Let users build part of the product, and they will value it more
Updated: Oct 11
People value what they help to make.
The study. Researchers from Harvard, Yale and Duke asked people to build IKEA storage boxes. Then the people bid for their own box or for a box that was already built.
The finding. People who built the box would pay about 78 cents for it. People who did not build it would pay about 48 cents for the same box. That is 63% more for the box that people built themselves.
Why it matters. Effort creates a feeling of ownership. In a product, a short setup where users make something of their own can raise value. But the task must be finished. Unfinished tasks did not create this effect.
The takeaway. Add a short setup step where users create something real, such as a first project. Make sure that they can finish it.
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