Hello

If we haven’t met or spoken earlier, I am

Rohit Kaul. I am a Behavior Science
enthusiast, who is curious about the use
of Behavior Science & Psychology
Principles in Product Design.
I am also a passionate marketer and have
been running large/small marketing
programs for over 10 years now.
This eBook is an attempt to help you
understand how to use principles of
psychology in your product’s design.
We’ll do a deep dive into 8 principles of
psychology, look at how product
managers can use it and then go straight
into actionable examples of apps/digital
products that are already using these
principles.
There are over 75 examples that you can
start using in your product right away.
This book is formatted in a way that
makes it easy to read it on smartphone
screens (and hopefully computer screens
also.)
I hope you enjoy reading this book. In
case of any feedback, feel free to drop
me a note at rohit@seekingnorth.in.
Happy reading.
Rohit
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Table of Content

1. Loss Aversion

2. Social Proof

3. Miller’s Law

4. Power of Free

5. Peak-End Rule

6. Serial Position Effect

7. Zeigarnik Effect

8. IKEA Effect

9. 75+ Actionable Examples of these

Psychology Principles

3
Loss Aversion (1/2)

• We are more afraid of loss than we are

attracted to gain. We prefer to avoid losses,
compared to acquiring an equivalent amount
of gain
• This principle was coined by Daniel Kahneman
and Amos Tversky in their breakthrough paper
on Prospect Theory in 1979
• Another way to look at it is that people are risk
averse when they have a gain and are asked to
acquire a new probabilistic gain. On the other
hand people are risk-seeking when they have a
loss and are asked to acquire a new
probabilistic loss
• Scarcity and the urgency it creates is closely
linked to Loss Aversion. Scarcity tells us that
the value of something is higher, just because
it’s scarce
• Also linked to Loss Aversion is the Endowment
Effect that states that our sense of ownership
of an object increases the value of that object

4
Photo by Priscilla Du Preez on Unsplash
Loss Aversion (2/2)
Key takeaways for product design
• Framing of your message to the user is
important. Reframe your message so that it
highlights what your customers could lose if
they don’t take certain actions
• Use contrast. Compare the outcome of what
you want your customers to do with the other
available options. Highlight what they can lose
if they don’t take a certain action
• Build visible indicators in the product to re-
enforce a user’s ownership of the product to
build an emotional connect
• Make people feel that they have made some
progress towards a goal. They will become
more committed towards continued effort
towards achieving the goal
• Provide users with a visual advancement by
prefilling fields with existing data. This enables
creation of an ownership of progress,
increasing the likelihood of taking next steps
• Create barriers to entry or usage for your
product to increase its emotional value
• Loss aversion-based techniques can prompt a
user to take one-time action. However, it can
not be used to create sustained behavior
change by multiple exposure

5
Social Proof (1/2)

• Social proof is our tendency to be

influenced by what others do, how they
think and how they behave
• It is much more prominent in situations
when we are uncertain what to do
• Social proof is attributed to millions of
years of evolution when copying the
behavior of others who we considered
better than us or copying the behavior
of the crowd could be the difference
between life and death
• Social proof stems from three
motivations:
• The motivation to make accurate
decision
• The motivation to affiliate with and
gain the approval of others
• The motivation to see oneself in a
positive light

6
Photo by Hugh Han on Unsplash
Social Proof (2/2)
Key takeaways for product design
• Social proof works particularly well in
situations of uncertainty. It’s a huge
help for your undecided customers as it
clearly signals what could be their
preferred option
• Obvious social proof has short shelf life.
Think of ways to use it implicitly rather
than shoving it in your user’s face
• Reference groups that you use for
comparison are important. Social proof
is the most effective when the
reference group is as similar to your
customers as possible
• Instead of saying ‘many’ take an action,
find out ways of saying that a ‘majority’
in the reference group takes the action
• Be careful about negative social proof.
If you want people to do something, try
not to tell them, that the majority isn’t
doing it
• Endorsement by experts, existing
customers, certifications, etc. are also
ways of leveraging social proof
• Power of large numbers can also be
leveraged as social proof (number of
page visits, number of customers, etc.)

