Appendix B: Psychology Frameworks Library
"Ready-to-use psychological frameworks, templates, and tools for building billion-dollar SaaS products. Each framework includes implementation guides, templates, and success metrics."
Framework Index
Core Behavioral Frameworks
User Journey Frameworks
Engagement & Retention
Conversion & Monetization
The HOOKS Framework
Overview
The HOOKS Framework is the core methodology for applying psychology to SaaS products, covering the complete user journey from initial awareness to long-term retention and advocacy.
Framework Structure
H - HUMAN NEEDS: Understanding core psychological drivers
O - OPPORTUNITY PSYCHOLOGY: How people evaluate solutions
O - ONBOARDING PSYCHOLOGY: First impressions and habits
K - KEEP PSYCHOLOGY: Retention and engagement drivers
S - SCALE PSYCHOLOGY: Viral growth and network effects
Implementation Template
H - Human Needs Analysis
Core Psychological Needs Assessment:
Autonomy
"I want control over my work"
Customization, settings control
User-configurable interfaces
Competence
"I want to be good at this"
Skill building, mastery paths
Progressive feature complexity
Relatedness
"I want to belong/connect"
Social features, community
Team collaboration tools
Purpose
"I want meaningful work"
Goal alignment, impact
Progress tracking, outcomes
Security
"I want to feel safe"
Trust signals, reliability
Security badges, uptime stats
Template:
Human Needs Audit:
â–¡ Autonomy needs identified and addressed
â–¡ Competence development supported
â–¡ Social connection opportunities provided
â–¡ Purpose and meaning integrated
â–¡ Security and safety concerns addressed
â–¡ Psychological safety maintained
â–¡ Growth and development enabled
O - Opportunity Psychology
How Users Evaluate Solutions:
Evaluation Stages:
Problem Recognition - "I have a problem"
Solution Search - "What options exist?"
Alternative Evaluation - "Which is best?"
Purchase Decision - "I'll try this one"
Post-Purchase - "Did I make the right choice?"
Psychology at Each Stage:
Problem Recognition
Pain awareness, status quo bias
Problem amplification content
Solution Search
Information seeking, analysis paralysis
SEO, thought leadership
Alternative Evaluation
Comparison frameworks, decision fatigue
Comparison guides, trials
Purchase Decision
Risk aversion, social proof
Testimonials, guarantees
Post-Purchase
Buyer's remorse, confirmation bias
Onboarding success
Template:
Opportunity Psychology Optimization:
â–¡ Problem recognition triggers identified
â–¡ Solution search optimized for psychology
â–¡ Evaluation frameworks designed to favor us
â–¡ Decision-making friction reduced
â–¡ Post-purchase validation provided
â–¡ Buyer's remorse prevention implemented
O - Onboarding Psychology
First Impressions and Habit Formation:
Psychological Onboarding Elements:
Expectation Setting - Clear value proposition
Cognitive Load Management - Progressive complexity
Quick Wins - Early success experiences
Habit Triggers - Routine establishment
Social Integration - Team/community connection
Onboarding Psychology Template:
Onboarding Psychology Checklist:
â–¡ Clear expectations set immediately
â–¡ Cognitive load minimized initially
â–¡ Quick wins provided within minutes
â–¡ Habit triggers established early
â–¡ Social elements introduced appropriately
â–¡ Progress visualization implemented
â–¡ Achievement recognition integrated
â–¡ Help easily accessible throughout
K - Keep Psychology
Retention and Long-term Engagement:
Retention Psychology Drivers:
Habit Formation - Automatic usage patterns
Sunk Cost - Investment in the platform
Social Bonds - Relationships through product
Identity Integration - Product becomes part of self
Progress Investment - Achievements and growth
Keep Psychology Template:
Retention Psychology Strategy:
â–¡ Daily/weekly habit loops established
â–¡ User investment encouraged (data, customization)
â–¡ Social connections facilitated
â–¡ Identity integration opportunities provided
â–¡ Progress tracking and celebration
â–¡ Switching costs (psychological) built
â–¡ Community belonging fostered
â–¡ Long-term value demonstration
S - Scale Psychology
Viral Growth and Network Effects:
Scale Psychology Elements:
Social Proof - Others using successfully
Network Effects - Value increases with users
Social Sharing - Natural sharing triggers
Referral Psychology - Incentive alignment
Community Building - Collective identity
Scale Psychology Template:
Scale Psychology Implementation:
â–¡ Social proof prominently displayed
â–¡ Network effects designed into core features
â–¡ Natural sharing triggers built in
â–¡ Referral psychology optimized
â–¡ Community features developed
â–¡ Viral loops designed and tested
â–¡ Social validation systems implemented
â–¡ Collective identity fostered
Behavioral Design Canvas
Overview
A visual framework for mapping user behavior psychology across your entire product experience.
