module 02: the psychology of ux
TRANSCRIPT
Needed for UX
How do these "people" things work, anyway?
A bit of psychology
Context: People + Situation + Need + Importance + Urgency
Remember: You are not designing for yourself
Underlying psychology: 1. Perception 2. Motivation 3. Emotion 4. Behavior 5. Creativity + Play
1. Perception
How we group things we see (Gestalt) !– Size !!– Contrast !!– Closure !
1. Perception
How we group things we see (Gestalt) !– Style !!– Grouping !!– Unity !
1. Perception
How we group things we see (Gestalt) !– Symmetry !!– Similarity !!!!
1. Perception
Blatant pitch: The Discipline of Organizing
http://disciplineoforganizing.org
1. Perception
And now, candy!
2. Motivation
What initiates, focuses, sustains behavior? !– Intrinsic/extrinsic (drives/incentives) – Daniel Pink’s "Drive" – Avoid gamification
2. Motivation
What initiates, focuses, sustains behavior? !– Intrinsic/extrinsic (drives/incentives) – Daniel Pink’s "Drive" – Avoid gamification – Arousal and attention
2. Motivation
What initiates, focuses, sustains behavior? !– Intrinsic/extrinsic (drives/incentives) – Daniel Pink’s "Drive" – Avoid gamification – Arousal and attention – Other possibilities: – Achievement, Affiliation, and Power – Existence, Relatedness, and Growth – Equity – Drive Reduction – Instinct
3. Emotion
From "Designing for Emotion", Aarron Walter, A Book Apart http://www.abookapart.com/products/designing-for-emotion
"Surprise and delight", if you can !Create positive, help overcome negative
3. Emotion
But remember, surprises can be scary
3. Emotion
And familiarity can be a design principle
3. Emotion
Why is this of practical import? !– Losada (1999): workgroups with positive relationships are 3x more productive !– Fredrickson (2009): we need at least three positive emotional experiences to overcome just one negative emotional experience
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4. Behavior
Watch how people interact with the device or interface. We may directly observe behavior or indirectly observe traces of behavior. !– Mouse movements – Clicks and taps – Gestures (2D and 3D) – Eye-tracking – Typing – Voice
5. Creativity & Play
EVERYONE HAS CREATIVITY
5. Creativity & Play
Move three circles to make the triangle point the opposite direction.
5. Creativity & Play
Connect nine dotswith four straight lines without lifting your pencil. !
What motivates us?Appropriate ChallengesCuriosityControl / AutonomyFantasy (Story)CompetitionCooperationReputation / StatusSelf-ExpressionLimited Access (exclusivity)
What directly engages our emotions?*Narrative / StoryHumorSurpriseDelightersVisual ImageryAffect HeuristicSensory Appeal
What encouragesor discourages us?AchievementsVariable RewardsFeedback LoopsLimited Access (exclusivity)CollectingPeriodic EventsSequencingShapingTriggers
What influences our decisions?ScarcitySocial ProofAuthorityGifting / ReciprocityLimited ChoiceLimited DurationCommitment & Consistency
Ownership BiasLoss AversionPeriodic EventsSet CompletionStatus Quo BiasNeed for Certainty
What shapes memory and perception?Pattern RecognitionConceptual MetaphorsFeedback LoopsVisual ImageryNarrativesPeak-End RulePrimingAnchoring & AdjustmentFramingDuration EffectsJuxtaposition
What motivates specific behaviors?
Endowed Progress Effect[Faces] / GazecueingChunkingUniform ConnectednessRecognition over RecallSerial Position EffectValue AttributionContrastFamiliarity BiasAesthetic-Usability EffectPositive Mimicry
This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License. Stephen P. Anderson | www.PoetPainter.com v 0.2, May 9th, 2013
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