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User Psychology

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Through concepts in psychology of persuasion and psychology of perception, the purpose of this presentation is to demonstrate how knowing what happens in a user's mind can help UX Design.

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User Psychology

  1. 1. USER PSYCHOLOGY Aline Lozier - DIMI1 - 23/11/18
  2. 2. USER PSYCHOLOGY2 UXUI UP Great design WHAT IS Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  3. 3. THIS IS ABOUT DESIGN AND SCIENCE 3 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  4. 4. How psychology can help UX? 4 Aline Lozier - DIMI - 23/11/18 INFLUENCERobert Cialdini. (1984) Influence: The Psychology of Persuasion. Aline Lozier - DIMI1 - 23/11/18
  5. 5. RECIPROCITY People tend to feel obliged to return a favour. 5 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  6. 6. RECIPROCITY People tend to feel obliged to return a favour. 6 justinmind.com Aline Lozier - DIMI1 - 23/11/18
  7. 7. COMMITMENT If people commit to an idea or goal, they tend to be motivated to honour that commitment. 7 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  8. 8. 8fitbit Aline Lozier - DIMI1 - 23/11/18
  9. 9. SOCIAL PROOF People often use other people’s actions as a basis for their own. 9 Aline Lozier - DIMI1 - 23/11/18
  10. 10. 10 amazon.com Aline Lozier - DIMI1 - 23/11/18
  11. 11. AUTHORITY People tend to rely on (and obey) authority figures. 11 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  12. 12. 12 rocketlawyer.co m Aline Lozier - DIMI1 - 23/11/18
  13. 13. LIKING If someone likes you, it’s easier to persuade them. 13 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  14. 14. 14 stelladot.com Aline Lozier - DIMI1 - 23/11/18
  15. 15. SCARCITY People are more likely to want something if supply is limited. 15 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  16. 16. 16 groupon.com Aline Lozier - DIMI1 - 23/11/18
  17. 17. How psychology can help UX? 17 Aline Lozier - DIMI - 23/11/18 PERCEPTION Gestalt (1920s’) Aline Lozier - DIMI1 - 23/11/18
  18. 18. FIGURE / GROUND People instinctively perceive objects as either being in the foreground or the background. 18 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  19. 19. 19 naya.com Aline Lozier - DIMI1 - 23/11/18
  20. 20. SIMILARITY When things appear to be similar to each other we group them together. 20 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  21. 21. 21 cars.com Aline Lozier - DIMI1 - 23/11/18
  22. 22. PROXIMITY Elements that are closer together are perceived to be more related than elements that are farther apart. 22 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  23. 23. 23 walmart.com Aline Lozier - DIMI1 - 23/11/18
  24. 24. CONTINUITY Elements that are arranged on a line or curve are perceived to be more related than elements not on the line or curve. 24 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  25. 25. 25dribbble.com Aline Lozier - DIMI1 - 23/11/18
  26. 26. CLOSURE When we look at a complex arrangement of visual elements, we tend to look for a single, recognizable pattern. 26 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  27. 27. 27 Aline Lozier - DIMI1 - 23/11/18
  28. 28. 28 Aline Lozier - DIMI1 - 23/11/18
  29. 29. FOCAL POINT Whatever stands out visually will capture and hold the viewer’s attention first. 29 Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  30. 30. 30 Aline Lozier - DIMI1 - 23/11/18
  31. 31. A good design communicates 3 things: 31 ∎ What is this? ∎ What is the benefit for the user? ∎ What should they do next? dribbble.com Aline Lozier - DIMI1 - 23/11/18Aline Lozier - DIMI1 - 23/11/18
  32. 32. REFERENCES ∎ Interaction Design Foundation: https://www.interaction-design.org ∎ Nielsen Norman: https://www.nngroup.com ∎ Robert Cialdini: https://www.influenceatwork.com 32 Aline Lozier - DIMI1 - 23/11/18

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