1107 systten 2 account mobiibi mcm hdhd
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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 !
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Briefly Introducing Brilliant
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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
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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
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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.
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Thinking about thinking
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We use two major thinking systems
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System 1: conscious, focused, deliberate
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System 2: unconscious, fast, estimates
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We don’t experience what is actually out there in the real world.
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Cogito ergo sum
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13
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(I can’t trust my senses, but I know I exist because of my thoughts.)
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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.
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How decision making deviates from rationality
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2000 2005 2010
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2005 2010 2014
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System 1: conscious, focused, deliberate
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System 2: unconscious, fast, estimates
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How could we use what we know to be persuasive?
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C
B
A
Likeability, Free, Commitment
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26Intrigue
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Aesthetics
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Barbeque by the pool
Narrative
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Where’s the barbeque?
Achievement
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30Authority
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Framing
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Anchoring
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33Mimicry
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34Scarcity, Loss Aversion
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35Reducing Effort
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36Creating Ownership
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Phew! That’s a lot! Let’s review, shall we?
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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
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Summary
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Phew! That’s a lot! Let’s review, shall we?
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We experience our brain’s processing of the world, not just what’s there.
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We use two major thinking systems
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System 1: conscious, focused, deliberate
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System 2: unconscious, fast, estimates
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We can only keep track of a few things at a time
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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!
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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