UX, Psychology and the Power of 100 mrJoe Leech

UX, Psychology and the Power of 100

mr joe leech @mrjoe

A framework for product design

I’m @mrjoe but you can call me Joe

Have you ever?

Bought a raspberry pi? Are you on the giffgaff phone

network? Booked a hotel with Marrioּמ?

Bought a uk train ticket Bought something on eBay?

You’ve used something I’ve help design.

⅓ ⅓ Interaction

Design

⅓ User

ResearchProduct Direction

@mrjoe

Do the right things in the right order.

I help companies and startups

I’m series editor for these books

@mrjoe

October 2011 Dubai Police noted a 20% drop in

car accidents. In Abu Dabai it was 40%.

Why?

@mrjoehttp://www.slideshare.net/cxpartners/driven-to-distraction-giles-colborne

http://money.cnn.com/2011/10/13/technology/blackberry_outage/

@mrjoe

Part #1 – The Problem

9

@mrjoe

About half of all smartphone and tablet owners use these devices while watching TV

http://www.fastcodesign.com/1672845/report-how-people-really-use-tablets-while-watching-tv

@mrjoe

1. Distraction

We are distracted

@mrjoe

Extraneous factors in judicial decisions

Time of the day

http://www.pnas.org/content/108/17/6889.full

Prop

orti

on o

f fa

vour

able

dec

isio

ns

A study made to see how judges

performed before and aﬞer meals.

@mrjoe

1. Distraction 2. Tiredness / Hunger

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…I’m tired, I’ve had a hard day, the last thing I want to do is my car insurance.

@mrjoehttps://mrjoe.uk/maslows-hierarchy-needs-psychology-myth-busting-1/

Do you know this? A model for motivation

from Maslow, his hierarchy of need

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“no clear evidence for

Maslow…”

https://mrjoe.uk/maslows-hierarchy-needs-psychology-myth-busting-1/

But it’s a myth!

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1. Distraction 2. Tiredness / Hunger

3. Motivation

#p4d @mrjoe @mrjoe

18

6 vs 30

A study with jam. On alternate Saturdays 6 or

30 jams were sold. On which did they sell more? Yes, when there were 6 to

choose from

They also conducted a survey. Would you prefer

to choose from 6 or 30 types of jam?

Preּמy much unanimously people said 30.

That’s why surveys aren’t an indicator

of behaviour

@mrjoe

Time taken to respond

Number of options

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Time taken to respond

Number of options

Hick’s Law

What’s the best thing about Hick’s Law. ITS A LAW! No-one can argue

with that!

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Cognitive Load

Thinking reasoning deciding

=

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1. Distraction 2. Tiredness / Hunger 3.

Motivation 4. Choice

Choice is hard

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All that leads to this…

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I want to punch this website in the face!

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My car insurance is through Money Saving Market I think, or Sheila’s Wheels, or something, it had the opera guy.

The brand being meaningless.

@mrjoe

hּמp://en.wikipedia.org/wiki/Hawthorne_effect

The Hawthorne effect, psychologists observed

the productivity of worker depending on light levels.

They benchmarked at 100% luminosity. At 80%,

productivity was the same. 60% same. 40%

same, 20%

Why? Because the workers were being observed!

@mrjoe

Beware user research. You won’t see the four

things I mentioned.

@mrjoe

You can use this to evaluate your digital stuff. Coming soon…

@mrjoe

Total cognitive capacity (or thinking energy) is 100

An example.

This is someone is feeling great, not distracted, tired, offered a huge choice etc This is the power of 100.

@mrjoe

Perfect cognitive capacity available 100

1. Is the TV on in the background?

Yes, take 20

@mrjoe

Perfect cognitive capacity available 100

1. Is the TV on in the background?

Yes, take 20

2. Is it before a mealtime? Yes, take 10

@mrjoe

Perfect cognitive capacity available 100

1. Is the TV on in the background?

Yes, take 20

2. Is it before a mealtime? Yes, take 10

3. Does the user have notifications turned on on

their phone?

Yes, take 5

@mrjoe

Perfect cognitive capacity available 100

1. Is the TV on in the background?

Yes, take 20

2. Is it before a mealtime? Yes, take 10

3. Does the user have notifications turned on on

their phone?

Yes, take 5

4. How many choices are they offered on arrival?

Five choices Take 5 per choice is 25

@mrjoe

Perfect cognitive capacity available 100

1. Is the TV on in the background?

Yes, take 20

2. Is it before a mealtime? Yes, take 10

3. Does the user have notifications turned on on

their phone?

Yes, take 5

4. How many choices are they offered on arrival?

Five choices Take 5 per choice is 25

Total cognitive load is 60

@mrjoe

Part #2 – The Solution

35

@mrjoe

The micro: Psychology and

Interaction Design

@mrjoe

Wikipedia from 2010

@mrjoe

@mrjoe

Intuitively we know it’s bad. But how can psychology tell us it’s bad? We need to

go back to theory…

@mrjoe

N

SWe know these two. But it’s

not always easy to remember the other two.

@mrjoe

N

S

W

Wrong! I do this all the time.

@mrjoe

Never

Wrong! I do this all the time.

@mrjoe

Never

S

Eat

Shredded

WheatHere’s how humans deal

with this. More examples: Example of a mnemonic

Divorced, beheaded, died / Divorced, beheaded,

survived.

