Making room for psychology and using reframing methods in UX design. And some examples courtesy of Rory Sutherland.

1. Perception and Reframing
Vincent Feeney
@doublethought

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Three things to take away
• Let’s make room for psychological solutions as
part of our design process
• Let’s practice asking the right questions
• Let’s deep dive into reframing

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Why this topic?
• What does a ‘product’ designer or ‘UX’ designer
actually mean?
• Human-centred design means we need to learn
about how humans work (e.g. the say do gap)

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Part One
Considering psychological
solutions

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• Are older than any technology we are working with
• We may have evolved a bit in the last few thousand
years, but while we’ve developed our ‘system two’,
‘system one’ still drives many of our behaviours
Our Brains

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Two Systems of Cognitive Processes
System One System Two
Fast
Parallel
Automatic
Effortless
Associative
Slow-learning
Slow
Serial
Controlled
Effort-filled
Rule-governed
Flexible

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Designing a car dashboard
System One
Designing the Keynote interface
System Two

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Perception = (Our) Reality

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Reality Our Experience (Our Reality)

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• Things are not what they are; they are what we
think they are
• Things are what we compare them to
• Yet, we make psychology sub-ordinate to
everything else
• Psychological value is often the best kind
What we forget
• Things are not what they are; they are what we
think they are
• Things are what we compare them to
• Yet, we make psychology sub-ordinate to
everything else
• Psychological value is often the best kind
Rory Sutherland

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Maybe we shouldn’t be fixing things,
but changing the way we think
about things.

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We love a engineering solution.
Rational numerical ideas hold more
value than emotional ideas.

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“If all you have is a hammer,
everything looks like a nail.”
- Abraham Maslow

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Some examples

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@lukew

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The Ideal Solution
Technology
Economics
Psychology

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Part Two
Reframing

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“The Elevator is too slow”
- Someone

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Reframing

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Reframing

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“You can’t change (most) stuff but you
can change how you think about it.”

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• Cognitive Reframing
• Liminal Thinking
• Meditation
Not just about UX
Dave Gray’s Book

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“Sometimes, when a problem seems intractable, there’s an
invisible routine at work, and simply disrupting that routine,
even in random ways, can shift the situation and allow you to
see in new ways.”
- Dave Gray

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Great - Learning Time
(THNK Amsterdam)

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Pick something to reframe
Reframing Exercise

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Could be real, could be one of these:
“Teacher’s are not incentivised to innovate in the classroom”
“It’s already too late to prevent climate change”
“I can’t grow in a UX team of one”
Reframing Exercise

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(THNK Amsterdam)

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Example Flow

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Example Flow

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Example Flow

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Example Flow

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Example Flow

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Part Three
Let’s practice