The slides from my workshop at UXDEV Summit 2018 in Fort Lauderdale, Florida, USA. Description: It’s hard to uncover what motivates people by just talking to them or when you don’t have anything to show them – relying on people’s imagination can turn out quite risky. People will not only tell you what you want to hear but they are also highly unaware of what profoundly motivates their behavior, so they are not very good at reporting or forecasting it. In the deeper levels of human motivation, however, lies the true potential for meaningful products or services and we are going to tap into these as psychologists do. In this workshop, you will learn how to get access to the deeper levels of human motivation by observing people in their natural environment and behavior. First, you will learn how to collect observations in an objectified and valuable way. Then, in small groups, you will exercise a short approach to create an informed hypothesis based on the observed behaviors. Finally, you will bring your hypothesis to life in a product or service concept, which leaves you with something you can then put in front of users. The workshop does not require any preliminary UX-knowledge and is, therefore, suitable for everyone involved in the early stages of Product/Feature Development, as well as anyone interested in human behavior.

1. @MartinaMitz@MartinaMitz
Learn How to Observe
and Identify What Really
Motivates People
UX+DEV SUMMIT 2018

2. @MartinaMitz@MartinaMitz
Agenda
1. Intro
2. A little theory
3. Task 1: Observation
4. A little theory
5. Task 2: Analysis
6. Task 3: Design
7. Next Steps / Conclusion
UX+DEV SUMMIT 2018

3. @MartinaMitz@MartinaMitz
User-Centered Design Process:
Research
Analysis
Design
Prototype
Test
UX+DEV SUMMIT 2018

4. @MartinaMitz@MartinaMitz
The Plan™
User-centered Design Process:
Task 1: Observation
Task 2: Analysis
Task 3: Design
Research
Analysis
Design
Prototype
Test
UX+DEV SUMMIT 2018

5. @MartinaMitz@MartinaMitz
Martina Mitz
Martina Ivanova Mitzieva-Veglia ;)
Web Designer since 2001
Certified Psychologist since 2007
UXer (officially) since 2009
I watching people
UX+DEV SUMMIT 2018

6. @MartinaMitz@MartinaMitz
Watching People
carries more valuable insights, if you know how to… because people:
• cannot report emotions / feelings very well
• don’t have access to unconscious structures
• are not very self-reflected
• actually want to like you and to be liked
• they feel tested in their abilities and are clever about it
but also:
• they get used to bad experiences, they lack improvement-phantasy
UX+DEV SUMMIT 2018

7. @MartinaMitz@MartinaMitz
image: http://www.counter-canterculture.com/wp-content/uploads/2014/07/Henry-Ford-Quote.jpg
@MartinaMitz
The Inventor of the Car
UX+DEV SUMMIT 2018

8. @MartinaMitz@MartinaMitz
Mission
Improve the Experience of Hotel Visitors
@MartinaMitzUX+DEV SUMMIT 2018

9. @MartinaMitz@MartinaMitz
Structure of a Message
Relative importance of verbal and non-verbal messages*:
7% 38% 55%
spoken words tone of voice body language
93%non-verbal behaviour
*Mehrabian, A. (1981). Silent messages: Implicit communication of emotions and attitudes. Belmont, CA: Wadsworth
In situations with ambivalent verbal and non-verbal behaviour:
UX+DEV SUMMIT 2018

10. @MartinaMitz@MartinaMitz
Types of Non-verbal Behaviors
Body Language
body movements
gestures
posture
mimic
Appearance
clothes
jewelry
accessories
hair style
Para-verbal Aspects
speech flow
speed, volume
diction
tone of voice
UX+DEV SUMMIT 2018

11. @MartinaMitz@MartinaMitz
Task 1
Observation
UX+DEV SUMMIT 2018

12. @MartinaMitz@MartinaMitz
Observation Rules
• Don’t observe only one subject
• But concentrate only on one person at a time
• Avoid interpretation and rating
• Formulate observations on factual level
• Be aware of and challenge your own assumptions / stereotypes / filter
UX+DEV SUMMIT 2018

