by katharina.rauch -

Cognitive UX #9: Verena Seibert-Giller on Psychology in UX Design and the ATM-Example.

https://open.spotify.com/episode/1WMMWutSryJIXIYAVU1Tmq

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.

  1. https://uxpsychologylens.com ↩︎
by katharina.rauch -

Cognitive UX #8: The Science of Persuasion by Robert Cialdini.

https://www.youtube.com/watch?v=kv0sOX6Alrk

For over six decades, researchers have delved into understanding how we are persuaded. Surprisingly, the art of persuasion isn’t just about presenting all available information but often relies on specific psychological shortcuts. In our fast-paced world, these shortcuts become ever more crucial in decision-making processes.

The Six Universal Principles of Persuasion

  1. Reciprocity
    The principle of reciprocity highlights our tendency to return favors. For example, if someone does something for us, we naturally want to reciprocate. Studies in restaurants have shown that simple acts, like giving a mint along with the bill, can significantly increase tips. The key here is to be the first to offer something personalized and unexpected.
  2. Scarcity
    We tend to want more of what is less available. A classic example is how British Airways’ sales soared when they announced the discontinuation of their Concorde flights. The principle of scarcity teaches us that it’s effective to highlight what is unique about our proposition and what others stand to lose if they don’t consider it.
  3. Authority
    People are more likely to follow the advice of credible, knowledgeable experts. Demonstrating authority, like a physiotherapist displaying medical diplomas, can increase compliance with recommendations. It’s important to convey one’s expertise and credibility before attempting to persuade.
  4. Consistency
    This principle is based on our desire to be consistent with what we have previously said or done. For example, a small initial commitment, like agreeing to support a campaign, can lead to larger consistent actions later. Persuasion can be more effective when asking for small initial commitments that align with later requests.
  5. Liking
    We are more likely to say yes to people we like. Liking can come from perceived similarities, compliments, or shared goals. This principle is particularly useful in negotiations, where establishing common ground or similarities can lead to more successful outcomes.
  6. Consensus
    When uncertain, people look to the behaviour of others. For instance, knowing that most hotel guests choose to reuse towels can encourage more guests to do the same. Highlighting what others are already doing, particularly those similar to us, can be a powerful persuader.

These six principles of persuasion offer practical, often costless, approaches to enhance our influence ethically. Understanding and applying these principles can lead to significant improvements in our ability to persuade and influence others in various aspects of life.

by katharina.rauch -

Cognitive UX #7: Psychological Principles of Persuasive Design by with Victor Yocco.

https://open.spotify.com/episode/2LIoLzhvj47Spcp6NJJMU7?si=f4957751d40341bf&nd=1&dlsi=00ed02bbbe454d81

In an UI Breakfast podcast from 2016, host Jane Portman welcomed Victor Yocco, an expert in integrating psychology with UI/UX design. Yocco, who also is the author of „Design for the Mind: Seven Psychological Principles of Persuasive Design“ discussed his journey from studying psychology and human behaviour to applying these insights in UX design. His work initially focused on conveying complex messages in physical spaces like zoos and science centers, later transitioning to digital design. The podcast offers a deep dive into the intersection of psychology and design, providing valuable insights for UI/UX professionals looking to enhance their work with persuasive design principles.

Key Principles of Persuasive Design

Design for the Mind introduces seven psychological principles of persuasive design:

  1. Planned Behaviour
    Designing for intentional actions, focusing on behaviour beliefs, social norms, and perceived control.
  2. Risky Decisions and Heuristics
    Addressing decisions made with incomplete information through mental shortcuts like the scarcity heuristic.
  3. Fogg’s Behavioural Model
    Balancing motivation and ability before presenting a call to action.
  4. Influence and Reciprocity
    Utilising influence tactics like reciprocity, where giving something (like free content) creates a sense of obligation.
  5. Social Identity Theory
    Fostering in-group identification and making design decisions that resonate with specific social groups.
  6. Framing Communication
    Tailoring communication to resonate with different values and perspectives.
  7. Elaboration Likelihood Model
    Understanding that information is processed either through a detailed (central route) or a superficial (secondary route) path, and designing accordingly.

