The IKEA effect is a cognitive bias that can influence the outcome and perceived value of products to a big degree. People tend to place high value on products they partially have created. Hence, the name IKEA effect. It is derived from the Swedish furniture retailer famous for products that require to be assembled by the customers.

宜家效應(yīng)是一種認知偏差缠诅，能夠在很大程度上影響產(chǎn)品的產(chǎn)出和感知價值解阅。 人們傾向于給予他們自己創(chuàng)造的產(chǎn)品以高度的重視墩衙。 因此换吧，這種就被稱作為宜家效應(yīng)折晦。 它來自于瑞典的家具零售商，因需要用戶自己組裝產(chǎn)品而聞名沾瓦。

Products designed by IKEA and LEGO are great examples of this psychological effect. Designers must have the IKEA effect in mind when designing solutions and use it when appropriate.

由宜家和樂高設(shè)計的產(chǎn)品就是這種心理效應(yīng)的優(yōu)秀范例满着。設(shè)計師在設(shè)計解決方案時必須要思考宜家效應(yīng)谦炒，并在適當(dāng)?shù)臅r候使用它。

A bit about the IKEA effect

關(guān)于宜家效應(yīng)

The more the needs for customization and co-production are present in your target audience the more the IKEA effect is relevant for you as a designer. The effect can help you instill feelings of competence in the user when the task is completed successfully.

當(dāng)你的目標(biāo)用戶越需要參與制定與生產(chǎn)產(chǎn)品风喇，宜家效應(yīng)對于一個設(shè)計師來說就越相關(guān)宁改。當(dāng)任務(wù)被圓滿完成，這種效應(yīng)能夠幫助你給用戶灌輸以成就感魂莫。

The IKEA effect will create stronger bond between the user and the product. The effort that users will put into completing the product to a complete state will transform into love for that product. The subjective value will be higher in comparison to a product that hasn’t cost any effort.

宜家效應(yīng)將會在用戶和產(chǎn)品間產(chǎn)生更強的聯(lián)系还蹲。用戶對于完成產(chǎn)品所付出的努力將會轉(zhuǎn)變成對該產(chǎn)品的喜愛。和沒有付出任何努力的產(chǎn)品相比耙考，這種產(chǎn)品的主觀價值將更高谜喊。

For example, participants in on study constructed their own origami cranes. The participants valued them roughly five times as much as another group of participants who didn’t put effort into building them.

例如，參與研究的學(xué)員制作了屬于他們自己的折紙藝術(shù)倦始。參與者對這些折紙藝術(shù)的估價大約是另外一組并沒有參與付出的群體的五倍之多斗遏。

It is important to point out that the IKEA effect is not about putting the effort be it small or big, it is more about the completion of the task. The IKEA effect is present when the user can enjoy the completed task and the product. If the product is disassembled soon after the assembling the effect is lost.

這里需要重點指出的是，宜家效應(yīng)并不是把付出的努力進行放大或縮小鞋邑，而是更傾向于讓用戶完成任務(wù)诵次。 當(dāng)用戶享受參與并且完成產(chǎn)品時，宜家效應(yīng)就會出現(xiàn)枚碗。 如果產(chǎn)品在安裝后立即拆卸逾一，效應(yīng)也會隨之消失。

Another example points out that it is also about hitting the sweet spot.

另一個例子是有關(guān)于擊中“甜蜜點”的视译。

In the period of 1920–40 American food manufacturers wanted to reduce the time and effort required to make a cake. They simplified so much the process that the cooks needed to add only water and bake the cake. Unfortunately, the sales of the cake mix quickly stalled. The manufacturers reached a psychologist named Ernest Dichter. He found out that the reason was the level of effort required. Making the cakes was too easy! It was so easy that people didn’t get satisfaction from baking the cake. People were feeling the same way as buying a pre-made cakes from the store. The solution was to get out the egg of the dry mixture and allow people to add it themselves. Doing that made the sales go up again.

在上個世界20-40年代期間嬉荆，美國食品制造商希望減少制作蛋糕所需的時間和精力。 他們大幅度地簡化了制作流程酷含，人們只需要加水就能烘烤蛋糕鄙早。但是不幸的是，蛋糕的銷售因此迅速停滯椅亚。因此制造商聯(lián)系到了一個名叫歐內(nèi)斯特·迪克特的心理學(xué)家限番。他發(fā)現(xiàn)這其中的原因在于整個制作的過程中所需要付出的努力程度。制作蛋糕顯得太容易了呀舔，以至于人們不能從中獲得滿足感弥虐。人們感覺就像從商店購買現(xiàn)成的蛋糕一樣。其解決方案是將雞蛋從原材料中取出媚赖，讓人們自己添加霜瘪。這個做法使得銷售再次上升。

People had the need to be emotionally invested and get rewards from the process of making the cake not just the end result.

人們需要情感投入惧磺，并且從制作蛋糕的過程中獲得回饋颖对，而不止是最終的結(jié)果。

The journey is as important as the destination!

旅途和目的地一樣重要磨隘！

Making things too easy is not necessary providing better experience for the user. It is all about hitting the sweet spot where the user can enjoy breaking the egg, get a bit dirty, feel in control and eat the cake in the end.

簡化產(chǎn)品不一定能為用戶提供更好的體驗缤底。用戶也會享受打破雞蛋顾患，弄臟雙手，參與了烘焙過程个唧，最后吃到蛋糕的感覺江解。

IKEA effect in your design

在設(shè)計中應(yīng)用宜家效應(yīng)

The act of creating a thing with ones own hands increases the perceived value to the creator. As Designers we are familiar with that feeling.

