Using Behavioral Model to Improve UI/UX Design of Surveys
Introduction
Our task is to create a platform that will encourage user to take the quiz and don’t leave it.
In this article, I will tell you about the behavioral model and how to use it in UX/UI design of a website for conducting surveys and quizzes.
The Behavioral Model
To create a survey that users want to take, the BJ Fogg’s Behavior model will help us. The formula is Behavior (B) = MAT, where M — motivation, A — ability and Т — trigger. If any of these elements does not exist, then the intended behaviour will not occur.
Motivation
The user must have a мotivation to complete the quiz, and this may be:
- Reward for passing (e.g. get $5 for passing the test, this is how Yandex Toloka, platnijopros.ru and others works)
- Use the euphoria of purchase. After the purchase, the person get a euphoric effect and here is also a good time for survey. For example, Subaru company conducts a survey after person buying a car, when the euphoria from a purchase is on peak.
- Desire to finish. Show how much is left, this will motivate the user to complete the survey.
Ability
Ability tells us about the simplicity of design , that is usability of our survey. How convenient it will be for the user to use our site, is he/she understands the elements on the site. Here are some tips that can improve the usability of the survey:
- Questions should be grouped to create the effect of completing a section.
- Reduce the number of questions.
- Мake interactive elements, for example, buttons large enough to press with your thumb or hit the cursor.
- If possible, separate questions or groups of questions into separate screens. This will help the user to focus on the question and not to look from question to question. This approach is suitable when the sequence of questions is important.
- Make sure that there is a open answer (add the option “other” with an input field).
Trigger
Triggers are responsible for prompting action, in this case, passing the survey. It is important here to send a survey to people who will be interested in it.
Conclusion
To create a survey that users want to take, you need to consider three factors: motivation, ability and action. Having determined the target audience of the survey, we send a link to our website with a survey (Trigger), where, following the principles of usability, we create a survey (Ability). At the same time, we tracked the user journey and realized at what time and what factors will affect user (Motivation).
References
References that make good use of Motivation and Ability:
