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Psychology Mis-focus (Zarla Ludin)

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Zarla Ludin's talk from the UXPA 2014 Ignite session "Are you a Super Hero or a Super Villain? Using Design Psychology for Good (and Evil)."

Design Psychology is a powerful tool to wield and can be used to the benefit or detriment of our users; motivating them to behave in ways that can be in their interest, or our own. Our panel of experienced professionals, each with an interest in different facets of design psychology, will choose a white hat or black hat - some taking the side of good and honest intentions, with others taking the dark side where manipulation and coercion reign. On which side will you fall?

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Psychology Mis-focus (Zarla Ludin)

  1. 1. 2014 Psychology Mis-focus Zarla Ludin Director of Insights Motivate Design
  2. 2. Our work allows other work to get done.
  3. 3. So what’d you learn? Description Some people smoke, but don’t want to. Interpretation Smoking can be social. Implication Replace ments for smoking. Strategy Help people quit smoking.
  4. 4. BE A RESEARC H NERDSNO
  5. 5. We have to consider the thoughts and ideas of others.
  6. 6. OUR INDUSTR Y LOVES BUZZWOR
  7. 7. Why are buzzwords an issue? Knowledge What if we don’t know? Skill What if opinion is misguided ? Attitude What if it stops us?
  8. 8. Psychology is great but it may be only one lens to our learning.
  9. 9. I smoke. Economics Returns for smoking. Psychology Triggers to smoke. Sociology Smoking as a vice. Anthropology Condition s for smoking.
  10. 10. £ ¥€Time
  11. 11. Big topics can’t be considered with just psychology.
  12. 12. MOTIVA TION & SELF- CONTROL
  13. 13. Define this product. Form An app. Functionality Counts calories. Target People who use smartpho nes for life goals.
  14. 14. We have to show the value of a holistic approach.
  15. 15. DO SOME SECONDARY RESEARC H
  16. 16. Epidemiology observe risk factors and patterns.
  17. 17. Biology ask about family history.
  18. 18. Sociology learn about how they use resources.
  19. 19. Source for all images: http://nos.tw So what’d we learn? Description Weight managem ent is difficult. Interpretation Counting calories is too rational. Implication App is good for the company, not the custome Strategy Target the most needy, not the most
  20. 20. EVIL: WHEN IT’S THE ONLY

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