Psychology : Investigating Behaviour 1 Research Methods Investigating Behaviour.
Psychology & Human Behaviour in User Experience
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Transcript of Psychology & Human Behaviour in User Experience
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PSYCHOLOGY & HUMAN BEHAVIOURUSER EXPERIENCE
“A great design is a blend of pixels, meaning & emotions”
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WHAT ARE WE GOING TO LEARN➤ Why Psychology/Human Behaviour in UX?
➤ Activity 1: Principles of Psychology
➤ Other Psychological Methods to apply in UX
➤ Areas of Human Behaviour
➤ Emotional Advantage
➤ Psychology behind CTAs
➤ How to approach a Good Design
➤ Resources to Learn
➤ Activity 2: Improve a product (Base your solutions on psychology)
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WHY PSYCHOLOGY & BEHAVIOUR IN USER HUMAN EXPERIENCES
Why don’t the user get it? or
Why does the user like this? or
Why some designs work and others don’t?
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RE-DESIGN IS A SERIOUS LOSS TIME - MONEY - RESOURCES
DO WE REALLY WANT TO BUILD SOMETHING THAT DOESN’T WORK?
OR
SOMETHING THAT PEOPLE HATE?
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PRINCIPLES THAT AFFECT HUMAN BEHAVIOUR HOW TO USE THEM AS WEAPONS OF INFLUENCE
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ACTIVITY TIME GUESS THE PSYCHOLOGY PRINCIPLE USED IN THE IMAGES
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PRINCIPLE OF RECIPROCITY
➤ Sense of obligation
➤ Morally bound by the rule to do something
➤ Something like a favour/act of kindness/a service
➤ More likely to return the favour
➤ Increases the probability of making business
➤ Nielsen Norman Group(NN/g) - https://www.nngroup.com
➤ In case of vice-versa, people are more likely to abandon the site
“GIVE YOUR USERS SOMETHING BEFORE YOU ASK FOR ANYTHING IN RETURN.”
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COMMITMENT
➤ Promise to provide a value
➤ Instills a sense of responsibility
➤ Telling users to trust your business
➤ Being loyal to the end users
➤ Building long term relationships
“PROMISE, DELIVER AND MAKE BUSINESS”
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CONSISTENCY
➤ Providing value as promised
➤ Being specific tells users when to expect what they need
➤ Feeling of satisfaction
➤ Avoids false expectations at wrong times
➤ Meeting the increased expectations
➤ Stronger relationship which builds over time
“DELIVER WHAT IS PROMISED AT THE RIGHT TIME”
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SOCIAL PROOFING (RATINGS, REVIEWS, TESTIMONIALS & RECOMMENDATIONS)
➤ Human behaviour is guided by others behaviour
➤ Natural human tendency - to behave correctly - how its gets validated
➤ More likely to buy a product
➤ Builds trust on the product
➤ Influences the “Decision Making Process”
➤ Shopping Experiences(window shopping, YouTube views, LinkedIn endorsements, movie reviews)
➤ My Shoes - A result of influenced behaviour
“MAKE YOUR USERS BELIEVE THAT YOUR PRODUCT IS WORTH BUYING”
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PRINCIPLE OF LIKING
➤ Can’t resist the feeling and ultimately saying “yes”
➤ E.g. - “earning credits/cash backs/coins” - many apps use this - receive credits when others install apps on their references
➤ Candy Crush(Principle of reciprocity also acting seamlessly here)
➤ CrownIt
➤ Why are we here?
“MAKE PEOPLE BUILD YOUR BUSINESS”
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PRINCIPLE OF AUTHORITY
➤ Being confident with CTAs
➤ Commanding tone instead of asking
“COMMANDS ALWAYS WORK, ASKING DOESN’T”
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PRINCIPLE OF SCARCITY➤ Causes people to assign high value to things they perceive as being less available
➤ Human nature: Putting more subjective value on loss than on the gain
➤ Sense of loosing something valuable
➤ Things to play with in terms of the scarcity rule
➤ Number of goods
➤ Limited Time
➤ Making information scarce via newsletters
➤ What is so important that everyone is buying it
➤ Sense of high quality
➤ E.g. - Black Friday Sale(Day before thanksgiving in US), railway tickets, loosing $100 than gaining
“SCARCITY, USED IN MODERATION AND WITH TRUE INFORMATION, CAN ENCOURAGE USERS TO MOVE MORE SWIFTLY TOWARDS CONVERTING ON OUR SITE”
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Principle of Reciprocity Commitment & Consistency Social Proofing Authority Liking Principle of Scarcity
LET’S HAVE A LOOK AT THEM AGAIN
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SOME OTHER METHODS/RULES TO APPLY
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RULE OF THIRDS➤ Aligning a subject with these points creates
more tension, energy and interest in the composition than simply centering the subject
➤ Dull if centered
➤ Tension between the object & negative space
➤ More like a guideline than a rule
➤ Makes composition more dynamic
➤ Contrast in objects
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MAGIC NUMBER 7+/-2
➤ Number of objects an average human mind can hold in working memory is 7+/-2
➤ Do not overwhelm users with so much information at one time
➤ More choices -> Less satisfaction
➤ More choices -> More confusion
➤ Decreases the efficiency and hence effects decision making
➤ Can be implemented where user details are required
➤ Filtering out the options
“DON’T CONFUSE YOUR USERS. HELP THEM PROCEED TOWARDS THEIR GOALS & ALWAYS ASK IN CHUNKS”
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FITT’S LAW
➤ Descriptive model of human movement primarily used in human–computer interaction.
