As user experience professionals, we are often expected to assume multiple roles when evaluating products and systems. UX professionals are asked to measure user performance, identify issues and provide recommendations to them. The most challenging aspect is not determining that performance is poor; it is identifying the source of the poor performance in order to provide a design solution.
Fortunately, many of the difficulties that users experience can be traced back to basic principles of cognitive science. Making design recommendations often requires that you understand the thought processes of users. In this panel discussion, three Cognitive Psychologists will demonstrate how fundamental principles of cognition can inform design solutions to many commonly occurring User Experience problems. We will review the latest advances in the measurement of user experience, including the measurement of implicit cognitive processes and how these affect user performance, and we will discuss how implicit assumptions by both users and designers often lead to user experience difficulties. The audience will learn key psychological principles that guide user experience and will have an opportunity to ask about the psychology behind common UX issues they encounter.
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MoDevUx Brain Secrets
1. Cogntive Science every UXer
should know
John Whalen, Ph.D.
Principal, Strategy & User Experience
Brilliant Experience
jw@brilliantexperience.com
240-281-0764 (m)
6. John Whalen
PhD Cognitive Science
Johns Hopkins Univ
Cognitive
Neuroscience
Vision
Science LinguisticsPhD:
Math in Brain
Professor in Psychology
CEO, UX Lead
Brillian Experience
Post Doc at UCLA
during Dot.Com boom
Usability/
Accessibility
Online
Strategy
User
Experience
Information
Architecture
7. 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
44. We can only keep track of
a few things at a time.
45. System 1
‣ conscious
‣ focused
‣ precise
System 2
‣ unconscious
‣ fast, parallel
‣ approximate
Designing for the way we think…
46. 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
…can persuade
our audiences to act.