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How do you apply cognitive psychology principles to enhance user experience and behavior?

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Cognitive psychology is the study of how people perceive, process, and remember information. It can help you design more effective and engaging user experiences by understanding how users think, feel, and behave. In this article, you will learn how to apply some cognitive psychology principles to enhance user experience and behavior.

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Camila Paix?o

Product Designer no PicPay | Compartilho sobre design & produtos digitais
Glenn Stevens

UX Research (Qual & Quant) ? Evidence-based Product Growth
Deepti J.

Multidisciplinary Design Lead | Bridging Technical Excellence with Creative Vision in Product and Brand Design

1 Attention and memory

Users have limited attention and memory resources, so you need to make your content and interface easy to notice and recall. You can use visual cues, such as contrast, color, size, and animation, to draw attention to important elements and actions. You can also use chunking, repetition, and mnemonics to help users remember information and tasks. For example, you can group related items into categories, use consistent labels and icons, and provide feedback and confirmation.

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Camila Paix?o

Product Designer no PicPay | Compartilho sobre design & produtos digitais
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Promover o reconhecimento também é uma boa prática para tornar informa??es e interfaces mais acessíveis. ? Para ajudar o usuário a lembrar, você pode utilizar de histórico ou conteúdo visto anteriormente como, por exemplo, ao acessar novamente o aplicativo, o usuário visualizar as intera??es que havia feito anteriormente. Utilizar de ícones e modelos já amplamente usados em interfaces também contribui para um bom reconhecimento.

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Glenn Stevens

UX Research (Qual & Quant) ? Evidence-based Product Growth
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Regarding memory: To reduce cognitive load in an interface, even better than helping users remember, is not requiring them to remember at all. This is captured in the famed UX heuristic "Recognition rather than recall." It dictates that information required to use the interface should be visible 'or easily retrievable) where and when it's needed.

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Deepti J.

Multidisciplinary Design Lead | Bridging Technical Excellence with Creative Vision in Product and Brand Design
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One neat trick I've found super effective is this concept called "progressive disclosure." Basically, it's about revealing info bit by bit so users stay focused without feeling bombarded. Think of it like showing relevant form fields dynamically as users move through sections. It keeps them on track and engaged.

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André M.

Senior Product Designer
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Uma das vantagens de estudar as heurísticas e poder ter um olhar mais clínico de fora para dentro. Exemplo é a heurística Correspondência entre o Sistema e o Mundo Real

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Ade A.

Senior UX Researcher | Accessibility Research | Mixed-Method Research | Behavioral Analysis | BCBA
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Motivation through positive or negative reinforcement. Reinforcement strategies has been shown to strengthen human behaviors throughout history and can be applied to user experience within product environment. With every action, there should be a reaction/reinforcement - that is, elements should function as expected or as universally agreed.

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2 Motivation and emotion

Users are more likely to engage with your product or service if they feel motivated and emotionally satisfied. You can use principles of motivation and emotion to influence user behavior and loyalty. You can use rewards, such as points, badges, and feedback, to increase intrinsic and extrinsic motivation. You can also use emotional design, such as images, sounds, and stories, to elicit positive emotions, such as joy, trust, and curiosity. For example, you can gamify your experience, use humanized language and tone, and create emotional connections with users.

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Deepti J.

Multidisciplinary Design Lead | Bridging Technical Excellence with Creative Vision in Product and Brand Design
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Totally on board with the emotional design vibe. I've seen a killer onboarding experience work wonders by adding playful animations or dropping personalized welcome messages. It's not just about ticking functional boxes, it's about creating a vibe that users genuinely enjoy.

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Glenn Stevens

UX Research (Qual & Quant) ? Evidence-based Product Growth
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Want to increase users' motivation? Start by solving actual user needs. Help users achieve their real goals in better, easier ways than they could without your product. Making products both useful and usable, goes a long way in making them successful. Master these things, before losing yourself in gamification and emotional design.

