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Eira is an editor for Mind the Product. She's been a business journalist, editor, and copywriter for longer than she cares to think about.

Eira Hayward

This week’s Sunday Rewind is a #mtpcon San Francisco talk by author and web psychologist <a href="https://www.nathalienahai.com/" target="_blank" rel="noopener">Nathalie Nahai</a> called The psychology behind successful products.
In her talk, Nathalie explains the psychological principles behind the successful conversion, adoption and monetisation of products.
Conversion, she says, means hacking users’ decision-making by using one of three core psychological principles:
<ul>
<li>Induce a positive emotional state</li>
<li>Lower the cognitive load</li>
<li>Create an experience of fluency</li>
</ul>
Nathalie includes several examples of these principles, and she highlights how to use them in a nice way or a naughty way. Successful products create habits, but they’re not always empowering. Apps like Twitter and Tinder hook you in by activating your dopamine system and into a pleasure-seeking loop of perpetually seeking reward. Four principles lie behind this behaviour:
<ul>
<li>We seek more than we’re satisfied</li>
<li>Anticipating vs. receiving a reward</li>
<li>External triggers</li>
<li>Small and unpredictable rewards</li>
</ul>
Nathalie says you mustn’t hack the dopamine loop to drive adoption. If you focus on creating empowering habits by offering clear, tangible benefits, creating a calm experience, and delighting your users, then they will associate you with a positive and empowering habit and you’ll induce loss aversion instead.
Read the original post and watch the video of Nathalie’s talk: <a href="https://www.mindtheproduct.com/psychology-behind-successful-products-nathalie-nahai/" target="_blank" rel="noopener">The Psychology Behind Successful Products by Nathalie Nahai</a>
<hr />
If you want to elevate your product management game and witness inspiring and actionable keynotes at one of our #mtpcon conferences then you can <a href="https://www.mindtheproduct.com/mtpcon/san-francisco/?utm_source=InternationWDContent&amp;utm_medium=content&amp;utm_campaign=mtpconsanfran">secure your place at #mtpcon San Francisco today!</a> Happening on June 14 – join us in-person or online.

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SUNDAY REWIND: The psychology behind successful products by Nathalie Nahai

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SUNDAY REWIND: The psychology behind successful products by Nathalie Nahai

Eira Hayward

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