Understand the “Why” of User Behavior to Design Better

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You know what products and services you offer, or intend to offer. You likely have certain types of users in mind; you may have some demographic data and you may also have drawn a few personas. But do you know why people will buy your products? Why would they choose your product over your competitors’? If you understand your users’ underlying motivation to buy, you can improve your value propositions, communicate more effectively and thus increase user engagement and conversions. Milkshakes for BreakfastBusiness consultant and professor of business administration at Harvard Business School Clayton Christensen narrated a story that has