Two-Factor Theory and UX Design
Two-Factor Theory and UX Design
An exploration into the use of Herzberg’s Two-Factor Theory for user experience design and satisfaction.
The Two-Factor Theory of Motivation by behavioral scientist Frederick Herzberg tells us that job satisfaction is affected by two categories of job factors, namely Hygiene and Motivator. Hygiene factors are extrinsic to a job, such as salary, benefits, company policies and office interior design whereas Motivator factors are intrinsic to a job such as opportunity for personal growth, degree of challenges, alignment with personal values, responsibility and meaningfulness.
The most interesting insight from Herzberg’s research is rather counterintuitive. He found that satisfaction and dissatisfaction of job factors don’t exist on a same spectrum. Both are on two separate distinct spectrum. Hygiene factors are on the Dissatisfaction spectrum, range between dissatisfaction and no dissatisfaction. Motivator factors exist on the Satisfaction spectrum, range between satisfaction and no satisfaction.
The Herzberg’s insight seems helpful to enrich our perspective on user experience (UX) design. For this mental exercise, let’s replace employee satisfaction with user or customer satisfaction.
Let’s first turn to Peter Morville’s UX Honeycomb for a set of UX design factors. According to Morville, UX consists of seven important dimensions or factors. The seven factors (with simplistic explanations) are:
Useful - Does this app solve my problem?
Usable - Is it easy to learn and use for a beginner like me?
Findable - Can I find what I’m looking for with 3 clicks or less?
Accessible - Does the app consider my constraints and limitations?
Credible - Can I trust the product creator?
Desirable - Is it beautiful and well-designed?
Valuable - If this app shuts down, will I miss it?
Now, let’s pigeonhole each of these factors into Satisfaction and Dissatisfaction spectrums.
The UX factors that go to the Dissatisfaction spectrum are Usable, Findable, Accessible and Desirable. Let’s call these UI Factors. The other three factors - Useful, Valuable and Credible - go to the Satisfaction spectrum. Let’s call these Utility Factors (inspired by economists’ utility which is a measure of user satisfaction).
The absence of the UI Factors will cause user dissatisfaction whereas its presence creates a state of no dissatisfaction. Similar to room temperature. If it is just right, no one will complain. If it is sub-optimal, frustration and dissatisfaction will emerge.
A mobile app which is not easy to learn, hard to navigate, poorly designed and barely legible will stir up dissatisfaction. However, the absence of these UI predicaments will dissipate user dissatisfaction.
The presence of Utility Factors will cause positive satisfaction. Users feel intrinsically rewarding when using a product which is useful, valuable and credible.
A website that can solve user’s pain points, offer material benefits and provide peace of mind while using (think of Apple’s privacy-centric approach) will lead to positive user satisfaction. The absence of these Utility Factors will lead to no satisfaction.
UX is a multitude. However, each factor within that multitude affects users differently. This mental flight of fancy exploration hopes to offer a more nuanced perspective on the levers product designers and creators can use to craft great experience for users. With that great experience comes great satisfaction.