Application of Psychological Principles in Design 

Yocco emphasises the practical application of these principles in design, such as:
⦁ Identifying and aligning with user needs based on psychological theories.
⦁ Using design and communication to reflect users‘ values and identities.
⦁ Implementing persuasive tactics in user interfaces for more effective user engagement.

Professional Insights and Tips 

Yocco also shared his professional approach, favouring contextual inquiry and in-person interviews for user research. He highlighted the importance of representative sampling, allowing silence during interviews for deeper insights, and focusing interview questions to gather meaningful data.

Links to Victor Yocco’s Work

http://www.victoryocco.com
https://www.manning.com/books/design-for-the-mind

by katharina.rauch -

Cognitive UX #6 // Nine Psychological Phenomena of UX Design.

User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.

Nielsen Norman Group

In UX design, the focus isn’t just on the product but on the interaction with the user, underlining the importance of psychology. User experience encompasses a person’s emotions and attitudes towards a product or service, making it essential for designers to understand the user. The article I worked with for this blog post explores key psychological phenomena and how they can be applied in design practices, emphasising the close relationship between psychology and user experience.1

Key Psychological Phenomena

  1. The Principle of Least Effort
  2. The Principle of Perpetual Habit
  3. The Principle of Socialisation
  4. The Principle of Emotional Contagion
  5. The Principle of Identity
  6. The Principle of Beauty
  7. The Magical Number Seven, Plus or Minus Two
  8. The Psychology of Mistakes
  9. Focus, Attention, and Concentration

1. The Principle of Least Effort

The Principle of Least Effort states that users prefer to complete tasks with minimal effort. This principle can be applied in a number of ways – for example, showing real-life examples when you need to explain something to your users, using concise text, grouping similar information with sorting and filtering options, recognising clickable and non-clickable elements, and ensuring readability in font choices. These strategies aim to optimise the user’s experience and make interaction with the product simple and efficient.

2. The Principle of Perpetual Habit

The Principle of Perpetual Habit states that people rely on memories and habits in their interactions. For example, an interruption to the usual procedure at an airport can lead to confusion. Users also expect certain elements in certain places in web and app design. As a UX designer, it is important to maintain traditional layouts and simple navigation. This way, users can quickly find their way around and navigate the website, with the most important pages easily accessible to ensure a comfortable and intuitive user experience.

3. The Principle of Socialisation

The Principle of Socialisation highlights the human desire to be social and emphasises the importance of social aspects in design for connecting and engaging with users. To address this, UX designers should incorporate social media buttons for easy access to social platforms to increase user engagement and create a direct communication channel. In addition, elements such as product ratings, reviews or testimonials can satisfy users‘ subconscious desire for social validation and encourage them to follow the actions of other satisfied customers.

4. The Principle of Emotional Contagion

The Principle of Emotional Contagion recognises that emotions are contagious and can influence user behaviour. As a UX designer, tapping into users‘ emotional selves through stimulating images and stories can be very effective.

5. The Principle of Identity

The Principle of Identity describes people’s need for a sense of uniqueness and belonging. This principle is reflected in the popularity of customizable applications and websites, as well as users‘ affinity for certain brands. These strategies include unique brand elements, providing feedback at every stage of user interaction, and respectfully gathering user feedback, all of which contribute to a more personalised and engaging user experience.

6. The Principle of Beauty

The Principle of Beauty is based on a preference for aesthetically pleasing elements. People are naturally drawn to beauty in various aspects of life, and this also applies to UX design. To keep this in mind, UX designers should focus on designing visually appealing interfaces, following consistent design system, keep up to date with market trends and take inspiration from best practice examples. An attractive, modern design is often perceived as innovative and high-quality and significantly improves the user experience.

7. The Magical Number Seven, Plus or Minus Two

The Magical Number Seven, Plus or Minus Two is based on an article of the same name by George A. Miller. It states that people can store around five to nine things in their short-term memory. For UX design, this means that users should not be overwhelmed with too many options or information at once. Limiting the number of products per page in an online store or grouping similar actions in an interface helps users process information more efficiently. Gradual disclosure of information is also recommended, especially during the onboarding process.

