• Table of Contents

Give credit when credit is due

• The brain behind the framework is Darius Contractor, Growth @ Airtable.
• I got this initially from Reforge, click here and check their courses it's awesome.
• Detailed post from Andrew Chen interviewing Darius about the framework — Original post

What is the User Psych Framework?

<aside> 💡 Link to original post from Darius on Medium — No point of me reinventing the wheel here, check below what the mind behind the work says it does.

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Link to original post from Darius on Medium

Questions we're looking to answer

<aside> 👉🏼 User psychology — Qualitative view of "why" our users and customers take action. Customer development activity informs our Growth Model (quant view of growth).

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• [ ] How do we understand, evaluate, and improve decision making of our users?
• [ ] What's the core motivation behind actions in this particular funnel? How to leverage that?
• [ ] What's the motivation level users start in the funnel? Is your product more of a painkiller or kind of a candy?
• [ ] Where do we have friction and "ability drop" that causes us to lose users? Does it correlate to your QUANT model? (E.g. Google Analytics enhanced e-commerce funnel)
• [ ] Why do users take this action but not another?

Pros

Cons

• Easy to train teams and standardise as a package. Think about growth teams or agency pods.

• Behaviours start from emotion and we use logic for justifying actions. Figuring out emotion drivers is powerful for strengthening testing hypothesis.

• Can be leveraged and analysed after user testing for task completion.

• Strong QUAL analysis to start when access to data (that you can trust) is not available

• Scoring is subjective and it bothers me. Find a way to standardise it for you and your team and get comfortable with it.

• Tends to be a low sample size and biased exercise.