7
Miller's law (1/2)

• Miller’s law is interpreted as the axiom

that an average person can keep only 7
(± 2) items in their working memory
• This is the most common but
misunderstood interpretation of
Miller’s research
• Miller observed in his research that our
memory span is approximately limited
to 7, regardless of the stimuli
• He concluded that memory span is
affected by the chunks of information
being stored and not by the actual
information bits
• Human short-term memory is limited,
and thus if information is presented in
chunks, it helps us retain information
more effectively
• Seven is not a magical number and
short-term memory capacity will vary
per individual, based on their prior
knowledge and context
8
Photo by Miti on Unsplash
Miller's law (2/2)
Key takeaways for product design
• When presenting large quantum of
information to users (such as long text
article), break it up in chunks of
information to make it easier for users
to understand it
• Use chunking to help users understand
underlying relationships between
various elements on a page (image,
text, button, forms, etc.) by grouping
content into distinct modules,
separating content, and providing
hierarchy
• Don’t show all the information to the
user in one go. Wherever possible, use
‘Progressive Disclosure’
• Show only the top-level options to
the user at first
• Once the user makes a selection,
then show the next set of options
linked to that option and so on
• This helps in directing user’s
attention only to a small set of
options and making decision making
easy
• Don’t worry about providing only 7
options in navigation menu or 7 icons in
home page of an app. This
understanding of Miller’s law is
incorrect. Focus more on creating
chunks and then test & iterate to see
which ones work for you
9
Power of Free (1/2)

• Providing an option with zero price

seems to hit a special spot with users,
significantly impacting their decision
making
• Most of us don't think rationally when
free is involved and even change our
pre-existing decision-making pattern
(such as buy a new brand or a new
product instead of the one we use
regularly)
• Zero price also creates a psychological
increase in the value of the product.
One possible explanation is that it’s due
to what psychologists refer to as Affect.
Free products make us happier and the
sensation of happiness affects our
decision-making process
• Free is effective even when only a part
of the product is involved. If entire
product is being offered for free, it can
make the users feel suspicious about
the quality
10
Photo by Andreas Weiland on Unsplash
Power of Free (2/2)
Key takeaways for product design
• If you are offering an experience or
product for free (such as a free demo),
make it visually clear to the user
• Free is not the message you want to
send your customers about the value of
your product. Identify ways to make
people see the value of product in
monetary terms before you offer it for
free
• Provide a free add-on to the users to
swing their decision making in your
favor
• When providing a free add-on, make its
value salient by highlighting its actual
price and then indicating that it’s being
offered for free
• When comparing with your
competitors, any items that you are
providing for free should be made
visually salient
• Always keep in mind that no one likes
paying for something that was once
free. Hence, it will be extremely difficult
to charge for something in the future
that you are offering for free right now

11
Peak-End Rule (1/2)

• People judge and remember an

experience largely based on how they
felt at its peak and at its end, rather
than the total sum or average of every
moment of the experience.
• Peak is when people are at an
emotional high which could be
triggered by anxiety, pleasure,
happiness, sadness, etc. For an e-
commerce app it could be searching for
a product from thousands of options,
for a hotel it could be trying to check-in
after a long journey
• End is the last experience with the
product. This could be check-out from a
hotel, bill payment completion for a
power utilities company, unsubscribing
from a digital newspaper, etc.

