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Five areas to apply psychological principles for a better User Experience
- 1. Applying Psychological Principles for a compelling User (or Customer) Experience Fiona Meighan 29 April 2015
- 2. Psychology noun 1. the scientific study of the human mind and its functions, especially those affecting behaviour in a given context
- 3. Products & Services are all about thinking, feeling, behaviour …. it’s (almost) all about psychology.
- 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. DON’T WORK If products/services aren’t used, they
- 6. 1. Cognition 2. Emotion 5. The Future 4. Motivation 3. Managing Change
- 8. If the user can’t use it, IT DOESN’T WORK 1. Cognition
- 9. 1. Cognition
- 10. 7+ or - 2 Cognitive Load 1. Cognition
- 11. Cognitive Principles or Heuristics - visibility - control - match - consistency - flexibility - minimalism - recognition - help - error prevention & recovery 1. Cognition
- 12. Gestalt Laws of Grouping Proximity Similarity Closure 1. Cognition
- 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. EmotionEngagement (conscious & unconscious) Concept 2
- 16. If the user doesn’t want to use it, it doesn’t work. 2. Emotion
- 17. unconscious processing unconscious processing unconscious processing 2. Emotion
- 19. 300 MILLISECONDS Between seeing something and being aware of it. What happens in that gap?
- 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. measuring impressions (high tech) 2. Emotion
- 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. Lower tech ways to measure emotion ● Microsoft desirability matrix ● Interviews ● Observation 2. Emotion
- 24. PerceptionGroup think - change management Concept 3
- 25. If the user isn’t sold on it, it doesn’t work 3. Perception
- 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. ● 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. 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. creating new pathways 3. Perception
- 31. If the client doesn’t buy it, it doesn’t work 4. Motivation
- 32. Converting the client view 4. Motivation
- 33. 4. Motivation
- 35. 4. Motivation
- 37. If we aren’t open or don’t understand users it won’t work Trends in the industry 5. The Future
- 39. mindfulness 5. The Future
- 40. even ‘hard core’ tech companies are getting in on it 5. The Future
- 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. Thank you