Neuro psychologically informed product development model to understand underlying factors that impact decision making, motivation and behavior.

1. Erika Torres, PhD

2. Background
Psychologist who
specializes in program
evaluation/development
research
Passionate and intrigued
by the psychology of
tech use and the neuro-
psychological factors
that impact behavior
https://www.linkedin.com/in/erikatorresphd

3. Current Approach for Product
Development
User Design tends to focus on data analysis to
enhance user satisfaction by improving How
individuals use, access and interact with a product

4. New Approach
Understanding the Why behind individuals’ behavior
and not just the How will make product development
more individualized, appealing, successful and
profitable
There is a gap between the How and the Why… The
key is understanding the underlying psychological
factors that influence our behaviors, learning,
preferences, desires, and motivations

5. New Approach
Program
Evaluation/Development
Research
Technology
Neuro-Psychology of
Behavior
Neuro-psychologically
Informed Product
Development Research

6. Program Evaluation/Development
Research
Process: Needs
assessment through
literature review, data
collection, analysis and
interpretation
Purpose: Implement
interventions to develop
and/or improve
individual and overall
organizational
functioning

7. Neuro-Psychology of Behavior
Neuro-Psychology: The
study of the biological (brain
functions/structures) and
psychological (mindset,
personality, etc) basis of
behavior
Neuroplasticy: The capacity
that the brain has to mold,
change, rewire and
reprogram itself based on
experiences

8. General Neuro-Psych Concepts
Emotions: We are more likely to engage in certain
activities when we are experiencing intense emotions
such as anger, excitement, sadness and joy
Motivation: We are motivated intrinsically (values,
beliefs) and extrinsically (what others think about us,
money, prestige, etc)
Reward: activation of the dopaminergic system is
highly rewarding
Intermittent schedule of reinforcement:
Unpredictable reward yields higher behavioral control

9. General Neuro-Psych Concepts
Maslow’s hierarchy of Needs: Physiological needs
(food shelter), safety/security, love/belonging, self-
esteem and self-actualization
Personality:
O-openness to experience
C-conscientiousness
E-extroversion
A-agreeableness
N-neuroticism

10. General Neuro-Psych Concepts
Learning:
Classical conditioning: pairing a stimulus with a desired
behavior
Operant conditioning:
Negative reinforcement: doing something to avoid aversive
stimulus
Positive reinforcement: doing something to get a reward
Types of Learners:
V- visual
A- auditory
R- reading/writing
K- kinesthetic

11. Technology
If you can think it, “there
is an app for that”…
Successful tech meets
fundamental needs in
the user in an easy to use
manner
We seek to connect, feel
loved, accomplished, and
get basic needs met
when we interact with
tech

12. Neuro-Psych Informed Product
Development Research
Process: Needs
assessment through
literature review of
neuropsychological
research
Purpose: Develop
compelling product
designs and features;
improve product
functionality and
satisfaction in the user

13. Neuro-Psych Informed Product
Development Model
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
Identify the
need and
define the
product idea
Identify
Neuro-
psychological
principles/
processes
related to the
idea (step 1)
Engage in in-
depth
literature
review to
understand
the
mechanisms
involved (step
2)
Utilize
theoretical
research
findings to
guide the
development
of a prototype
Utilize user
experience
research
methods to
test prototype
Modify
product based
on user
feedback and
evolving
neuroscience
research
literature

14. Examples…
Utilizing individualized intermittent schedules of
reinforcement to engage videogame users
Understanding individuals’ emotional state as it
relates to their readiness to make in-app purchases
Understanding individuals’ learning styles and
approaches to new material to develop learning tools
and work platforms
Understanding individuals’ personality style as it
pertains to utilizing social media networks

15. Summary
You need this new approach!
LinkedIn: https://www.linkedin.com/in/erikatorresphd/
Erika Torres, PhD © 2017