@mrjoe

Facts

Declarative knowledge

N

S

EW

@mrjoe

45

SequencesProcedural knowledge

Never

ShreddedEat

WheatN

S

EW

@mrjoe

46

Facts SequencesDeclarative knowledge

Procedural knowledge

The two types of knowledge

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Two types of interaction, which matches each type of

knowledge?

@mrjoe

Declarative. (Mostly!) Procedural.

@mrjoe

Taking us back to wikipedia. This breaks out existing procedures. Our mental model of how this

works breaks. Here’s how it should work.

@mrjoe

1

Where do you go for search? Top right!

@mrjoe

1

2

What are you looking for? A text box.

@mrjoe

1

2Search3

And a buּמon.You are all smart, you could have designed this fix. Here psychology

tells us why this works.

@mrjoe

axiomDesign

A statement or proposition which is regarded as being established, accepted, or self-evidently true.

@mrjoe

Here’s a design axiom, click on the logo to go back

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Axiom: where should navigation be placed?

@mrjoe

Log in

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Cart / basket

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Cart / basket

This icon!

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Language

Where does it go and how

does it look?

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Language

@mrjoe

So what did wikipedia do?

@mrjoe

Not bad! that icon isn’t the

best.How did users

feel?

@mrjoe

97% OF ALL PEOPLE WANT THE SEARCH BOX BACK ON THE LEFT SIDE. SO WHEN WILL THIS FINALLY BE FIXED ? --Georg Scholz

http://en.wikipedia.org/wiki/Wikipedia:User_experience_feedback/search_box#97.25_OF_ALL_PEOPLE_WANT_THE_SEARCH_BOX_BACK_ON_THE_LEFT_SIDE._SO_WHEN_WILL_THIS_FINALLY_BE_FIXED_.3F

SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!

—Preceding unsigned comment added by 192.88.212.43 (talk)

13:54, 19 May 2010 (UTC)

They hated it!

@mrjoe

So when you are tired, distracted

or consfused. You can’t use new or novel

interactions. You go back to the stuff you know.

why the hamburger

menu will never work, even if

users get used to it.

@mrjoe

The macro: Psychology and the

User Experience

@mrjoe

Why do French waiters treat British and

American customers differently to French ones? When do they

ask them to pay?

A cafe in Paris

What are the steps you go through to order a

coffee here? 1. Ask to be seated

2. Order 3. Get coffee 4. Ask for bill

5. Pay

Americans would leave without paying…

@mrjoe

Because Starbuck taught them how to

order coffee.What’s the mental

model here? 1. Stand in line

2. Order 3. Pay

4. Get drink

Their mental model tells them to pay before

they get the drink. In the Parisian cafe their

brain assumes they have paid

@mrjoe

There are design axioms that tells us which model to use

Counter easily visible

Line to get cofee

@mrjoe

There are design axioms that tells us which model to use

The menus tell you to wait to be seated

The waiter tells you it’s table service.

Counter hidden right at the back of the cafe.

@mrjoe

You know how to use a life right?

@mrjoe

Um.

When the mental model breaks we feel nervous.

@mrjoe

Let’s go away for the weekend

Decide on…What do we need to do?

@mrjoe

What • Beach • City • Ski • Spa

When • A weekend in July • Thu / Fri to Sun / Mon • School holidays

Where • Drive, fly or train • 3 hours away

@mrjoe

What • Beach • City • Ski • Spa

When • A weekend in July • Thu / Fri to Sun / Mon • School holidays

Where • Drive, fly or train • 3 hours away

July

@mrjoe

What • Beach • City • Ski • Spa

When • A weekend in July • Thu / Fri to Sun / Mon • School holidays

Where • Drive, fly or train • 3 hours away

June

M T W T F S SM T W T F S S

T W T F S S

M T W

@mrjoe

What • Beach • City • Ski • Spa

When • A weekend in July • Thu / Fri to Sun / Mon • School holidays

Where • Drive, fly or train • 3 hours away

July

@mrjoe

What • Beach • City • Ski • Spa

When • A weekend in July • Thu / Fri to Sun / Mon • School holidays

Where • Drive, fly or train • 3 hours away

@mrjoe

What • Beach • City • Ski • Spa

When • A weekend in July • Thu / Fri to Sun / Mon • School holidays

Where • Drive, fly or train • 3 hours away 3

@mrjoe

What • Beach • City • Ski • Spa

When • A weekend in June • Thu / Fri to Sun / Mon • School holidays

Where • Drive, fly or train • 3 hours away

July

M T W T F S SM T W T F S S

T W T F S S

M T W

3

@mrjoe

Let’s go to the Beach, drive, max three hours, on the first

or second week in July

And we apply that to…

@mrjoe

Let’s go to the Beach, fly, max three hours away on the first or second week in July

This sucks!

@mrjoe

Booking is beּמer, it’s not perfect, but it’s

much beּמer.

@mrjoe

Which explains…

@mrjoe

A designer who doesn't understand psychology

is going to be no more successful

than an architect who doesn’t understand

physics Image: http://victorenrich.com/archives/155

@mrjoe

[email protected]

Stay in touch @mrjoe

hּמps://mrjoe.uk