8. The Psychology of Mistakes

The Psychology of Mistakes acknowledges that everyone makes mistakes – and mistakes often leads to negative emotions like frustration. In UX design, errors can arise from contra-intuitive or unclear interfaces that prevent the user from achieving their goals. To counteract this, designers should anticipate potential user errors, provide clear confirmations of actions, offer undo options for control and provide specific feedback on errors, for example when validating data formats. This approach helps to create a forgiving and user-friendly experience.

9. Focus, Attention, and Concentration

Focus, Attention, and Concentration underlines that understanding the limited attention span of adults, which is usually 10 to 20 minutes, is crucial. The job of a UX designer is to capture and maintain the user’s attention by minimizing distractions and providing engaging elements. Strategies include avoiding excessive pop-ups, banners, or sounds to distract the users and ensuring a clear and memorable UI design. In addition, guiding users through processes with visible timelines can help keep them focused and informed of their progress.

  1. https://uxmag.com/articles/the-nine-principles-of-ux-design-psychology-can-you-predict-the-behavior-of-your-users ↩︎
by katharina.rauch -

Cognitive UX #5 // Understanding Human Factors and Exploring Psychology Principles that Influence Design.

https://www.youtube.com/watch?v=PdQz27oq_uE

Awareness for the Human Factor

In UX design, the concept of the human factor, which emerged during the world wars, emphasises the adaptation of design to human capabilities. Originally, the focus lay on the adaptation of humans to machines. This changed with „aviation psychology“ during the wars, when untrained soldiers suddenly had to learn to fly. Human factors had to be taken into account in the development of aircrafts – in this case, the human factors were the different abilities of the pilots.

Human Factors in Design

  • Impatience
  • Limited Memory
  • Needing Analogies 
  • Limited Concentration
  • Changes in Need
  • Needing Motivation
  • Prejudices
  • Fears
  • Making Errors 
  • Misjudgment

In the field of UX design, understanding human factors such as impatience, limited memory and the need for motivation is crucial. These elements influence how we design products for better user interaction. The TL;DR* (Too Long; Didn’t Read) in emails is a perfect example of this. It accommodates our preference for short, to the point information and recognises the human characteristics of limited attention and the desire for quick comprehension. This design approach helps to create more efficient and user-friendly interfaces.

Examples for Psychological Concepts 

  • Mental Models
  • Feedback Loops
  • Emotions (Nostalgia)

Understanding psychological concepts such as mental models and feedback loops is also crucial for UX design. Mental models are our internal expectations of how things work, for example the expectation that a door will open into another room and not into a brick wall. Feedback loops are the reactions to our actions, for example that a light will switch on when a switch is flipped. These concepts help to create intuitive user experiences. In addition, utilising emotions such as nostalgia can improve user engagement, showing how human factors can play a role in design.

Examples for Psychological Principles

  • Von Restorff Effect (Isolation Effect)
  • Serial Position Effect
  • Hick’s Law

In UX psychology, principles like the Von Restorff Effect, Serial Position Effect, and Hick’s Law play crucial roles. The Von Restorff Effect explains why unique items among similar ones stand out, influencing for example how call-to-action buttons are designed. The Serial Position Effect shows our tendency to remember the first and last items in a list, guiding the layout of navigation bars. And Hick’s Law states that more choices increase decision time, a factor to consider when designing user interfaces. These principles can help to create user-friendly and efficient UX designs.

Human Factors as Opportunities
rather than Limitations

Recognising human factors as opportunities rather than limitations can significantly improve the design of the user experience. While these factors present challenges, they also open doors for creativity and innovation. Good UX design does not exploit or overwhelm the user, but seeks to empower and encourage them. By integrating psychology, creativity and empathy into the design, what initially appears to be a limitation can turn into a significant advantage and improve the overall user experience.

* TL;DR (Too Long; Didn’t Read) is a brief summary that often appears at the beginning of longer emails. It is designed to address common human tendencies such as impatience and limited concentration by summarising the main points of an email without excessive detail. This concept recognises that people often prefer quick, easily digestible information, especially in busy or information-heavy environments. By providing a brief overview, TL;DR respects the reader’s time and attention, making it a thoughtful and efficient feature in communication design.

by katharina.rauch -

Cognitive UX #4 // Cognitive Biases: Uncovering Unconscious Filters and Heuristics affecting UX Design.