Canvas Structure
+-------------------+-------------------+-------------------+
| USER PSYCHOLOGY | BEHAVIORAL | PRODUCT |
| | TRIGGERS | RESPONSE |
|-------------------|-------------------|------------------|
| Motivations | External Triggers | Actions |
| Abilities | Internal Triggers | Feedback |
| Triggers | Habit Loops | Rewards |
+-------------------+-------------------+-------------------+
Implementation Guide
User Psychology Section
Motivations:
Primary: Core need being fulfilled
Secondary: Additional benefits sought
Hidden: Unconscious drivers
Abilities:
Cognitive: Mental capacity and skills
Physical: Physical capabilities required
Social: Social context and permissions
Triggers:
External: Environmental cues
Internal: Emotional states and thoughts
Routine: Habitual patterns
Behavioral Triggers Section
External Triggers:
Notifications and reminders
Environmental cues
Social prompts
Time-based triggers
Internal Triggers:
Emotional states
Cognitive patterns
Physical sensations
Social feelings
Habit Loops:
Cue identification
Routine establishment
Reward optimization
Craving development
Product Response Section
Actions:
Desired user behaviors
Alternative actions
Success metrics
Failure points
Feedback:
Immediate responses
Progress indicators
Success celebrations
Error handling
Rewards:
Intrinsic rewards
Extrinsic rewards
Variable rewards
Social rewards
Template
Behavioral Design Canvas:
USER PSYCHOLOGY:
Motivations: [Primary need] [Secondary benefits] [Hidden drivers]
Abilities: [Cognitive requirements] [Physical requirements] [Social permissions]
Triggers: [External cues] [Internal states] [Routine patterns]
BEHAVIORAL TRIGGERS:
External: [Notifications] [Environmental] [Social] [Time-based]
Internal: [Emotions] [Cognitions] [Physical] [Social feelings]
Habit Loops: [Cue] → [Routine] → [Reward] → [Craving]
PRODUCT RESPONSE:
Actions: [Desired behaviors] [Success metrics] [Failure points]
Feedback: [Immediate] [Progress] [Success] [Errors]
Rewards: [Intrinsic] [Extrinsic] [Variable] [Social]
Habit Formation Checklist
Overview
A comprehensive checklist for building habit-forming features using psychological principles.
The Habit Loop Framework
Cue → Routine → Reward → Craving
Implementation Checklist
Cue Design
â–¡ External cues identified and implemented
- Time-based triggers (daily/weekly patterns)
- Location-based triggers (context awareness)
- Social triggers (team/peer actions)
- Event-based triggers (external events)
â–¡ Internal cues cultivated
- Emotional state triggers (boredom, anxiety, excitement)
- Cognitive state triggers (confusion, curiosity, focus)
- Physical state triggers (energy levels, breaks)
- Social state triggers (isolation, collaboration needs)
â–¡ Cue consistency maintained
- Same trigger used repeatedly
- Trigger timing optimized
- Trigger strength appropriate
- Trigger accessibility ensured
Routine Optimization
â–¡ Routine simplicity maximized
- Minimum viable action identified
- Steps reduced to essential only
- Cognitive load minimized
- Physical effort minimized
â–¡ Routine flexibility provided
- Multiple routine options available
- Routine customization enabled
- Context-appropriate variations
- Progressive complexity supported
â–¡ Routine integration facilitated
- Existing workflow integration
- Habit stacking opportunities
- Multi-device consistency
- Interruption recovery designed
Reward Optimization
â–¡ Reward types diversified
- Intrinsic rewards (satisfaction, mastery)
- Extrinsic rewards (points, badges, status)
- Social rewards (recognition, sharing)
- Variable rewards (surprise, discovery)
â–¡ Reward timing optimized
- Immediate feedback provided
- Progress indicators shown
- Milestone celebrations included
- Long-term reward communication
â–¡ Reward relevance maintained
- User values alignment
- Personal goal connection
- Professional benefit clear
- Social value demonstrated
Craving Development
â–¡ Anticipation built systematically
- Future value demonstrated
- Progress toward goals shown
- Social proof provided
- Mystery/surprise elements included
â–¡ Investment encouraged
- User content creation
- Customization opportunities
- Data accumulation
- Skill development
â–¡ Identity integration supported
- Professional identity connection
- Personal values alignment
- Social identity expression
- Growth narrative integration
Trust Building Audit
Overview
A comprehensive framework for assessing and improving trust psychology throughout your SaaS product.
