UX & Psychlogy

2022/05/21 (新增連結)
2022/05/22 (新增投影片)

簡介

使用者經驗就是一個心理現象，所以，很多的現象跟心理學息息相關。有些是認知心理學，是跟人對文字、圖片的認知有關，有些是跟記憶有關，有些是跟情緒有關，有些則是屬於社會心理學是屬於跟人與人的互動有關。

從使用者接觸產品的過程來看，首先，從得到使用者的注意開始，因為，人的認知能力有限，所以，要透過Information Architecture、Visual Hierachy來以獲取使用者的注意。

接下來，當取得使用者的注意之後，使用者再決定是否採取行動(如:購買)前，會需要大量的資訊輔助決策，如何降低認知負擔，也是很重要的，所以，要透過Information Architecture、Visual Hierachy來提供使用者決策所需要的資訊。

在瀏覽資訊的過程中，因為人的記憶也有限，所以，跟自己相關的、跟過去經驗相關的、會產生重大情緒的、最近的資訊，會比較容易記住。如何讓使用者記得，也是很重要的。

另外，有些人也不喜歡新奇的事物，會等待別人去試，有些人則是喜歡新奇的事物，在乎的產品特色也不太一樣，所以，針對不同個性的使用者，也要有不同的方式來提高使用者經驗。

• Psychology Makes You a Better UX Designer (2:48) NN group

• Are You a Cognitive Designer? (Don Norman) (1:38) NN group

• 5 psychological principles that will improve your customer experience  **

  • People prefer simplicity over complexity

  • People love choice — but not too much

    • Choice Overload

      • Choice Overload Impedes User Decision-Making (2:45) NN group

    • Lots of options attracted customers to browse, but fewer choices got them to buy.

  • People only remember an experience based on its peak and its end-point.

    • the Peak-end Rule

      • the more intense and more recent the feelings, the more memorable the experience.

  • People prefer relevant, personalized messages

    •  Cocktail Party Effect

      • The Cocktail Party Effect: Why You're So Good At Eavesdropping (2:10)

  • People are scared to try new things — unless everyone else is doing it too.

    • Social Proof

      • The Social Proof Principle The Six Principles of Influence (4:25)

      • Social proof in UX: An ancestral habit demoted to dark pattern

        • Things to do

          • Use social proof only if it brings value to your users

          • Display the forms of social proof that best fit your product

          • Reduce uncertainty and highlight the decisions of similar people

          • Test before implementing social proof

        • Things to avoid

          • Don’t use fake social evidence to create artificial engagement

          • Don’t use social proof if it diminishes the focus on your content

          • Low proof is worse than no proof

          • Don’t be an asshole

• About Psychology And Design

  • How Important Is Psychology For User Experience?

  • Gestalt and User Experience

    • Totality

      • The Principle of Totality says that a conscious experience must be considered globally, taking into account all of the physical and mental aspects of the individual simultaneously.

      • This means that the human perception is heavily influenced by our expectations and motivations. It takes into account not only what is presented to us but interprets it by what’s inside our minds at that time.

    • Isomorphism

      • The Principle of Psychophysical Isomorphism states that a conscious experience is structurally identical to the activity of the brain. This means that the isomorphism is between the perception of a stimulus and brain activity, not between the physical stimulus and the brain activity itself.

• User Experience is … Psychology

  • These are probably most familiar in ecommerce situations to gently (or not so gently) nudge you to buy or ‘convert’. But they can also be seen working in other digital products as well.(Coglode.com)

    • Loss aversion effect

      • Prospect theory 

      • Endowment effect

      • Sunk cost effect

    • Round pricing effect

    • Inaction inertia effect

    • Choice paradox effect

    • Centre stage effect

    • Cashless effect

  • The more you understand about how people feel and think and how the mind works, the broader your understanding and empathy of how people are feeling before, during and after they have used your product. (Coglode.com)

    • Fresh start effect

    • Anchoring effect

    • Peak/end effect

    • Negativity bias effect

    • Endowment effect

    • Sunk cost effect

    • Reactance effect

    • Reciprocity decay effect

    • Goal gradient effect

    • Future optimism effect

    • Noble edge effect

    • Nostalgia effect

    • Bundling effect

      • The Risk of Bundling 

• The Laws of UX - 19 Psychological Design Principles (10:03)

