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The Psychology of Design 
To improve your user experience, you need to understand this.
A Thread
To improve your user experience, you need to understand this.
A Thread
1/ Psychology knowledge helps to create the design which will make users perform the actions they are expected to such as making a purchase or contacting the team.
Here are some cognitive biases & principles that affect your UX
Here are some cognitive biases & principles that affect your UX
2/ 
Labor Illusion
People value things more when they see the work behind them. Making users wait for something they requested while showing them how it is prepared creates the appearance of effort. Customers are usually more likely to appreciate the results of that effort.
Labor IllusionPeople value things more when they see the work behind them. Making users wait for something they requested while showing them how it is prepared creates the appearance of effort. Customers are usually more likely to appreciate the results of that effort.
3/ 
Loss Aversion
People prefer to avoid losses more than earning equivalent gains.
We hate losing or letting go of what we have (even if more could be had). It says that a loss hurts more than an equal gain feels good.
Loss AversionPeople prefer to avoid losses more than earning equivalent gains.
We hate losing or letting go of what we have (even if more could be had). It says that a loss hurts more than an equal gain feels good.
4/ 
Peak-End Rule
People often judge an experience by its peak and how it ends.
Users don’t merely evaluate an experience based on the average or a sum of all the micro-experiences. Instead, their brain heavily weighs the peaks (high or low) and the end of the experience.
Peak-End Rule People often judge an experience by its peak and how it ends.
Users don’t merely evaluate an experience based on the average or a sum of all the micro-experiences. Instead, their brain heavily weighs the peaks (high or low) and the end of the experience.
5/
Zeigarnik Effect
People remember incomplete tasks better than completed ones.
Users don’t merely evaluate an experience based on the average or a sum of all the micro-experiences. Instead, their brain heavily weighs the peaks (high or low) and the end of the experience.
Zeigarnik EffectPeople remember incomplete tasks better than completed ones.
Users don’t merely evaluate an experience based on the average or a sum of all the micro-experiences. Instead, their brain heavily weighs the peaks (high or low) and the end of the experience.
6/ 
Default Bias
Users tend not to change an established behaviour.
Unless the incentive to change is compelling, people are more likely to stick to the default situation presented to them. It can be a powerful actor when trying to change behaviours.
Default BiasUsers tend not to change an established behaviour.
Unless the incentive to change is compelling, people are more likely to stick to the default situation presented to them. It can be a powerful actor when trying to change behaviours.
7/ 
Hick's Law
More options leads to harder decisions.
Hick’s Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
Hick's LawMore options leads to harder decisions.
Hick’s Law predicts that the time and the effort it takes to make a decision, increases with the number of options. The more choices, the more time users take to make their decisions.
8/ 
Confirmation Bias
People look for evidence that confirms what they think.
People tend to search for, interpret, prefer, and recall information in a way that reinforces their personal beliefs or hypotheses.
Confirmation BiasPeople look for evidence that confirms what they think.
People tend to search for, interpret, prefer, and recall information in a way that reinforces their personal beliefs or hypotheses.
9/ 
Anchoring Bias
Users rely heavily on the first piece of information they see.
The initial information that users get affects subsequent judgments. Anchoring often works even when the nature of the anchor doesn’t have any relation with the decision at hand.
Anchoring BiasUsers rely heavily on the first piece of information they see.
The initial information that users get affects subsequent judgments. Anchoring often works even when the nature of the anchor doesn’t have any relation with the decision at hand.
10/ 
Progressive Disclosure
Users are less overwhelmed if they're exposed to complex features later.
During the onboarding, show only the core features of your product, and as users get familiar, unveil new options.
Progressive DisclosureUsers are less overwhelmed if they're exposed to complex features later.
During the onboarding, show only the core features of your product, and as users get familiar, unveil new options.
11/ 
Spacing Effect
People learn more effectively when study sessions are spaced out
We are better able to recall information and concepts if we learn them in multiple, spread-out sessions. We can leverage this effect by using spaced repetition to slowly learn almost anything
Spacing EffectPeople learn more effectively when study sessions are spaced out
We are better able to recall information and concepts if we learn them in multiple, spread-out sessions. We can leverage this effect by using spaced repetition to slowly learn almost anything
12/ 
Storytelling Effect
People remember stories better than facts alone.
