get inside their heads: how to use psychology to solve ux problems
DESCRIPTION
Why aren’t users clicking that big red Donate button you created? Why can’t they complete your online form? Get answers to these and other UX questions, at DC Web Women's July 10 Speakers Series event. User experience experts Jennifer Romano Bergstrom and John Whalen will explain the psychology of UX. You’ll learn how how users’ brains work, so you can design buttons, forms, and apps they can use. In this interactive session, Jennifer and John will: - Use real-world examples to illustrate how users perceive and process information - Explain key principles of psychology that will help you produce better design solutions for UX problems - Discuss how users’ motivations and emotions affect their online behaviorTRANSCRIPT
Jennifer Romano Bergstrom, PhDUX Research LeaderFors Marsh Group
John Whalen, PhDPrincipal, Strategy & User ExperienceBrilliant Experience
July 10, 2014 | DCWW
Get Inside Their Heads: How to Use Psychology to Solve UX
Problems
Get Inside Their Heads: How to Use Psychology to Solve UX
Problems
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July 10, 2014 | DCWW
How Many Participants?
Introductions
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July 10, 2014 | DCWW
2014.userfocus.org
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July 10, 2014 | DCWW
eyetrackingux.com
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July 10, 2014 | DCWWUser Experience Design (P. Morville): http://semanticstudios.com/publications/semantics/000029.php
User ExperienceUser Experience
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July 10, 2014 | DCWW
OBSERVATIONAL+ Ethnography
+ Time to complete task
+ Reaction time+ Selection/click
behavior+ Ability to complete
tasks+ AccuracyIMPLICIT
+ Facial expression analysis+ Eye tracking
+ Electrodermal activity (EDA)+ Behavioral analysis
+ Linguistic analysis of verbalizations
+ Implicit associations+ Pupil dilation
EXPLICIT+ Post-task satisfaction
questionnaires+ In-session difficulty ratings
+ Verbal responses+ Moderator follow up
+ Real-time +/- dial
@romanocog @brlexpUX DataUX Data
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July 10, 2014 | DCWW 7
Modern eye tracking
Modern Eye TrackingModern Eye Tracking
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July 10, 2014 | DCWW Krug, S. (2000). Don’t Make Me Think **NEW 3rd Edition (2014)**
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What we design for…and realityWhat we design for…and reality
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July 10, 2014 | DCWW
• Poor planning
• “It’s all about me.” (Redish: filing cabinets)
• Human cognitive limitations• Memory and Perception
• Primacy• Recency• Chunking• Patterns
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UX Design FailuresUX Design Failures
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July 10, 2014 | DCWW http://www.cc.gatech.edu/gvu/user_surveys/
Note: We don’t have much confidence in the totals for ages 5-7 because it appears that some respondents chose these responses rather than scroll through the list to their correct age.
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Why is Design Important?Why is Design Important?
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Humans Seek PatternsHumans Seek Patterns
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July 10, 2014 | DCWW
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Mental Models & Repeating BehaviorMental Models & Repeating Behavior
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July 10, 2014 | DCWW
• “I’m going to click on it, but it's not doing anything. That is annoying.”
• “Do these not work?”
Clicks along the bottom of the PC homepage showing that participants expected the icons to be working links.
Homepage on the iPad website does not display the clickable links below each icon.
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Mental Models & Repeating BehaviorMental Models & Repeating Behavior
Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
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July 10, 2014 | DCWW
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Logical NavigationLogical Navigation
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July 10, 2014 | DCWW
• “Where and how you click is a bit counter-intuitive. [It’s] not super obvious which button to click to get to next sections.”
• “I feel like the ‘Next’ should be at the bottom and not the top.”
Intuitive ‘Next’ button location
Non-intuitive ‘Next’ button location
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Confusing NavigationConfusing Navigation
Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
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July 10, 2014 | DCWW
Game Design
Understanding Age-Related Differences
Form Design
E-commerce
Romano Bergstrom & Schall (Eds). 2014. Eye Tracking in User Experience Design. Morgan Kaufmann.
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AttentionAttention
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July 10, 2014 | DCWW
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AttentionAttention
Tablet AppTablet Website
Android App
Bristol, K., Romano Bergstrom, J. & Link, M. (2014). Eye Tracking the User Experience of a Smartphone and Web Data Collection Tool. Paper presentation at the AAPOR Conference, Anaheim, CA, May 2014.
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July 10, 2014 | DCWW
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AttentionAttention
Olmsted-Hawala, E. L., Romano Bergstrom, J. C., & Chen, J. M. (2011). A high-fidelity usability evaluation of iteration 3 of the new American FactFinder Web site: Increased functionality. Center for Survey Measurement, Research and Methodology Directorate (Survey Methodology #2011-12). US Census Bureau. Available online at <http://www.census.gov/srd/papers/pdf/ssm2011-12.pdf>.
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July 10, 2014 | DCWW
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Theory of MindTheory of Mind
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July 10, 2014 | DCWW
Gaze plot of 60 seconds of engagement from four participants on the Loan Rehabilitation page who scanned the text without reading it thoroughly.
Gaze plot of 60 seconds of engagement from four participants on the Contact Your Servicer page who read most of the text.
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Reading/ScanningReading/Scanning
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July 10, 2014 | DCWW
10-second gaze plots from a participant comparing accounts. This participant spent about 3 minutes on this page.
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ScanningScanning
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@romanocog @brlexpProcessing OrderProcessing Order
Walton, L., Romano Bergstrom, J., Hawkins, D., & Pierce, C. (2014). User Experience Testing and Eye Tracking Inform Paper Diary Design. Paper presentation at the Human Computer Interaction International Conference, Crete, Greece, June 2014.
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July 10, 2014 | DCWW
How Many Participants?
But why can’t people describe it?
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John is going to tell us more…