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Peak-End Rule (2/2)
Key takeaways for product design
• You need to know which are the
moments of anxiety/emotional high of
your users so that you can convert
these to peaks and improve user
experience. Do remember that users
remember negative moments more
than positive ones and you need to
identify both negative and positive
moments
• You can alter how a negative moment is
recalled by the user from memory by
carefully addressing the negative peak
through humor, brand personality, etc.
• Different users will have different
points of heightened experience with
your product, which need to be
captured in the user persona before
designing the product
• Don't spend resources on making the
entire experience with your product
memorable. Instead, focus on the high-
intensity moments and exit moments.
This will save precious resources while
achieving the same (or better) memory
recall about your product

13
Serial Position Effect (1/2)

This term was coined by legendary

German psychologist Herman
Ebbinghaus and describes how the
position of an item in a sequence affects
its recall accuracy. It says that users have
a propensity to best remember the first
and last items in a sequence and the
items in the middle have least recall.

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Serial Position Effect (2/2)
Key takeaways for product design
• When designing a Landing Page,
display the most important
information at the beginning and at
the end of the page
• If your product is designed in a way
where the user is expected to take a
quick selection decision soon after the
last piece of information is shown, the
recency effect is going to be the
strongest. Hence, the star USP should
be the last piece of information shown
• When selling multiple products (such
as e-commerce store), always lead
with your start product or best-seller
product as that product will have a
much higher chance of getting
selected
• Repeating information or CTA at the
beginning and at the end of a landing
page will help in building better recall

15
Zeigarnik Effect (1/2)

People remember uncompleted or

interrupted tasks better than completed
tasks. Once the task has been completed,
people cannot recall the task accurately.

16
Zeigarnik Effect (2/2)
Key takeaways for product design
• Provide the users with a perceived
sense of progress that invokes a
feeling of uncompleted tasks. Using
visual indicators (progress bars,
circles, etc.) to show progress helps
• Identify if it is possible to align user to
a goal inside your product (through
gamification). Goals work better when
users create these rather than when
goals are assigned to them
• Show progress as 'steps to be
completed' rather than 'completed
steps' to show a perceived sense of
how much is left to be done
• Use 'Open Loops' in the copy for your
product's information (Landing Page,
newsletter, etc.) which creates an
initial excitement in the reader's mind
without revealing the full information
and without providing closure

17
IKEA effect (1/2)

• When you put effort into something, it

becomes more valuable to you than its
objective value. It's named after
furniture and furnishings giant IKEA
which started the DIY revolution by
selling read-to-assemble furniture kits.
• This effect also partly explains the
trouble one has when they have to
move on from a task after devoting
significant time to it (for instance
writing a 3000 words essay, realizing
that it is crap but still not being able to
start a new essay).

18
IKEA effect (2/2)
Key takeaways for product design
• Provide users opportunities to put
effort into the product early on in
their journeys. This allows the IKEA
effect to kick-in
• These opportunities can start right
from the acquisition stage by allowing
users to access a full-scale demo of
the product before they sign-up
rather than telling them about the
features
• Identify opportunities for your users
to customize/personalize the product
during onboarding to make it more
valuable for them
• Allow users to set-up something (a
quick win) immediately after
onboarding so that they have a
perceived sense of putting in effort in
the product
• When a user lands at the main screen
after sign-up, don't show a blank
screen. Provide templates, editable
graphics, editable videos, etc. so that
the user can straightaway try out the
product's features

19
Use cases of these
Psychology principles
This section is arranged as per the
user funnel:

1. Acquisition

2. Onboarding and Activation

3. Engagement and Referral

20
Acquisition

21
Loss Aversion
1. Create urgency to act by using timers
and limited time discount deals

Kingsumo clearly highlights the time within which

the deal is valid

22
Loss Aversion
2. Create scarcity by visually indicating
that the product has limited
availability

Product School very clearly highlights that limited

seats are left in its courses in its emailers

23
Loss Aversion
3. Use loss framing language to build
urgency to take action (without
timers/limited time deals)

Hulu uses loss-framing language in its emailers

without using any timers/limited time deals to
nudge users to act

24
 Loss Aversion
4. Use loss framing language to highlight
the benefits users can lose if they
don’t take action on the products in
their cart

Sumo highlights the benefits that a user will miss if

it stops the purchase process

25
 Loss Aversion
5.Create barriers to entry to enhance
the value of the product (1/2)

Reforge (Online education company) makes it clear

that there is a selection process and not everyone
who applies gets selected

26
Loss Aversion
6. Create barriers to entry to enhance
the value of the product (2/2)

Voice-based social media app Clubhouse allows

users to join only through an invite-code from
existing users. The app doesn’t even have a
website.