  • Fitts's Law

  • Hick's Law

  • Jakob's Law

  • Law of Common Region (Gestalt Principles)

  • Law of Prägnanz (Gestalt Principles)

  • Law of Proximity (Gestalt Principles)

  • Law of Similarity (Gestalt Principles)

  • Law of Uniform Connectedness (Gestalt Principles)

  • Miller's Law

  • Pareto Principle

  • Peak-End Rule

  • Serial Position Effect

• Laws of UX

  •  is a collection of best practices that designers can consider when building user interfaces.

  • Heuristics (經驗法則)

    • Aesthetic Usability Effect

    • Fitts’ Law

    • Goal-Gradient Effect

    • Hick’s Law

      • the Hick-Hyman Law

    • Jakob’s Law

    • Miller’s Law

    • Parkinson’s Law

  • Principles (原則)

    • Doherty Threshold

    • Occam’s Razor

      • Occam’s razor: Applying philosophy in design 

        • The explanation requiring the fewest assumptions is most likely to be correct

        • If you have two theories that both explain the observed facts, then you should use the simplest until more evidence comes along

        • It is futile to do with more what can be done with fewer

    • Pareto Principle

      • UX Laws - Pareto Principle - Learn UX / UI with Alexis Solomon (10:03)

    • Postel’s Law

    • Tesler’s Law

      • The Law of Conservation of Complexity

  • Gestalt Principles (完形心理學)

    • Law of Common Region

    • Law of Prägnanz

    • Law of Proximity

    • Law of Similarity

    • Law of Uniform Connectedness

  • Cognitive Bias (認知偏見)

    • Peak-End Rule

      • Peak–End Rule: Use to Your Advantage (2:34) NN group

      • What is Peak End Rule | Explained in 2 min (2:08)

    • Serial Position Effect

      • UX Laws - Serial Position Effect - Learn UX / UI with Alexis Solomon (3:02)

    • Von Restorff Effect

      • The Isolation Effect

    • Zeigarnik Effect

• How UX Designers Use Psychology to Manipulate Their Users 

  • Pattern-recognition machines

  • Variable Rewards

    • Rewards of the hunt, rewards of the tribe, and rewards of the self.

• Design psychology and the neuroscience behind awesome UX 

  • Design Psychology Tip #1: Make It Easy to Identify

  • Design Psychology Tip #2: Indicate What’s Coming

  • Design Psychology Tip #3: Organize for Lazy Readers

    • Tame Your Text

    • Work with Color Pop and Contrast

  • Design Psychology Tip #4: Gut Check

• The Five Principles of UX Design Psychology: Can You Predict the Behavior of Your Users? 

  • Principle of Least Effort: Make your users think less

  • Von Restorff Effect: The heart of UX Psychology

  • Hick’s Law: An essential law for every UX designer

  • The Serial Position Effect: One of the core design principles

  • Examples from the wild: How companies use these laws in their user experience design

• Psychological principles for every product designer 

  • Anchoring Bias

  • Survivorship Bias

  • Decoy Effect

  • Curse of Knowledge

  • Recognition over Recall

• More psychological principles for product designers 

  • Spacing Effect

  • Affect Heuristic

  • Cashless Effect

  • Discoverability

  • Backfire Effect

• How do you get users to view what you want them to? : 5 laws of UX that help improve discoverability and access.

  • Jakob’s Law: Don’t reinvent the wheel

  • Hick’s Law: Reduce the number of choices to be made

  • Progressive Disclosure: Prioritize important features first

  • Law of Proximity: Group related features together

  • Law of Closure: Indicate the presence of more content

• Laws of UX outside the screens 

• 10 Psychological rules I used to make users love at first sight 

• 7 Psychology tricks that make you a better product designer 

• Psychology in UX Design 

Cognitive Psychology

• Design Psychologies 101: use the way humans think to make better UI

  • Principle 1: Hick’s law, Cognitive Load and Information Understanding

    • Hick’s Law tells that Time to make a decision increases with the complexity of available options.

