Why arent users clicking that big red Donate button you created? Why cant they complete your online form? User experience experts Jennifer Romano Bergstrom and John Whalen will explain the psychology of UX. Youll learn how how users brains work, so you can design buttons, forms, and apps they can use. In this interactive session, Jennifer and John will: -Use real-world examples to illustrate how users perceive and process information -Explain key principles of psychology that will help you produce better design solutions for UX problems -Discuss how users motivations and emotions affect their online behavior
Transcript
Get Inside Their Heads: How to Use Psychology to Solve UX Problems John Whalen, PhD Principal, Strategy and User Experience @brlexp @johnwhalen Jennifer Bergstrom, PhD UX Research Leader @forsmarshgroup @romanocog !
Briefly Introducing Brilliant
Research Stakeholder Interviews Field Research Competitor Reviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding
Types of Clients 1. Enterprises seeking innovation renewal - Seek more user research - Want strategy and ideation guidance - Need help motivating team 2. Startups seeking professional UX - Need help getting product to launch - Want a more professional user experience
Why Brilliant? Our expertise in psychology and UX provide a unique blend of: - psychological research (probing for unspoken needs/desires) - user-centered design - design thinking - lean startup - persuasive design ! We partner with you to develop the internal culture and training that allow you to realize your product and make lasting organizational change.
Thinking about thinking
We use two major thinking systems
System 1: conscious, focused, deliberate
System 2: unconscious, fast, estimates
We dont experience what is actually out there in the real world.
Cogito ergo sum
13
14 (I cant trust my senses, but I know I exist because of my thoughts.)
http://www.youtube.com/user/Quirkology
We experience our brains version of the world.
17 Oh, you mean like The Matrix ...okay now I got it!
18 We as UXers underestimate the power of System 2 and dont take full advantage of it.
How decision making deviates from rationality
2000 2005 2010
2005 2010 2014
System 1: conscious, focused, deliberate
System 2: unconscious, fast, estimates
How could we use what we know to be persuasive?
C B A Likeability, Free, Commitment
26 Intrigue
Aesthetics
28 Barbeque by the pool Narrative
Wheres the barbeque? Achievement
30 Authority
Framing
Anchoring
33 Mimicry
34 Scarcity, Loss Aversion
35 Reducing Effort
36 Creating Ownership
37 Phew! Thats a lot! Lets review, shall we?
Likeability capture them with visuals Free give something away to ask for return favor Commitment ask for small commitment to build bigger ones Intrigue gradually reveal information make me look Endowment if Ive worked harder its more valuable to me Aesthetics more aesthetically pleasing feels more usable Narrative tell me a story about how this fits my life Achievement show me that I've made an accomplishment Reputation the brands reputation counts Authority official recognition important Social Proof if everyone else is buying one Loss Aversion how do I know Im not going to lose on the deal? Status Quo must overcome how things are today w/ shopper Effort how hard is it to check out? Scarcity if I might not be able to get one I want it more Loss Aversion dont want to lose out on the deal Ownership let me be in control during the buying process Likeability capture them with visuals Free give something away to ask for return favor Commitment ask for small commitment to build bigger ones Intrigue gradually reveal information make me look Endowment if Ive worked harder its more valuable to me Aesthetics more aesthetically pleasing feels more usable Narrative tell me a story about how this fits my life Achievement show me that I've made an accomplishment Reputation the brands reputation counts Authority official recognition important Social Proof if everyone else is buying one Loss Aversion how do I know Im not going to lose on the deal? Status Quo must overcome how things are today w/ shopper Effort how hard is it to check out? Scarcity if I might not be able to get one I want it more Loss Aversion dont want to lose out on the deal Ownership let me be in control during the buying process
Summary
Phew! Thats a lot! Lets review, shall we?
We experience our brains processing of the world, not just whats there.
We use two major thinking systems
System 1: conscious, focused, deliberate
System 2: unconscious, fast, estimates
We can only keep track of a few things at a time
Likeability capture them with visuals Free give something away to ask for return favor Commitment ask for small commitment to build bigger ones Intrigue gradually reveal information make me look Endowment if Ive worked harder its more valuable to me Aesthetics more aesthetically pleasing feels more usable Narrative tell me a story about how this fits my life Achievement show me that I've made an accomplishment Reputation the brands reputation counts Authority official recognition important Social Proof if everyone else is buying one Loss Aversion how do I know Im not going to lose on the deal? Status Quo must overcome how things are today w/ shopper Effort how hard is it to check out? Scarcity if I might not be able to get one I want it more Loss Aversion dont want to lose out on the deal Ownership let me be in control during the buying process Then use a number of techniques to persuade our audiences to act.
47 By making system 2 happy
48 Thank you!
Research Stakeholder Interviews Field Research Competitor Reviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding Thank you! @brlexp | brilliantexperience.com
