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Reading Your Users’ Minds:Empiricism, Design, and Human BehaviorShane F. Blackman
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Let’s take a quick survey...
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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.
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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.
Measuring Goals
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Why Bother Measuring?
Nisbett & Wilson (1977)
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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.
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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.
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Truth Attractiveness
Familiarity Fluency
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Truth Attractiveness
Familiarity Fluency
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聘请
Zajonc (1968)
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更多
Zajonc (1968)
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研究生
Zajonc (1968)
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聘请
更多
研究生
抑或
我们
饿死Zajonc (1968)
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Truth Attractiveness
Familiarity Fluency
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Osorno is in Chile
Osorno is in Chile
Osorno is in Chile
True or False?
Reber & Schwarz (1999)
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Consequences of Erudite Vernacular Used Irrespective of
Necessity:
Problems with Using Long Words Needlessly
Oppenheimer (2006)
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Truth Attractiveness
Familiarity Fluency
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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.
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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.
Go Read!
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Metacognitive fluencyProspect theory
Risk aversionIntrospection illusion
Bias blind spotAnchoring and adjustment
Representativeness heuristicCompliance techniques
Normative influenceProcedural justice
Mere exposure effect
PersuasionFundamental attribution errorWisdom of crowdsDiffusion of responsibilitySocial loafingPlanning fallacyConfirmation biasGroupthinkTemporal discountingStereotyping and prejudiceHalo effect
(Please) Hire Researchers!
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Start Collecting Data!
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User interviewsStakeholder interviews
Free-response feedbackWireframes
(Paper) prototypingMoodboards
Story mappingPersona creation
Competitive analysisDiary studiesTaxonomiesUser flows
Ethnographic field studies
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A/B testingExperiments
Desirability studiesDecision-making studies
Predictive modelingSimulations
Autonomic measuresEye-tracking
Card sortingUsability testing
Usability benchmarkingUser demographics
Content auditsSite analysis
Clickstream/GA analysisSurveys
Information reveal studiesMemory/recall studies
Qualitative
Quantitative
Exploratory
Confirmatory
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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.
THANK YOU!
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FOWD 2015Media Temple
John CaineFlavie Lemarchand-Wood
Sarah AhmedGraeme Richardson
Haq QureshiPeter LeeDeephan MohanShaokang LiAndrew LargeDavid PrenticeMash HossainSteve CiancanelliWil MoralesRachel MontanaChristine Wong
