Psychology for UX and Human Experience

99

description

 

Transcript of Psychology for UX and Human Experience

Page 1: Psychology for UX and Human Experience
Page 2: Psychology for UX and Human Experience

3UX Thinking | DaveHogue.com

Page 3: Psychology for UX and Human Experience

Why do someexperiences succeed?

Page 4: Psychology for UX and Human Experience
Page 5: Psychology for UX and Human Experience
Page 6: Psychology for UX and Human Experience
Page 7: Psychology for UX and Human Experience
Page 8: Psychology for UX and Human Experience

We feel like they know us

personally.

Page 9: Psychology for UX and Human Experience

How many times have you been warned…

Page 10: Psychology for UX and Human Experience

“You are not designing for yourself.”

Page 11: Psychology for UX and Human Experience

But we’re all human.

Page 12: Psychology for UX and Human Experience

Users

DesignersDevelopers

Researchers Managers

Page 13: Psychology for UX and Human Experience

Our brains all work the

same way…

Page 14: Psychology for UX and Human Experience

…and we share the samecapabilities and limitations.

We are subject to the

same rules.

Page 15: Psychology for UX and Human Experience

Understanding how we all think can help us generate

better ideas…

Page 16: Psychology for UX and Human Experience

…and help us craft and deliver

better experiences.

Page 17: Psychology for UX and Human Experience

Relevant Fields of Psychology

BehavioralEcological / EnvironmentalCognitiveSocialConsumerIndustrial / OrganizationalHuman Factors / HCIExperimentalPsychometricsQuantitative / MathematicalEducationalDevelopmentalPersonalityPhysiological / Neurological

Page 18: Psychology for UX and Human Experience

UX is not magic.

Page 19: Psychology for UX and Human Experience

A Systemfor thinking about UX design, research, and strategy with a

psychological perspective.

Page 20: Psychology for UX and Human Experience
Page 21: Psychology for UX and Human Experience
Page 22: Psychology for UX and Human Experience

Who, where, what?

Page 23: Psychology for UX and Human Experience

Who are the people?Demographics, experiences, skills, attitudes, beliefs, knowledge

Where are they?Place, environment, situation, conditions, circumstances

What are the devices, objects, and tools they are using?Phones, tablets, computers, kiosks, cameras, pen & paper, chisel & stone…

Context

Page 24: Psychology for UX and Human Experience

Who, where, what?

Page 25: Psychology for UX and Human Experience

UX Research

When and how do people use their mobile devices?

About 70% of all mobile phone usage is for playing games, socializing, and entertainment.

That ranges from 64% for all web and apps combined to 79% for just mobile apps.

http://www.lukew.com/ff/entry.asp?1733

Page 26: Psychology for UX and Human Experience
Page 27: Psychology for UX and Human Experience
Page 28: Psychology for UX and Human Experience

Are we having fun yet?

Page 29: Psychology for UX and Human Experience

What are the objectives?What is the desired outcome, and is it:

Productive, focused, goal-directed, playful, exploratory, meandering

What is the value of the goals and objectives?Important, essential, necessary, optional, nice-to-have, elective

How urgent are the goals and objectives?Time-sensitive, critical, compelling, casual, open-ended

Goals

Page 30: Psychology for UX and Human Experience
Page 31: Psychology for UX and Human Experience

Failure

Page 32: Psychology for UX and Human Experience
Page 33: Psychology for UX and Human Experience

How do people sense and perceive the world?Vision, audition, and touchColor deficient visionGestalt PrinciplesImage recognitionMotionPre-conscious processing and attention

Perception

Page 34: Psychology for UX and Human Experience
Page 35: Psychology for UX and Human Experience
Page 36: Psychology for UX and Human Experience
Page 37: Psychology for UX and Human Experience

Definition:The force that initiates, directs, and sustains behavior.Why we do what we do.

Theories:Achievement, Affiliation, and PowerExistence, Relatedness, and Growth (ERG)Biological DrivesInternal vs. ExternalNot Maslow’s Hierarchy of Needs…

Motivation

Page 38: Psychology for UX and Human Experience
Page 39: Psychology for UX and Human Experience
Page 40: Psychology for UX and Human Experience

Why do people spend so much time on socialnetworks, and what do they get from it?

Affiliation with others (we are social creatures and seek contact)Personal achievement (competition with self and others)Social influence and credibility (“social currency”)

Motivation

Page 41: Psychology for UX and Human Experience
Page 42: Psychology for UX and Human Experience

Definition:The mental action or process of acquiring knowledge and understandingthrough thinking, experience, and the senses.

Types:Learning Decision-makingMemory RecognitionLanguage Spatial operationsProblem-solving Concept formationReasoning and logic MetacognitionAttention And many, many biases…

Cognition

Page 43: Psychology for UX and Human Experience

Cognitive Load

Memory and attention are limited resources – use them wisely.

Cognitive friction occurs when we force users to think harder and try to remember more than they need to.

Deliver what people need when they need it: Just in time, not just in case.

Page 44: Psychology for UX and Human Experience

Cognitive Biases

Our cognitive abilities are fallible.

Von Restorff Effect

Peak-End Rule

Confirmation Bias

Loss Aversion

Hyperbolic Discounting

Recency Bias

And dozens more…

Page 45: Psychology for UX and Human Experience

Should we “Reduce deaths”…

…or “Maximize quality of life?”

Page 46: Psychology for UX and Human Experience

Framing Bias

Page 47: Psychology for UX and Human Experience

What did the first cars look like?

Horse-drawn carriages.

Page 48: Psychology for UX and Human Experience

Anchoring Bias

Page 49: Psychology for UX and Human Experience

We may not be designing for

ourselves, but…

Page 50: Psychology for UX and Human Experience

We are susceptible to the same biases.