Trust Psychology Layers
Cognitive Trust - "I understand this"Emotional Trust - "I feel safe with this"Behavioral Trust - "I act confidently with this"
Audit Framework
Cognitive Trust Assessment
UNDERSTANDING & TRANSPARENCY:
â–¡ Value proposition clearly communicated
â–¡ Pricing transparent and understandable
â–¡ Features and limitations clearly explained
â–¡ Data usage and privacy policies clear
â–¡ Decision-making processes explained
â–¡ Company information readily available
â–¡ Contact information easily accessible
â–¡ Terms of service understandable
COMPETENCE INDICATORS:
â–¡ Expertise demonstrated through content
â–¡ Industry credentials displayed
â–¡ Technical competence shown
â–¡ Customer success stories featured
â–¡ Awards and recognition highlighted
â–¡ Team credentials visible
â–¡ Company history and track record shared
â–¡ Performance metrics published
Emotional Trust Assessment
SAFETY & SECURITY:
â–¡ Security measures prominently displayed
â–¡ Data protection guarantees provided
â–¡ Risk mitigation clearly communicated
â–¡ Error handling graceful and supportive
â–¡ Support responsiveness demonstrated
â–¡ Vulnerability management visible
â–¡ Crisis communication prepared
â–¡ User control over data emphasized
WARMTH & EMPATHY:
â–¡ Human elements integrated throughout
â–¡ Empathy shown in messaging and support
â–¡ User struggles acknowledged
â–¡ Celebrating user successes
â–¡ Personal touch in communications
â–¡ Community building facilitated
â–¡ Inclusive design and messaging
â–¡ Emotional support during difficulties
Behavioral Trust Assessment
RELIABILITY & CONSISTENCY:
â–¡ Product performance consistent
â–¡ Feature reliability maintained
â–¡ Service uptime tracked and shared
â–¡ Response times predictable
â–¡ Quality consistency across features
â–¡ Communication consistency maintained
â–¡ Brand experience consistent
â–¡ Promise delivery tracked
RECIPROCITY & FAIRNESS:
â–¡ Value exchange clearly fair
â–¡ User interests protected
â–¡ Conflicts of interest avoided
â–¡ Fair pricing and billing practices
â–¡ Equitable treatment across users
â–¡ Generous support and service
â–¡ Unexpected value provided
â–¡ Long-term user success prioritized
Trust Measurement Template
Trust Audit Scorecard:
COGNITIVE TRUST: ___/100
- Understanding: ___/25
- Transparency: ___/25
- Competence: ___/25
- Credibility: ___/25
EMOTIONAL TRUST: ___/100
- Safety: ___/25
- Security: ___/25
- Warmth: ___/25
- Empathy: ___/25
BEHAVIORAL TRUST: ___/100
- Reliability: ___/25
- Consistency: ___/25
- Reciprocity: ___/25
- Fairness: ___/25
OVERALL TRUST SCORE: ___/300
Psychological User Journey Map
Overview
A framework for mapping the psychological experience of users throughout their entire journey with your product.
