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The Smashing Book #5

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Posts Tagged ‘Psychology’.

We are pleased to present below all posts tagged with ‘Psychology’.

design patterns You Already Know How To Use It

In the first television advertisement for the iPad, the narrator intoned, “It’s crazy powerful. It’s magical. You already know how to use it.” This was an astonishing claim. Here was a new, market-defining, revolutionary device, unlike anything we had seen before, and we already knew how to use it. And yet, for the most part, the claim was true.

You Already Know How To Use It

How does a company like Apple make such great new things that people already know how to use? One answer lies in the ability of Apple designers to draw upon patterns that people are familiar with.

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MUD: Minimum Usable Design

There is a paradox that fits my life. Doesn't matter what aspect of my life I am talking about because it always seems to apply. Even more so when I think about this paradox and the design of this website and other websites. I really hate this paradox.

MUD: Minimum Usable Design

“To walk through the woods, you first need to walk halfway through. Then, once you’re in the middle of it, you still need to walk half of the remaining distance, then half of the distance again, and then another half, and you can never successfully make it through the woods.”

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You Design It, They Do It

What if someone came to you and said, “I've designed this great website, but people don't stay on it. Why?” How would you respond? Would you ask them whether they have done extensive A/B testing? Would you recommend testing the usability of the website?

You Design It, They Do It

People like to test a number of metrics to see why people are not staying on a website. I think sometimes we spend so much time focusing on analytics that we throw common sense out the window. Don't get me wrong—analytics are a powerful tool for improving a website. But often the problem is right in front of your face.

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Collaging: Getting Answers To The Questions You Don’t Know To Ask

When conducting user research, we all know that asking the right questions is just as important as how you ask them, but how do you know exactly what questions to ask? What if the discussion topic is very personal? How do you get a complete stranger to open up? There is a better way to conduct an in-depth interview, and it doesn’t involve a clipboard. Just imagine what you could discover if the participant’s answers weren’t limited to a predetermined set of questions. This is where collaging can help.

Collaging: Getting Answers To The Questions You Don’t Know To Ask

Collaging is a projective technique by which participants select images that represent how they feel about a particular topic. The participants then explain to the moderator the reason they chose each image. The collage becomes an instrument through which participants are able to express needs and feelings that they might not otherwise have been able to articulate. This information enables us to better understand the user’s world and how to design for it.

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Designing for the Mind

Do you know what makes a design good? Is it merely an opinion, or is there something more to it? Breaking design down seems like such an abstract thing. Even the designers who are able to create thought-provoking work seem purely talented and have natural abilities that can’t really be nailed down to a process. But what if there were principles that captured why design and art worked the way that they do?

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Easier Is Better Than Better

In his book, The Paradox of Choice, Barry Schwartz comes to an interesting conclusion involving human choice. “People choose not on the basis of what’s most important, but on what’s easiest to evaluate.” Common sense would dictate that if you were given a list of choices, you would choose the one that is most important to you, when in reality humans usually choose the one that is easiest for them to understand and evaluate.

In 'N Out Burger

Very often we do so because we don’t have the time to put in the research necessary to make an informed decision. Politicians are rarely elected based on the majority of people doing research on their background and the policies they support. They are elected for the fact that people can relate to the message they are spreading and because we have heard of them before.

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Improving The Online Shopping Experience, Part 2: Guiding Customers Through The Buying Process

Part 1 of “Improving the Online Shopping Experience” focused on the upper part of the purchase funnel and on ways to get customers to your website and to find your products. Today, we move down the funnel, looking at ways to enable customers to make the decision to buy and to guide them through the check-out process.

Funnel Part 2

Inform and reinforce the customer’s buying decisions by offering in-depth product information. The content on product pages should be relevant and should give the customer a virtual feel for the product. Ensure that your website addresses the key elements of a product page.

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Improving The Online Shopping Experience, Part 1: Getting Customers To Your Products

Amazon turned sweet sixteen this year, and, by extension, so did online shopping as we know it. As online shopping has grown over the past 16 years, so have user needs and expectations related to the online shopping experience. Setting up shop online is easy, but creating an experience that satisfies target users is a different story altogether.

Purchase Funnel

In the traditional journey of a purchase, commonly depicted as a funnel, a business loses potential customers as they move closer to the purchasing stage. While this is natural and expected, improving the user experience can reduce this loss by removing unnecessary barriers to shopping online.

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Optimizing Emotional Engagement In Web Design Through Metrics

Think about what keeps you coming back to your favorite store, your favorite person or even your favorite website. It’s not just a mindless buy-go, hug-go or click-go relationship. It is a complicated, emotional connection. It is what makes relationships with people and brands intoxicating. User engagement must have an equally complex emotional connection. It must affect the user in mind, body and spirit. Anything less is a 1990s brochure website.

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You can create strong storytelling strategies based on user personalities and segmentation. However, it seems almost impossible to measure those efforts, let alone know how to optimize them, without access to a neuroscience laboratory. In fact, emotional engagement can be optimized, and quite effectively, using something already at your disposal: performance metrics.

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Why User Experience Cannot Be Designed

A lot of designers seem to be talking about user experience (UX) these days. We’re supposed to delight our users, even provide them with magic, so that they love our websites, apps and start-ups. User experience is a very blurry concept. Consequently, many people use the term incorrectly. Furthermore, many designers seem to have a firm (and often unrealistic) belief in how they can craft the user experience of their product. However, UX depends not only on how something is designed, but also other aspects. In this article, I will try to clarify why UX cannot be designed.

Souvenirs tend to have weak manipulative qualities, but they can be evocative when they elicit memories.

I recently visited the elegant website of a design agency. The website looked great, and the agency has been showcased several times. I am sure it delivers high-quality products. But when it presents its UX work, the agency talks about UX as if it were equal to information architecture (IA): site maps, wireframes and all that. This may not be fundamentally wrong, but it narrows UX to something less than what it really is.

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