UX PsychologyIt is not everything, but just a quick overview and a step-in

By Hirosh Tharaka

Content Source : Joel Marsh - Founder of Teller, Author of TheHipperElement, Experience Architect & Head of UX of Great Works

Overview• What is UX Psychology• Your Perspective• The ‘3 Whats’• Experience• What are Motivations• Designing with Intension• Rewards and Punishment• Conditioning and Addiction• Gamification

• Social Viral Structure• Why Virality Works• Creating Trust• What is Intuition• Decoy Effect• Four Principles in Illusion of

Choices• Attention• Certification of UX

What is UX Psychology [UP]?

It is everything that can happen in a user’s mind;when they use your design…

Why do we need the Psychological aspect of UX?Because,You cant be a great UX Designer without knowing its Psychology

Your Perspective“The way you look at problems can make or break the quality of your work”

Two Things you Must Know

• Empathy The capability to understand what another person is experiencing from within the other person's frame of reference

• You Know Too Much

The ‘3 WHATS’ of User Perspective• What is this?• What is the Benefit for the user?• What should they do?

Experience

6 Big Parts of an Experience (we must know as UX Designers) • What the user feels• What the user wants• What the user thinks• What the user believes• What the user remembers• What the user doesn’t realize

What are Motivations?Motivations are built in Psychological needs.

The things we want.

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14 Motivations Factors“At least 6 of those can be useful to you in UX and 3 of those are the foundation of

gamification and social networks” – Joel Marsh

Designing with Intention• Online Stores intended to sell stuff• Social Networks intend to create registrations and interact with

everybody• Video Sites intended to?

So intention differs from one another….

Rewards & PunishmentReward = Good Punishment = Bad

Conditioning & AddictionThe First Taste is Free : Any good drug dealer knows, nobody can be addicted to something they haven’t tried.

Conditioning : Classical and Operant

Addiction

GamificationTwo Major Elements of Game Design• Feedback Loops• Progressive ChallengesGame Mechanics are Motivations and Emotions

Social Viral StructureFormula

Action from User

A

Feedback for User B

Content for User C

Why Virality Works?• 2 in 1 Action• Good Shit Floats• Self Promotion• Network Saturation

Creating Trust7 Simple Ideas what worth considering• Professionalism• Nothing is 100% Positive or Negative• Democratize• Accountability• Handle Negative with grace• Keep users informed• Use simple words

Handle Negative with GraceSouce : http://indi.ca/2012/02/shirt-happens-typoincolombo/

What is Intuition?“Ability to understand without any explanation or training”

• Gut feeling can be your worst enemy.• UX Designer are to design for other people’s gut feeling.

Decoy Effect [ Cognitive Bias ]Imagine you want to subscribe to a newspaper’s site, and these are the choices:• Web Only: $10• Print Only: $25• Print & Web: $25Which on is the best deal?

Four Principles in Illusion of Choices• The Paradox of Choices• What you see is all there is• Choose Defaults Wisely• Comparisons are Everything

A Certification for UX?

Source : http://www.nngroup.com/ux-certification

UX Certifications by Nelsen Norman Group1 . UX Certification2. UX Master Certification

QnA

Thank You…