Journey Stages & Psychology
Pre-Awareness Stage
Psychology: Status quo satisfaction, problem unawarenessEmotional State: Neutral, potentially frustrated with current solutionsCognitive State: Focused on current tasks, not solution-seekingMotivational State: Maintaining current state
Awareness Stage
Psychology: Problem recognition, solution seekingEmotional State: Curious, potentially anxious about changeCognitive State: Information gathering, pattern recognitionMotivational State: Exploring alternatives
Consideration Stage
Psychology: Evaluation, comparison, risk assessmentEmotional State: Hopeful but cautious, decision anxietyCognitive State: Analysis, comparison frameworksMotivational State: Finding the best solution
Trial/Evaluation Stage
Psychology: Testing, validation, trial commitmentEmotional State: Excited but nervous, performance anxietyCognitive State: Learning, skill building, evaluationMotivational State: Proving value and fit
Purchase/Commitment Stage
Psychology: Decision finalization, commitmentEmotional State: Relief mixed with buyer's remorse potentialCognitive State: Justification, expectation settingMotivational State: Making the right choice
Onboarding Stage
Psychology: Learning, habit formation, integrationEmotional State: Overwhelm potential, achievement seekingCognitive State: Skill development, mental model buildingMotivational State: Becoming competent
Regular Usage Stage
Psychology: Routine, efficiency, mastery seekingEmotional State: Satisfaction, occasional frustrationCognitive State: Automatic usage, advanced learningMotivational State: Optimization and growth
Advocacy Stage
Psychology: Identity integration, sharing, recommendationEmotional State: Pride, satisfaction, belongingCognitive State: Teaching others, thought leadershipMotivational State: Helping others succeed
Mapping Template
Psychological Journey Map:
STAGE: [Journey Stage]
DURATION: [Time period]
GOAL: [What user wants to achieve]
PSYCHOLOGICAL STATE:
- Emotional: [Primary emotions experienced]
- Cognitive: [Mental processes and thinking patterns]
- Motivational: [Driving forces and desires]
- Social: [Social context and influences]
TOUCHPOINTS:
- [List all interactions with product/company]
PAIN POINTS:
- [Psychological friction and negative experiences]
OPPORTUNITIES:
- [Psychological needs that could be better served]
SUCCESS METRICS:
- [How to measure psychological success at this stage]
DESIGN IMPLICATIONS:
- [What this means for product design]
Flow State Design Framework
Overview
A framework for designing product experiences that promote flow states - optimal experience where users are fully immersed and performing at their best.
Flow Psychology Conditions
Clear Goals - Users know what they're trying to achieveImmediate Feedback - Users get instant responses to actionsBalance - Challenge level matches skill levelConcentration - Deep focus without distractionsPresent Moment - Full attention on current taskSelf-Consciousness Loss - Reduced awareness of self-monitoringTime Transformation - Altered perception of timeAutotelic Experience - Intrinsically rewarding activity
Implementation Framework
Goal Clarity Design
â–¡ Clear objective setting
- Primary goal clearly stated
- Sub-goals visible and trackable
- Progress indicators prominent
- Success criteria defined
â–¡ Context preservation
- Current task always visible
- Navigation shows progress
- Breadcrumbs maintain context
- Session goals remembered
Feedback System Design
â–¡ Immediate response design
- Actions provide instant feedback
- Loading states communicate progress
- Error messages immediate and helpful
- Success confirmations clear
â–¡ Progress communication
- Real-time progress indicators
- Milestone achievement celebrations
- Skill development tracking
- Competence growth visualization
Challenge-Skill Balance
â–¡ Adaptive difficulty
- Progressive complexity
- Skill level assessment
- Dynamic challenge adjustment
- Multiple difficulty paths
â–¡ Skill development support
- Learning resources integrated
- Practice opportunities provided
- Mastery paths defined
- Expert guidance available
Concentration Support
â–¡ Distraction elimination
- Clean, focused interfaces
- Notification management
- Focus modes available
- Cognitive load minimization
â–¡ Attention direction
- Clear visual hierarchy
- Guided attention flow
- Task-relevant information only
- Contextual help integration
Flow State Measurement
Flow State Assessment:
â–¡ Goal clarity score (1-10)
â–¡ Feedback immediacy score (1-10)
â–¡ Challenge-skill balance score (1-10)
â–¡ Concentration level score (1-10)
â–¡ Time distortion indicators present
â–¡ Self-consciousness reduction noted
â–¡ Intrinsic motivation score (1-10)
â–¡ Overall flow experience score (1-10)
Quick Implementation Guide
High-Priority Frameworks (Implement First)
HOOKS Framework - Core structure for all psychology work
Trust Building Audit - Foundation for user confidence
Habit Formation Checklist - Drive engagement and retention
Psychological User Journey Map - Understand user experience
Medium-Priority Frameworks (Implement Second)
Behavioral Design Canvas - Visual planning tool
Flow State Design Framework - Optimize user experience
Conversion Psychology Audit - Improve business metrics
Motivation Mapping Framework - Understand user drivers
Implementation Timeline
Week 1-2: HOOKS Framework assessment and planning
Week 3-4: Trust Building Audit and improvements
Week 5-6: Habit Formation analysis and optimization
Week 7-8: User Journey mapping and insights
Ongoing: Regular application of all frameworks
These frameworks provide the structure for implementing psychological principles systematically throughout your SaaS product. Use them as planning tools, assessment checklists, and ongoing optimization guides.
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