The psychology of what your target audience needs from your app!
Today we’re discussing Maslow’s Hierarchy of Needs. It’s the theory of psychology proposed by Abraham Maslow in 1943. Maslow’s Hierarchy of needs is in practice by businesses today!
Image Source: simplypsychology.org
What makes up Maslow’s Hierarchy of Needs?
Maslow’s Hierarchy of Needs is a pyramid. It has our most basic needs at the bottom Which are our Physiological needs. The pyramid works, bottom to top, as after a bottom most need is achieved, we move onto our next need. Next, on the hierarchy, we have Psychological needs. The top of the pyramid is Self-fulfillment needs, Self-actualisation.
Going through this blog, consider which needs your app can satisfy or appeal to!
- Diving into these sections, at the bottom, are our Basic needs. Our Physiological needs at the bottom-most of the pyramid. The ability to breathe, access to food, water and warmth, rest and sex. Things that your average person cannot live without.
- Safety and security needs follow. Further than personal safety and security. But security in your resources, your employment, your family and health. You can live without them, but it’s the quality of life most can’t live with.
- The next section is the Psychological needs. Starting with Belongingness and love needs. Which are various relationships (partners and friends) and intimacy.
- Esteem needs follow at the next level on the pyramid. The feelings of self-esteem and accomplishment. The respect of others, respect by others and prestige, a feeling of worth.
- On top of the hierarchy of needs, Self-fulfillment. It’s self-actualization. Achieving what you believe your potential to be. This is in any capacity you believe that to be, creative or professional.
Maslow decided what self-actualization is by studying 18 people he considered to have found self-fulfilment. Refining it to 15 characteristics:
- They perceive reality efficiently and can tolerate uncertainty;
- Accept themselves and others for what they are;
- Spontaneous in thought and action;
- Problem-centered (not self-centered);
- Unusual sense of humour;
- Able to look at life objectively;
- Highly creative;
- Resistant to enculturation, but not purposely unconventional;
- Concerned for the welfare of humanity;
- Capable of deep appreciation of basic life-experience;
- Establish deep satisfying interpersonal relationships with a few people;
- Peak experiences;
- Need for privacy;
- Democratic attitudes;
- Strong moral/ethical standards.
In the 60s, Maslow explored further needs. Adding another section above the pyramid. The need being Transcendence. Helping other achieve their self-fulfillment. Maslow decided that doing that the most important. This need was above all else on the hierarchy.
What can you do with Maslow’s Hierarchy of Needs?
If you’re questioning what this has to do with your app. You’ve likely first validated your idea. But ask yourself, where does your app fit into the pyramid?
For example. A mobile game can provide the user with a sense of accomplishment. This is achieved by the consumer playing the game.
What need will your app satisfy for your potential customer?
Offerings like Accomplishment on mobile games or fitness trackers. Finding belonging on social media. Or finding love through dating apps.
If you don’t fulfill a need, you may need to change what your app does. Else, consumers won’t have any motivation to use the app.
It shouldn’t be too hard to apply this to your app design. Remember your design service tools, your personas and their customer journey.
Did you read our previous blog on Design Tools? You’ll likely be able to use those tools with your knowledge from Maslow’s Hierarchy of Needs.
Or if you’re unsure where to begin, please read our blog on Design Thinking.
Or visit the Launchpad quote page, if you have a brilliant idea for an app. Launchpad want to help you create a unique, successful app.
If you think you have an app that fulfils a consumer need, visit the Launchpad quote page. For your brilliant idea for an app. Launchpad want to help you create a unique, successful app.
Information on Maslow’s Hierarchy of Needs can be found at: https://www.simplypsychology.org/maslow.html