Psychology in UX Design
In a recent episode of UX Heroes podcast, Verena Seibert-Giller, a psychologist with nearly 30 years of experience at the intersection of human behaviour and technology, talked about her expertise focuses on making systems more user-friendly, usable, and, most importantly, safe – in various industries like aviation, consumer goods and finance. Verena’s work covers both product-specific solutions and organisational aspects. During the episode, Verena shared her insights on the immense value psychology brings to user experience. She discussed how understanding human perception can significantly impact the comprehensibility of texts and documents, emphasising the need for materials to be tailored to the audience’s educational level. She also delved into the origins of usability studies in banking and other sectors, highlighting the evolutionary journey of UX in the perception of industries and enterprises. The episode also offered a glimpse into the world of user testing labs, illustrating the importance of observing real-time user interactions and the nuances that reports alone cannot capture. Verena’s approach from a psychological perspective enables businesses to adopt new viewpoints and discover innovative solutions. Verena’s journey, from her initial interest in psychology and technology to her pioneering work in UX, underscores the critical role psychology plays in designing and improving user interactions with technology. Moreover, the podcast mentioned that Verena has developed a tool for UX professionals – the UX Psychology Lens cards. This set, consisting of 50 cards, summarizes key psychological influences, serving as an essential guide for those looking to deepen their understanding of user behaviour and enhance their skills in user experience design.1
The ATM-Example
The importance of user studies in improving websites and self-service processes was quickly recognised – and interestingly, it was banks that first saw the need for this improvement. In the past, banking involved direct interaction with a person at the bank. However, this changed with the introduction of ATMs for tasks like getting bank statements or depositing money. A major challenge was to make people feel comfortable and safe using these machines for their banking needs. When ATMs were first introduced onto the streets, there was considerable public concern about entering their codes and withdrawing money in such an exposed setting. A classic early example of usability concerns revolved around ensuring that customers did not leave their cards in the ATM. In Austria, we achieved a significant usability improvement by changing the sequence of transactions. The card is returned first, followed by the cash. Psychologically, this addresses the user’s mindset when approaching an ATM, which is primarily focused on withdrawing money. Once the cash is in hand, the user often considers the transaction complete. By requiring them to first retrieve their card, we effectively reduce the likelihood of it being forgotten. This approach contrasts with practices in many other countries, where users frequently leave their cards in the machine. Many Austrians, accustomed to the card-first system, tend to leave their cards in ATMs abroad. Understanding and addressing user needs in this way highlights the fascinating impact that subtle adjustments in user requirement understanding can have.
Summary and Outlook
As this semester draws to a close, I am very intrigued and excited for what lies ahead in exploring the role of psychology in UX design. After exploring the basic principles and some fascinating examples such as the insightful ATM case, I am excited to dive deeper into the complexities of the various concepts in the upcoming semester. The intersection of human behavior and technology, as illustrated by experts like Verena Seibert-Giller, opens up a world of possibilities for innovation and improved user experiences. I look forward to learning more about how psychological insights can be applied to design processes and am excited about the new discoveries to come in this fascinating field. The journey into the depths of UX psychology promises to be both insightful and transformative, and I can’t wait to share my further findings and revelations.