Cognitive bias, first identified by Amos Tversky and Daniel Kahneman in 1972, refers to the brain’s tendency to process complex information through the filter of personal experience and preference. This bias is largely unconscious and manifests itself in the form of mental shortcuts, known as heuristics, which can lead to irrational judgements. In areas such as UX design and software development, these biases can influence decision making and data interpretation, affecting everything from user interface design to the results of machine learning algorithms. Being aware of and understanding these biases is crucial for more objective decision making and accurate data analysis.1

Types of Cognitive Biases

Over the past six decades, research in fields such as cognitive psychology, social psychology and behavioral economics has identified a variety of cognitive biases. At this point, I would like to share the list of https://www.techtarget.com/searchenterpriseai/definition/cognitive-bias with various cognitive biases.

  • Actor-Observer Bias
    The tendency for an individual to credit their own situation to external causes while ascribing other people’s behaviours to internal causes.
  • Anchoring Bias
    The tendency for the brain to rely too much on the first information it received when making decisions.
  • Attentional Bias
    The tendency for an individual to pay attention to a single object or idea while deviating from others.
  • Availability Bias
    The tendency for the brain to conclude that a known instance is more representative of the whole than is actually the case.
  • Availability Heuristic
    The tendency to use information that comes to the mind quickly when making decisions based on the future.
  • Bandwagon Effect
    The tendency for the brain to conclude that something must be desirable because other people desire it.
  • Bias Blind Spot
    The tendency for the brain to recognise another’s bias but not its own.
  • Clustering Illusion
  • The tendency for the brain to want to see a pattern in what is actually a random sequence of numbers or events.
  • Confirmation Bias
    The tendency for the brain to value new information that supports existing ideas.
  • The Dunning-Kruger Effect
    The tendency for an individual with limited knowledge or competence in a given field to overestimate their own skills in that field.
  • False Consensus Effect
    The tendency for an individual to overestimate how much other people agree with them.
  • Framing Effect
    The tendency for the brain to arrive at different conclusions when reviewing the same information, depending on how the information is presented.
  • Functional Fixedness
    The tendency to see objects as only being used in one specific way.
  • Group Think
    The tendency for the brain to place value on consensus. 
  • Halo Effect
    The tendency for a person’s impression in one area to influence an opinion in another area.
  • Hindsight Bias
    The tendency to interpret past events as more predictable than they actually were.
  • Misinformation Effect
    The tendency for information that appears after an event to interfere with the memory of an original event.
  • Negativity Bias
    The tendency for the brain to subconsciously place more significance on negative events than positive ones.
  • Proximity Bias
    Proximity bias is the subconscious tendency to give preferential treatment to people that are physically close. A physical worker being considered for a raise before a remote worker because they are in the immediate vicinity of their superior is an example of proximity bias.
  • Recency Bias
    The tendency for the brain to subconsciously place more value on the last information it received about a topic.
  • Self-Serving Bias
    The tendency for an individual to blame external forces when bad events happen but give themselves credit when good events happen.
  • Sunk Cost Effect
    Also called the sunk cost fallacy, this is the tendency for the brain to continue investing in something that clearly isn’t working in order to avoid failure.
  • Survivorship Bias
    The tendency for the brain to focus on positive outcomes in favor of negative ones. A related phenomenon is the ostrich effect, in which people metaphorically bury their heads in the sand to avoid bad news.

  1. https://www.techtarget.com/searchenterpriseai/definition/cognitive-bias ↩︎
by katharina.rauch -

Cognitive UX #3 // Exploring Cognitive Psychology including Key Principles.

