Get Inside Their Heads: How to Use Psychology to Solve UX Problems John 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 dont experience what is actually out there in the real world.

Cogito ergo sum

13

14 (I cant trust my senses, but I know I exist because of my thoughts.)

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

We experience our brains version of the world.

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

18 We as UXers underestimate the power of System 2 and dont 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

26 Intrigue

Aesthetics

28 Barbeque by the pool Narrative

Wheres the barbeque? Achievement

30 Authority

Framing

Anchoring

33 Mimicry

34 Scarcity, Loss Aversion

35 Reducing Effort

36 Creating Ownership

37 Phew! Thats a lot! Lets 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 Ive 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 brands reputation counts Authority official recognition important Social Proof if everyone else is buying one Loss Aversion how do I know Im 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 dont 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 Ive 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 brands reputation counts Authority official recognition important Social Proof if everyone else is buying one Loss Aversion how do I know Im 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 dont want to lose out on the deal Ownership let me be in control during the buying process

Summary

Phew! Thats a lot! Lets review, shall we?

We experience our brains processing of the world, not just whats 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 Ive 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 brands reputation counts Authority official recognition important Social Proof if everyone else is buying one Loss Aversion how do I know Im 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 dont 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.

47 By making system 2 happy

48 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