27
Loss Aversion
7. Make users feel ownership of the
product through free trials

Spotify allows users to use the product free

without asking for credit card details

28
Loss Aversion
8. Provide a way for users to start using
the product to invoke the sense of
ownership of the product (1/2)

Milkbasket (hyper local ecommerce app) credits

money to users’ accounts so that they can start
placing orders

29
 Loss Aversion
9. Provide a way for users to start using
the product to invoke the sense of
ownership of the product (2/2)

Appsumo offers free $10 to the users to start using

its product

30
Social Proof
10. Show the most popular/best seller
item to the user by leveraging your
authority in the domain

Amazon leverages its authority in e-commerce

domain to showcase best selling items to
customers

31
 Social Proof
11. Showcase endorsement by
independent sources such as media
on your website/app

Fitbit prominently displays all the coverage it gets

in popular press

32
Social Proof
12. Highlight customer testimonials on
your homepage. Try to have
testimonials from the same reference
group to which majority of your
customers belong

Buzzsumo displays customer testimonials from

companies like Buzzfeed that are similar to its
other B2B customers

33
 Social Proof
13. Show the power of large numbers by
mentioning the brands that use your
product

Drift displays a long, horizontally scrolling list of

brands that use its products

34
 Social Proof
14. Show the power of large numbers by
mentioning the number of customers
or any other large numbers that you
have for your product.

CB Insights shows the large number of people who

have subscribed to its newsletter

35
 Social Proof
15. Showing is better than telling. If
possible, show how other customers
are using your product

CB Insights shows the large number of people who

have subscribed to its newsletter

Revue provides links to the newsletters made by its

top customers using Revue’s platform

36
 Social Proof
16. Endorsement by experts works well
as social proof. This could an
endorsement by a thought leader….

Zensar’s (Indian IT Company) strategic approach to

IT services is featured in a case study by Harvard
Business School

37
 Social Proof
17…. Or it could be a certification that is
well regarded in the industry

DLF (an infrastructure company) got LEED Platinum

certification for one of its new malls in India

38
Social Proof
18. Endorsement can also be provided
by celebrities in your industry….

Mailbrew shows tweets by multiple power users

on its home page, endorsing its product

39
Social Proof
19…or by your friends on a social media
platform

Godrej Properties (a real estate developer)

harnesses the power of social proof using LinkedIn

40
 Social Proof
20. Display popular third-party
achievements or endorsements on
your home page

Popkit displays the Product Hunt badge proudly on

its home page

41
Miller’s Law
21. Design your landing page in ‘chunks’
with each chunk showing one piece
of information to the user

ConvertKit has a
terrific home page
layout that breaks
down its USP into
different chunks of
information

42
Miller’s Law
22. When displaying multiple products,
align the image, copy, CTA, etc. to
make the information easy to
consume

HP ensures that various elements linked to each

laptop model are chunked together to make the
information easy to understand

43
Power of Free
23. Make it clear to the user that you
are offering something for free to
leverage the Power of Free

Instead of saying Demo, saying ‘Free Demo’

increases the likelihood of a user taking action

44
Power of Free
24.Even if you are giving away
something for free, make its value
salient

Reliance Jio (Indian Telco) makes it clear that

the value of free offer is Rs 399

45
Power of Free
25. If your app allows, provide a service
to the user for free….

Hubspot provides a free website grader to users

that checks things like SEO, broken links, etc.

46
Power of Free
25….and then based on the results of
free service, provide user options to
upgrade

This is the result

screen of Free
Website Grader,
with a clear
upsell call to
action.

