Digitalk User Psychology-091515
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This document discusses user psychology and cognitive biases that influence user behavior. It outlines several common cognitive biases like cognitive fluency, self-serving bias, sunk cost fallacy, and confirmation bias. It also discusses how psychological triggers like reciprocation, social proof, and authority can be leveraged to influence users. The document provides examples of how cognitive biases and psychological triggers manifest in web design and social media. It emphasizes the importance of usability and designing interfaces that are easy for users to perform tasks.
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Digitalk User Psychology-091515
- 3. “ People exercise an unconscious selection in being influenced.” - T.S. ELliot
- 5. USER Psychology An unconscious thinking error or judgment we make when processing information.! Cognitive bias Assumption MISINTERPRETATIONMisinformation IGNORANCE perception lack of insight partiality illusion Selectiveness partiality preference
- 6. USER Psychology Self-Serving Bias Cognitive Fluency Sunken Cost fallacy Confirmation Bias The more easy/fluent an idea or concept the more we unconsciously trust it. We attribute success to ourselves and failure to other (people or things). The idea of staying on a specific path to justify the time already invested. To seek out information that confirms a preconceived belief or hypotheses. 4 common Cognitive bias
- 7. USER Psychology To help better understand users, we must exploit leverage cognitive biases
- 8. USER Psychology "I know where it should be" Users tend to have a preconceived understanding about where certain page elements are likely to be located. In this example, many users will look for a sign-up button in the upper right corner of page. This can also apply to other page elements such as the logo, navigation and ‘about us’ page links. COGNITIVE BIAS in web design mint.com
- 9. USER Psychology “If others are doing it, then so should i” Users are heavily influenced by indicators of approval. COGNITIVE BIAS in Social media Instagram Facebook Youtube
- 11. Humans are easily swayed by emotion
- 12. USER Psychology The key to influencing user behavior psychological triggers Reciprocation If you provide something of value to prospects, they will give you their trust and loyalty. Social Proof The more people that believe something, the more likely it is that other people will believe it too. Authority Users are more likely to take action if the message comes from a credible authoritative source. “I like to return favors” “I go with the flow” “I listen to experts”
- 13. USER Psychology Orange is the new black native ad persuasion triggers: reciprocation Users tend to return favors especially when they are given purposeful content that is sincere and human. Valuable content = reciprocation = Conversions, subscriptions, likes, registrations, etc… Click to view
- 14. USER Psychology The Bandwagon Effect in action persuasion triggers: Social proof See page 24 for a breakdown of this video by Derek Sivers on TED.com Click to view
- 15. Usability
- 16. “ If the user can’t use it, it doesn’t work.” - Susan Dray
- 17. USER Psychology Put simply, its how easily can a user perform a basic task. usability
- 19. USER Psychology Usability is a measurement of what people do …not WHAT THEY SEE
- 20. “Don’t make me think” - Steve krug
- 21. USER Psychology USERS FOCUS on faces USAbility: A
- 22. USER Psychology users look at the direction the subject is facing USAbility: B
- 23. USER Psychology Simplicity facilitates ease USAbility: C Skype app for iwatch Cognitive Fluency
- 24. Thx! _R
- 25. USER Psychology Further reading List of cognitive biases: https://en.wikipedia.org/wiki/List_of_cognitive_biases User Psychology Crash Course: http://thehipperelement.com/post/87574750438/ux-crash-course-user-psychology 7 Psychological Triggers https://www.usertesting.com/blog/2015/05/12/6-psychological-triggers-that-make-ux-design- persuasive/ How bad UX makes users blame themselves: http://blog.uxpin.com/6069/bad-ux-makes-users-blame/ How to start a movement by Derek Sivers http://www.ted.com/talks/derek_sivers_how_to_start_a_movement?language=en
- 26. ©CDMiConnectLLC CONFIDENTIAL—For internal discussion only.CONFIDENTIAL—For internal discussion only. Thank you! 24 Make sure to Keep the conversation going on our blog! Head over to our blog: blog.cdmiconnect.com and post comments on these ideas. Connect with us: Twitter.com/cdmiconnect Facebook.com/cdmiconnect