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Psychology and UX Design

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​Ekaterina Solomeina is a designer, entrepreneur and TEDx speaker. She is the co-author of British Design book, founder of Future London Academy and Design Director at Mind Gym.

During her talk on UX and psychology the audience was well engaged and learnt:

- why is our brain irrational and how we can predict users' behaviour
- how we can use research in psychology to create human centred design
- how to create a flow and help users make choice
- what makes users hooked and how to create a product that
- will make people come back again and again
- how are we tricked online and what shall we do about it ​

Published in: Data & Analytics

Psychology and UX Design

  1. 1. Ekaterina Solomeina Psychology and UX Design info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  2. 2. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy twitter @FLondonAcademy @theMindGym @OutreachDigit
  3. 3. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  4. 4. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Design User Experience
  5. 5. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  6. 6. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy 98% or more of all brain activity is completely unconscious Michael Gazzaniga
  7. 7. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy User’s brain
  8. 8. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Designer’s brain Tester’s brain User’s brain
  9. 9. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Designer’s brain Tester’s brain User’s brain
  10. 10. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy User’s brain
  11. 11. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy 1. Sensation 2. Perception 3. Decision making 4. reaction
  12. 12. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy 1. Sensation
  13. 13. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  14. 14. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy External banners CTA email app icon Internal routines places people emotions
  15. 15. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy because of uncertainty Social ignorance or proof
  16. 16. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy 2. Perception
  17. 17. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Mindfulness flow meaning
  18. 18. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy “7 plus or minus 2” rule is not always true 3-4 items at a time
  19. 19. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  20. 20. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Proximity similarity closure simmetry visual Gestalt
  21. 21. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Proximity similarity
  22. 22. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy closure simmetry [ ] { } ( )
  23. 23. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy interruption speed (67 milliseconds) Change blindness
  24. 24. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy familiarity & clarity = illusion of truth
  25. 25. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  26. 26. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy from 12 to 10 to 8 second Attention span
  27. 27. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Small chunks of text Angry face vs happy face we read only 20%
  28. 28. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  29. 29. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy 3. Decision making
  30. 30. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy And how to stay happy to Choose or not to choose
  31. 31. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  32. 32. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Making decisions diminishes will power Make a choice vs have a choice
  33. 33. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  34. 34. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy “The aroma of warm bread spread tantalizingly out of the bakery.”
  35. 35. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy B_ _ T_R
  36. 36. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Older people = walk slower Money = more selfish Big leader portraits = more obedient How happy are you? Priming
  37. 37. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  38. 38. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy 4. Reaction
  39. 39. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Pain is more when we don’t know why People need feedback
  40. 40. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Experiencing self vs. remembering self
  41. 41. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  42. 42. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  43. 43. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy tester’s brain
  44. 44. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  45. 45. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  46. 46. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Reduce social desirability bias and ecological validity Don’t lead them
  47. 47. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy And other distractions swivel chairs
  48. 48. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy And matching them with conceptual models mental models
  49. 49. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy designer’s brain
  50. 50. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Pleasure + purpose Happiness creativity
  51. 51. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Stick to 3-7 members, Introverts + extroverts People
  52. 52. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy and innovation catalists Pirates
  53. 53. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy To be creative forget about others Brain
  54. 54. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Find yours Rituals
  55. 55. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy
  56. 56. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy “The Uberfication of everything is turning San Francisco into an assisted living community for the young.” Startup L. Jackson
  57. 57. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Predictibly Irrational Dan Ariely Influence: The Psychology of Persuasion Robert Cialdini Cognitive ergonomics Don Norman Thinking, Fast and Slow Daniel Kahneman Drive Daniel H. Pink Book list
  58. 58. info@futurelondonacademy.co.uk FutureLondonAcademy.co.uk facebook.com/FutureLondonAcademy Questions?
  59. 59. stay connected Ekaterina Solomeina @FLondonAcademy @theMindGym @OutreachDigit FutureLondonAcademy.co.uk info@futurelondonacademy.co.uk facebook.com/FutureLondonAcademy

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