According to the American Psychological Association, cognitive psychology is defined as a field of psychology that investigates mental processes associated with perception, attention, thinking, language, and memory. This approach, which emerged in the 1940s and 1950s, represents a significant departure from the behaviourist perspective prevalent at the time. Unlike behaviourism, which concentrates on observable behaviours, cognitive psychology focuses on internal mental processes. It proposes that the link between stimulus and response is not straightforward but is mediated by these complex mental processes. Cognitive psychology also differs from psychoanalysis, which emphasises instincts and unconscious forces, by its emphasis on higher mental processes. In recent years, cognitive psychology has integrated insights from computer science and artificial intelligence, particularly in the realms of information processing and information theory, further expanding its scope and understanding.1

Cognitive Psychology, Rakhi Rajani
https://de.slideshare.net/rakhirajani/cognition-in-space-13467968

In cognitive psychology, the brain is compared to an information-processing unit. The graphic simplifies this concept to a three-part flow: input, processing and output. Input refers to the raw data taken in by our senses. This data is then processed in the complex neural circuits of our brain, a stage artistically represented by a complex and vibrant ecosystem of thoughts and interactions. The output is the culmination of this internal processing and results in the various actions and behavioral responses we exhibit. This illustration serves as a metaphor for the journey from initial sensory experience to final behavioral response and captures the essence of cognitive psychology.2

Key Principles

In the field of User Experience (UX) design, insights from cognitive psychology are instrumental in comprehending how users interact with and make decisions while engaging with digital interfaces. To integrate cognitive psychology into UX design effectively, designers should consider several fundamental principles.3

  1. Perception: How do users perceive and interpret information, including color, typography, and visual hierarchy?
    This involves understanding how users perceive and interpret information. In the context of user experience, this includes how colors, typography, and visual hierarchy affect a user’s ability to process and understand information. For example, certain colors can evoke specific emotions or draw attention, while the choice of typography can affect readability. Visual hierarchy helps in guiding the user’s eye through the content, prioritizing certain elements over others.
  2. Attention: How do users process information and what captures their attention? 
    This topic explores what captures and holds a user’s attention. In the digital realm, this could refer to how users focus on certain aspects of a website or app, like banners, pop-ups, or video content. Understanding attention helps in designing interfaces that are engaging and don’t overwhelm or confuse the user. It’s crucial in determining where to place important information or calls to action.
  3. Thinking: How do users make decisions and form opinions based on information and evidence?
    This area focuses on how users make decisions and form opinions based on the information presented to them. In user experience, this can relate to how users navigate a website and what influences their decision to make a purchase, click a link, or trust the credibility of the content. It involves understanding the logical processes and emotional influences behind user decisions.
  4. Language: How does language in digital interfaces affect user cognition and behavior?
    In cognitive psychology, language is vital for user experience design. It includes the choice of words, tone, and clarity in digital interfaces. Effective language use can significantly impact how users understand and interact with digital content, guiding their decisions and overall engagement. It emphasizes the need for clear, user-friendly communication tailored to the audience’s needs.
  5. Memory: How do users store and retrieve information from memory?
    This topic deals with how users store and retrieve information. In terms of user interface design, it’s important to understand how users remember information from one part of an interface to another, or from one visit to the next. This understanding can guide the design of navigation menus, the layout of information, and the overall user interface to make it more intuitive and easier to remember how to use.
  6. Problem-Solving: How do users navigate and make decisions when faced with a problem or task?
    This refers to how users approach and resolve tasks or challenges. In a digital context, this could be how users find information on a website, complete a complex task in an application, or navigate through a troubleshooting process. Understanding the problem-solving process helps in designing interfaces that support and guide the user through these tasks efficiently and effectively, reducing frustration and increasing satisfaction.
  1. https://dictionary.apa.org/cognitive-psychology ↩︎
  2. https://twitter.com/micro1p/status/1231172011998797824 ↩︎
  3. https://uxplanet.org/psychology-in-ux-design-understanding-cognitive-psychology-in-ux-design-375c940d34ab ↩︎
by katharina.rauch -

Cognitive UX #2 // Five Pillars and Seven Themes of Psychology.

As we begin our fascinating journey into the human mind, let’s first explore the vast field of psychology before delving deeper into cognitive psychology. We’ll take a quick and broad look on the entire field, introducing the five basic pillars of psychology and its fascinating seven themes based on the National Standards for High School Psychology Curricula by the American Psychological Association. This exploration holds a rich foundation for the detailed cognitive insights to follow.

