Week 8: Design Research- Behavioural Science Applied to UX Design

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Chen, Leonard. “Applying Behavioural Science to UX Design - Part 2 of 2.” Government Digital Services, Singapore, Medium, 26 Dec. 2017. https://blog.gds-gov.tech/https-medium-com-lenerdchen-behavioural-science-to-ux-design-part-2-c0adc23556b4

 "An understanding of behavioural science is just another tool that adds to the designer’s toolbox. It can be difficult to cut through the fog of academic writing and the sheer amount of psychology research out there."


"The UX stack is a conceptual model that categorises the various activities involved in user experience design. It helps us see clearly where our activities and design layers contribute to the overall product experience."



Motivation:

"Importantly, 'motivation' goes beyond conscious decisions. Sometimes, a user may not have a stated, conscious motivation to do things. While they may not be able to clearly articulate why, implicit attitudes or motivations may still drive people to behave in particular, predictable ways."
Application to UX: 
  • Investigate your value proposition
  • Use gamification to incentivise behaviour
  • Establish an emotional connection

Ability:

Application to UX: 
  • Keep it simple
  • What do other people like me do in the same situation?

Trigger:

Application to UX:
  • Maximise use of cognitive science when designing visual elements
  • Frame your content specifically to your user
  • Make people feel special with the cocktail party effect


"It’s worthwhile to point out here that when applying behavioural principles to the design of products or services, the designs that perform the best usually aren’t the ones that people say they liked the most or thought would work the best. Applying behavioural science doesn’t mean we can forsake our basic principles of understanding, prototyping, evaluating, and iterating."

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