People are imperfect, design accordingly
Designers have the opportunity to change mindsets and habits; however, more often than not, this is not the case. It’s up to the users and their interaction with products that determine the overarching impact. It’s a designer’s job to observe, see what the market is missing, and fulfill needs. Although introducing a new product to the world can be challenging, it can also create change and significantly influence people. Changing mindsets and habits are all part of product design.
Data-driven designs; Assumptions vs reality
Designing for people the way they are requires data to identify users’ needs. The potential of negatively affecting user experience increases if decisions are based on designers’ assumptions and preconceived notions. Collecting and analyzing data is crucial to address and accommodate users’ needs successfully. Assumptions will potentially create a higher risk of failure, while data-proven designs are bound to succeed. Designers need to give a clear, justified means to bring people up to speed about a product that changes mindsets or habits. Often, the case is that either it works or doesn’t; there is no in-between; users judge that.
Kellogg’s attempt to change eating habits in India
Kellogg’s entered the Indian market in 1994, bringing a new breakfast alternative; however, the significant contrast in traditional eating habits made this initial launch a fail. Kellogg’s tried to market their ready-to-eat, sweet, cold cornflakes to people who like hot, homemade, and savory breakfast.
Although Kellogg’s failed in changing Indian eating habits, the Indian market instead changed Kellogg as the company, which later released ready-to-eat Indian breakfast items like upma. This shows that sometimes, you can’t change people and their habits; however, being able to pivot when necessary is crucial. Kellogg’s understood that changing eating habits in India was not possible, so instead, they expanded their product line to accommodate Indian taste.
Peloton’s huge success in changing fitness habits
Peloton relies on its user experience, the bike itself, and psychology to bring in users and raise loyalty. “Peloton isn’t just a bike, it’s a social fitness game that uses psychological principles to hook users.”
Peloton has two goals, get people on the bike and get people addicted to the experience. They were able to change fitness habits because people enjoyed the experience that turned exercise into an enjoyable addiction. Peleton has knocked out its competition, and now it is the number one indoor cycling bike on the market. Despite the price, the live classes, HD screens, interactive community, and overall quality make it worthwhile. People’s obsession with joining the Peloton community has grown immensely.
Starting off the day with Wordle
If you have seen grey, yellow, and green boxes on your social media feed, you must be familiar with Wordle, a word guessing game where people get six tries to guess a five-letter word. The game will indicate when you have obtained a correct letter in the right location with a green color, a correct letter in the wrong place with a yellow letter, and an incorrect letter turns grey. With only one word a day, thousands worldwide give this game 5–10 minutes of their attention and share their results with others. Through this game, Worldle has created a community of people who refrain from giving hints or spoilers as their fellow friends solve the puzzle. Experts say a game like this is a great way to give your brain a daily workout. Wordle has become a great example for healthy obsession in-turn, changing habits and altering routines.
Apple Changing Mindsets
Of course, Apple cannot be left out of the conversation when discussing changing mindsets. Sometimes changing mindsets is precisely what designers need to do. As Steve Jobs once said, “People don’t know what they want until you show it to them.” Relying on market research can be helpful in certain situations; however, Steve Jobs showed us that designers can change habits and mindsets if done correctly. Apple has now revolutionized using fingers instead of a stylus on touch screens, and now it’s a norm.
In some cases, it has nothing to do with functionality. Apple lovers are willing to pay significantly more to upgrade from an iPhone 11 to 12 or 13 solely based on the nostalgic rectangular edges, something they stopped doing after iPhone 5. Despite the hold and feel being completely different, the other features are similar.
Apple pays attention to design specifications and gives a more premium look to the pro max instead of the regular iPhones. These slight changes in finishes from a glass back to a matte finish are based on user research and demographic data.
Closing thoughts
Designers have shown, time and time again, that data-driven designs have been more successful than products based on assumptions. It requires quick thinking. Does it work or not; if it doesn’t, what needs to change? What does the data show? These are essential questions to consider when it comes to user testing.
It’s a bold move to change people’s mindsets and habits, and when done correctly, it can be revolutionary; however, that’s not always the case. These instances require the designers to justify bringing change and yet allow the product to work for itself and persuade the users. Products are constantly innovated and redesigned; however, the ones that stick have shown proven data to support why it works. Reiterating what Steve Jobs once said, “People don’t know what they want until you show it to them.” All designers can do, is give their users great, innovative products.
Canvs Editorial regularly brings you insightful reads on design and anything related. Check out the work we do at Canvs Club.
The Canvs Editorial team comprises of Editorial Writer and Researcher — Anjali Baliga, the Editor’s Desk- Aalhad Joshi and Debprotim Roy, and Content Operations- Abin Rajan
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