Five Pillars of Psychology
https://www.apa.org/ed/precollege/undergrad/introductory-psychology-initiative

Integrated Seven Themes of Psychology
https://www.apa.org/ed/precollege/psychology-teacher-network/introductory-psychology/national-standards

Five Pillars of Psychology

  1. Biological: The biological pillar examines the physical and biological foundations of behaviour and mental processes. It includes the study of the brain, nervous system, genetics, and neurotransmitters, and how these biological components interact with environmental factors to influence behavior and cognition. This perspective is crucial in understanding the role of biological processes in mental health and behaviour.
  2. Cognitive: The cognitive pillar focuses on mental processes such as thinking, memory, perception, and decision-making. This area of psychology studies how people process and interpret information from the world around them, how they solve problems, and how these cognitive processes change over time. It is key to understanding how our mental processes shape our behaviour and interactions with the environment.
  3. Developmental: This pillar explores the growth and change that occurs throughout a person’s lifespan. It looks at how people develop physically, cognitively, emotionally, and socially from infancy through old age. This includes studying milestones in development, the impact of early experiences, and the processes of aging. It’s vital for understanding how people change and grow over time.
  4. Social & Personality: This area examines how social influences and personality traits shape behaviour and thought. It includes the study of social interactions, relationships, group dynamics, and the influence of culture and society on the individual. The personality aspect explores individual differences, personality theories, and the formation of self-concept and identity.
  5. Mental & Physical Health: This pillar focuses on the interplay between mental and physical health. It includes the study of psychological disorders, their causes, treatments, and prevention. This area also explores how psychological factors contribute to physical health and illness, and the impact of physical health issues on mental well-being. It is essential for understanding the holistic nature of health and the importance of psychological factors in overall well-being.

Together, these pillars provide a comprehensive framework for understanding the complexity of human behaviour and mental processes, emphasising the interconnectedness of biological, cognitive, developmental, social, personality, and health factors.

Seven Themes of Psychology

The seven themes of psychology are essential for the five pillars because they serve as guiding principles that bind together the diverse aspects of psychological science. Each theme represents a fundamental idea that is crucial for a holistic understanding of psychology. In essence, these themes serve as the foundational philosophies and goals that not only unify the five pillars but also drive the discipline of psychology towards a comprehensive, ethical, and socially responsible understanding of human behaviour and mental processes.

  1. Psychological science relies on empirical evidence and adapts as new date develop. 
  2. Psychology explains general principles that govern behaviours while recognising individual differences.
  3. Psychological, biological, social, and cultural factors influence behaviour and mental processes.
  4. Psychology values diversity, promotes equity, and fosters inclusion in pursuit of a more just society. 
  5. Our perceptions and biases filter our experiences of the world through an imperfect personal lens. 
  6. Applying psychological principles can change our lives, organisations, and communities in positive ways. 
  7. Ethical principles guide psychology research and practice. 
https://www.youtube.com/watch?v=GlEC6iIYyeA
by katharina.rauch -

Cognitive UX #1 // Designing for the Mind: The Intersection of Cognitive Psychology and User Experience Design.

Regardless of the type of products you are working on, what matters is that you design systems for how people think.

Don Norman

With „Cognitive UX“ I want to delve into the connection between cognitive psychology and user experience design (UX). I will explore how a deeper understanding of our minds can enhance the way we design various user interfaces, that are not only aesthetically pleasing but also psychologically effective, engaging and user friendly. I want to explore how our minds work and use these insights to improve the overall design of digital spaces.

Psychology in UX Design, Ish∆n
https://uxdesign.cc/the-psychology-of-ux-design-859439bc8a32

Research Questions

Within my research, I aim to answer the main research questions: „How does cognitive psychology influence user experience design?“ and „How to enhance user experience through psychological considerations in an effective and user-friendly way?“ and investigate into various directions and influences, such as:

Understanding User Cognition

– How do users think and process information and various design elements?
– What mental processes influence how users interact with digital interfaces?
– How can understanding cognitive biases improve UX design?

