The document emphasizes the importance of measuring user behavior and leveraging psychological principles to enhance design and understanding of human behavior. It outlines various research methods and techniques for data collection and analysis, advocating for the inclusion of researchers in the process. The key takeaway is that measuring behavior and applying psychology in design is accessible and beneficial.

1. Reading Your Users’ Minds:
Empiricism, Design, and Human Behavior
Shane F. Blackman

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Let’s take a
quick survey...

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

8. Measuring Goals
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Why Bother Measuring?
Nisbett & Wilson (1977)

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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Truth Attractiveness
Familiarity Fluency

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Truth Attractiveness
Familiarity Fluency

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聘请
Zajonc (1968)

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更多
Zajonc (1968)

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研究生
Zajonc (1968)

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聘请
更多
研究生
抑或
我们
饿死
Zajonc (1968)

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Truth Attractiveness
Familiarity Fluency

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Osorno is in Chile
Osorno is in Chile
Osorno is in Chile
True or False?
Reber & Schwarz (1999)

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Consequences of Erudite
Vernacular Used Irrespective of
Necessity:
Problems with Using Long Words
Needlessly
Oppenheimer (2006)

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Truth Attractiveness
Familiarity Fluency

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

31. Go Read!
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Metacognitive fluency
Prospect theory
Risk aversion
Introspection illusion
Bias blind spot
Anchoring and adjustment
Representativeness heuristic
Compliance techniques
Normative influence
Procedural justice
Mere exposure effect
Persuasion
Fundamental attribution error
Wisdom of crowds
Diffusion of responsibility
Social loafing
Planning fallacy
Confirmation bias
Groupthink
Temporal discounting
Stereotyping and prejudice
Halo effect

32. (Please) Hire Researchers!
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33. Start Collecting Data!
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34. User interviews
Stakeholder interviews
Free-response feedback
Wireframes
(Paper) prototyping
Moodboards
Story mapping
Persona creation
Competitive analysis
Diary studies
Taxonomies
User flows
Ethnographic field studies
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A/B testing
Experiments
Desirability studies
Decision-making studies
Predictive modeling
Simulations
Autonomic measures
Eye-tracking
Card sorting
Usability testing
Usability benchmarking
User demographics
Content audits
Site analysis
Clickstream/GA analysis
Surveys
Information reveal studies
Memory/recall studies
Qualitative
Quantitative
Exploratory
Confirmatory

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

36. THANK YOU!
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FOWD 2015
Media Temple
John Caine
Flavie Lemarchand-Wood
Sarah Ahmed
Graeme Richardson
Haq Qureshi
Peter Lee
Deephan Mohan
Shaokang Li
Andrew Large
David Prentice
Mash Hossain
Steve Ciancanelli
Wil Morales
Rachel Montana
Christine Wong