➤ “This scientific law predicts that the time required to rapidly move to a target area is a function of the ratio between the distance to the target and the width of the target.”
➤ ID - Index of Difficulty, D - Distance & W - Width
➤ CTAs for touch based devices
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MIRROR NEURONS
➤ Neurons that mirror the behaviour of other as though the observer were itself acting
➤ Instigates copying mechanism
➤ Implemented in Learning Mechanisms
➤ E.g. - Movies, cookies :)
“IF YOU WANT SOMEONE TO DO SOMETHING, SHOW SOMEONE ELSE DOING IT”
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DOPAMINE
➤ Body compound
➤ Precursor of substances like adrenalin
➤ Pleasure seeking chemical
➤ Gaming - pleasure people experience and the desire to continue
➤ Motivation, mindset, attention & retention
➤ Spikes during high stress
➤ Eliminate the unnecessary stress not all
“MOTIVATE, EXCITE AND LET USER HAVE THE PLEASURE OF USING YOUR PRODUCT”
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AREAS OF HUMAN BEHAVIOUR➤ Abilities and Limitations
➤ Specific user goals
➤ Multitasking & Business Goals
➤ Least work possible
➤ Patterns
➤ Scanning
➤ Mistakes - Anticipate, Predict & Prevent - Undo
➤ Confirmation through states
➤ Inline Validation
➤ Modularity - Dividing tasks into chunks - forms
➤ Interaction, User Feedback and Testing
➤ Human Cognition/Cognitive Psychology
➤ Mental Models (Shapes/Conventions/Past Experiences)
➤ Problem Solving and Decision Making
➤ Emotion Driven Behaviour
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EMOTIONAL ADVANTAGE➤ Frustration
➤ Rush
➤ Age Groups/Generations
➤ Memory & Knowledge
➤ Genuineness
➤ Change Blindness
➤ Distraction
➤ Extra Effort
➤ Past Experience
➤ Recall/Relearn
➤ Mistakes - Anticipate, Predict and Prevent - Undo Mistakes
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CALLS TO ACTIONS(CTAS) - BUSINESS DRIVER
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PSYCHOLOGY BEHIND CTAS & HOW TO IMPLEMENT
➤ Gifts (Reciprocity/Scarcity Principle) - To add value
➤ Size and Placement (Fitt’s Law and Rule of Thirds)
➤ Feedback
➤ Progress State
➤ Enticing Calls to Actions
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1. Double Diamond Design Model - British Design Council - 2005 2. User Research - Observation & Usability Testing 3. Psychology of Color, Type and Shapes (Things that can be taken advantage of) 4. Affordances 5. Feedback - Beeps/Tones/Clicks 6. Stand out(Rule of Thirds) - Visual Perception & Appeal - Eye-tracking studies 7. Make things obvious 8. Defaults 9. Improve CTAs 10. Current State 11. Confirmation for severe things 12. Minimal Design(Avoid Featuritis/Creeping Featurism) 13. Dopamine: Grab and hold attention of end-user/human
HOW TO APPROACH A GOOD DESIGN
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FEW GREAT THINGS TO READ AND LEARN➤ INFLUENCE: The Psychology of Persuasion - Robert B. Cialdini ➤ Design of Everyday Things - Don Norman
➤ Research at Google: Human-Computer Interaction & Visualisation
➤ NN/g Group: Articles & Reports
➤ Theories: ➤ Hick’s Law (More choices, more confusion)
➤ Gestalt Theories (Whole as sum of parts)
➤ The Pareto Principle - 80/20 Rule (More users do specific tasks)
➤ Rule of Thirds (Tension b/w negative space and focal object) ➤ Proximity (Nearby elements appear related)
➤ Feedback (Indication of state)
➤ Fitts' Law (Time to move a target - function of target size and distance)
➤ Occam’s Razor (Minimalism) ➤ Mental Models (Past Experience)
➤ Law of Symmetry (Stability, consistency and structure)
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FEEL FREE TO DROP ME A TEXT Facebook: https://www.facebook.com/singhnishantce
Twitter: https://twitter.com/singhnishantce
LinkedIn: https://www.linkedin.com/in/singhnishantce
Email: [email protected]
Phone: +91-9003197845(Whatsapp)/9004499985
QUESTIONS?
“A great design is a blend of pixels, meaning & emotions”
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MY EXPERIENCE WITH THE AC REMOTE
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ACTIVITY TIME Improve a product (Base your solutions on psychology)