of the sets to which they belong.
Ask where such accuracy comes from? For this purpose, tools and algorithms for recording geodata and time are described. Details of how MatchGroup finds out “who is sleeping with whom” Here.
What to do
If such an opportunity as sex occurs, then the product must be ready for this. It's like in politics – you can't win the race for the presidency by convincing everyone, but you can influence swing states. Those. offer the lucky ones who “snapped” sex more matches with “more” attractive (according to algorithm 101) candidates.
And this should be built into the product and taken into account in the probability of targeting when drawing up daily samples that have a 12-hour timeout.
Lack of sex
The lack of sex has the same detrimental effect on a person as it does on the capitalization of a dating service. If the user does not see the “effectiveness” of spending time in your wonderful application, then the motivation to pay for the service will be less and less.
Again, nothing may have changed in your application, but for a person the user experience at the engagement stage and after a couple of months will be dramatically different.
So it turns out that if you don’t give sex, they leave, but if you give it, they also leave. Paradox. And somewhere in the middle, balancing on the brink, is that cherished thirty percent margin.
UX
This is working with user experience, with how a person lives.
He lives by estimating the cost of a trip that Yandex situationally offers specifically based on the user’s earnings, knowing who earns how much. Lives, choosing to watch one more episode on Netflix instead of sleeping. He lives for end-game content or the joy of winning an online game after another microtransaction. Lives with or without sex, credit history or awareness of the frailty of existence. Instead of yours, display a data request form in a bottomsheet or in a popup, 4 or 8 columns for a media query in 960, tabs or sliders.
I suggest in the comments to fantasize how the user experience of your clients changes when they have sex instead of the next series, roller, match, purchase of an add-on, replenishment of a wishlist and basket.
