Designing for Impact
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The document discusses how psychology and design thinking can positively impact society. It presents five key psychology concepts for applying in design: 1) Cognition, focusing on human factors and usability; 2) Emotion, emphasizing the importance of emotional engagement; 3) Perception, addressing managing change and influencing perceptions; 4) Motivation, discussing converting client views; and 5) The Future, covering trends like empathy and mindfulness. The presentation argues that for products and services to be successful, users must be able to use it, want to use it, be convinced of its value, and practitioners must understand client and user needs.
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Designing for Impact
- 1. Designing for Impact Presented by Fiona Meighan (Registered Psychologist) & Miles Menegon How psychology and design thinking can have a positive impact on society. APS Psychology Week 2015
- 2. think. do. Presentation Workshop/ 12:30 - 1:30pm 1:30 - 2:30pm
- 5. Applying Psychological Principles for a compelling User (or Customer) Experience
- 6. Psychology noun 1. the scientific study of the human mind and its functions, especially those affecting behaviour in a given context
- 7. Products & Services are all about thinking, feeling, behaviour …. it’s (almost) all about psychology.
- 8. The Whistle Stop Tour 10 minutes to talk about psychology in UX /CX 5 concepts key psychology principles to apply in a design landscape
- 9. DON’T WORK If products/services aren’t used, they
- 10. 1. Cognition 2. Emotion 5. The Future 4. Motivation 3. Managing Change
- 12. If the user can’t use it, IT DOESN’T WORK 1. Cognition
- 13. 1. Cognition
- 14. 7+ or - 2 Cognitive Load 1. Cognition
- 15. Cognitive Principles or Heuristics - visibility - control - match - consistency - flexibility - minimalism - recognition - help - error prevention & recovery
- 16. Gestalt Laws of Grouping Proximity Similarity Closure 1. Cognition
- 17. 1. Cognition Gestalt Laws in action
- 19. 1. Cognition - Design to principles - Testing - BPI - Business Priority Index - SUS - System Usability Score - NPS - Net Promoter Score (in the right context) - No. of errors - Heuristic evaluation
- 20. EmotionEngagement (conscious & unconscious) Concept 2
- 21. If the user doesn’t want to use it, it doesn’t work. 2. Emotion
- 22. unconscious processing unconscious processing unconscious processing 2. Emotion
- 24. 300 MILLISECONDS Between seeing something and being aware of it. What happens in that gap?
- 25. 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
- 26. measuring impressions (high tech) 2. Emotion
- 28. 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
- 29. Lower tech ways to measure emotion ● Product reaction cards ● Interviews ● Observation 2. Emotion
- 30. The desirability adjective cloud 2. Emotion
- 31. Measuring emotional reaction: Observation 2. Emotion
- 32. PerceptionGroup think - change management Concept 3
- 33. If the user isn’t sold on it, it doesn’t work 3. Perception
- 34. 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
- 35. ● 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 3. Perception
- 36. 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
- 37. Creating New Pathways 3. Perception
- 39. If the client doesn’t buy it, it doesn’t work 4. Motivation
- 40. Converting the client view 4. Motivation
- 41. 4. Motivation How? “Observation promotes empathy”
- 43. 4. Motivation
- 45. If we aren’t open or don’t understand users it won’t work Trends in the industry 5. The Future
- 47. mindfulness 5. The Future
- 48. even ‘hard core’ tech companies are getting in on it 5. The Future
- 49. 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!
- 50. Thank you!
Editor's Notes
- Sean Welcome to National Psychology Week event - coincides with World Usability Day (which is today) Today we’re looking at how Psychology, design and social impact work together to create worthwhile results Thanks for the venue to Kirsten and team point out toilets you’re invited to take food now before presentations start
- Sean rundown of the agenda 2 presentations - 1. Psychology of UX, 2. Social impact - what it is and how we can measure it Followed by an introduction of our guest Rebecca Scott, CEO and cofounder of Streat, a social enterprise that helps young people at risk of being homeless to tell us a bit about what Streat has been doing in general and on the service design front in particular ...that will set the scene for the workshop element of today...we’ll be running two parallel enactments thinking about how we could design an intervention for Streat to help convert people from being customers to advocates
- Fiona
- I’m a psychologist… But i’m not here to psycho-analyse you… etc If you think about any experience, it’s all about how you think, feel, behave. How you design something, how you convince stakeholders...all psychology
- If you think about any experience, it’s all about how you think, feel, behave. How you design something, how you convince stakeholders...all psychology
- I’m going to survey the landscape and take you on a whistlestop tour of psychology and how people think. I will touch on the most important areas of how psychology can assist in delivering competitive products and services to customers. I will share with you what we are currently encountering at HeathWallace and the principles we are applying to design. I’ll also share some hints and tips along the way!
- Cognition - human factors Emotion - engagement Perception - change management (groups) Motivation - clients the future - trends in UX/CX
- It all began...human factors Fitts and Jones 1947 USA...of course the risks were high her, much more than a humble user
- Cognitive load 7 plus or minus two is from Miller 1956
- principles on group - the way things are laid out
- Florida, 2000. Unclear results, recount. Controversy because vote settled in favor of Bus by only 537 votes (out of 6 million). Controversy aroused by the #4 candidate gaining an unexpectedly greater number of votes. White Paper: Ballet Design & Unrecorded Votes (http://www.academia.edu/5880632/Ballot_Design_and_Unrecorded_Votes_on_Paper-Based_Ballots), ‘Ballet instructions’: One first confronts the fact that voters usually look first at the upper left-hand corner of the ballot, as is typical in Western culture. Work in survey research indicates that respondents may not always read the directions. Thus, some conclude that instructions should appear just before the response task to which they apply. The theory here is based on Gestalt psychology’s Law of Proximity: placing items close together encourages readers to view them as related.
- expand on cultural interpretations...samuel L Jackson
- Or isn’t engaged with using it
- James Vicary 1957 - debunked subliminal messaging
- Lindgaard, G., G. Fernandes, et al. (2006). “Attention web designers: You have 50 milliseconds to make a good first impression.” Behaviour & Information Technology 25(2): 115-126.
- might be fun to show the British Airways “Happiness blanket” clip (at least in part)...acknowledging this could be used for service design in some situations but not all http://skift.com/2014/06/30/british-airways-tracks-flyers-emotions-with-hi-tech-blanket/
- Perhaps this can be expanded upon across a few slides i.e. show the adjectives from microsoft (the abbreviated version adjectives are on the previous slide), perhaps show how we observe and record emotions in user journeys (i.e. show a user journey)
- Perhaps this can be expanded upon across a few slides i.e. show the adjectives from microsoft (the abbreviated version adjectives are on the previous slide), perhaps show how we observe and record emotions in user journeys (i.e. show a user journey)
- Also known as a Contextual Interview or Contextual Task Analysis, these sessions allow researchers to watch and listen as users work in the user’s own environment, as opposed to being in a lab. This approach allows the facilitator to obtain a better understanding of the context of use and its influencing factors. Contextual enquiries tend to be more natural and sometimes more realistic as a result. This technique is generally used at the beginning of the design process and is good for getting rich information about work practices, the social, technical and physical environments, and user tools.
- Drs don’t like being second guessed Not truly managed services cant’ be easily updated Churchill report Lots of money spent
- Perhaps we could come up with an example to include here about observation breeding empathy with client stakeholders a la undercover boss, or clients “eating their own dog food”
- Immersive experinces - use 10 min talk info
- Cognition - human factors Emotion - engagement Perception - change management (groups) Motivation - clients the future - trends in UX/CX