How to use psychology to improve UX
What is the first thing you feel when you see the color blue? Cold? Inspired? Calm? These guesses may seem random, but if you feel anything like this, you are not alone.
We humans associate certain colors with distinct feelings and also tend to give them different meanings. But why are we doing it? Well, I can’t put my finger on a thing because it could be either or a combination of its psychology, its biological conditioning, or its cultural developments.
For example, red is associated with heightened emotions, which can be sacrifice, danger, or anger. For some reason, we think it’s invigorating, intimidating, but never boring.
I guess you already understand what user experience is and how it is so much more than just colors. A user experience design is more about providing an overall experience that is not only intuitive, but also aesthetic.
Did you know that great user experience design could improve the quality of your website? conversion rate up to 400%? It’s a huge bump that you would get just by optimizing your UI.
User experience design principles
Let’s take a look at some of the theories that help you understand how to tap into the human psyche to produce a favorable outcome. The following will help you get a perspective on how you can optimize the design of your user experience: –
William Edmund Hick and Ray Hyman came to a conclusion in 1952 where they found a correlation between the number of stimuli present and the response time of an individual to a given stimulus.
What they found was that the more options users had to choose from, the longer it took them to decide what they wanted to do. (Shocking! Totally!)
But here’s something crazy – The complexity of the choices leads to a paradox, which means that instead of choosing one thing and making a decision, users are confused and they prefer not to make any decisions or seek an alternative to it. take a.
For example, there is a case study which offers a detailed perspective on what AirBnB has done well in user experience design.
However, he also revealed how, due to the lack of customization at certain stages, the user had to rely on Google Maps to find places near a restaurant, and how one thing led to another and the user ended up booking an apartment on Google. Cards itself.
But why did this really happen? It wasn’t because of a lack of options. Rather, it was because of too many options for sorting the data, which overall made the decision-making process more complex and time-consuming.
The best way to sell something to someone is to reinforce what they already believe to be true. That’s right. We are all self-centered.
If you’ve seen the documentary “The Social Dilemma” on Netflix, you already understand how applications use algorithms to suggest more content related to what we already believe, and why not? It is profitable after all.
But in terms of UX design, the way people use confirmation bias is to create infographics and metrics that resonate with their target audience. This is really useful for small businesses as it builds more trust from the start.
For example, take a look at your YouTube video recommendations and compare them with someone else’s, whose ideology and needs are very different from yours. You will see the difference between the type of content recommended to you versus them.
Priming is an idea in psychology where vulnerability to a stimulus influences a response to a subsequent stimulus, without intention.
For example, the word GUITAR is recognized more quickly after the word MUSIC than after the word PIZZA. Humans are the best at pattern recognition.
Whether it’s reading texts, retrieving items, identifying people, or finding a way around a city, pattern recognition plays a huge role in our daily lives.
How to integrate priming into the design of the user experience? Well there is several types of priming. Let’s take an example of associative priming, which you can easily see implemented below:
Hopper is a popular platform that has this animated image of an airplane on the homepage of its website. Now, when you look at it, you associate that with the potential appearance of your trip. Of course, you wouldn’t consciously do this, but it sure works well.
You drive your car, you take the same route that you take every day, your favorite song is playing, and all of a sudden you find out that the road in front of you is closed.
You find a different route, you might even have to focus on your Maps app, and it turns out there’s a lot of traffic on your way. Now, the music you were enjoying a moment ago seems like a distraction. Turn down the volume and now you’ve found some peace of mind.
What you just did is manage your cognitive load. Basically, cognitive load is your ability to use your working memory resources. Simply put, this is the mental load you can take.
If the cognitive load is high, the chances of the user being overwhelmed and stopping using the website / app are high. This is why a user experience design is created in a way that does not stress the user. This can be achieved by breaking an entire process into simple sentences.
A good example would be the Tinder dating app signup process: –
In the image above, you can see all of those steps where we ask users to share the information needed to register on their app. If all of this information had been requested, on one page the user would feel a lot of pressure.
Instead, Tinder has broken the information collection form into phases so that the user doesn’t feel overwhelmed. In this way, the cognitive load remains less and the retention time improves.
There is a bias in the human psyche that causes them to prefer the first information they encounter to any other option. This first information that a user encounters is the one that defines the wait and is called the anchor.
When someone highlights their more expensive subscription plans on their website, you look at other prices like they don’t have enough features, but that’s just the in-game anchor bias.
Anchor bias is when you are trying to present various plans or products that you have and clearly want your most profitable product or service to be sold.
There are so many tactics like these that you can use in your user experience design language that you’ll be shocked at how well they work.
Hopefully, this served as an engaging enough guide for you to create or rearrange your existing design using these principles.