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

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

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Briefly Introducing Brilliant

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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

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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

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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.

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Thinking about thinking

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We use two major thinking systems

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System 1: conscious, focused, deliberate

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System 2: unconscious, fast, estimates

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

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Cogito ergo sum

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

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

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We experience our brain’s version of the world.

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

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

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How decision making deviates from rationality

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2000 2005 2010

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2005 2010 2014

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System 1: conscious, focused, deliberate

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System 2: unconscious, fast, estimates

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How could we use what we know to be persuasive?

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C

B

A

Likeability, Free, Commitment

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26Intrigue

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Aesthetics

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Barbeque by the pool

Narrative

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Where’s the barbeque?

Achievement

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30Authority

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Framing

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Anchoring

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33Mimicry

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34Scarcity, Loss Aversion

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35Reducing Effort

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36Creating Ownership

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

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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

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Summary

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

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

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We use two major thinking systems

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System 1: conscious, focused, deliberate

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System 2: unconscious, fast, estimates

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

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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

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Thank you!

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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