47
Power of Free
26. If there’s something that is of high
friction value in your product,
consider providing it free to your
users (1/2)

Samsung launched a scheme where it provided

a free one-time screen replacement for its
smartphones, solving a huge issue for many
smartphone owners

48
Power of Free
27. If there’s something that is of high
friction value in your product,
consider providing it free to your
users (2/2)

Warby Parker allows users to order 5 frames

and return the ones they don’t like for free

49
Peak-End Rule
28. Customers are anxious when
buying a product from an untested
brand. If you are a new brand trying
to sell a new product, provide a
money-back or easy return offer to
your prospects to convert this anxiety
to peak experience

Teachable provides a 30 days money back

guarantee on all courses

50
 Serial Position Effect
29. Lead with the star USP for your
product as the first thing on your
landing page

Apple leads with its strongest USP as the first thing

on the iPad Pro landing page

51
 Serial Position Effect
30. Add a powerful USP immediately
before the last sign-up CTA button

Convertkit moved to a freemium model recently

and the most powerful push (power of free) is
mentioned right at the end of the Landing Page

52
 Serial Position Effect
31. Insert your upsell CTA both at the
start of the communication and at the
end of the communication

Morning Brew provides a clearly highlighted button

to subscribe at the top…

… and also at the end of the page

53
Serial Position Effect
32. Ensure your sign-up process makes it
easy for the user to take action within
30 seconds of reading the last USP

No Example here

54
Zeigarnik Effect
33. Use Open Loops in mailer subject
lines to stoke user’s interest and
curiosity

Morning Brew uses Open Loops to great effect for

subject line and preview line in its emailers

55
 Zeigarnik Effect
34. Provide users with a reminder
during trial period in terms of how many
days are left for them to continue to use
the service

Mailbrew provides a regular reminder right at the

top in terms of how many days are left in the trial
period

56
 Zeigarnik Effect
35. Provide a timer on the landing page
to show how much time is left before
the deal expires

LearnDash provides a timer on its pricing page to

show how much time is left before the deal expires

57
Zeigarnik Effect
36. Provide an exit intent pop-up or
reminder notifications showing that
only 1 or 2 steps are left before the user
starts using the product

Copyright: Thiago Vaccaro 58

 IKEA Effect
37. Showing is better than telling. Let
the user play with the product with all
its features without buying it

Bubble allows users to straightaway see how it

works by allowing users to edit Bubble’s homepage
using Bubble’s platform

Buzzsumo allows users to start searching for a

topic or domain straightaway without any
registration

59
IKEA Effect
38. Crowdsource user inputs for the
product features before going into
development

Threadless crowdsources designs from its user

community through design challenges

60
IKEA Effect
39. Do a Beta releases to community of
users before rolling out the final release

Microsoft allows its user community to download

beta versions of its apps to get feedback

61
Onboarding and Activation

62
Miller’s Law
40. When onboarding users, use
progressive disclosure to make each
screen easier to process for the user
(1/2)

Duolingo uses progressive disclosure to ensure

there is only one critical action to be taken on
one screen

63
Miller’s Law
41. When onboarding users, use
progressive disclosure to make each
screen easier to process for the user
(2/2)

FYI app shows users only the 5 popular apps in

one go that can be connected with FYI, with an
option to see more apps

64
 Peak-End Rule
42. New users are anxious/excited when
they start using a new product. This is
the right time to create a strong peak
experience for them by using animation,
humor, brand personality to relax the
user when signing-up

Copyright: https://dribbble.com/shots/4249163-Animated-login-
form-avatar

65
Peak-End Rule
43. Provide a guided onboarding
experience to the user, like the way an
experienced server helps in selecting the
right menu options from a complex
French cuisine menu

66
Peak-End Rule
44. If guided onboarding experience is
not possible, then use progressive
onboarding flow where each step asks
for a specific piece of information and
then guides the user to the next step

Flipboard uses a progressive disclosure based

onboarding flow to not overload the user during
onboarding

67
Peak-End Rule
45. Provide different onboarding
experience to different tiers of users and
provide a higher level experience to
users who have higher level of
engagement

Hotel chains offer different check-in experience to

their premium customers

Convertkit provides it’s paid subscribers a free

migration to their tool
68
 Peak-End Rule
46. Make sure the onboarding process
results in a better understanding of the
product to reduce anxiety – Using splash
screens, product tour, automated
onboarding emailers, etc.

