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  • Get Inside Their Heads: How to Use Psychology to Solve UX Problems John Whalen, PhD Principal, Strategy and User Experience @brlexp @johnwhalen

    Jennifer Bergstrom, PhD UX Research Leader @forsmarshgroup @romanocog !

  • Briefly Introducing Brilliant

  • Research

    Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

    Strategy and Ideation

    Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

    UX and Design

    IA & Flow Interaction Design Concept Realization Visual Design & Branding

  • Types of Clients

    1. Enterprises seeking innovation renewal

    - Seek more user research

    - Want strategy and ideation guidance

    - Need help motivating team

    2. Startups seeking professional UX

    - Need help getting product to launch

    - Want a more professional user experience

  • Why Brilliant? ‣ Our expertise in psychology and UX provide a unique blend of:

    - psychological research (probing for unspoken needs/desires)

    - user-centered design

    - design thinking

    - lean startup

    - persuasive design

    !

    ‣ We partner with you to develop the internal culture and training that allow you to realize your product and make lasting organizational change.

  • Thinking about thinking

  • We use two major thinking systems

  • System 1: conscious, focused, deliberate

  • System 2: unconscious, fast, estimates

  • We don’t experience what is actually out there in the real world.

  • Cogito ergo sum

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  • 14

    (I can’t trust my senses, but I know I exist 
 because of my thoughts.)

  • http://www.youtube.com/user/Quirkology

    http://www.youtube.com/user/Quirkology

  • We experience our brain’s version 
 of the world.

  • 17

    Oh, you mean like The Matrix ...okay now I got it!

  • 18

    We as UXers underestimate the power of System 2 and don’t take full advantage of it.

  • How decision making deviates from rationality

  • 2000 2005 2010

  • 2005 2010 2014

  • System 1: conscious, focused, deliberate

  • System 2: unconscious, fast, estimates

  • How could we use what we know to be persuasive?

  • C

    B

    A

    Likeability, Free, Commitment

  • 26 Intrigue

  • Aesthetics

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    Barbeque by the pool

    Narrative

  • Where’s the barbeque?

    Achievement

  • 30 Authority

  • Framing

  • Anchoring

  • 33 Mimicry

  • 34 Scarcity, Loss Aversion

  • 35 Reducing Effort

  • 36 Creating Ownership

  • 37

    Phew! That’s a lot! Let’s review, shall we?

  • Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

    Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

  • Summary

  • Phew! That’s a lot! Let’s review, shall we?

  • We experience our brain’s processing of the world, not just what’s there.

  • We use two major 
 thinking systems

  • System 1: conscious, focused, deliberate

  • System 2: unconscious, fast, estimates

  • We can only keep track of a few things at a time

  • Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process

    Then use a number of techniques to persuade our audiences to act.

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    By making system 2 happy

  • 48

    Thank you!

  • Research

    Stakeholder Interviews Field Research Competitor Reviews Expert Reviews

    Strategy and Ideation

    Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement

    UX and Design

    IA & Flow Interaction Design Concept Realization Visual Design & Branding

    Thank you! @brlexp | brilliantexperience.com