Module 02 in the one-week intensive for community college instructors, offered by MPICT.org.

1. Needed for UX
How do these "people"
things work, anyway?

2. A bit of psychology
Context:
People + Situation + Need + Importance + Urgency
Remember: You are not designing for yourself
Underlying psychology:
1. Perception
2. Motivation
3. Emotion
4. Behavior
5. Creativity + Play

3. 1. Perception
How we group things we see (Gestalt)
!
– Size
!
!
– Contrast
!
!
– Closure
!

4. 1. Perception
How we group things we see (Gestalt)
!
– Style
!
!
– Grouping
!
!
– Unity
!

5. 1. Perception
How we group things we see (Gestalt)
!
– Symmetry
!
!
– Similarity
!
!
!
!

6. 1. Perception
Blatant pitch:
The Discipline of
Organizing
http://disciplineoforganizing.org

7. 1. Perception
And now,
candy!

8. 2. Motivation
What initiates, focuses, sustains behavior?
!
– Intrinsic/extrinsic (drives/incentives)
– Daniel Pink’s "Drive"
–Avoid gamification

9. 2. Motivation
What initiates, focuses, sustains behavior?
!
– Intrinsic/extrinsic (drives/incentives)
– Daniel Pink’s "Drive"
–Avoid gamification
–Arousal and attention

10. 2. Motivation
What initiates, focuses, sustains behavior?
!
– Intrinsic/extrinsic (drives/incentives)
– Daniel Pink’s "Drive"
–Avoid gamification
–Arousal and attention
– Other possibilities:
– Achievement,Affiliation, and Power
– Existence, Relatedness, and Growth
– Equity
– Drive Reduction
– Instinct

11. 3. Emotion
From "Designing for Emotion",Aarron Walter,A Book Apart
http://www.abookapart.com/products/designing-for-emotion
"Surprise and delight", if you can
!
Create positive, help overcome negative

12. 3. Emotion
But remember, surprises can be scary

13. 3. Emotion
And familiarity can be a design principle

14. 3. Emotion
Why is this of practical import?
!
– Losada (1999): workgroups with positive relationships
are 3x more productive
!
– Fredrickson (2009): we need at least three positive
emotional experiences to overcome just one negative
emotional experience
>

15. 4. Behavior
Watch how people interact with the device or
interface. We may directly observe behavior or
indirectly observe traces of behavior.
!
– Mouse movements
– Clicks and taps
– Gestures (2D and 3D)
– Eye-tracking
–Typing
–Voice

16. 5. Creativity & Play
EVERYONE HAS CREATIVITY

17. 5. Creativity & Play
Move three circles to
make the triangle
point the opposite
direction.

18. 5. Creativity & Play
Connect nine dots
with four straight
lines without lifting
your pencil.
!

19. What motivates us?
Appropriate Challenges
Curiosity
Control / Autonomy
Fantasy (Story)
Competition
Cooperation
Reputation / Status
Self-Expression
Limited Access (exclusivity)
What directly engages
our emotions?*
Narrative / Story
Humor
Surprise
Delighters
Visual Imagery
Affect Heuristic
Sensory Appeal
What encourages
or discourages us?
Achievements
Variable Rewards
Feedback Loops
Limited Access (exclusivity)
Collecting
Periodic Events
Sequencing
Shaping
Triggers
What influences our
decisions?
Scarcity
Social Proof
Authority
Gifting / Reciprocity
Limited Choice
Limited Duration
Commitment & Consistency
Ownership Bias
Loss Aversion
Periodic Events
Set Completion
Status Quo Bias
Need for Certainty
What shapes memory
and perception?
Pattern Recognition
Conceptual Metaphors
Feedback Loops
Visual Imagery
Narratives
Peak-End Rule
Priming
Anchoring & Adjustment
Framing
Duration Effects
Juxtaposition
What motivates specific behaviors?
Endowed Progress Effect
[Faces] / Gazecueing
Chunking
Uniform Connectedness
Recognition over Recall
Serial Position Effect
Value Attribution
Contrast
Familiarity Bias
Aesthetic-Usability Effect
Positive Mimicry
This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported License. Stephen P. Anderson | www.PoetPainter.com v 0.2, May 9th, 2013
The Mental Notes
Behavior Cube
* more accurately, what excites or arouses
the brain?
Build a cube

20. Next up:
UX thinking
ddt@twoangstroms.com
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