Using Psychology to Design Better Products & Services

Using Psychology to Design
Better Products & Services
—
JON
YABLONSKI
—
JONYABLONSKI.COM
@JONYABLONSKI
—
SEPTEMBER
2020

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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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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

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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

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Laws of UX
https://lawsofux.com/

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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.

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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.

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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.

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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.

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WHEN MORE PAIN IS PREFERRED TO LESS: ADDING A BETTER END

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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.

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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.

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Hick’s Law
The time it takes to make a
decision increases with the
number and complexity of choices
available.

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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.

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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.

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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.

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OPERANT CONDITIONING CHAMBER, AKA “SKINNER BOX”

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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.

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

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Applying Principles
in Design
How designers can internalize and
apply the psychological principles
and then articulate them through
design principles.

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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

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Thank you
Q&A

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Using Psychology to Design Better Products & Services

Using Psychology to Design Better Products & Services

Jon Yablonski

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