Taken from the Future of Web Design, New York 2015 Conference. https://futureofwebdesign.com/nyc-2015/ How do you decide what your users really need? The difficult truth is that the best web design comes from finding out for yourself. Luckily for anyone passionate about improving web-based human interaction, the field of psychology can shed light on common motivations, needs, and biases that are powerful influences on human behavior. In this session, you’ll learn about how these psychological forces—such as prospect theory, metacognitive fluency, and the introspection illusion—can shed light on UX, design, and conversion.

1. Reading Your Users’ Minds:
Empiricism, Design, and Human Behavior
Shane F. Blackman

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Let’s take a
quick survey...

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

8. Measuring Goals
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Why Bother Measuring?
Nisbett & Wilson (1977)

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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Truth Attractiveness
Familiarity Fluency

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Truth Attractiveness
Familiarity Fluency

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聘请
Zajonc (1968)

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更多
Zajonc (1968)

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研究生
Zajonc (1968)

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聘请
更多
研究生
抑或
我们
饿死
Zajonc (1968)

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Truth Attractiveness
Familiarity Fluency

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Osorno is in Chile
Osorno is in Chile
Osorno is in Chile
True or False?
Reber & Schwarz (1999)

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Consequences of Erudite
Vernacular Used Irrespective of
Necessity:
Problems with Using Long Words
Needlessly
Oppenheimer (2006)

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Truth Attractiveness
Familiarity Fluency

29. 29
1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

31. Go Read!
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Metacognitive fluency
Prospect theory
Risk aversion
Introspection illusion
Bias blind spot
Anchoring and adjustment
Representativeness heuristic
Compliance techniques
Normative influence
Procedural justice
Mere exposure effect
Persuasion
Fundamental attribution error
Wisdom of crowds
Diffusion of responsibility
Social loafing
Planning fallacy
Confirmation bias
Groupthink
Temporal discounting
Stereotyping and prejudice
Halo effect

32. (Please) Hire Researchers!
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33. Start Collecting Data!
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34. User interviews
Stakeholder interviews
Free-response feedback
Wireframes
(Paper) prototyping
Moodboards
Story mapping
Persona creation
Competitive analysis
Diary studies
Taxonomies
User flows
Ethnographic field studies
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A/B testing
Experiments
Desirability studies
Decision-making studies
Predictive modeling
Simulations
Autonomic measures
Eye-tracking
Card sorting
Usability testing
Usability benchmarking
User demographics
Content audits
Site analysis
Clickstream/GA analysis
Surveys
Information reveal studies
Memory/recall studies
Qualitative
Quantitative
Exploratory
Confirmatory

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1. Measure behavior.
2. Leverage psychology.
3. It’s not as hard as it seems.

36. THANK YOU!
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FOWD 2015
Media Temple
John Caine
Flavie Lemarchand-Wood
Sarah Ahmed
Graeme Richardson
Haq Qureshi
Peter Lee
Deephan Mohan
Shaokang Li
Andrew Large
David Prentice
Mash Hossain
Steve Ciancanelli
Wil Morales
Rachel Montana
Christine Wong