Trello sends 7 onboarding support mails to its new

users after the welcome mail over a 5 weeks period

Employee scheduling tool Humanity uses an

interactive product tour to walk users through a
complex workflow
69
 Peak-End Rule
47. Create a unique experience for your
users during onboarding that is not
replicated by the competing products

Email productivity app Superhuman insists on one-

on-one onboarding for all their users during which
they help them achieve inbox zero

70
Zeigarnik Effect
48. Clearly show to the user how few
steps they are away from completing
the onboarding

Mailchimp uses progress dots to show users how

close they are to complete the onboarding

Content
Marketing tool
StoryChief uses
both progress
bar and a
checklist to
indicate to
users that there
are
uncompleted
items in the
onboarding
flow
71
Zeigarnik Rule
49. Instead of showing how many steps
user has completed, show how many
steps are left

No Example Here

72
Zeigarnik Rule
50. Help users pick-up a goal during
onboarding process so that they can
focus on working towards it

Duolingo asks users to

pick-up a goal during
onboarding to stoke
an arousal state of
aiming to achieve the
goal

73
IKEA Effect
51. Provide users the opportunity to
personalize the app during onboarding

Drift allows the users to customize the look &

feel of the product while onboarding

74
IKEA Effect
52. Provide an initial set of values such
as templates, free to use editable
graphics, etc. so that user is not faced
with a blank slate and can get to work
immediately

Grammarly provides users with a draft

document at the end of the onboarding process
on which they can work and learn more about
its features

75
IKEA Effect
53. Include a quick-win scenario in the
sign-up process to ensure user gets the
feeling of having created something

Duolingo starts with

simpler words and
sounds during
onboarding to give
the users quick wins
and ensure they
continue to use the
product

76
Engagement and Referral

77
 Loss Aversion
54. Upselling: Tell users that they will
lose the assets they have created if
they don’t take certain actions (1/2)

Ghost (website hosting service) sends out emailers

that highlight that the website created by a user
will get deleted if they don’t upgrade to a paid
account

78
 Loss Aversion
55. Upselling: Tell users that they will
lose the assets they have created if
they don’t take certain actions (2/2)

FollowUp sends a mail to its users what all they will

lose by not upgrading their account

79
 Loss Aversion
56. Prevent churn: Make the ownership
of product salient to the users if they
request to cancel their subscription
(1/2)

Scribd shows a screen highlighting all the benefits a

user is enjoying when a user clicks on ‘cancel
subscription’ in the app

80
 Loss Aversion
57. Prevent churn: Make the ownership
of product salient to the users before
they cancel their subscription (2/2)

Audible shows a screen highlighting all the benefits

a user is enjoying when a user clicks on ‘cancel
subscription’ in the app

81
 Loss Aversion
58. Prevent churn: Make the user’s
relationship with the product visible
in their profile creating an emotional
connect

