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Get Inside Their Heads: How to Use
Psychology to Solve UX Problems
John Whalen, PhD
Principal, Strategy and User Experience
@brlexp
@johnwhalen
Jennifer Bergstrom, PhD
UX Research Leader
@forsmarshgroup
@romanocog
!
Briefly Introducing Brilliant
Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Types of Clients
1. Enterprises seeking innovation renewal
- Seek more user research
- Want strategy and ideation guidance
- Need help motivating team
2. Startups seeking professional UX
- Need help getting product to launch
- Want a more professional user experience
Why Brilliant?
‣ Our expertise in psychology and UX provide a unique blend of:
- psychological research (probing for unspoken needs/desires)
- user-centered design
- design thinking
- lean startup
- persuasive design
!
‣ We partner with you to develop the internal culture and training that
allow you to realize your product and make lasting organizational
change.
Thinking about thinking
We use two major thinking systems
System 1: conscious, focused, deliberate
System 2: unconscious, fast, estimates
We don’t experience what is actually
out there in the real world.
Cogito ergo sum
13
14
(I can’t trust my senses, but I know I exist 

because of my thoughts.)
http://www.youtube.com/user/Quirkology
We experience our brain’s version 

of the world.
17
Oh, you mean like The Matrix
...okay now I got it!
18
We as UXers underestimate the power of
System 2 and don’t take full advantage of it.
How decision making deviates from
rationality
2000 2005 2010
2005 2010 2014
System 1: conscious, focused, deliberate
System 2: unconscious, fast, estimates
How could we use what
we know to be persuasive?
C
B
A
Likeability, Free, Commitment
26
Intrigue
Aesthetics
28
Barbeque
by the pool
Narrative
Where’s the
barbeque?
Achievement
30
Authority
Framing
Anchoring
33
Mimicry
34
Scarcity, Loss Aversion
35
Reducing Effort
36
Creating Ownership
37
Phew! That’s a lot!
Let’s review, shall we?
Likeability – capture them with visuals
Free – give something away to ask for return favor
Commitment – ask for small commitment to build bigger ones
Intrigue – gradually reveal information – make me look
Endowment – if I’ve worked harder its more valuable to me
Aesthetics – more aesthetically pleasing feels more usable
Narrative – tell me a story about how this fits my life
Achievement – show me that I've made an accomplishment
Reputation – the brand’s reputation counts
Authority – official recognition important
Social Proof – if everyone else is buying one…
Loss Aversion – how do I know I’m not going to lose on the deal?
Status Quo – must overcome how things are today w/ shopper
Effort – how hard is it to check out?
Scarcity – if I might not be able to get one I want it more
Loss Aversion – don’t want to lose out on the deal
Ownership – let me be in control during the buying process
Likeability – capture them with visuals
Free – give something away to ask for return favor
Commitment – ask for small commitment to build bigger ones
Intrigue – gradually reveal information – make me look
Endowment – if I’ve worked harder its more valuable to me
Aesthetics – more aesthetically pleasing feels more usable
Narrative – tell me a story about how this fits my life
Achievement – show me that I've made an accomplishment
Reputation – the brand’s reputation counts
Authority – official recognition important
Social Proof – if everyone else is buying one…
Loss Aversion – how do I know I’m not going to lose on the deal?
Status Quo – must overcome how things are today w/ shopper
Effort – how hard is it to check out?
Scarcity – if I might not be able to get one I want it more
Loss Aversion – don’t want to lose out on the deal
Ownership – let me be in control during the buying process
Summary
Phew! That’s a lot!
Let’s review, shall we?
We experience our brain’s processing
of the world, not just what’s there.
We use two major 

thinking systems
System 1: conscious, focused, deliberate
System 2: unconscious, fast, estimates
We can only keep track
of a few things at a time
Likeability – capture them with visuals
Free – give something away to ask for return favor
Commitment – ask for small commitment to build bigger ones
Intrigue – gradually reveal information – make me look
Endowment – if I’ve worked harder its more valuable to me
Aesthetics – more aesthetically pleasing feels more usable
Narrative – tell me a story about how this fits my life
Achievement – show me that I've made an accomplishment
Reputation – the brand’s reputation counts
Authority – official recognition important
Social Proof – if everyone else is buying one…
Loss Aversion – how do I know I’m not going to lose on the deal?
Status Quo – must overcome how things are today w/ shopper
Effort – how hard is it to check out?
Scarcity – if I might not be able to get one I want it more
Loss Aversion – don’t want to lose out on the deal
Ownership – let me be in control during the buying process
Then use a number of techniques to
persuade our audiences to act.
47
By making system 2 happy
48
Thank you!
Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Thank you! @brlexp | brilliantexperience.com

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

  • 1. Get Inside Their Heads: How to Use Psychology to Solve UX Problems John Whalen, PhD Principal, Strategy and User Experience @brlexp @johnwhalen Jennifer Bergstrom, PhD UX Research Leader @forsmarshgroup @romanocog !
  • 3. Research Stakeholder Interviews Field Research Competitor Reviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding
  • 4. Types of Clients 1. Enterprises seeking innovation renewal - Seek more user research - Want strategy and ideation guidance - Need help motivating team 2. Startups seeking professional UX - Need help getting product to launch - Want a more professional user experience
  • 5. Why Brilliant? ‣ Our expertise in psychology and UX provide a unique blend of: - psychological research (probing for unspoken needs/desires) - user-centered design - design thinking - lean startup - persuasive design ! ‣ We partner with you to develop the internal culture and training that allow you to realize your product and make lasting organizational change.
  • 7. We use two major thinking systems
  • 8. System 1: conscious, focused, deliberate
  • 9. System 2: unconscious, fast, estimates
  • 10. We don’t experience what is actually out there in the real world.
  • 11.
  • 13. 13
  • 14. 14 (I can’t trust my senses, but I know I exist 
 because of my thoughts.)
  • 16. We experience our brain’s version 
 of the world.
  • 17. 17 Oh, you mean like The Matrix ...okay now I got it!
  • 18. 18 We as UXers underestimate the power of System 2 and don’t take full advantage of it.
  • 19. How decision making deviates from rationality
  • 22. System 1: conscious, focused, deliberate
  • 23. System 2: unconscious, fast, estimates
  • 24. How could we use what we know to be persuasive?
  • 37. 37 Phew! That’s a lot! Let’s review, shall we?
  • 38. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
  • 40. Phew! That’s a lot! Let’s review, shall we?
  • 41. We experience our brain’s processing of the world, not just what’s there.
  • 42. We use two major 
 thinking systems
  • 43. System 1: conscious, focused, deliberate
  • 44. System 2: unconscious, fast, estimates
  • 45. We can only keep track of a few things at a time
  • 46. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process Then use a number of techniques to persuade our audiences to act.
  • 49. Research Stakeholder Interviews Field Research Competitor Reviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding Thank you! @brlexp | brilliantexperience.com