13. @MartinaMitz@MartinaMitz
Task 1: Observation
• Outside in the lobby
• 3-5 people
• combine with a coffee break :)
30 min
Goal: catch behaviours in a natural environment
UX+DEV SUMMIT 2018

14. @MartinaMitz@MartinaMitz
Now let’s go out in the wild
and enjoy!
I will be watching you ;)
UX+DEV SUMMIT 2018

15. @MartinaMitz@MartinaMitz
Welcome back!
UX+DEV SUMMIT 2018

16. @MartinaMitz@MartinaMitz
Need Theories
UX+DEV SUMMIT 2018

17. @MartinaMitz@MartinaMitz
Abraham Maslow (1943)
image: https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
UX+DEV SUMMIT 2018

18. @MartinaMitz@MartinaMitz
Henry Murray (1938)
image: http://richaprof.blogspot.de/2014/08/session5-types-and-systems-of-need.html
UX+DEV SUMMIT 2018

19. @MartinaMitz@MartinaMitz
Klaus Grawe – Consistency Theory (2004)
NEEDS
Motives Plans
Schemes
Behaviours / Experiences
Attachment
Pleasure
Maximization /
Pain Avoidance
Orientation &
Control
Self-esteem /
-enhancement
Goals
UX+DEV SUMMIT 2018

20. @MartinaMitz@MartinaMitz
Plan Analysis (Grawe + Caspar)
Behaviour
Goal
Motive
Basic Need
Simplified method:
UX+DEV SUMMIT 2018

21. @MartinaMitz@MartinaMitz
Plan Analysis (Grawe + Caspar)
Behaviour
Goal
Motive
Basic Need
so that
approach/avoidance
Emotional Level
Functional Level
Simplified method:
speaks for
conscious / reported
unconscious /
unreported
UX+DEV SUMMIT 2018

22. @MartinaMitz@MartinaMitz
Example:
image: http://i.dailymail.co.uk/i/pix/2014/10/08/1412792017434_wps_5_A_stock_photo_of_a_queue_.jpg
UX+DEV SUMMIT 2018

23. @MartinaMitz@MartinaMitz
Example:
image: http://i.dailymail.co.uk/i/pix/2014/10/08/1412792017434_wps_5_A_stock_photo_of_a_queue_.jpg
watches her phone
she stays up to date
feels closer to others
Attachment
so that
approach
speaks for
UX+DEV SUMMIT 2018

24. @MartinaMitz@MartinaMitz
Example:
image: http://i.dailymail.co.uk/i/pix/2014/10/08/1412792017434_wps_5_A_stock_photo_of_a_queue_.jpg
watches her phone
she stays up to date
feels closer to others
Attachment
so that
approach
speaks for
bridge waiting time
avoid impatience
Discontent avoidance
avoidance
speaks for
UX+DEV SUMMIT 2018

25. @MartinaMitz@MartinaMitz
Task 2
Analysis
UX+DEV SUMMIT 2018

26. @MartinaMitz@MartinaMitz
Task 2: Analysis
Part 1:
• Groups get together
• Introduce yourself quickly
• Report observed behaviours
Part 2:
• Pick 1 behaviour as a group
• Analyse
• Pick alternative / next behaviour
• Analyse
10 min
10 min
UX+DEV SUMMIT 2018

27. @MartinaMitz@MartinaMitz
Step 1: Groups
• find your group
• introduce yourself briefly
• report observed behaviours
10 min
Goal: group building, information gathering
UX+DEV SUMMIT 2018

