Applying PsychologicalPrinciples for a compellingUser (or Customer) Experience

Fiona Meighan29 April 2015

Psychologynoun

1. the scientific study of the human mind and its functions, especially those affecting behaviour in a given context

Products & Services are all about thinking, feeling, behaviour ….

it’s (almost) all about psychology.

The Whistle Stop Tour 10 minutes

to talk about psychology in UX /CX

5 concepts

key psychology principles to apply in a commercial landscape

DON’T WORKIf products/services aren’t used, they

1. Cognition

2. Emotion

5. The Future

4. Motivation

3. Managing Change

CognitionHuman Factors

Concept 1

If the user can’t use it,

IT DOESN’T WORK

1. Cognition

1. Cognition

7+ or -

2

Cognitive Load1. Cognition

Cognitive Principles or Heuristics

- visibility

- control

- match

- consistency

- flexibility

- minimalism

- recognition

- help

- error prevention

& recovery

1. Cognition

Gestalt Laws of Grouping

Proximity Similarity Closure

1. Cognition

Cultural Interpretation

1. Cognition

Commonality

Frequency

+XUsability severity { } Business

importance = Business Priority Score(BP1 - BP5)X

1. Cognition

- Design to principles- Testing- BPI - Business Priority Index- SUS - System Usabilty Score- NPS - Net Promoter Score

(in the right context)- No. of errors- Heuristic evaluation

EmotionEngagement (conscious & unconscious)

Concept 2

If the user doesn’t wantto use it, it doesn’t work.

2. Emotion

unconscious processing

unconscious processing

unconscious processing

2. Emotion

firstimpressions

do count!

2. Emotion

300 MILLISECONDS Between seeing something and being aware of it. What happens in that gap?

My first boss:Gitte Lindegaard

Influences ongoing subjective measure of usability

and satisfaction

“Attention web designers: You have 50 milliseconds to make a good first impression.”

2. Emotion

measuring impressions (high tech)

2. Emotion

conscious processing

Accessible Advanced Annoying Appealing Approachable Attractive Boring Business-like Busy

Calm Clean Clear Collaborative Comfortable Compatible Compelling Complex Comprehensive

Confident Confusing Connected Consistent Controllable Convenient Creative Customizable

Cutting edge Dated Desirable Difficult Disconnected Disruptive Distracting Dull Easy to use Effective

Efficient Effortless Empowering Energetic Engaging Entertaining Enthusiastic Essential Exceptional

Exciting Expected Familiar Fast Flexible Fragile Fresh Friendly Frustrating Fun Gets in the way Hard to Use

Helpful High quality Impersonal Impressive Incomprehensible Inconsistent Ineffective Innovative

Inspiring Integrated Intimidating Intuitive Inviting Irrelevant Low Maintenance Meaningful Motivating Not Secure Not Valuable Novel Old Optimistic Ordinary

Organized Overbearing Overwhelming Patronizing Personal Poor quality Powerful Predictable

Professional Relevant Reliable Responsive Rigid Satisfying Secure Simplistic Slow Sophisticated

Stable Sterile Stimulating Straight Forward Stressful Time-consuming Time-Saving Too Technical

Trustworthy Unapproachable Unattractive Uncontrollable Unconventional Understandable

Undesirable Unpredictable Unrefined Usable Useful Valuable Accessible Advanced Annoying Appealing Approachable Attractive Boring Business-like Busy

Calm Clean Clear Collaborative Comfortable Compatible Compelling Complex Comprehensive

Confident Confusing Connected Consistent

2. Emotion

Lower tech ways to measure emotion

● Microsoft desirability matrix● Interviews● Observation

2. Emotion

PerceptionGroup think - change management

Concept 3

If the user isn’t sold on it,it doesn’t work

3. Perception

managing changeand transition periods:

Imagine something wasso important, if you used it you’d potentiallysave lives

and it was useful, useableand engaging

Would you use it?3. Perception

● 18,000 people die from unintentional medical incidents every year in Australia

● Many errors that could be reduced by IT solutions

● Solutions exist

● Users often don’t wish to use them (Churchill Scholarship report)

3. Perception

Resistance, cognitive dissonance, disparity between what people know and what they feel

Could be helpful but I need to change how I do things

Great, everyone can second guess what I’m doing.

3. Perception

creating new pathways 3. Perception

MotivationConcept 4

If the client doesn’tbuy it, it doesn’t work

4. Motivation

Converting the client view

4. Motivation

4. Motivation

Real time experience tracking

4. Motivation

4. Motivation

The FutureConcept 5

If we aren’t open or don’t understand users it won’t work

Trends in the industry

5. The Future

empathy

5. The Future

mindfulness 5. The Future

even ‘hard core’tech companies

are gettingin on it

5. The Future

In summary (on the flipside) if the:

- user can use it (cognition)

- user wants to use it (emotion)

- user is sold on it (managing change)

- client chooses to go live with it (motivation)

- practitioners are open minded to client and user

needs (the future)

- Chances are it will work!

Thank you