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UX, Psychology and the Power of 100
mr joe leech @mrjoe
A framework for product design
I’m @mrjoe but you can call me Joe
Have you ever?
Bought a raspberry pi? Are you on the giffgaff phone
network? Booked a hotel with Marrioּמ?
Bought a uk train ticket Bought something on eBay?
You’ve used something I’ve help design.
⅓ ⅓ Interaction
Design
⅓ User
ResearchProduct Direction
@mrjoe
Do the right things in the right order.
I help companies and startups
I’m series editor for these books
@mrjoe
October 2011 Dubai Police noted a 20% drop in
car accidents. In Abu Dabai it was 40%.
Why?
@mrjoehttp://www.slideshare.net/cxpartners/driven-to-distraction-giles-colborne
http://money.cnn.com/2011/10/13/technology/blackberry_outage/
@mrjoe
Part #1 – The Problem
9
@mrjoe
About half of all smartphone and tablet owners use these devices while watching TV
http://www.fastcodesign.com/1672845/report-how-people-really-use-tablets-while-watching-tv
@mrjoe
1. Distraction
We are distracted
@mrjoe
Extraneous factors in judicial decisions
Time of the day
http://www.pnas.org/content/108/17/6889.full
Prop
orti
on o
f fa
vour
able
dec
isio
ns
A study made to see how judges
performed before and aﬞer meals.
@mrjoe
1. Distraction 2. Tiredness / Hunger
@mrjoe
…I’m tired, I’ve had a hard day, the last thing I want to do is my car insurance.
@mrjoehttps://mrjoe.uk/maslows-hierarchy-needs-psychology-myth-busting-1/
Do you know this? A model for motivation
from Maslow, his hierarchy of need
@mrjoe
“no clear evidence for
Maslow…”
https://mrjoe.uk/maslows-hierarchy-needs-psychology-myth-busting-1/
But it’s a myth!
@mrjoe
1. Distraction 2. Tiredness / Hunger
3. Motivation
#p4d @mrjoe @mrjoe
18
6 vs 30
A study with jam. On alternate Saturdays 6 or
30 jams were sold. On which did they sell more? Yes, when there were 6 to
choose from
They also conducted a survey. Would you prefer
to choose from 6 or 30 types of jam?
Preּמy much unanimously people said 30.
That’s why surveys aren’t an indicator
of behaviour
@mrjoe
Time taken to respond
Number of options
@mrjoe
Time taken to respond
Number of options
Hick’s Law
What’s the best thing about Hick’s Law. ITS A LAW! No-one can argue
with that!
@mrjoe
Cognitive Load
Thinking reasoning deciding
=
@mrjoe
1. Distraction 2. Tiredness / Hunger 3.
Motivation 4. Choice
Choice is hard
@mrjoe
All that leads to this…
@mrjoe
I want to punch this website in the face!
@mrjoe
My car insurance is through Money Saving Market I think, or Sheila’s Wheels, or something, it had the opera guy.
The brand being meaningless.
@mrjoe
hּמp://en.wikipedia.org/wiki/Hawthorne_effect
The Hawthorne effect, psychologists observed
the productivity of worker depending on light levels.
They benchmarked at 100% luminosity. At 80%,
productivity was the same. 60% same. 40%
same, 20%
Why? Because the workers were being observed!
@mrjoe
Beware user research. You won’t see the four
things I mentioned.
@mrjoe
You can use this to evaluate your digital stuff. Coming soon…
@mrjoe
Total cognitive capacity (or thinking energy) is 100
An example.
This is someone is feeling great, not distracted, tired, offered a huge choice etc This is the power of 100.
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have notifications turned on on
their phone?
Yes, take 5
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have notifications turned on on
their phone?
Yes, take 5
4. How many choices are they offered on arrival?
Five choices Take 5 per choice is 25
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have notifications turned on on
their phone?
Yes, take 5
4. How many choices are they offered on arrival?
Five choices Take 5 per choice is 25
Total cognitive load is 60
@mrjoe
Part #2 – The Solution
35
@mrjoe
The micro: Psychology and
Interaction Design
@mrjoe
Wikipedia from 2010
@mrjoe
@mrjoe
Intuitively we know it’s bad. But how can psychology tell us it’s bad? We need to
go back to theory…
@mrjoe
N
SWe know these two. But it’s
not always easy to remember the other two.
