Designing for Impact

Designing for Impact

Presented by Fiona Meighan (Registered Psychologist) & Miles Menegon

How psychology and design thinking can have a positive impact on society.

APS Psychology Week 2015

think. do.

Presentation Workshop /12:30 - 1:30pm 1:30 - 2:30pm

Psychology + Design

Confession time...

Applying PsychologicalPrinciples for a compellingUser (or Customer)

Experience

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 minutesto talk about psychology in UX /CX

5 concepts key psychology principles to apply in a design 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 Load 1. Cognition

Cognitive Principles or Heuristics

- visibility- control- match - consistency- flexibility- minimalism- recognition- help- error prevention

& recovery

Gestalt Laws of Grouping

Proximity Similarity Closure

1. Cognition

1. Cognition

Gestalt Laws in action

Cultural Interpretation

1. Cognition

1. Cognition

- Design to principles- Testing- BPI - Business Priority Index- SUS - System Usability 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

processing2. Emotion

firstimpressionsdo 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● Product reaction cards● Interviews● Observation

2. Emotion

The desirability adjective cloud

2. Emotion

Measuring emotional reaction: 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

How?

“Observation promotes empathy”

Real time experience tracking

4. Motivation

4. Motivation

The Future

Concept 5

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

Trends in the industry5. 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!