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Cognitive Psychology in UX Design
Sep 9, 2024
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Cognitive Psychology and UX Design
Introduction
Speaker: Emilia Ciardi, UX and product manager at IGT, London
Topic: Leveraging cognitive psychology to understand behaviors in UX design
Contact details provided for follow-up
Cognitive Psychology Basics
Cognition
: Brain processes a vast amount of signals and perceptions simultaneously.
Decision-Making
: Often semi-automatic and influenced by numerous environmental factors.
Dual Process Theory
Introduced by William James, further developed by Daniel Kahneman.
System 1 (Intuition)
: Fast, automatic, emotional, uses heuristics.
Prone to errors and biases.
System 2 (Reflection)
: Slow, analytical, deliberate, rational.
Heuristics and Biases in Decision-Making
Heuristics
: Decision-making shortcuts for efficiency.
Not always optimal, can lead to
cognitive biases
.
Cognitive Biases
: Systematic errors in thinking.
Example:
Blind Spot Bias
- unable to see one's own biases.
Implications for UX Design
Heuristic System and UX
Heuristical Fluency
: Preference for designs requiring less mental effort.
Simple, clear designs perceived as more valuable.
Important to reduce cognitive load for higher perceived value.
Design Tools
Principles of
Gestalt Psychology
for visual perception:
Size, color, contrast, negative space, proximity, repetition, texture, typography.
Page Scan Patterns
: F-pattern and Z-pattern for content layout.
Cognitive Biases in Design
Visual aesthetics affect usability perception.
Usability Aesthetic Effect
: Beautiful design perceived as more usable.
Importance of first impressions and emotional response.
Priming in UX
Priming
: Exposure to a stimulus influences subsequent behavior.
Colors, images, and fonts have significant priming effects.
Prototypicality
: Adherence to expected visual imagery for credibility.
Peak-End Rule
Memories focus on peak moments and the end of an experience.
Strategies to create positive peak moments and reduce negative ones.
Loss Aversion
Loss Aversion
: Pain of losing outweighs pleasure of gaining.
Used in free trials and product ownership feelings.
Variants: FOMO (Fear of Missing Out), scarcity, and urgency tactics.
Designer Biases
Maslow's Hammer
: Over-reliance on familiar tools/methods.
Confirmation Bias
: Focus on information that confirms pre-existing beliefs.
False Consensus
: Overestimating how many share our views.
Congruence Bias
: Testing only what confirms current assumptions.
Experimenter's Bias
: Research outcomes influenced by expectations.
Mitigating Biases in UX
Acknowledge biases and continually learn to counteract them.
User Testing
: Key to grounding designs in real user needs.
Research and Objectivity
: Essential for effective design.
Conclusion
Continual improvement in UX design is essential.
Encourage deeper exploration into cognitive psychology and UX design.
Recommended Reading
Kahneman's "Thinking, Fast and Slow" for understanding biases in decision-making.
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