@mrjoe
N
S
W
Wrong! I do this all the time.
@mrjoe
Never
Wrong! I do this all the time.
@mrjoe
Never
S
Eat
Shredded
WheatHere’s how humans deal
with this. More examples: Example of a mnemonic
Divorced, beheaded, died / Divorced, beheaded,
survived.
@mrjoe
Facts
Declarative knowledge
N
S
EW
@mrjoe
45
SequencesProcedural knowledge
Never
ShreddedEat
WheatN
S
EW
@mrjoe
46
Facts SequencesDeclarative knowledge
Procedural knowledge
The two types of knowledge
@mrjoe
Two types of interaction, which matches each type of
knowledge?
@mrjoe
Declarative. (Mostly!) Procedural.
@mrjoe
Taking us back to wikipedia. This breaks out existing procedures. Our mental model of how this
works breaks. Here’s how it should work.
@mrjoe
1
Where do you go for search? Top right!
@mrjoe
1
2
What are you looking for? A text box.
@mrjoe
1
2Search3
And a buּמon.You are all smart, you could have designed this fix. Here psychology
tells us why this works.
@mrjoe
axiomDesign
A statement or proposition which is regarded as being established, accepted, or self-evidently true.
@mrjoe
Here’s a design axiom, click on the logo to go back
@mrjoe
Axiom: where should navigation be placed?
@mrjoe
Log in
@mrjoe
Cart / basket
@mrjoe
Cart / basket
This icon!
@mrjoe
Language
Where does it go and how
does it look?
@mrjoe
Language
@mrjoe
So what did wikipedia do?
@mrjoe
Not bad! that icon isn’t the
best.How did users
feel?
@mrjoe
97% OF ALL PEOPLE WANT THE SEARCH BOX BACK ON THE LEFT SIDE. SO WHEN WILL THIS FINALLY BE FIXED ? --Georg Scholz
http://en.wikipedia.org/wiki/Wikipedia:User_experience_feedback/search_box#97.25_OF_ALL_PEOPLE_WANT_THE_SEARCH_BOX_BACK_ON_THE_LEFT_SIDE._SO_WHEN_WILL_THIS_FINALLY_BE_FIXED_.3F
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
—Preceding unsigned comment added by 192.88.212.43 (talk)
13:54, 19 May 2010 (UTC)
They hated it!
@mrjoe
So when you are tired, distracted
or consfused. You can’t use new or novel
interactions. You go back to the stuff you know.
why the hamburger
menu will never work, even if
users get used to it.
@mrjoe
The macro: Psychology and the
User Experience
@mrjoe
Why do French waiters treat British and
American customers differently to French ones? When do they
ask them to pay?
A cafe in Paris
What are the steps you go through to order a
coffee here? 1. Ask to be seated
2. Order 3. Get coffee 4. Ask for bill
5. Pay
Americans would leave without paying…
@mrjoe
Because Starbuck taught them how to
order coffee.What’s the mental
model here? 1. Stand in line
2. Order 3. Pay
4. Get drink
Their mental model tells them to pay before
they get the drink. In the Parisian cafe their
brain assumes they have paid
@mrjoe
There are design axioms that tells us which model to use
Counter easily visible
Line to get cofee
@mrjoe
There are design axioms that tells us which model to use
The menus tell you to wait to be seated
The waiter tells you it’s table service.
Counter hidden right at the back of the cafe.
@mrjoe
You know how to use a life right?
@mrjoe
Um.
When the mental model breaks we feel nervous.
@mrjoe
Let’s go away for the weekend
Decide on…What do we need to do?
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
July
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
June
M T W T F S SM T W T F S S
T W T F S S
M T W
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
July
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away 3
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in June • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
July
M T W T F S SM T W T F S S
T W T F S S
M T W
3
@mrjoe
Let’s go to the Beach, drive, max three hours, on the first
or second week in July
And we apply that to…
@mrjoe
Let’s go to the Beach, fly, max three hours away on the first or second week in July
This sucks!
@mrjoe
Booking is beּמer, it’s not perfect, but it’s
much beּמer.
@mrjoe
Which explains…
@mrjoe
A designer who doesn't understand psychology
is going to be no more successful
than an architect who doesn’t understand
physics Image: http://victorenrich.com/archives/155