Perception and Design

– How do users perceive and respond to various design elements and information?
– How can design elements be structured to align with users cognitive perceptions?
– How do visual and sensory perceptions influence the aesthetics and functionality of a user interface?

Design Thinking and Problem Solving

– How to apply cognitive processes to creative problem-solving?
– In what ways can cognitive processes enhance creative problem-solving in design?
– How can UX designers use cognitive psychology to anticipate and solve user problems?

Emotional Psychology

– What impact do user emotions have on the overall user experience?
– What design elements can trigger positive emotional reactions in users?
– How can UX designers measure and analyse emotional responses to their designs?

Decision Making and User Choice

– How do design elements influence and support user decision-making processes?
– What strategies can be used to simplify user choices?
– How can cognitive psychology be used to predict and guide user decisions?

User Behaviour and Interaction Patterns

– What common patterns emerge in user behaviour when interacting with digital interfaces?
– How can designers anticipate and cater to these behavioural patterns?
– What role does user context (e.g., environment, device) play in shaping interaction patterns?

Accessibility and Cognitive Diversity

– How can UX design be tailored to accommodate users with different cognitive abilities and limitations?
– What are the challenges in designing for cognitive diversity, and how can they be addressed?
– How can universal design principles be applied to ensure cognitive accessibility?

User Testing and Cognitive Feedback

– How can insights from cognitive psychology be effectively applied in conducting usability tests?
– How can designers interpret cognitive feedback to improve UX design?
– Which methods are most effective for collecting cognitive feedback during user testing?

Cognitive Psychology in UX Strategy

– How can cognitive psychology principles be integrated into a holistic UX strategy?
– What are the benefits and potential pitfalls of applying cognitive psychology in UX design?
– How can cognitive psychology inform the long-term vision and direction of UX projects?

Development and Prospects in Cognitive UX

– How has the practice of cognitive UX evolved over time, and what key historical insights have shaped its development?
– What are the emerging trends in cognitive psychology that could impact future UX design
– How might advancements in technology, like AI, augment cognitive UX strategies?

Personal Motivation

After careful consideration and alternating between topics in user experience design (UX Unicorn) and mental health (Imposter Syndrome), I have decided on a new topic that combines these two interests in a certain way. I have a strong interest in human minds and a desire to deepen my knowledge of UX design, which makes this topic an ideal choice. It allows me to explore the humans psyche and how to apply this knowledge to create better user interfaces. It also illustrates the intersection of science, psychology and art and emphasises the role of psychology in a field like UX that seamlessly connects different disciplines.

Relevance

This topic holds significant value as it merges insights about the human mind with the enhancement of user experience design. Understanding how people think and process information enables the creation of user interfaces like websites and apps that are not only visually appealing but also intuitive and user-centric. This approach can lead to more effective and satisfying user interactions, making digital products more accessible and enjoyable. It leads to better experiences for users and more impactful designs.

A designer who doesn’t understand human psychologies is going to be no more successful than an architect who doesn’t understand physics.

Joe Leech

Challenges

One possible challenge with this topic is balancing the complex theories of cognitive psychology with practical UX design. Cognitive psychology can be quite detailed and scientific, so applying these concepts to design in a simple, user-friendly way might be tricky. Another challenge could be keeping up with the latest research and technology in both fields. Also, designers need to consider diverse user needs, which means understanding a wide range of cognitive abilities and preferences. This can make it hard to create designs that work well for everyone.

Relevant Institutions

Literature

Preview

For my next steps, I want to look at the basic concepts of cognitive psychology and how they apply when it comes to UX design. This will help build a solid foundation for the topic. I will also explore different directions and aspects in this regard. In terms of general topics, I don’t want to limit myself too much yet. These can be extended in a variety of directions: From exploring the Gestalt principles of design, the laws and principles of UX and interesting personalities in this field (such as Don Norman) through a closer look at the past and future of „Cognitive UX“ and different directions (such as emotional design, mindful design, user-centred design) to very specific examples (such as the phenomenon around Facebook’s Like button or the small but impactful difference within ATMs). I would then also like to provide some examples of how these theories are used in the design of user interfaces such as websites and apps and show some case studies of successful designs. Tests and interviews with users would also be interesting at a later stage. I am looking forward to dive deeper into the field of UX psychology and how it shapes and improves the user experience in profound ways.

by katharina.rauch -

UX Unicorn #1 // From Myth to Practice: Exploring and Applying UX Unicorn Multidisciplinarity.

