🔑 Main Principles / 7 pts

Use context to your advantage: When browsing a product, the best way to introduce someone
to a new feature is to let them see the benefits of that feature directly in their context (see
Linkedin example below). You can always interrupt someone in their activity with a prompt but
chances are, people have better things to do (like in the Google Security example).

Embrace the novelty: New things capture our attention immediately. We’re wired to be curious
about new things (that’s sort of how we were able to evolve so rapidly as a species). So when
you’re presenting something new to the world, make sure it’s well-known. It might sound simple,
but sometimes people are too clever. Just be clear.

Make benefits clear: When announcing a new feature, don’t say what it is. Tell people what it
can do for them. Also, as mentioned in the first point (context), if you can show them what it can
do, then you’ll increase your chance of converting your target audience.

Break User Barriers: Before releasing a new feature, you must have done some research to see
why people wanted this new feature… During that research, try also to capture what their
concerns or barriers would be if you’d release this new solution. That way, you can address
those questions right away.

Make new users feel exclusive: Everyone likes to feel special. If you’re doing release rings to
make sure your new feature is well designed and received, you might as well let people know
that they’ve been selected before everyone else!

Make sure they know what they’re getting into (Feedforward): Finally, when the time comes to
adopt or try this new feature, make sure all CTAs are super clear and tell the story of what will
happen next. This is very reassuring for people to know that they won’t break anything or erase
previous settings, etc.

Reward people for their actions: When someone goes out of their way to try a new product
feature, make sure that you reward them in some way. Have a clear feedback loop and give them
a sense of a small win. That way, you’ll increase the chances of actual adoption.

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💼 Real-Life Example - LinkedIn
Here LinkedIn used context to their advantage.

If you’re on LinkedIn, you’ve probably seen the tags in the photos (#opentowork, #hiring).

At first, I thought people manually added these tags in their photos, so out of curiosity, I clicked on
one to discover this contextual prompt:

While showing me the profile picture, they also allowed me to add it to my profile.

Not only is this 100% contextual, but it also uses the network effect (the more people have their tags
on, the more people will be likely to use them).

If you want to know more details about this initiative:

https://blog.linkedin.com/2020/october/29/the-benefits-of-sharing-with-your-community-you-re-o
pen-to-work

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🧠 More Insights…
Here are all the psychology and user experience insights covered in this case study:

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💡 Additional Resources
Product Psychology Course.
If you want to learn how to use psychology to create better
experiences for your customers, check out our course:
https://growth.design/course

Cognitive Biases Cheatsheet.

100+ cognitive biases and design principles that affect
your product experiences. Tons of product examples, tips
and checklists to improve your user experience:
https://growth.design/psychology
—Dan Benoni & Louis-Xavier Lavallée

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