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![What motivates us?
Appropriate Challenges
Curiosity
Control / Autonomy
Fantasy (Story)
Competition
Cooperation
Reputation / Status
Self-Expression
Limited Access (exclusivity)
What directly engages
our emotions?*
Narrative / Story
Humor
Surprise
Delighters
Visual Imagery
Affect Heuristic
Sensory Appeal
What encourages
or discourages us?
Achievements
Variable Rewards
Feedback Loops
Limited Access (exclusivity)
Collecting
Periodic Events
Sequencing
Shaping
Triggers
What influences our
decisions?
Scarcity
Social Proof
Authority
Gifting / Reciprocity
Limited Choice
Limited Duration
Commitment & Consistency
Ownership Bias
Loss Aversion
Periodic Events
Set Completion
Status Quo Bias
Need for Certainty
What shapes memory
and perception?
Pattern Recognition
Conceptual Metaphors
Feedback Loops
Visual Imagery
Narratives
Peak-End Rule
Priming
Anchoring & Adjustment
Framing
Duration Effects
Juxtaposition
What motivates specific behaviors?
Endowed Progress Effect
[Faces] / Gazecueing
Chunking
Uniform Connectedness
Recognition over Recall
Serial Position Effect
Value Attribution
Contrast
Familiarity Bias
Aesthetic-Usability Effect
Positive Mimicry
This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License. Stephen P. Anderson | www.PoetPainter.com v 0.2, May 9th, 2013
The Mental Notes
Behavior Cube
* more accurately, what excites or arouses
the brain?
Build a cube](https://image.slidesharecdn.com/mcsvnrfqir2mtf4ynimw-140630103946-phpapp01/75/Module-02-The-Psychology-of-UX-19-2048.jpg)
Uploaded byDaniel Drew Turner
Module 02: The Psychology of UX
This document discusses the underlying psychology relevant to user experience (UX) design. It covers 5 aspects of psychology: 1) perception - how people group and make sense of visual elements, 2) motivation - what initiates and sustains human behavior, 3) emotion - how emotions can be positively or negatively influenced by design, 4) behavior - how to observe how people interact with interfaces, and 5) creativity and play - how everyone has creative abilities and games can engage users. The document emphasizes designing for human psychology rather than just for functionality.
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Module 02: The Psychology of UX
- 1. Needed for UX Howdo these "people" things work, anyway?
- 2. A bit ofpsychology Context: People + Situation + Need + Importance + Urgency Remember: You are not designing for yourself Underlying psychology: 1. Perception 2. Motivation 3. Emotion 4. Behavior 5. Creativity + Play
- 3. 1. Perception How wegroup things we see (Gestalt) ! – Size ! ! – Contrast ! ! – Closure !
- 4. 1. Perception How wegroup things we see (Gestalt) ! – Style ! ! – Grouping ! ! – Unity !
- 5. 1. Perception How wegroup things we see (Gestalt) ! – Symmetry ! ! – Similarity ! ! ! !
- 6. 1. Perception Blatant pitch: TheDiscipline of Organizing http://disciplineoforganizing.org
- 7.
- 8. 2. Motivation What initiates,focuses, sustains behavior? ! – Intrinsic/extrinsic (drives/incentives) – Daniel Pink’s "Drive" –Avoid gamification
- 9. 2. Motivation What initiates,focuses, sustains behavior? ! – Intrinsic/extrinsic (drives/incentives) – Daniel Pink’s "Drive" –Avoid gamification –Arousal and attention
- 10. 2. Motivation What initiates,focuses, sustains behavior? ! – Intrinsic/extrinsic (drives/incentives) – Daniel Pink’s "Drive" –Avoid gamification –Arousal and attention – Other possibilities: – Achievement,Affiliation, and Power – Existence, Relatedness, and Growth – Equity – Drive Reduction – Instinct
- 11. 3. Emotion From "Designingfor Emotion",Aarron Walter,A Book Apart http://www.abookapart.com/products/designing-for-emotion "Surprise and delight", if you can ! Create positive, help overcome negative
- 12. 3. Emotion But remember,surprises can be scary
- 13. 3. Emotion And familiaritycan be a design principle
- 14. 3. Emotion Why isthis of practical import? ! – Losada (1999): workgroups with positive relationships are 3x more productive ! – Fredrickson (2009): we need at least three positive emotional experiences to overcome just one negative emotional experience >
- 15. 4. Behavior Watch howpeople interact with the device or interface. We may directly observe behavior or indirectly observe traces of behavior. ! – Mouse movements – Clicks and taps – Gestures (2D and 3D) – Eye-tracking –Typing –Voice
- 16. 5. Creativity &Play EVERYONE HAS CREATIVITY
- 17. 5. Creativity &Play Move three circles to make the triangle point the opposite direction.
- 18. 5. Creativity &Play Connect nine dots with four straight lines without lifting your pencil. !
- 19. What motivates us? AppropriateChallenges Curiosity Control / Autonomy Fantasy (Story) Competition Cooperation Reputation / Status Self-Expression Limited Access (exclusivity) What directly engages our emotions?* Narrative / Story Humor Surprise Delighters Visual Imagery Affect Heuristic Sensory Appeal What encourages or discourages us? Achievements Variable Rewards Feedback Loops Limited Access (exclusivity) Collecting Periodic Events Sequencing Shaping Triggers What influences our decisions? Scarcity Social Proof Authority Gifting / Reciprocity Limited Choice Limited Duration Commitment & Consistency Ownership Bias Loss Aversion Periodic Events Set Completion Status Quo Bias Need for Certainty What shapes memory and perception? Pattern Recognition Conceptual Metaphors Feedback Loops Visual Imagery Narratives Peak-End Rule Priming Anchoring & Adjustment Framing Duration Effects Juxtaposition What motivates specific behaviors? Endowed Progress Effect [Faces] / Gazecueing Chunking Uniform Connectedness Recognition over Recall Serial Position Effect Value Attribution Contrast Familiarity Bias Aesthetic-Usability Effect Positive Mimicry This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License. Stephen P. Anderson | www.PoetPainter.com v 0.2, May 9th, 2013 The Mental Notes Behavior Cube * more accurately, what excites or arouses the brain? Build a cube
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