The myth of the unicorn, the pure steed with the single spiralling horn, goes back to antiquity, with legends of unicorn hunts memorialised in medieval tapestries … now a ‘unicorn’ often refers to someone or something exceedingly special and worth seeking.

Ben Zimmer, Wall Street Journal

A UX unicorn is a term used to describe a professional in the field of user experience who possesses a wide range of skills and expertise across various aspects of UX design and research. These individuals are often considered well-rounded and versatile in their abilities, combining skills such as user research, interaction design, usability testing, information architecture, visual design, and more. In essence, a UX unicorn is a multi-disciplinary expert who can tackle many aspects of the UX design process, from understanding user needs to designing, creating and testing user interfaces. This term is often used to highlight the value of individuals who can bridge gaps and work effectively in diverse UX roles.

Anatomy of a UX unicorn, Philip Likens
https://uxplanet.org/what-is-a-ux-unicorn-do-ux-unicorns-exist-and-should-you-become-one-73a7e2bcc9b4

Ten skills you need to be a UX unicorn, Conor-Ward
https://medium.com/@uxmuch/ten-skills-you-need-to-be-a-ux-unicorn-f7ec555981b0

Research Questions

Through my research, I would like to explore the broad field of user experience design. What is UX design? What do UX designers do? What differentiations exist? What qualities should you bring to the field? What soft and hard skills do I need to become a UX designer? What methods are used? What does the past of UX design tells us and what does the future hold? Which principles and rules should you follow? What trends can be identified? And why do we actually need UX design? 

Subsequently and based on this, I will take a closer look at the term UX unicorn and provide answers to related questions. What is the role and impact of UX unicorns? How do UX unicorns collaborate with other team members? What value do UX unicorns bring to cross-functional teams? What skills and competences define a UX unicorn? What challenges and obstacles do UX unicorns encounter in their role? What is the importance of UX unicorns?

Personal Motivation 

The overall goal is to create a comprehensive guide to UX design. I would like to deepen and expand my knowledge in this area in order to subsequently apply what I have learnt to a practical example. I aim to create a pathway to the best possible preparation for the working environment in this field. I am curious to see what insights two years of research will bring and how my knowledge in this area will change in order to pass it on to others.

Relevance

In the design industry, the demand for UX unicorns – professionals who are trained in multiple disciplines – is generally increasing. These individuals not only bridge the gaps between the different design areas, improving team collaboration and dynamics, but are also always up to date with new trends and developments. Their holistic understanding of user-centered design leads to superior user experiences and reflects the evolving requirements in this area. Studying UX unicorns can provide valuable insights into innovative problem solving and inform design education to better prepare designers for these multifaceted roles. As an overarching goal, the results can also be transferred to collaborative design teams to see where and how to work professionally as an UX designer.

Challenges 

Within the research of the topic UX unicorn a few challenges could arise. As the term is not widely recognized and has no universally accepted definition, I need to clarify what exactly it means within my research. ­­Furthermore, as I am working with this relatively abstract concept like the UX unicorn, it could be challenging to define clear objectives and the scope of my research. Last but not least navigating the vast amount of existing literature in the field of UX design in general can be a challenge, as a thorough and time-consuming review is required to ensure that my research is both solid and clear.

Relevant Institutions 

Preview

In the next step, I want to dive into the topic of UX unicorn. I would like to organise my research topics and approach the topic of UX unicorn step by step. Possible further topics could be the following: role and responsibilities of UX unicorns, skills and qualifications of UX unicorns, the impact of UX unicorns on product development, effective work practices for UX unicorns, challenges and obstacles for UX unicorns, the future of UX unicorns, case studies and practical examples, comparison with other approaches in UX, evaluation of tools and methods for UX unicorns, role of ethics and sustainability in the work of UX unicorns.