Page 51: Psychology for UX and Human Experience
Page 52: Psychology for UX and Human Experience

Definition:A complex, subjective experience resulting in physiological andpsychological changes that influence thought and behavior.

Theories:Ekman (Happiness, Surprise, Sadness, Anger, Fear, Disgust)James-Lange (physiological reaction precedes emotion)Cannon-Bard (physiological reaction and emotion are concurrent)Schachter-Singer (physiological reaction precedes cognition)Lazarus (cognition precedes physiological reaction and emotion)

Emotion

Page 53: Psychology for UX and Human Experience

Emotion

Emotions may be positive (love, joy) or negative (anger, fear.)

We have about 20,000 emotional experiences per day (Kahneman, 2002.)

Attractive things are judged to work better and be more effective.

Page 54: Psychology for UX and Human Experience
Page 55: Psychology for UX and Human Experience

Positive Emotions

Fredrickson (2009) discovered that we need three positive emotions to lift us up and overcome just onenegative emotion.

Have you ever said,“Meh. It could be better, but it works”?

Is the rest of the interface

three times betterto make up for it?

Page 56: Psychology for UX and Human Experience
Page 57: Psychology for UX and Human Experience
Page 58: Psychology for UX and Human Experience

Definition:The actions by which an organism reacts and adjusts totheir environment and other organisms; a response to various stimuli.

Theories:Classical Conditioning (association)Operant Conditioning (reinforcement and punishment)Social Learning Theory (live, verbal, and symbolic)Relational Frame Theory (language and cognition)Drive Reduction (biology and homeostasis)

Behavior

Page 59: Psychology for UX and Human Experience

Rewards

Participation in social services is often encouraged with rewards such as badges and points that have personal and social value and which are delivered through complex reinforcement schedules.

Page 60: Psychology for UX and Human Experience

Failure

Page 61: Psychology for UX and Human Experience

There is a dark side.

Page 62: Psychology for UX and Human Experience

Behavior Modification

As UX designers we are in the business of changing behavior.

Sometimes we are asked to make design decisions that lead people to choices and actions that are not always in their own best interests.

Dark patterns lead people to interact in ways they would not have otherwise chosen to do.

Page 63: Psychology for UX and Human Experience
Page 64: Psychology for UX and Human Experience
Page 65: Psychology for UX and Human Experience

Be the good guy.

Page 66: Psychology for UX and Human Experience
Page 67: Psychology for UX and Human Experience
Page 68: Psychology for UX and Human Experience
Page 69: Psychology for UX and Human Experience
Page 70: Psychology for UX and Human Experience
Page 71: Psychology for UX and Human Experience

More than visibility – we must craft accessible experiences where we can perceive the opportunities to interact in any modality.

People are less likely interact if they do not perceive the opportunity to interact, even if they need or want to interact.

Perceivability

Page 72: Psychology for UX and Human Experience
Page 73: Psychology for UX and Human Experience
Page 74: Psychology for UX and Human Experience
Page 75: Psychology for UX and Human Experience
Page 76: Psychology for UX and Human Experience

PredictabilityThe ability to accurately and confidently predict the outcomes or results of an interaction and that it will move us toward our goal(s).

People are less likely to interact if they are not confident in their predicted outcomes or if they believe the results are not what they want or need.

Page 77: Psychology for UX and Human Experience

Mental Models

Mental Model Conceptual Model System Model

Page 78: Psychology for UX and Human Experience

Not what she predicted…

Page 79: Psychology for UX and Human Experience
Page 80: Psychology for UX and Human Experience

FeedbackMeaningful information about the status and outcomes of an interaction and the process(es) it started, modified, or terminated.

People are less likely to continue interacting if they do not receive meaningful information about status, progress, outcomes, or results.

Page 81: Psychology for UX and Human Experience

After editing the gift message three times, it was still too long…

How long is it now?

How much too long is it?

What is the maximum number of characters?

HELP! What should I do?

Page 82: Psychology for UX and Human Experience
Page 83: Psychology for UX and Human Experience

LearnabilityWe can learn and remember interactions when we accurately predict desirable outcomes, avoid errors, and when the feedback is understandable and applicable.

People are less likely to learn an interaction if the outcomes are not expected or if feedback is absent or meaningless.

Page 84: Psychology for UX and Human Experience
Page 85: Psychology for UX and Human Experience

LearningWe learn to associate experiences that occur together in time and place.

We learn to repeat interactions that reward us and avoid interactions that punish us.

We can learn by watching and observing as easily as by doing.

Page 86: Psychology for UX and Human Experience
Page 87: Psychology for UX and Human Experience

LearningWe generalize across similar situations and transfer knowledge and skills from one context, device, or domain to another when they are identifiably analogous.

Page 88: Psychology for UX and Human Experience

We bring our past experiences.

Page 89: Psychology for UX and Human Experience
Page 90: Psychology for UX and Human Experience
Page 91: Psychology for UX and Human Experience

ConsistencyConsistent appearance, behavior, reaction, meaning, and outcome makes it easier for us to:

• Perceive the opportunity to interact,

• Predict the outcomes more accurately,

• Better understand the feedback,

• Transfer learned interactions, and• Learn new interactions through generalization

and discrimination.

Page 92: Psychology for UX and Human Experience

Failure

Page 93: Psychology for UX and Human Experience
Page 94: Psychology for UX and Human Experience

Consistency is more than visual.

Page 95: Psychology for UX and Human Experience

Quick ReviewA lot of psychology in just two diagrams!

Page 96: Psychology for UX and Human Experience
Page 97: Psychology for UX and Human Experience
Page 98: Psychology for UX and Human Experience

Thanks!I’m happy to answer your questions.

Page 99: Psychology for UX and Human Experience