Storytelling Effect People remember stories better than facts alone.
13/ 
Picture Superiority Effect
People remember pictures better than words especially when people are casually exposed to the information and the exposure is for a very limited time.
Picture Superiority Effect People remember pictures better than words especially when people are casually exposed to the information and the exposure is for a very limited time.
14/ 
Backfire Effect
When people's convictions are challenged, their beliefs get stronger
Essentially, when a person encounters information which suggests that their current beliefs are wrong in some way, it causes them to generate a variety of negative emotions.
Backfire Effect When people's convictions are challenged, their beliefs get stronger
Essentially, when a person encounters information which suggests that their current beliefs are wrong in some way, it causes them to generate a variety of negative emotions.
15/ 
Pareto Principle
Roughly 80% of the effects come from 20% of the causes.
Also knows as The Power Rule.
Pareto Principle Roughly 80% of the effects come from 20% of the causes.
Also knows as The Power Rule.
16/ 
Self-serving bias
People take credits for positive events and blame others if negative.
By blaming outside forces for failures, people often protect their self-esteem and absolve themselves from personal responsibility.
Self-serving bias People take credits for positive events and blame others if negative.
By blaming outside forces for failures, people often protect their self-esteem and absolve themselves from personal responsibility.
17/ 
Cashless Effect
People spend more when they can't actually see the money.
It means that we are more likely to purchase something on a credit card than if we have to pay for it with cash.
Cashless Effect People spend more when they can't actually see the money.
It means that we are more likely to purchase something on a credit card than if we have to pay for it with cash.
18/ 
Decision Fatigue
Making a lot of decisions lowers users' ability to make rational ones.
Decision fatigue is caused by being forced to make too many decisions over a fixed period of time.
Decision Fatigue Making a lot of decisions lowers users' ability to make rational ones.
Decision fatigue is caused by being forced to make too many decisions over a fixed period of time.
19/ 
Fresh Start Effect
Users are more likely to take action if there's a feeling of new beginnings
According to the fresh-start effect, people are more likely to take action towards a goal after temporal landmarks that represent new beginnings.
Fresh Start Effect Users are more likely to take action if there's a feeling of new beginnings
According to the fresh-start effect, people are more likely to take action towards a goal after temporal landmarks that represent new beginnings.
20/ 
Occam’s Razor
Simple solutions are often better than the more complex ones.
Occam’s Razor Simple solutions are often better than the more complex ones.
21/ 
Authority Bias
Users attribute more importance to the opinion of an authority figure and be more influenced by that opinion.
We tend to trust and obey authority figures because, doing so tends to lead us to make relatively optimal assessments and decisions.
Authority Bias Users attribute more importance to the opinion of an authority figure and be more influenced by that opinion.
We tend to trust and obey authority figures because, doing so tends to lead us to make relatively optimal assessments and decisions.
22/ 
Halo Effect
People judge things (or people) based on their feelings towards one trait.
Essentially, your overall impression of a person ("He is nice!") impacts your evaluations of that person's specific traits ("He is also smart!").
Halo EffectPeople judge things (or people) based on their feelings towards one trait.
Essentially, your overall impression of a person ("He is nice!") impacts your evaluations of that person's specific traits ("He is also smart!").
23/ 
Scarcity
People value things more when they're in limited supply.
Scarcity People value things more when they're in limited supply.
24/ 
Nudge
Subtle hints can affect users' decisions.
People tend to make decisions unconsciously. Small cues or context changes can encourage users to make a certain decision without forcing them.
Nudge Subtle hints can affect users' decisions.
People tend to make decisions unconsciously. Small cues or context changes can encourage users to make a certain decision without forcing them.
25/ These are just a glimpse into the steps that many companies are taking, and I hope to see many more in the coming years.
End of thread
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Stay tuned for another one next week.
End of thread
. Stay tuned for another one next week.
