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Psychology, UX and the perfect design


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Psychology and the perfect design.

@mrjoe will take you on a journey to find the holy grail we are all looking for. The perfect design.

We'll look at a practical strategy that uses psychology to produce the ideal design for those tricky user experience design problems we face everyday.

What exactly is the perfect design? Well, that's what you will find out in the session. We'll look at the three aspects that define the perfect design

Published in: Internet
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Psychology, UX and the perfect design

  1. 1. Psychology and the perfect design Joe Leech @mrjoeWebdagene , Oslo, October 2014
  2. 2. Hello, I’m @mrjoe but you can call me Joe. I’ve been doing UX for 10 years I work with people like Disney, Marriott & theTrainline. I studied Neuroscience, which was really hard.MSc Human Communication and computing, more on that later.
  3. 3. £5.3 billiongoes through the stuff I designed every year. (scary).
  4. 4.
  5. 5. ‘perfect design’ I want to talk about the perfect design. Here is what you get if you type perfect design into Google image search. Not what I’d call the perfect design
  6. 6. #p4d @mrjoe Today I’m going to talk to you about the brain. Specifically three parts of it and how if we talk to each we can create the perfect design.
  7. 7. anybody recognise this city? I want to tell you a story about Buenos Aires. I have been twice.
  8. 8. This is the machine. it ate my card.
  9. 9. The second time it happened. I also took a photo. What I didn’t realise until I was putting this talk together. It’s same damn ATM! I thought, how can I use psychology to understand why this happened and to stop it happening again.
  10. 10. Get Cash Enter Card Remove Card Enter PIN Select amount This is order of steps for an ATM in the UK.
  11. 11. Get Cash This is the thing we start with in our head. One this is done the task is over.
  12. 12. Get Cash Enter Card Remove Card Enter PIN Select amount Here’s the flow for an ATM in Argentina.
  13. 13. Get Cash Enter Card Remove Card Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount Compared to a UK one, see the problem. The Goal State is reached before the end of the process. Therefore my brain tells me that we have reached the end, I can leave now, and I do but without my card.
  14. 14. We build Mental Models of how the world works and apply them to new situations
  15. 15. Enter Card Remove Card Get Cash Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount Enter Card Remove Card Get Cash Enter PIN Select amount ATMS work differently across the world. But notice the commonality. The Goal State is at the end of the process. Meaning bad errors are avoided, it does make the the process different and we can’t use the ATM on autopilot
  16. 16. Cruising. So how does this relate to digital design I hear you ask. We don’t design ATMs.
  17. 17. I worked for Saga holiday, vacations for the over 60s. In this case ocean cruising.
  18. 18. This was the online flow SAGA had before we started.
  19. 19. We did some research and watched how these people would book a cruise holiday. (and yes that is a wig, but not the actual people we spoke to)
  20. 20. We spent a few days listening to calls and customer service issues.
  21. 21. We spent time trying understand the order of steps, and information needed at each each step to reach the Goal State
  22. 22. Remember that line at the top, how the website worked. Well after the research we talked to SAGA about how it did work, and…
  23. 23. This was how people were using the current website. Jumping backwards and forwards, and almost always having to pick up the phone to ask a question, the result, very few online bookings. Web analytics might spot this..
  24. 24. The next bit was the easy bit. We took what we new and showed each step and the information required to move to the next step. Easy if you have done the research, if you have the data. Web analytics will never give you this.
  25. 25. #p4d @mrjoe Thinking (cognition) This is the part of the brain we use when we think. The Cerebral cortex. Used for thinking, learning, processing
  26. 26. #p4d @mrjoe There is no expedient to which a man will not go to avoid the labor of thinking. Thomas Edison 27 Or people are fundamentally lazy.
  27. 27. #p4d @mrjoe the brain uses 20%
 of total energy
  28. 28. £40K transactionthe largest transaction through something I’ve designed (scary). The result…
  29. 29. 1. Match the mental model. The perfect design
  30. 30. This paper, from 2000. ATM experiment. The same interaction, two scenarios. One plain green text on black screen. One with a layer of design. The designed version was perceived as being easier to use.
  31. 31. This is beautiful one believe it or not (it’s in Hebrew)
  32. 32. Another project I’ve worked on for Ritz Carlton. What an image.
  33. 33. beauty evokes emotion
  34. 34. Watch the sun setting beyond the Indian Ocean from the comfort of your own roof top balcony
  35. 35. words evoke emotion
  36. 36. #p4d @mrjoe Thinking (cognition) Emotion This is the amygdala part of the Limbic System, it controls Emotion It has deeper more profound effect on us. It’s connections and hormones permeate throughout the brain, having an effect on everything we are doing. Emotion effects everything we do, both positive and negative.
  37. 37. 1. Match the mental model 2. Evoke emotion The perfect design
  38. 38. #p4d @mrjoe Thinking (cognition) Instinct Emotion Instinct: The Hypothalamus & Brain stem. They control: Breathing, eating, sleeping, heart rate, sexual arousal = Instinct, we are unaware of it
  39. 39. #p4d @mrjoe Let me tell you a story, recognise this movie? I was good at computers, kids at school, the Johnson Gang, asked me to help them hack ATMs. Needless to say, I was useless at it.
  40. 40. #p4d @mrjoe article-2145759-1321F42E000005DC-318_634x5 31.jpg Here’s what happened. They couldn’t hack the ATM so they just stole it.
  41. 41. #p4d @mrjoe Thinking (cognition) Emotion Fusiform Gyrus Instinct
  42. 42. #p4d @mrjoe A study, if you want to know how to read an academic paper, buy my book.
  43. 43. #p4d @mrjoe So what did the paper show?
  44. 44. #p4d @mrjoe Men spent more time, and had a higher probability of, looking at female faces.
  45. 45. #p4d @mrjoe had more first looks towards, spent more time, & had a higher probability of, looking at Women genitals.
  46. 46. #p4d @mrjoe
  47. 47. #p4d @mrjoe Thinking (cognition) Emotion Instinct Here’s the thing. Designing for the instinctual part of the brain is almost impossible. Adding pictures of faces, genitals or anything to try to nudge or persuade is not going to get you very far.
  48. 48. 1. Match the mental model. 2. Evoke emotion. The perfect design 3. Ummm... Do steps one and two and you’ll have a great design. As for persuasive design, nudging, gamification and other trickery, let me call bullshit on that. If you have to use those theories to sell an average product. You’ll be better improving the product that trying to trick. You might get tiny incremental improvements but it won’t get you a perfect design.
  49. 49. Follow @mrjoe