親自參與對產(chǎn)品的制作能夠增加創(chuàng)作者的感知價值。作為設(shè)計師徙歼，我們感同身受犁河。

Let’s look at some ideas how to utilize that in our designs so users can see bigger value in the products we make.

讓我們來看看在設(shè)計中如何利用這些想法，讓用戶在我們制作的產(chǎn)品中看到更大的價值魄梯。

People are willing to pay more for products they create than equivalent pre-assembled products. The general rule is the higher the contribution the higher the valuation is. Yet, if the effort required is too big or the contribution too small, people won’t probably complete the task. The IKEA effect is possible only when the user actually completes the task.

相較于預(yù)先組裝好的產(chǎn)品呼股，人們更愿意為自己參與制作的產(chǎn)品支付更多的錢。一般來說画恰，付出的貢獻越多，其價值越高吸奴。但是允扇，需要付出的努力太大或者貢獻太小，人們都無法從中獲取滿足感则奥。宜家效應(yīng)只有當(dāng)用戶參與其中并順利完成任務(wù)時才能實現(xiàn)考润。

To hit the sweet spot we need to aim at creating a product where the level of effort is low but the perceived contribution is high. This way the IKEA effect can be achieved.

因此，我們需要設(shè)計一個費勁程度低但是貢獻較高的產(chǎn)品读处，這樣才能更好地實現(xiàn)宜家效應(yīng)糊治。

Whenever possible let users have control over customization of the product and service. Design it to be easy to execute (as breaking an egg) and to have a high perceived contribution (as cooking a whole cake).

盡可能讓用戶可以把控產(chǎn)品和服務(wù)的定制。設(shè)計應(yīng)當(dāng)易于執(zhí)行（例如打破雞蛋）罚舱，并帶給用戶高度的感知貢獻（例如烹飪了一個蛋糕）井辜。

When you let the users feel in control and put a bit of effort into getting what they need from your product/service, they will form a stronger bond with the product/service.

當(dāng)你讓用戶感受到控制產(chǎn)品需要付出一些努力，而這些努力幫助他們順利地從產(chǎn)品/服務(wù)中獲取所需時管闷，他們就會與產(chǎn)品/服務(wù)建立更強大的聯(lián)系粥脚。

Digital designers for example can use sample data and editable templates to achieve the IKEA effect. Make the first experience with your app feel dynamic and alive to the users. Prompt them to edit the templates and interact with the product.

例如，數(shù)字設(shè)計師可以使用樣本數(shù)據(jù)和可編輯模板來實現(xiàn)宜家效應(yīng)包个。讓用戶在初次體驗?zāi)愕?APP 時能夠感覺到靈活和易操作刷允。促使他們編輯模板并與產(chǎn)品進行交互。

For example, leading them through the process of setting up their profile to completion. Executing successfully a simple task as sending their first email or setting up a widget on their website.

Simple actions requiring low effort and making the user feel like having high contribution will lower the fear of dealing with a new product. If done properly and continuously for a period of time it even can lead to forming loyalty to the brand and product.

例如碧囊，引導(dǎo)他們完成創(chuàng)建個人資料的全過程树灶。成功執(zhí)行一個簡單的任務(wù)比如發(fā)送給他們的第一封電子郵件或在他們的網(wǎng)站上設(shè)置一個小控件。簡單的操作不需要用戶付出太多精力糯而，但能讓他們感覺有很大的貢獻天通，這能夠緩解他們對新產(chǎn)品的恐懼。如果用戶正確且持續(xù)這樣一段時間歧蒋，這甚至能培養(yǎng)用戶對于品牌和產(chǎn)品的忠誠度土砂。

You might even gain a few ambassadors saying things like “It was so easy to setup and start using it! You should give it a try.” Or as the case of IKEA furniture “I saved some money on it and now it looks so good, even better than the fancy expensive furniture in the other shop.” :)

你甚至可能會獲得幾位宣傳大使的稱贊：“這個使用起來太容易了州既！ 你應(yīng)該嘗試一下！” 或者就像宜家家具一樣萝映， “我用低價買了這個東西吴叶，它現(xiàn)在看起來非常不錯，甚至比其他商店里花哨昂貴的家具更好序臂！” :)

Final thoughts

最后的想法

Sometimes saving the users a bit of labor could deprive them from a bit more happiness if they were to make the small effort. Think if you should decrease the user effort to zero or close to zero.

如果當(dāng)用戶想要花費一點精力的時候蚌卤，有時候如果你幫助他們刪除了這些付出精力的環(huán)節(jié)，這有可能會削弱他們的愉快感奥秆。思考一下你是否應(yīng)該刪除這些環(huán)節(jié)逊彭。

To make use of the effect we should engage people in the design and increase their sense of product ownership and brand loyalty. This way our designs will be loved more.

為了有效地發(fā)揮宜家效應(yīng)，我們應(yīng)該讓人們參與產(chǎn)品的設(shè)計构订，增加他對的產(chǎn)品的歸屬感和品牌忠誠度侮叮。 這樣我們的設(shè)計就會備受喜愛。

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本文翻譯來自 Medium

https://uxdesign.cc/design-principle-ikea-effect-2d908b2de81

原作者：Tubik Studio

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