ux, psychology and the power of 100 mrjoe leech
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I’m @mrjoe but you can call me Joe
Have you ever?
Bought a raspberry pi? Are you on the giffgaff phone
network? Booked a hotel with Marrioּמ?
Bought a uk train ticket Bought something on eBay?
You’ve used something I’ve help design.
@mrjoehttp://www.slideshare.net/cxpartners/driven-to-distraction-giles-colborne
http://money.cnn.com/2011/10/13/technology/blackberry_outage/
@mrjoe
About half of all smartphone and tablet owners use these devices while watching TV
http://www.fastcodesign.com/1672845/report-how-people-really-use-tablets-while-watching-tv
@mrjoe
Extraneous factors in judicial decisions
Time of the day
http://www.pnas.org/content/108/17/6889.full
Prop
orti
on o
f fa
vour
able
dec
isio
ns
A study made to see how judges
performed before and aﬞer meals.
@mrjoehttps://mrjoe.uk/maslows-hierarchy-needs-psychology-myth-busting-1/
Do you know this? A model for motivation
from Maslow, his hierarchy of need
@mrjoe
“no clear evidence for
Maslow…”
https://mrjoe.uk/maslows-hierarchy-needs-psychology-myth-busting-1/
But it’s a myth!
#p4d @mrjoe @mrjoe
18
6 vs 30
A study with jam. On alternate Saturdays 6 or
30 jams were sold. On which did they sell more? Yes, when there were 6 to
choose from
They also conducted a survey. Would you prefer
to choose from 6 or 30 types of jam?
Preּמy much unanimously people said 30.
That’s why surveys aren’t an indicator
of behaviour
@mrjoe
Time taken to respond
Number of options
Hick’s Law
What’s the best thing about Hick’s Law. ITS A LAW! No-one can argue
with that!
@mrjoe
My car insurance is through Money Saving Market I think, or Sheila’s Wheels, or something, it had the opera guy.
The brand being meaningless.
@mrjoe
hּמp://en.wikipedia.org/wiki/Hawthorne_effect
The Hawthorne effect, psychologists observed
the productivity of worker depending on light levels.
They benchmarked at 100% luminosity. At 80%,
productivity was the same. 60% same. 40%
same, 20%
Why? Because the workers were being observed!
@mrjoe
Total cognitive capacity (or thinking energy) is 100
An example.
This is someone is feeling great, not distracted, tired, offered a huge choice etc This is the power of 100.
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have notifications turned on on
their phone?
Yes, take 5
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have notifications turned on on
their phone?
Yes, take 5
4. How many choices are they offered on arrival?
Five choices Take 5 per choice is 25
@mrjoe
Perfect cognitive capacity available 100
1. Is the TV on in the background?
Yes, take 20
2. Is it before a mealtime? Yes, take 10
3. Does the user have notifications turned on on
their phone?
Yes, take 5
4. How many choices are they offered on arrival?
Five choices Take 5 per choice is 25
Total cognitive load is 60
@mrjoe
Intuitively we know it’s bad. But how can psychology tell us it’s bad? We need to
go back to theory…
@mrjoe
Never
S
Eat
Shredded
WheatHere’s how humans deal
with this. More examples: Example of a mnemonic
Divorced, beheaded, died / Divorced, beheaded,
survived.
@mrjoe
Taking us back to wikipedia. This breaks out existing procedures. Our mental model of how this
works breaks. Here’s how it should work.
@mrjoe
1
2Search3
And a buּמon.You are all smart, you could have designed this fix. Here psychology
tells us why this works.
@mrjoe
axiomDesign
A statement or proposition which is regarded as being established, accepted, or self-evidently true.
@mrjoe
97% OF ALL PEOPLE WANT THE SEARCH BOX BACK ON THE LEFT SIDE. SO WHEN WILL THIS FINALLY BE FIXED ? --Georg Scholz
http://en.wikipedia.org/wiki/Wikipedia:User_experience_feedback/search_box#97.25_OF_ALL_PEOPLE_WANT_THE_SEARCH_BOX_BACK_ON_THE_LEFT_SIDE._SO_WHEN_WILL_THIS_FINALLY_BE_FIXED_.3F
SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!SEARCH BOX ON THE LEFT PLEASE!!!!!!!!
—Preceding unsigned comment added by 192.88.212.43 (talk)
13:54, 19 May 2010 (UTC)
They hated it!
@mrjoe
So when you are tired, distracted
or consfused. You can’t use new or novel
interactions. You go back to the stuff you know.
why the hamburger
menu will never work, even if
users get used to it.
@mrjoe
Why do French waiters treat British and
American customers differently to French ones? When do they
ask them to pay?
A cafe in Paris
What are the steps you go through to order a
coffee here? 1. Ask to be seated
2. Order 3. Get coffee 4. Ask for bill
5. Pay
Americans would leave without paying…
@mrjoe
Because Starbuck taught them how to
order coffee.What’s the mental
model here? 1. Stand in line
2. Order 3. Pay
4. Get drink
Their mental model tells them to pay before
they get the drink. In the Parisian cafe their
brain assumes they have paid
@mrjoe
There are design axioms that tells us which model to use
Counter easily visible
Line to get cofee
@mrjoe
There are design axioms that tells us which model to use
The menus tell you to wait to be seated
The waiter tells you it’s table service.
Counter hidden right at the back of the cafe.
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
July
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
June
M T W T F S SM T W T F S S
T W T F S S
M T W
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
July
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in July • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away 3
@mrjoe
What • Beach • City • Ski • Spa
When • A weekend in June • Thu / Fri to Sun / Mon • School holidays
Where • Drive, fly or train • 3 hours away
July
M T W T F S SM T W T F S S
T W T F S S
M T W
3
@mrjoe
Let’s go to the Beach, drive, max three hours, on the first
or second week in July
And we apply that to…
@mrjoe
Let’s go to the Beach, fly, max three hours away on the first or second week in July
This sucks!
@mrjoe
A designer who doesn't understand psychology
is going to be no more successful
than an architect who doesn’t understand
physics Image: http://victorenrich.com/archives/155
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