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Get Inside Their Heads: How to Use Psychology to Solve UX Problems

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Why aren’t users clicking that big red Donate button you created? Why can’t they complete your online form? Get answers to these and other UX questions, at DC Web Women's July 10 Speakers Series event. User experience experts Jennifer Romano Bergstrom and John Whalen will explain the psychology of UX. You’ll 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

Published in: Technology
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Get Inside Their Heads: How to Use Psychology to Solve UX Problems

  1. 1. Jennifer Romano Bergstrom, PhD UX Research Leader Fors Marsh Group John Whalen, PhD Principal, Strategy & User Experience Brilliant Experience July 10, 2014 | DCWW Get Inside Their Heads: How to Use Psychology to Solve UX Problems Get Inside Their Heads: How to Use Psychology to Solve UX Problems
  2. 2. Click to edit Master title style July 10, 2014 | DCWW How Many Participants? Introductions @romanocog @brlexp
  3. 3. Click to edit Master title style July 10, 2014 | DCWW 2014.userfocus.org @romanocog @brlexp
  4. 4. Click to edit Master title style July 10, 2014 | DCWW eyetrackingux.com @romanocog @brlexp
  5. 5. Click to edit Master title style July 10, 2014 | DCWW User Experience Design (P. Morville): http://semanticstudios.com/publications/semantics/000029.php User ExperienceUser Experience @romanocog @brlexp
  6. 6. Click to edit Master title style July 10, 2014 | DCWW OBSERVATIONA L + Ethnography + Time to complete task + Reaction time + Selection/click behavior + Ability to complete tasks + Accuracy IMPLICIT + Facial expression analysis + Eye tracking + Electrodermal activity (EDA) + Behavioral analysis + Linguistic analysis of verbalizations + Implicit associations + Pupil dilation EXPLICIT + Post-task satisfaction questionnaires + In-session difficulty ratings + Verbal responses + Moderator follow up + Real-time +/- dial @romanocog @brlexp UX DataUX Data
  7. 7. Click to edit Master title style July 10, 2014 | DCWW 7 Modern eye tracking Modern Eye TrackingModern Eye Tracking
  8. 8. Click to edit Master title style July 10, 2014 | DCWW Krug, S. (2000). Don’t Make Me Think **NEW 3rd Edition (2014)** @romanocog @brlexp What we design for…and realityWhat we design for…and reality
  9. 9. Click to edit Master title style July 10, 2014 | DCWW • Poor planning • “It’s all about me.” (Redish: filing cabinets) • Human cognitive limitations • Memory and Perception • Primacy • Recency • Chunking • Patterns @romanocog @brlexp UX Design FailuresUX Design Failures
  10. 10. Click to edit Master title style July 10, 2014 | DCWW http://www.cc.gatech.edu/gvu/user_surveys/ Note: We don’t have much confidence in the totals for ages 5- 7 because it appears that some respondents chose these responses rather than scroll through the list to their correct age. @romanocog @brlexp Why is Design Important?Why is Design Important?
  11. 11. Click to edit Master title style July 10, 2014 | DCWW 11 @romanocog @brlexp Humans Seek PatternsHumans Seek Patterns
  12. 12. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp Mental Models & Repeating BehaviorMental Models & Repeating Behavior
  13. 13. Click to edit Master title style July 10, 2014 | DCWW • “I’m going to click on it, but it's not doing anything. That is annoying.” • “Do these not work?” Clicks along the bottom of the PC homepage showing that participants expected the icons to be working links. Homepage on the iPad website does not display the clickable links below each icon. @romanocog @brlexp Mental Models & Repeating BehaviorMental Models & Repeating Behavior Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
  14. 14. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp Logical NavigationLogical Navigation
  15. 15. Click to edit Master title style July 10, 2014 | DCWW • “Where and how you click is a bit counter-intuitive. [It’s] not super obvious which button to click to get to next sections.” • “I feel like the ‘Next’ should be at the bottom and not the top.” Intuitive ‘Next’ button location Non-intuitive ‘Next’ button location @romanocog @brlexp Confusing NavigationConfusing Navigation Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
  16. 16. Click to edit Master title style July 10, 2014 | DCWW Game Design Understanding Age-Related Differences Form Design E-commerce Romano Bergstrom & Schall (Eds). 2014. Eye Tracking in User Experience Design. Morgan Kaufmann. @romanocog @brlexp AttentionAttention
  17. 17. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp AttentionAttention Tablet App Tablet Website Android App Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
  18. 18. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp AttentionAttention Olmsted-Hawala, E. L., Romano Bergstrom, J. C., & Chen, J. M. (2011). A high-fidelity usability evaluation of iteration 3 of the new American FactFinder Web site: Increased functionality. Center for Survey Measurement, Research and Methodology Directorate (Survey Methodology #2011-12). US Census Bureau. Available online at <http://www.census.gov/srd/papers/pdf/ssm2011-12.pdf>.
  19. 19. Click to edit Master title style July 10, 2014 | DCWW @romanocog @brlexp Theory of MindTheory of Mind
  20. 20. Click to edit Master title style July 10, 2014 | DCWW Gaze plot of 60 seconds of engagement from four participants on the Loan Rehabilitation page who scanned the text without reading it thoroughly. Gaze plot of 60 seconds of engagement from four participants on the Contact Your Servicer page who read most of the text. @romanocog @brlexp Reading/ScanningReading/Scanning
  21. 21. Click to edit Master title style July 10, 2014 | DCWW 10-second gaze plots from a participant comparing accounts. This participant spent about 3 minutes on this page. @romanocog @brlexp ScanningScanning
  22. 22. Click to edit Master title style July 10, 2014 | DCWW 22 @romanocog @brlexp Processing OrderProcessing Order Walton, L., Romano Bergstrom, J., Hawkins, D., & Pierce, C. (2014). User Experience Testing and Eye Tracking Inform Paper Diary Design. Paper presentation at the Human Computer Interaction International Conference, Crete, Greece, June 2014.
  23. 23. Click to edit Master title style July 10, 2014 | DCWW How Many Participants? But why can’t people describe it? @romanocog @brlexp John is going to tell us more…

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