068 Hierarchy of Needs
The user-centered goals that a design must satisfy in order to achieve optimal success.
• The hierarchy of needs consists of five levels that are typically satisfied in sequence:
1. Functionality: fosters satisfaction by meeting basic functional needs.
2. Reliability: fosters trust through consistent and reliable performance over time.
3. Usability: fosters fondness through ease of use.
4. Proficiency: fosters pride and status through increased productivity and empowerment.
5. Creativity: fosters cultlike loyalty through innovation and personal enrichment.
• Consider the hierarchy of needs in design strategy. Markets with products low on the hierarchy are ripe for disruption; whereas markets with products high on the hierarchy will be the most competitive.
See Also Aesthetic-Usability Effect • Form Follows Function
