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What can social psychology teach us about (better) UX research?

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Social psychologists experiment on people, and carefully consider how small changes to situations can elicit huge changes in behaviour. Sound familiar? By drawing upon social psychology research techniques, UX research can go from merely good to methodologically unassailable. I spent six years getting a PhD, but session attendees will learn how to approach UX like social psychologists in just sixty minutes.

The first part of the session will focus on tips for crafting more effective user research experiences. In the second part of the session, you will learn some tricks that can help you make sense of the many contradictions between what you expect users to do, what they actually do, and what they say.

In this session, you also will have the opportunity to participate in on-the-spot psychology experiments (electric shocks optional).

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What can social psychology teach us about (better) UX research?

  1. 1. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey What can social psychology teach us about (better) UX research? Jessica Cameron, PhD
  2. 2. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  3. 3. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/surveyprisonexp.org
  4. 4. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Social psychology is the scientific study of how people's thoughts, feelings, and behaviours are influenced by the actual, imagined, or implied presence of others
  5. 5. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey(Iyengar & Lepper, 2000)
  6. 6. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  7. 7. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  8. 8. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey “HELP SAVE THE ENVIRONMENT. You can show your respect for nature and help save the environment by reusing your towels during your stay.” “JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay.” (Goldstein, Cialdini & Griskivecius, 2008) 26%
  9. 9. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Social proof Scarcity Reciprocity Social proof Scarcity
  10. 10. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey How can social psychology help us craft more effective user testing sessions?
  11. 11. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Social psychology research requires: 1. Neutral environments 2. Scripted interactions 3. Clear hypotheses 4. Random assignment to condition
  12. 12. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/surveyhuffingtonpost.com
  13. 13. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey The environment Neutral yet comfortable
  14. 14. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/surveystanforddaily.com, confirmit.com
  15. 15. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  16. 16. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey The interaction Every word matters
  17. 17. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/surveysimplypsychology.org
  18. 18. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 1. Please continue. 2. The experiment requires you to continue. 3. It is absolutely essential that you continue. 4. You have no other choice but to continue.
  19. 19. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  20. 20. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey The hypothesis Cool effects are not enough
  21. 21. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  22. 22. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey The participants Representative versus random
  23. 23. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  24. 24. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey duke.edu
  25. 25. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  26. 26. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/surveybluebottlecoffee.com
  27. 27. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 1. Does your test lab make all of your participants comfortable? 2. What purpose is your banter serving? 3. What purpose is your research serving? 4. Do your participants really represent your users?
  28. 28. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey How can social psychology help us understand what users have to say?
  29. 29. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey How reliable are participants’ comments? a – not very b – not at all c – it depends d – all of the above
  30. 30. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey There is a mismatch between what people say and what they do
  31. 31. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey bhs.co.uk
  32. 32. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey “When asked directly about a possible effect of the position of the article, virtually all subjects denied it, usually with a worried glance at the interviewer suggesting that they felt either that they had misunderstood the question or were dealing with a madman.” (Nisbett & Wilson, 1977)
  33. 33. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey How can you get more value out of what participants say? 1. Reduce participants’ biases 2. Reduce your own biases
  34. 34. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Ask questions that minimise bias 1. Framing effect 2. Anchoring and adjustment 3. Dunning-Kruger effect 4. Fundamental attribution error
  35. 35. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Framing effect How you ask the question matters
  36. 36. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 1. How easy did you find that website to use? 2. How satisfied are you with the amount of information that you found? 3. How likely are you to recommend this website? 4. How amazing is this presentation?
  37. 37. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 1. How easy or difficult did you find that website to use? 2. How satisfied or dissatisfied are you with the amount of information that you found? 3. How likely or unlikely are you to recommend this website? 4. How amazing is this presentation?
  38. 38. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Can we do better?
  39. 39. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 1. Tell me about what you found easy. Now tell me about what you found more difficult. 2. Did you feel like the information you read answered your question? 3. What would you tell a friend about this website?
  40. 40. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Anchoring effect Biases can multiply
  41. 41. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8
  42. 42. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 8 x 7 x 6 x 5 x 4 x 3 x 2 x 1
  43. 43. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 40,320
  44. 44. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  45. 45. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Dunning-Kruger effect You don’t know what you don’t know
  46. 46. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  47. 47. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  48. 48. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey (Kruger & Dunning, 1999)
  49. 49. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Fundamental attribution error It might be your fault
  50. 50. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey
  51. 51. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey 1. Is it the person or the situation? 2. Are you the situation?
  52. 52. #UXPA2016 www.uxpa2016.org Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88 Conference Survey: http://www.uxpa2016.org/survey Thank you! Jessica Cameron @jessscameron

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