  • Principle 2: Miller’s law and limits of human short-term memory

    • Miller’s law says that the average human can memorize around 7 items in short-term memory.

  • Principle 3. Jackob Nielsen Law, Mental Models, and User Expectation

    • One of the founding fathers in Usability testing Jacob Nielsen finds out, that users expect your website to work as other websites they previously visited.

• Using UX Law in design 

  • Hicks Law

  • Miller’s Law

  • Jakob’s Law

• 5 Essential Laws for UX Designers 

  • Hick’s Law

  • Fitts’ Law

  • Jakob’s Law

  • Miller’s Law

  • Parkinson’s Law

    • Parkinson’s Law states that work will keep expanding to fill up the available time for completion.

• Cognitive noise: something for your UX toolbelt 

Fitts's Law

• Fitts's Law (2:01) NNGroup

• User experience tutorial: Fitts's Law (3:28)

• UX Laws - Fitts's Law - Learn UX / UI with Alexis Solomon (3:41)

• Size does matter: Fitt’s Law applied to design 

Hick's Law

• UX Laws - Hick's Law - Learn UX / UI with Alexis Solomon (3:07)

• Hick's Law: Designing Long Menu Lists (2:48) NNGroup

• The problem with abundance 

• How to make the Hick-Hyman’s law work for you 

  • So How Does This Relate To Digital Products?

    • Reduce The Clutter In Your Navigation

    • Minimize The Unnecessary Distraction

    • Simplify Your Subscriptions Offering

• How to reduce design “cognitive load” Part-2? 

Miller's Law

• Miller's Law Explained (5:34)

• Why Chunking Content is Important (2:10)

• Enhancing User Experience By Content Chunking in 2 minutes 

• How to reduce design “cognitive load”? 

Jakob's Law

• Jakob's Law of Internet User Experience (1:56) by Jacob Nielson

• UX Laws - Jakob's Law - Learn UX / UI with Alexis Solomon (3:32)

• What is a Mental Model? (2:32) NN group

  • Leveraging Mental Models in Product Design 

• Jakob’s Law revisited: Don’t reinvent the wheel, but sometimes do 

  • It’s okay to deviate from the norms if it assists the user

• Modern UX design is killing creativity : Developing a better user experience requires taking risks

  • Adding an unfamiliar element or behavior to a website or app is a considerable gamble. However, sometimes users do not know what they want until we discover and push unique concepts that best solves their needs.

• Let go of anchoring bias to build more effective products : How a new app that’s challenging existing video calling software reminded me of this potent cognitive bias

Gestalt Principles

簡單的說，就是個別的元件組集合起來，會比個別元件的加總還多，換句話說，就是元件組合起來會產生額外的意義。這些原則其實就是Visual Hierachy 背後的認知心理學概念。這個概念不是很容易理解，看一下以下的說明:

• Gestalt Principles. How psychology influences your design strategy. (6:24)

  • Similarity

  • Proximity

    • UX Laws - The Law of Proximity - Learn UX / UI with Alexis Solomon (3:23)

    • The gestalt principle of proximity — in action 

  • Continuity

  • Closure

  • Figure-ground

  • other principles of perception:

    • Simplicity and familiarity effect.

• The Gestalt Principles | Basics for Beginners (17:20)

  • Continuity

  • Closure

  • Similarity

  • Proximity

  • Symmetry

  • Figure-ground

• Basics of memory, perception, and Gestalt principles: Why memory, perception, and the Gestalt principles are important and how Apple utilizes them for its audience.

  • Proximity: The Proximity principle says this: when we put elements and information next to each other, we perceive them as being grouped.

  • Similarity: The Similarity principle states that we tend to group elements we perceive as being similar (color, size, type, etc.)

  • Continuity: The Continuity principle: our visual perception tends to perceive continuous forms, even when it’s not a continuous form.

  • Figure/ground: The Figure/ground principle helps us create the perception of depth.

