How to use psychology to improve your UX

Don't design to stereotypes. Be ready for irrational user behaviour. These are just two of the fascinating insights in Alessia Romano's latest article. Do read the whole thing! -Amanda

Behavioural Design is a scientific approach, which applies the methodology and principles of Cognitive Science to the design process. This works to create solutions that are capable of changing established behaviours and introducing new ones.

Behavioural Design shouldn’t be confused with “Behaviourism” – a classic psychological approach that explains behaviour in terms of conditioning. This theory has since been dethroned by the so-called Cognitive Revolution, which looks at the need to understand the mind in order to change behaviour.

Why is this important to UX designers?

User Experience Design is all about user needs, but it’s easy to forget that users are people – and people are complicated, emotional, irrational and easily influenced. Shoehorning your users into particular boxes (i.e. our users are retailers so they need x, y, z) doesn’t really work, or at least only gives you half the story. To truly understand your users, you need to go beyond what they consciously say, to the processes that underlie their behaviour. This means tapping in to some Cognitive Psychology.

Focus on these 4 concepts of Cognitive Psychology

1. Don’t go for the easy answer

Read the whole article here.