Vimal S, Founder at EEMLEEGreat presentation. Thanks for sharing. To me it seems like, it teaches many things more than what you have narrated in the form of words. But honestly, I always wonder how many designers are there who use these learning while working on a client's project. Or in other words what percentage of designers take a pain to educate their clients about important of quality website. Why we see majority of the websites designed without any visual communication fundamentals? Take any website at random and you will see what I mean by that. Any thoughts?1 month ago
harrypotter12Inspiring. http://www.clickandsendparcel.com1 year ago
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theresta lot of great ideas presenting skills2 years ago
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andrewbirtThis is brilliant Josh. Thanks for sharing. One of the best use of consumer behavior principles I've seen applied to the web. This is a great resource for web designers and also 'product' people building startups.2 years ago
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evelanIt lacks clarity but otherwise an innovative design and slide!
http://www.gardeningideas101.com http://www.gardeningideas101.com/category/garden-pests/2 years ago
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clearynetEnjoyed the presentation, really interesting slide. http://www.101realestate.net/ http://www.101realestate.net/staging-your-house-for-viewing/2 years ago
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Sharika Cavallero, N/A at N/AExceptional display. Really clear together with useful Sharika http://winkhealth.com http://financewink.com2 years ago
Designing with Psychology in MindPresentation Transcript
Designing with
Psychology in Mind
5 principles from psychology
that we can use to inform web design
@bokardo
Kurt Lewin
“Founder of Social Psychology”
B=⨍(PE)
Lewin’s Equation
B=⨍(PE)
Behavior is a function of a Person & their Environment
We can’t change the Person
B=⨍(PE)
But we can change Behavior by designing the Environment
Ahem...that’s our job.
When we as web designers create screens we
are de ning the universe for our users. We are
crafting an environment through which all
activity occurs. This is a huge responsibility!
If something doesn’t exist in the interface, it
doesn’t exist period. In this way we are playing
God...
The Stanford Prison Experiment
http://www.youtube.com/watch?v=RKW_MzREPp4
The Lucifer Effect raises a fundamental question about human nature:
How is it possible for ordinary, average, even good people to become
perpetrators of evil? In trying to understand unusual, or aberrant
behavior, we often err in focusing exclusively on the inner
determinants of genes, personality, and character, as we also tend to
ignore what may be the critical catalyst for behavior change in the
external Situation or in the System that creates and maintains such
situations.
(aka the Fundamental Attribution Error)
Behavior change: Change people from offline shoppers to online buyers
Behavior change: Change people from prospective to happy clients
Behavior change: Change people from readers to subscribers
What do web designers do?
observe
record
in uence
respond to
induce
guide
Web designers change behavior
monitor
elicit
support
enable
manipulate
encourage
Changing behavior is what
web designers do.
Changing behavior is what
psychologists study.
“
The emergence of the Internet has led to a
proliferation of Web sites designed to persuade
or motivate people to change their attitudes and
behavior. Web sites are the most common form
of persuasive technology today.
B.J. Fogg - Persuasive Technology
PDAs motivation
web sites
video games attitude change
mobile phones
desktop software Captology change in worldview
smart environments
exercise equipment behavior change
virtual reality
kiosks compliance
Computers Persuasion
One more for the pile...
Psychologist
Information
Coder
Architect
Usability
Specialist
Visual
UX Designer Designer
Programmer
Copywriter
Client
Icon
Babysitter
Designer
Behavior First.
Design Second.
Egocentric Worldview
We can’t help but see ourselves at the center of it all.
“
There are more things in heaven
and earth, Horatio, than are
dreamt of in your philosophy.
Shakespeare, Hamlet, Act I, Scene 5
Maslow’s
Hierarchy of Needs Self-
actualization
Esteem
Love
Safety
Physiological
The Del.icio.us Lesson
Personal value precedes network value
Del.icio.us Popular My Del.icio.us
(social value) (personal value)
Even if the social value didn’t exist, Del.icio.us would still provide real, personal value
Awareness Test
http://www.youtube.com/watch?v=Ahg6qcgoay4
Single Locus of Attention
We can actively think about only one thing at a time.
“
When you are awake and conscious, your
locus of attention is a feature or object in
the physical world or an idea about which
you are intently and actively thinking.
Jef Raskin - The Humane Interface
Obligatory Apple slide :)
Obligatory Apple slide :)
“
...you need to limit distractions to the full extent possible.
