Overview
Darius Contractor, Growth @ Airtable, developed the Psych Framework to evaluate UX touch-points and increase funnel conversion.
The framework posits that:
1. Every element on the page adds or subtracts emotional energy, and
2. Inspiring users is as important as reducing friction
The framework allows product teams to measure user energy, and evaluate whether a webpage is provides sufficient energy to convert users.
To use it, determine items on your webpage that have ‘Psych’ value — +Psych values energize users, while -Psych values demotivate them. Sum up every Psych value to determine if a user has sufficient Psych to commit to a user action (greater than 0).
Using this framework allows product managers to create frictionless UI and find ways to add +Psych elements.
It’s important to remember that frictionless webpages/flows are not the end-all be-all of customer acquisition.
