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Using Psychology to Design Better Products & Services

Jon Yablonski
September 17, 2020

Using Psychology to Design Better Products & Services

An understanding of psychology — specifically the psychology behind how users behave and interact with digital interfaces — is perhaps the single most valuable non-design skill a designer can have. The most elegant design can fail if it forces users to conform to the design rather than working within the “blueprint” of how humans perceive and process the world around them. This talk dives into how designers can apply key principles from psychology to build products and experiences that are more intuitive and human-centered. We’ll explore which psychology concepts are most useful for designers, a framework for applying these principles to their own work and the ethical implications of doing so.

Jon Yablonski

September 17, 2020
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  1. Using Psychology to Design
    Better Products & Services

    JON
    YABLONSKI

    JONYABLONSKI.COM
    @JONYABLONSKI

    SEPTEMBER
    2020

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  2. About me
    Multidisciplinary designer, speaker, writer, and digital
    creator based in Detroit. Currently working on the next
    generation of in-vehicle interactive experiences as a
    senior product designer at General Motors.
    JON YABLONSKI | JONYABLONSKI.COM

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  3. Laws of UX
    Using Psychology to Design Better
    Products & Services
    O’REILLY MEDIA | APR 2020
    • Bookshop
    • Amazon
    • Barnes & Noble
    • O’Reilly Learning
    • Factum Books
    • Saxo
    • And more
    JON YABLONSKI | JONYABLONSKI.COM

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  4. Chapters
    1.Jakob’s Law
    2.Fitts’s Law
    3.Hick’s Law
    4.Miller’s Law
    5.Postel’s Law
    6.Peak-End Rule
    7.Aesthetic-Usability Effect
    8.von Restorff Effect
    9.Tesler’s Law
    10.Doherty Threshold
    11.With Power Comes Responsibility
    12.Applying Principles in Design
    JON YABLONSKI | JONYABLONSKI.COM

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  5. Laws of UX
    https://lawsofux.com/
    JON YABLONSKI | JONYABLONSKI.COM

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  6. Jakob’s Law
    Users spend most of their time on
    other sites. This means that users
    prefer your site to work the same
    way as all the other sites they
    already know.
    JON YABLONSKI | JONYABLONSKI.COM

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  7. JON YABLONSKI | JONYABLONSKI.COM

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  8. JON YABLONSKI | JONYABLONSKI.COM

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  9. Mental Model
    A mental model is what we think we know about a system,
    especially about how it works. It’s how we use the
    knowledge we already have from past experiences when
    interacting with something new.
    JON YABLONSKI | JONYABLONSKI.COM

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  10. Personas
    The frame of reference that personas
    help to define is incredibly valuable
    for teams: it helps team members
    move away from self-referential
    thinking and focus on the needs and
    goals of the user, which is useful for
    prioritizing new features.
    JON YABLONSKI | JONYABLONSKI.COM

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  11. Peak-End Rule
    People judge an experience largely
    based on how they felt at its peak
    and at its end, rather than the total
    sum or average of every moment of
    the experience.
    JON YABLONSKI | JONYABLONSKI.COM

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  12. WHEN MORE PAIN IS PREFERRED TO LESS: ADDING A BETTER END
    JON YABLONSKI | JONYABLONSKI.COM

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  13. JON YABLONSKI | JONYABLONSKI.COM

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  14. Cognitive Bias
    Cognitive biases are systematic errors of thinking or rationality
    in judgment that influence our perception of the world and our
    decision-making ability. They work like shortcuts that increase
    our efficiency by enabling us to make quick decisions without
    the need to thoroughly analyze a situation.
    JON YABLONSKI | JONYABLONSKI.COM

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  15. Journey Maps
    Journey mapping is invaluable for
    visualizing how people use a
    product or service through the
    narrative of accomplishing a
    specific task or goal.
    JON YABLONSKI | JONYABLONSKI.COM

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  16. Hick’s Law
    The time it takes to make a
    decision increases with the
    number and complexity of choices
    available.
    JON YABLONSKI | JONYABLONSKI.COM

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  17. JON YABLONSKI | JONYABLONSKI.COM

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  18. JON YABLONSKI | JONYABLONSKI.COM

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  19. JON YABLONSKI | JONYABLONSKI.COM

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  20. Cognitive Load
    Cognitive load generally refers to the used amount of
    working memory resources. Within interaction design, it
    refers to the amount of mental resources needed to
    understand and interact with an interface.
    JON YABLONSKI | JONYABLONSKI.COM

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  21. Card Sorting
    Great for figuring out how items
    should be organized according to
    people’s mental models by having
    participants organize topics within
    groups that make the most sense
    to them.
    JON YABLONSKI | JONYABLONSKI.COM

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  22. With Power Comes
    Responsibility
    It’s critical that we consider how
    products and services have the
    potential to undermine the goals of
    the people using them.
    JON YABLONSKI | JONYABLONSKI.COM

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  23. OPERANT CONDITIONING CHAMBER, AKA “SKINNER BOX”
    JON YABLONSKI | JONYABLONSKI.COM

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  24. JON YABLONSKI | JONYABLONSKI.COM

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  25. Quantitative data tells us lots of useful things,
    such as how quickly people are performing
    tasks, what they are looking at, and how they
    are interacting with the system.
    JON YABLONSKI | JONYABLONSKI.COM

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  26. What this data doesn’t tell us is why users are
    behaving a certain way or how the product is
    impacting their lives.
    JON YABLONSKI | JONYABLONSKI.COM

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  27. Applying Principles
    in Design
    How designers can internalize and
    apply the psychological principles
    and then articulate them through
    design principles.
    JON YABLONSKI | JONYABLONSKI.COM

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  28. JON YABLONSKI | JONYABLONSKI.COM

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  29. Laws of UX
    Using Psychology to Design Better
    Products & Services
    O’REILLY MEDIA | APR 2020
    • Bookshop
    • Amazon
    • Barnes & Noble
    • O’Reilly Learning
    • Factum Books
    • Saxo
    • And more
    JON YABLONSKI | JONYABLONSKI.COM

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  30. Thank you
    Q&A
    JON YABLONSKI | JONYABLONSKI.COM

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