Pull quotes—so effective near the top of an article—
become a nuisance further down; many readers will nd
themselves unconsciously drawn to them, even when
they want to focus on the text.
Mandy Brown, describing how to keep the text as the locus of attention
1. Invite the reader in
Summary, subheadings, illustrations, callouts,
site logo, navigation
3 Distinct Phases 2. Leave the reader alone
(nothing but text & inline content)
3. Provide avenues to continue interest
Comments, learn more, about the author
Social Proof
The mere fact that others are doing something
is often enough for us to do it as well
Product Ratings
Share your own Product Images
Tell a friend
People who viewed this...buy this Amazon sales rank
Customers who bought this also bought...
Rate this item
Customer Reviews
Customer Discussions
Offsite Reviews
Listmania
Social Proof at Amazon
Social In uence & Blockbusters
What should entertainment companies do to improve
their odds of success? The key is to understand that the
outsize performance of hits is not driven solely, or perhaps
even primarily, by intrinsic attributes such as sound, plot,
style, or even star power. Rather, (our) new research
shows, much of the success of entertainment products
derives from social in uence–the effect that consumers
have on one another’s decisions. So in addition to
anticipating which features individual consumers might
nd desirable, executives designers should adopt
strategies that take social in uence into account.
Duncan Watts & Steve Hasker
Harvard Business Review, September 2006
Quick data point
After Rypple added avatars to
emails, response rate
improved between 15 and
20%.
Porter’s Law of Avatars
Avatars increase in size and
realism over time.
Positive Reinforcement
Immediate, positive feedback elicits
similar behavior in the future.
Four behavioral consequences and their effects.
Get something you want Positive Reinforcement
Avoid something you don’t want Negative Reinforcement
Behavior
Get something you don’t want Punishment
Lose something you have Penalty
Super important!
The behavior you’re
seeing is the behavior
you’ve designed for.
(whether intentional or not)
Tumblr: Initial login (before 1st post)
Tumblr: After 1st post
Tumblr: After 2nd post
Tumblr: After a few posts
Passionate Engagement
We all know that money doesn’t make us happy...
but can we design for what does?
ow
the mental state of operation in which the person is fully immersed in
what he or she is doing by a feeling of energized focus, full involvement,
and success in the process of the activity
also known as being “in the zone”, “in the groove”, or “fully engaged”
Conditions for Flow
1. Clear goals
2. Concentration & Focus
3. Loss of the feeling of self-conciousness
4. Distorted sense of time
5. Direct & Immediate feedback
6. A sense of control over the situation
7. Intrinsically rewarding
8. Action and awareness merge
9. Balance between ability level & challenge
“
One cannot enjoy doing the
same thing at the same level for
long.
Mihaly Csikszentmihalyi - Flow, The Psychology of Optimal Experience
Very challenging
Anxiety
Flow
Channel
Challenges
Boredom
Social Networks
Trivial
Low Skills High
LinkedIn: No challenge!
Very challenging
Anxiety
Productivity Apps
Flow
Channel
Challenges
Boredom
Social Networks
Trivial
Low Skills High
Campaign Monitor: Improving Skills
Rypple: Improving Skills
“
The more knowledge and skill someone
has, the more passionate they become,
and the more passionate they become, the
more they try to improve their knowledge
and skills.
Kathy Sierra - Creating Passionate Users
Wait.
Isn’t this all a bit...evil?
“
So, when and how do we turn on the light
to let the dogs drool?
Brendan Thesingh, commenting on my blog
manipulate
verb. to control or in uence cleverly, unfairly, or unscrupulously.
Evolution of Facebook Beacon
#1
#2
#3
#4
“
“We bear in mind that the object being worked on is going to be ridden in, sat upon,
looked at, talked into, activated, operated, or in some other way used by people
individually or en masse.
When the point of contact between the product and the people becomes a point of
friction, then the designer has failed.
On the other hand if people are made safer, more comfortable, more eager to
purchase, more efficient—or just plain happier—by contact with the product, then
the designer has succeeded.
Henry Dreyfuss - Designing for People
5 Principles
1. Egocentric worldview
2. Single locus of attention
3. Social Proof
4. Positive Reinforcement
5. Passionate Engagement
(challenge + skill improvement)
http://www.gardeningideas101.com
http://www.gardeningideas101.com/category/garden-pests/ 2 years ago
http://www.101realestate.net/
http://www.101realestate.net/staging-your-house-for-viewing/ 2 years ago
I was left with the question: what is the definition of 'real'? 3 years ago