• Gestalt Principles (by Interaction Design Foundation)

  • Closure (Reification)

  • Common Region

  • Figure/Ground (Multi-stability)

  • Proximity (Emergence)

• Understanding Gestalt Principles and its implications to good UX

  • The law of similarity

  • The law of proximity

  • Law of common region

  • The law of focal point

  • The law of closure

• Gestalt Principles for Designers – Applying Visual Psychology to Modern Day Design 

  • Similarity

  • Grouping

  • Closure

  • Continuation

  • The Figure-Ground Relationship

• Power-up your designs with a psychology theory: Gestalt

  • Principle #1: Proximity

  • Principle #2: Similarity

  • Principle #3: Continuation

  • Principle #4: Closure, and Figure/Ground

  • Principle #5: Symmetry and order

  • Principle #6: Common Fate

• 7 Gestalt principles of visual perception: cognitive psychology for UX 

  • Figure-ground

  • Similarity

  • Proximity

  • Common region

  • Continuity

  • Closure

  • Focal point

User Experience

• User Psychology in UX/UI design 

  • Hick’s Law

  • Numerous options tend to confuse us

  • Designing With Psychology

  • Reward And Punishment

  • Conditioning And Addiction

  • Feedback Loops

  • Judging A Book By Its Cover

• 3 practical cheat sheets for designing attention grabbing UIs: Improve your design skills with the power of cognitive psychology and user behavior.

  • Above the fold

    • we need to put the highest priority content above the fold

  • The Law of Closure & the Illusion of Completeness

  • Fonts

    • Font-family

    • Font-weight

    • Font-size

    • Color

• What is a mental model and how does it relate to user experience?

  • How does it relate to user experience?

    • Jakob’s Law

    • Gestalt Principles

  • Mental models and Cultural context

  • Mental models and Innovation

• Designing Better Choices for Your Users

  • As the book Nudge by Richard Thaler states, anyone who creates the environment in which decisions are made is known as a ‘Choice Architect’. And it’s a part of almost all types of jobs (from doctors, accountants to architects).

  • Status Quo Bias

  • Changing eating behaviour only by changing places

  • Default options can have a big impact

  • Sometimes an “opt-in” should be a default

  • Doctor cutouts that boost sales

  • Saying it in a different manner

    • When making a decision, we have a bias towards positive things.

  • Increase the default number

  • Create an illusion of progress to encourage action

  • Schiphol’s restroom

Product design / design

• 20 psychological principles applied to product design

• Designing Perceptions Instead of Solutions

  • Perception is key

    • Sometimes telling it in a different manner can change the way you see it

  • Maybe all you need is a change of angle?

• Understanding user psychology to improve your product design

  • Why Psychology?

  • How Psychology Can Help Improve Design

    • Mental Model

    • Focal Point Principle

    • Gestalt’s Principles

    • Users Learn From Examples

    • Social Proof

• Products with Personality (Part 1): Driving Emotional Connection

  • Driving Emotional Connections

  • Make it Human, Make it Memorable

  • Consumer Products with Personality

  • Designing for Emotion

• The Business of Removing Negatives from a Product

  • Removing negatives from UX

    • Satisficing and maximising

  • Understanding people to understand their actions

    • Quality and performance is subjective

    • How market research lies to you

  • We look for avoiding embarassement

Bias

• 10 psychological biases that are more common than you think…and how they impact your product decisions.

  • The Confirmation Bias

  • The Hindsight Bias

  • The Anchoring Bias

  • The Misinformation Effect

  • The Actor Observer Bias

  • The False-Consensus Effect

  • The Halo Effect

  • The Self-Serving Bias

  • The Availability Heuristic

  • The Optimism Bias

• The Psychology of Design: 101 Cognitive Biases & Principles That Affect Your UX

  • Every time users interact with your product, they:

    • Filter the information

    • Seek the meaning of it

    • Act within a given time

    • Store bits of the interaction in their memories

• How to improve Experience Design by managing cognitive biases 

  • The Curse of Knowledge

  • The Halo and Horn effects

    • The Halo effect is a cognitive bias that occurs when a positive impression in one aspect of a product or service shapes the overall impression of it. 

    • The Horn effect is the exact opposite — a negative experience in one aspect determines an overall negative perception of the product or service.