Medium proudly displays the month and year since

when the user has been using its product

82
Loss Aversion
59. Prevent churn: Shift the frame of
ownership by making a counter-offer

Audible provides counter-offers to the user to

nudge them from churning out of the app

83
Social Proof
60. If there’s a visible physical
distinction in your product, use it to
your advantage

Apple leveraged the ‘white’ headphones

phenomenon that made wearing a white
headphone a status symbol

84
 Social Proof
61. Ask for a recommendation or
reference, immediately after an
experience

AirBnB sends out an emailer tocollect review of the

rental stay immediately once the stay is over

85
Social Proof
62. Showcase how some users are using
your product to give ideas to other
users

Omodo showcases slice of life images on its

Instagram handle of real users using its products

86
Social Proof
63. If your product allows, use
leaderboards to drive engagement
and competition among users

Dream11 (fantasy league app) publishes

leaderboard for various leagues to drive
engagement

87
Miller’s Law
64. When showing large amount of text,
break it down logically to make it
easier to consume

Ted.com breaks down long video transcripts

into smaller chunks to make it easier to read

88
Miller’s Law
65. If your app has many actions that a
user can take, identify ways to create
categories and sub-categories for
these actions instead of showing all
actions on one screen (1/2)

PayTM (Payment
wallet app)
bundles various
actions under
different
categories
making the home
screen visually
clean. For
instance, if you
click on Recharge
& Pay Bills…..

89
Miller’s Law
65. If your app has many actions that a
user can take, identify ways to create
categories and sub-categories for
these actions instead of showing all
actions on one screen (1/2)

….this screen
opens up that
contains different
options for bill
payment

90
Power of Free
66. Instead of providing free items
bundled in the initial offer, make
these stand out using redemption
vouchers/codes

Reliance Jio (Indian Telco) provides multiple

free redeemable vouchers in its app instead of
bundling these with the initial plan purchase

91
Power of Free
67. All games provide different freebies
like deal of the day, free coins, etc. to
keep users engaged

Word Collect game provides daily free bonus

coins to the users to keep them engaged on
the platform

92
Peak-End Effect
68. Manage the negative peaks (such as
404 errors) using humor and brand
personality to avoid having a negative
peak experience

Convertkit uses brand personality-based

communication when a page goes missing

93
Peak-End Effect
69. Re-enforce a positive peak
experience using visual cues and
animation to make it memory-worthy
for the user

Mailchimp gives you an animated high five

every time you send an email campaign

94
Peak-End Effect
70. Use loading screens to your
advantage and avoid creating a negative
peak for the users

Duolingo uses
cheeky copy on
the loading screen
to avoid users
being bored while
the next screen
loads

95
Peak-End Effect
71. Have a way for the users to quickly
access help when they need it to create
a positive peak

Slack has a slackbot in its app which can help in

answering simple questions

96
Peak-End Effect
72. Ask users to refer your product or
give you ratings on app stores
immediately post the peak experience

97
Serial Position Effect
73. Put Referral CTA just before the end
of the mailer or communication to
prompt the user to share

Morning Brew puts an animated image at the

end of its mailer to promote its referral program

98
Zeigarnik Effect
74. Provide users with visual
information on how close they are to
completing their goals

Box provides a visual nudge to its users to

complete tasks and earn free trial days

99
Zeigarnik Effect
75. Use streaks to record the
performance of the users and show how
close they are to next level

Strava lets users join various challenges and

visually show how close they are to completing
the challenge
100
Zeigarnik Effect
76. Ask the user to refer the product as
soon as she completes a streak to
increase referral rates

No Example Here

101
Zeigarnik Effect
77. Provide a perceived value to the
user when they complete a streak to
nudge them to achieve a goal

Unacademy (Education App) provides its users

with points credit when they continue a learning
streak

102
Zeigarnik Effect
78. Provide reminders for users to
complete the streak by showing goals
and uncompleted steps

Duolingo provides visual reminders to users to

continue their streaks

103
IKEA Effect
79. Provide users opportunities to invest
effort in customizing the app using
avatars, custom feed, custom screens,
etc.

BBC app asks users to add topics of their choice

to the feed to make it more useful

104
IKEA Effect
80. Ask users to customize the app by
providing regular prompts

LinkedIn provides regular reminders to users to

complete their profiles by adding additional
information

105
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© Rohit Kaul
All images, logos, screenshots, product screens, etc. used are
copyrights of the respective Intellectual Property Right
owners. These are used only for illustrative purpose here.