ux-pshycology-by-ht final
TRANSCRIPT
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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
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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
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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
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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
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The ‘3 WHATS’ of User Perspective• What is this?• What is the Benefit for the user?• What should they do?
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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
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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
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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….
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Rewards & PunishmentReward = Good Punishment = Bad
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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
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GamificationTwo Major Elements of Game Design• Feedback Loops• Progressive ChallengesGame Mechanics are Motivations and Emotions
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Social Viral StructureFormula
Action from User
A
Feedback for User B
Content for User C
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Why Virality Works?• 2 in 1 Action• Good Shit Floats• Self Promotion• Network Saturation
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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/
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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.
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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?
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Four Principles in Illusion of Choices• The Paradox of Choices• What you see is all there is• Choose Defaults Wisely• Comparisons are Everything
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A Certification for UX?
Source : http://www.nngroup.com/ux-certification
UX Certifications by Nelsen Norman Group1 . UX Certification2. UX Master Certification
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QnA
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Thank You…