  • Dunning Kruger effect

• 10 cognitive biases that shape our world 

  • The Availability Heuristic

  • The Affect Heuristic

  • The Anchoring Effect

  • The Endowment Effect

  • Hindsight Bias

  • The Sunk Cost Fallacy

  • The Halo Effect

  • Social proof

  • Dunning-Kruger effect

  • IKEA effect

  • The scarcity effect

Behavior Economics

• Behavioural Economics: Descriptive Norms

  • Norms rule your day

    • Descriptive norm

    • Injunctive norm

    • Implicit Norms

    • Explicit Norms

• Behavioral Economics: Understanding Human Irrationality

• The Top 5 Behavioural Economics Principles for Designers 

  • Anchoring

  • Defaulting

  • Friction Costs

  • Ostrich Effect

  • Social Proof

Human behavior

• How to Use Cialdini’s 6 Principles of Persuasion to Boost Conversions 

  • Reciprocity

    • Designing “above the fold”? Try the reciprocity principle 

    • The Reciprocation Principle - The Six Principles of Influence 

  • Commitment/consistency

    • The Consistency Principle - The Six Principles of Influence 

  • Social proof

  • Authority

  • Liking

  • Scarcity

    • Scarcity in UX: The psychological bias that became the norm 

• 7 Principles That Influence Our Behaviour

  • Limit the number to increase the amount bought

  • Context may influence your behaviour

  • Remove the symbol to reduce the “pain”

  • We hate losing stuff

    • loss aversion

  • Increasing commitment with friends

  • The power of a default option

  • We tend to choose the middle option

    • The Goldilocks Effect.

• Principles That Influence Human Behaviour

  • Spending amount depends on the context

  • We prefer to stay consistent with our choices

  • Context is more important than content

  • Our brain is often on auto pilot

  • Generalising information issues

  • Perception is everything

• How to Influence Choice Through Default Effect: Choice architecture and the cost of thinking

  • The default effect

  • Why we tend to choose the default?

    • Cognitive effort

• The Curse of Knowledge Bias

  • Overconfidence at the top levels

  • Overconfidence in communication

  • Optimism and overconfidence

  • Context is key

  • Expect error

  • Try to take a step back

• What behavioral science has to say about user interface performance

  • Normative Social Influence

    • ratings, reviews, and recommendations

  • The Feeling of Indebtedness

    • Reciprocity Situations and Rewards

  • Scarcity

• 10 Powerful User Nudges Illustrated: A quick intro to the world of human psychology and irrationality

  • Ikea Effect: Personal Investment

  • Commitment: Public Pledge

  • Chunking: Offer Small, Well-Defined Tasks

  • Hyperbolic Discounting: The Power of Now

  • The Paradox of Choice

  • Reciprocation: Give And You Will Receive

  • Relativity: We Make Judgements Relatively and not Absolutely

  • Representativeness: The effects of expectation and stereotyping

  • Scarcity: Wanting what we can’t have

  • Status Quote Bias

• 7 design psychology fundamentals every designer should know

  • Social Proof

  • Authority

  • Scarcity

  • Reciprocity

  • Illusion of rationality

  • Decision paralysis

  • Intermittent enforcement

• 5 Examples of How Priming Influences Behaviour

  • How smell can influence your behaviour

  • Using images to improve performance

  • What you read will influence how you behave

  • Reading words related to the elderly can make people move slower

  • Music may influence taste

• How the power of priming can transform your brand experience: Or why a coronavirus can sell more beer.

• To Become Super-Likable, Practice “The Ben Franklin Effect”

  • A strategy to enhance your likability

    • Learn about the people you wish to befriend

    • Ask for a targeted favor

    • The gratitude sandwich

• This Simple Framework Can Help You Sell More of Anything

  • Consumer choice is relative, and the way you present your offers is costing you sales if you aren’t incorporating these tips from behavioral economics

• Major behavioral theories, explained 

  • Transtheoretical model

  • Theory of planned behavior (based on the theory of reasoned action)

  • MINDSPACE approach

  • Fogg model

  • Hook model