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Applying Psychological
Principles for a compelling
User (or Customer)
Experience
Fiona Meighan
29 April 2015
Psychology
noun
1. the scientific study of the human
mind and its functions, especially those
affecting behaviour in a giv...
Products & Services are all about
thinking, feeling, behaviour ….
it’s (almost) all about psychology.
The Whistle Stop Tour 10 minutes
to talk about psychology in UX /CX
5 concepts
key psychology principles to apply
in a com...
DON’T WORK
If products/services aren’t used, they
1. Cognition
2. Emotion
5. The Future
4. Motivation
3. Managing Change
CognitionHuman Factors
Concept 1
If the user can’t use it,
IT DOESN’T WORK
1. Cognition
1. Cognition
7+ or -
2
Cognitive Load
1. Cognition
Cognitive Principles
or Heuristics
- visibility
- control
- match
- consistency
- flexibility
- minimalism
- recognition
-...
Gestalt Laws of Grouping
Proximity Similarity Closure
1. Cognition
Cultural Interpretation
1. Cognition
Commonality
Frequency
+X
Usability
severity
{ } Business
importance =
Business Priority Score
(BP1 - BP5)X
1. Cognition
- ...
EmotionEngagement (conscious & unconscious)
Concept 2
If the user doesn’t want
to use it, it doesn’t work.
2. Emotion
unconscious processing
unconscious processing
unconscious processing
2. Emotion
first
impressions
do count!
2. Emotion
300 MILLISECONDS Between seeing something and being
aware of it. What happens in that gap?
My first boss:
Gitte Lindegaard
Influences ongoing subjective
measure of usability
and satisfaction
“Attention web designe...
measuring impressions (high tech)
2. Emotion
conscious processing
Accessible Advanced Annoying Appealing
Approachable Attractive Boring Business-like Busy
Calm Clean C...
Lower tech ways to measure emotion
● Microsoft desirability matrix
● Interviews
● Observation
2. Emotion
PerceptionGroup think - change management
Concept 3
If the user isn’t sold on it,
it doesn’t work
3. Perception
managing change
and transition periods:
Imagine something was
so important, if you
used it you’d potentially
save lives
an...
● 18,000 people die from unintentional medical
incidents every year in Australia
● Many errors that could be reduced by IT...
Resistance, cognitive dissonance, disparity between what
people know and what they feel
Could be helpful but I
need to cha...
creating new pathways 3. Perception
Motivation
Concept 4
If the client doesn’t
buy it, it doesn’t work
4. Motivation
Converting the client view
4. Motivation
4. Motivation
Real time
experience
tracking
4. Motivation
4. Motivation
The Future
Concept 5
If we aren’t open or don’t
understand users it won’t
work
Trends in the industry
5. The Future
empathy
5. The Future
mindfulness 5. The Future
even ‘hard core’
tech companies
are getting
in on it
5. The Future
In summary (on the flipside) if the:
- user can use it (cognition)
- user wants to use it (emotion)
- user is sold on it (...
Thank you
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Five areas to apply psychological principles for a better User Experience

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The success or failure of a User Experience is determined in part by how well psychological principles related to emotion, cognition, perception and motivation are applied. In this talk, Fiona will share some key principles and five core areas where you can apply psychological
principles to create a compelling user experience.

Published in: Technology
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Five areas to apply psychological principles for a better User Experience

