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 !

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

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

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.

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

26Intrigue

Aesthetics

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Barbeque by the pool

Narrative

Where’s the barbeque?

Achievement

30Authority

Framing

Anchoring

33Mimicry

34Scarcity, Loss Aversion

35Reducing Effort

36Creating Ownership

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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

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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