The Team (2)
Consumer Behaviour vs. User Experience
The MINDPSACE model (Messenger, Incentives, Norms, Defaults, Salience, Priming, Affect, Commitment, Ego) was the brainchild of Professor Paul Dolan, created to inform behavioural change polices for the government. Behavioural economics and consumer behaviour shows that by changing the choice architecture (the design of different ways in which choices can be presented to consumers, and the impact of that presentation on consumer decision-making), we have the capability to nudge people and society towards better social outcomes. In fact it turns out our behaviour is a lot more ‘automatic’ and somewhat less ‘reflective’ than we previously thought.
The best way to create an IA that resonates with your target audience is to involve your users in the design process. A card-sorting activity can really help you understand users' mental models, and provide valuable insights to inform the creation of an effective Information Architecture.
Generally, users are quite impatient when they browse on the internet. If they are unsure whether they will find what they want on your website within seconds, they may leave and go to a competitor, leading to a lost sale.