April 25th, 2007
Lately, I’ve been getting really interested in the underlying psychology that drives people to buy. Are people interested in impressing others? Following a fad? Keeping their life simple? Obsessing over gadgets? Satisfying a need?
The buyer head looks at the product objectively, considering how its features will help to achieve specific goals, address certain needs, and rectify various problems.
The user head looks at how effective the product actually is in achieving those specific goals, addressing those certain needs, and rectifying those various problems. The user head also evaluates ease of use and the emotional response the product generates.
Sometimes the buyer head and the user head agree on a purchase decision. The customer is satisfied with the value, features, and experience that the product provides. But other times, the buyer head and the user head end up in conflict, especially when the product does not provide a pleasant experience, even though it provided the best value.
By learning how to appeal to these two sides of potential buyers, design teams can create products that have great value in terms of money, time and goal achievement, are easy to use, and provide a delightful experience. While these aren’t the only two “heads” to consider, designing for the buyer and the user in all of us may prove to be an effective way to drive sales and create satisfied customers. I think you’ll find Jeff’s article extremely valuable.
You can read Jeff’s full article here: Designing Software for Two-Headed PeopleTweet