Learning from Cognitive Psychology & Game Mechanics to create apps with soul

the

@vivekjuneja

#droidconIN#android

#ux

"With Android, people were not responding emotionally, they weren't forming emotional relationships with the product. They needed it, but they didn't necessarily love it.“

http://www.theverge.com/2011/10/18/exclusive-matias-duarte-ice-cream-sandwich-galaxy-nexus/

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What are we

talking about

5lessons

Cognitive Psychology

study of how people perceive, remember, think, speak, and solve problems

Cognitive Psychology at work

Game Mechanics

constructs of rules intended to produce an enjoyable game or gameplay

Gamification in the real world

5lessons

choicereputation

motivation

attention

habit

• decision making

• paradox of choice

• cognitive load

choicereputation

motivation

attention

habit

• decision making

• paradox of choice

• cognitive load

reputation

motivation

attention

habit

choice

decision makingbest possible decision, least possible effort

two minds of decisions – Gut and Head

How to design interactions that assist users in making best decisions in limited time

choice

choice

decision making

choicereputation

motivation

attention

habit

• decision making

• paradox of choice

• cognitive load

paradox of choicethe dopamine effect

lesser choices, better decisions

How to make dopamine part of the brain happy, and still allow people to make better choices

choice

choice

paradox of choice

• decision making

• paradox of choice

• cognitive load

choicereputation

motivation

attention

habit

cognitive load emotional brain kicks in

mental shortcuts

How to reduce the load on the user’s brain and make the application experience easy

choice

cognitive load

choice

choice

High Cognitive load

Too many choices

choiceLow Cognitive load

Grouped choices

• social validation

• mirror effectchoice

reputation

motivation

attention

habit

• social validation

• mirror effectchoice

reputation

motivation

attention

habit

social validation

How to integrate social aspect of humans in the mobile app ?

social feedback

social expectations

reputation

• social validation

• mirror effectchoice

reputation

motivation

attention

habit

mirror effect

How to craft a story around the app ?

imitation neurons

recommendations

reputation

reputationstory telling

show the user

reputationbring your friends

share with friends

• intrinsic

• extrinsicchoice

reputation

motivation

attention

habit

• intrinsic

• extrinsicchoice

reputation

motivation

attention

habit

intrinsic

How do I make my application design such that the user feels in control ?

desire of power

goal oriented

motivation

• intrinsic

• extrinsicchoice

reputation

motivation

attention

habit

extrinsic

How do I give positive motivation to my users ?

aversion to failure

social feedback

motivation

Economist.com subscription – US $59.00 One-year subscription to Economist.com.

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extrinsic

motivation

Economist.com subscription – US $59.00 One-year subscription to Economist.com.

Print subscription – US $125.00 One-year subscription to the print edition of The Economist.

Print & web subscription – US $125.00 One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997.

extrinsic

motivation

motivationbadges, recognition

fun

motivation

competition

meaningful goals

• cognitive focus

• old brain choice

reputation

motivation

attention

habit

• cognitive focus

• old brain choice

reputation

motivation

attention

habit

cognitive focus

How can I structure the features in my app that allows for partial attention by the user ?

humans can’t multi-task

attention

• cognitive focus

• old brain choice

reputation

motivation

attention

habit

old brain

How do I make user trust my application ?

hunger to mate is dangerous

old is powerful

attention

attentionfocus on what’s important

attention user is safe

attention user is safe

• expectations

• good vs. bad choicereputation

motivation

attention

habit

choicereputation

motivation

attention

habit

• expectations

• good vs. bad

expectations exploit the shortcut

decrease stress, increase joy

How to allow the user interactions for the mobile app utilize the already existing knowledge of the user

habit

• expectations

• good vs. bad choicereputation

motivation

attention

habit

good vs. bad

What incentives you can integrate inside your app to create positive habits for the user ?

create new habits

punish for bad, award the good

habit

habitKick the nicotine

habitKick the nicotine

What next

Apply

Test

Iterate

Research

What next

About Me@

www.vivekjuneja.in / @vivekjuneja

User Group Bangalore

~Build apps with Soul~

All images used in presentation belong to their respective owners

Thanks