28. @MartinaMitz@MartinaMitz
Step 2: Analysis
• choose a relevant behaviour as a group
• analyse:
• when finished choose next analysis path or next relevant behaviour
• Don’t go wild in speculations, discuss and agree in groups
10 min
Goal: build hypothesis about underlying needs
1. Behaviour, so that à Goal (functional)
2. Is that avoidance or rather approach?
3. What is the (emotional) Motive? Impact on feelings?
4. Stands for which underlying Basic Need?
UX+DEV SUMMIT 2018

29. @MartinaMitz@MartinaMitz
Phew
Time for a Break?
image: http://i3.kym-cdn.com/entries/icons/original/000/013/306/2dd.jpg
UX+DEV SUMMIT 2018

30. @MartinaMitz@MartinaMitz
Task 3
Design
UX+DEV SUMMIT 2018

31. @MartinaMitz@MartinaMitz
Task 3: Design
Part 1 - Ideation:
• Choose need
• Ideation
• Read out / cluster ideas
Part 2 – Choose and Assess:
• Vote favourite cluster
• Effort/Impact assessment of the ideas
Part 3:
• Ideas mapping to the Customer Journey
• Service concept
10 min
5 min
10 min
UX+DEV SUMMIT 2018

32. @MartinaMitz@MartinaMitz
Step 1: Ideation
• Don’t go in detail
• No judgment / rating / assessment
• Get free of constrains
(feasibility, business/technical restrictions)
• There is no right or wrong
Goal: gather as many ideas as possible regarding a certain need
10 min
UX+DEV SUMMIT 2018

33. @MartinaMitz@MartinaMitz
Step 2: Choose and Assess
• Judgment / rating / assessment
• Go in detail
• Consider constraints
(feasibility, business/technical restrictions)
• Design the flow
Outcomes:
• Effort-impact assessment of the ideas
• Choose favourites with biggest potential and least effort
• Build a strategic plan for the rest
Goal: choose a favourite cluster and assess the individual ideas
5 min
UX+DEV SUMMIT 2018

34. @MartinaMitz@MartinaMitz
Step 3: Service Concept 10 min
UX+DEV SUMMIT 2018
• Empathize with the hotel visitor
• Think of the holistic experience a potential customer has
• Map the individual steps
• Think of the flow and where the ideas become relevant
• Discuss constraints, moments of truth, emotional impact
• Map the service improvements
Outcomes:
• Customer Journey
• Service concept mapping
Goal: map the entire Journey of the customer to put the ideas in context

35. @MartinaMitz@MartinaMitz
image: http://www.azquotes.com/quote/1055682
@MartinaMitz
The Co-Founder of Apple
UX+DEV SUMMIT 2018

36. @MartinaMitz@MartinaMitz
Next Steps
• Create prototype (if not started already) – something to communicate
your idea
• Go out and talk about your ideas with people
• Gather further info and check the need-hypothesis again
• Don’t stop iterating
UX+DEV SUMMIT 2018

37. @MartinaMitz@MartinaMitz
Conclusions
• Observations can lead us to deeper levels, than (short) talks could
• There is a structured approach that can help us formulate assumptions
about the probability of underlying motive- and need-structures
• A method for approaching the truth not a formula for knowing it
• There are 4 basic “psychological” needs (Grawe):
Attachment / Pleasure Maximization and Pain Avoidance / Control and
Orientation / Self-esteem & -enhancement
• Identifying what really drives people helps to focus the design work
and prepares the ground for more meaningful products & services
UX+DEV SUMMIT 2018

38. @MartinaMitz@MartinaMitz
Special Thanks to
Psycho Therapist in Education: Diana Valkova
UX+DEV SUMMIT 2018

39. @MartinaMitz@MartinaMitz
Feedback
• What was good?
• What not so good?
• Any suggestions?
UX+DEV SUMMIT 2018

40. @MartinaMitz
Martina Mitzieva-Veglia
UX Psychologist
martina.net@gmail.com
web, skype, twitter: Martina Mitz
currently:
Berlin, Germany
Thank You!
UX+DEV SUMMIT 2018