  1. 1. Applying Psychological Principles for a compelling User (or Customer) Experience Fiona Meighan 29 April 2015
  2. 2. Psychology noun 1. the scientific study of the human mind and its functions, especially those affecting behaviour in a given context
  3. 3. Products & Services are all about thinking, feeling, behaviour …. it’s (almost) all about psychology.
  4. 4. The Whistle Stop Tour 10 minutes to talk about psychology in UX /CX 5 concepts key psychology principles to apply in a commercial landscape
  5. 5. DON’T WORK If products/services aren’t used, they
  6. 6. 1. Cognition 2. Emotion 5. The Future 4. Motivation 3. Managing Change
  7. 7. CognitionHuman Factors Concept 1
  8. 8. If the user can’t use it, IT DOESN’T WORK 1. Cognition
  9. 9. 1. Cognition
  10. 10. 7+ or - 2 Cognitive Load 1. Cognition
  11. 11. Cognitive Principles or Heuristics - visibility - control - match - consistency - flexibility - minimalism - recognition - help - error prevention & recovery 1. Cognition
  12. 12. Gestalt Laws of Grouping Proximity Similarity Closure 1. Cognition
  13. 13. Cultural Interpretation 1. Cognition
  14. 14. Commonality Frequency +X Usability severity { } Business importance = Business Priority Score (BP1 - BP5)X 1. Cognition - Design to principles - Testing - BPI - Business Priority Index - SUS - System Usabilty Score - NPS - Net Promoter Score (in the right context) - No. of errors - Heuristic evaluation
  15. 15. EmotionEngagement (conscious & unconscious) Concept 2
  16. 16. If the user doesn’t want to use it, it doesn’t work. 2. Emotion
  17. 17. unconscious processing unconscious processing unconscious processing 2. Emotion
  18. 18. first impressions do count! 2. Emotion
  19. 19. 300 MILLISECONDS Between seeing something and being aware of it. What happens in that gap?
  20. 20. My first boss: Gitte Lindegaard Influences ongoing subjective measure of usability and satisfaction “Attention web designers: You have 50 milliseconds to make a good first impression.” 2. Emotion
  21. 21. measuring impressions (high tech) 2. Emotion
  22. 22. conscious processing Accessible Advanced Annoying Appealing Approachable Attractive Boring Business-like Busy Calm Clean Clear Collaborative Comfortable Compatible Compelling Complex Comprehensive Confident Confusing Connected Consistent Controllable Convenient Creative Customizable Cutting edge Dated Desirable Difficult Disconnected Disruptive Distracting Dull Easy to use Effective Efficient Effortless Empowering Energetic Engaging Entertaining Enthusiastic Essential Exceptional Exciting Expected Familiar Fast Flexible Fragile Fresh Friendly Frustrating Fun Gets in the way Hard to Use Helpful High quality Impersonal Impressive Incomprehensible Inconsistent Ineffective Innovative Inspiring Integrated Intimidating Intuitive Inviting Irrelevant Low Maintenance Meaningful Motivating Not Secure Not Valuable Novel Old Optimistic Ordinary Organized Overbearing Overwhelming Patronizing Personal Poor quality Powerful Predictable Professional Relevant Reliable Responsive Rigid Satisfying Secure Simplistic Slow Sophisticated Stable Sterile Stimulating Straight Forward Stressful Time-consuming Time-Saving Too Technical Trustworthy Unapproachable Unattractive Uncontrollable Unconventional Understandable Undesirable Unpredictable Unrefined Usable Useful Valuable Accessible Advanced Annoying Appealing Approachable Attractive Boring Business-like Busy Calm Clean Clear Collaborative Comfortable Compatible Compelling Complex Comprehensive Confident Confusing Connected Consistent 2. Emotion
  23. 23. Lower tech ways to measure emotion ● Microsoft desirability matrix ● Interviews ● Observation 2. Emotion
  24. 24. PerceptionGroup think - change management Concept 3
  25. 25. If the user isn’t sold on it, it doesn’t work 3. Perception
  26. 26. managing change and transition periods: Imagine something was so important, if you used it you’d potentially save lives and it was useful, useable and engaging Would you use it? 3. Perception
  27. 27. ● 18,000 people die from unintentional medical incidents every year in Australia ● Many errors that could be reduced by IT solutions ● Solutions exist ● Users often don’t wish to use them (Churchill Scholarship report) 3. Perception
  28. 28. Resistance, cognitive dissonance, disparity between what people know and what they feel Could be helpful but I need to change how I do things Great, everyone can second guess what I’m doing. 3. Perception
  29. 29. creating new pathways 3. Perception
  30. 30. Motivation Concept 4
  31. 31. If the client doesn’t buy it, it doesn’t work 4. Motivation
  32. 32. Converting the client view 4. Motivation
  33. 33. 4. Motivation
  34. 34. Real time experience tracking 4. Motivation
  35. 35. 4. Motivation
  36. 36. The Future Concept 5
  37. 37. If we aren’t open or don’t understand users it won’t work Trends in the industry 5. The Future
  38. 38. empathy 5. The Future
  39. 39. mindfulness 5. The Future
  40. 40. even ‘hard core’ tech companies are getting in on it 5. The Future
  41. 41. In summary (on the flipside) if the: - user can use it (cognition) - user wants to use it (emotion) - user is sold on it (managing change) - client chooses to go live with it (motivation) - practitioners are open minded to client and user needs (the future) - Chances are it will work!
  42. 42. Thank you

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