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3 Mental models and expectations

Users have mental models and expectations about how things work and what they can do. You need to align your design with these mental models and expectations to reduce confusion and frustration. You can use familiar patterns, metaphors, and conventions to help users understand your interface and functionality. You can also use clear and consistent labels, instructions, and feedback to help users know what to do and what to expect. For example, you can use common icons and gestures, use real-world analogies, and provide error messages and help.

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Deepti J.

Multidisciplinary Design Lead | Bridging Technical Excellence with Creative Vision in Product and Brand Design
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Here's a cool example I've come across – using everyday metaphors in navigation. Like, slapping a "folder" icon for file organization. People get that, right? It's not just about making things look pretty, it's about matching what users already know, so it's smooth sailing.

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4 Cognitive biases and heuristics

Users are not rational and objective, but influenced by cognitive biases and heuristics. These are shortcuts and rules of thumb that help users make decisions and judgments. You can use cognitive biases and heuristics to persuade and nudge users to take desired actions or avoid undesired ones. You can use social proof, such as testimonials, ratings, and reviews, to increase trust and credibility. You can also use scarcity, urgency, and reciprocity to increase demand and commitment. For example, you can show how many people are using your product or service, create limited-time offers, and provide free trials or bonuses.

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Camila Paix?o

Product Designer no PicPay | Compartilho sobre design & produtos digitais
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Escassez e urgência s?o vieses que funcionam super bem mas acredito que precisam ser usadas com cautela. Pensar em promo??es com tempo limitado ou mostrar que só resta x unidades daquele produto, contribuem pro usuário tomar uma decis?o de maneira mais rápida. Uma coisa interessante que também contribui com a confian?a é mostrar que pessoas já compraram aquele produto ou servi?o. Mostrar um sistema de avalia??o e filtros por tipo de utilidade pra aquele produto facilita a decis?o.

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Deepti J.

Multidisciplinary Design Lead | Bridging Technical Excellence with Creative Vision in Product and Brand Design
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Talking strategy, I've had success weaving in the scarcity principle. Throw in some limited-time deals or exclusive features, and users start feeling that FOMO vibe. Of course, it's a delicate dance – you want engagement, not panic mode.

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5 Learning and skill acquisition

Users need to learn and acquire new skills to use your product or service effectively and efficiently. You need to design your experience to facilitate learning and skill acquisition. You can use scaffolding, such as tutorials, hints, and feedback, to support users in their learning process. You can also use spacing, practice, and testing to help users retain and apply their skills. For example, you can provide onboarding guides, adaptive challenges, and quizzes.

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Deepti J.

Multidisciplinary Design Lead | Bridging Technical Excellence with Creative Vision in Product and Brand Design
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Picture this: interactive tooltips during onboarding. Instead of bombarding users with info, these little tips pop up just when you need them. Learning happens on the go, and users can apply the knowledge right away. It's like learning by doing.

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6 Usability testing and evaluation

To ensure that your design is based on cognitive psychology principles and meets user needs and goals, you need to test and evaluate your user experience. You can use usability testing methods, such as observation, interviews, surveys, and analytics, to collect data and feedback from users. You can also use usability evaluation methods, such as heuristic evaluation, cognitive walkthrough, and usability inspection, to identify and fix usability issues and errors. For example, you can observe how users interact with your interface, ask them questions about their thoughts and feelings, and apply usability guidelines and criteria.

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Deepti J.

Multidisciplinary Design Lead | Bridging Technical Excellence with Creative Vision in Product and Brand Design
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One slick move I've learned is mixing up data types in usability testing. Analytics show what users do, but interviews and observations reveal why. It's like getting the full picture – the what, how, and most importantly, the why.

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Mike Yanin

Influencing leadership at Atlassian to transition the design culture to a user-centred way of working
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Usability evaluation focuses on how well users can learn and use a product to achieve their goals. It also refers to how satisfied users are with that process. To gather this information, practitioners use a variety of methods that gather feedback from users about an existing site or plans related to a new site.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you apply cognitive psychology principles to enhance user experience and behavior?

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1 Attention and memory

2 Motivation and emotion

3 Mental models and expectations

4 Cognitive biases and heuristics

5 Learning and skill acquisition

6 Usability testing and evaluation

7 Here’s what else to consider

Usability

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