User Behaviour Basics

• Need to learn some basic principles of psychology

• Human beings give their attention to things that are different/unique

GESTALT THEORY

Max Wertheimer - Kurt Koffka - Wolfgang Kohler

Gestalt Theory

• In German - 'Unified Whole'

• An organized whole that is perceived as more than the sum of its parts.

Gestalt Theory: Proximity Law

• Things that are close together appear to be more related than things that are spaced farther apart.

Gestalt Theory: Similarity Law

• When things appear to be similar to each other, we group them together. 

Gestalt Theory: Closure Law

• When we look at a complex arrangement of visual elements, we tend to look for a single, recognizable pattern

Gestalt Theory: Figure-Ground Law

• People instinctively perceive objects as either being in the foreground or the background

Gestalt Theory: Common Region Law

• When objects are located within the same closed region, we perceive them as being grouped together

Psychology in UX

Things you should know

3 Important Psychological Factors for Product User Experience

• Motivation

• Ability

• Trigger

FOGG BEHAVIORAL MODEL

Explained by Dr. Fogg Himself

Psychology in UX

• We will fail to take action if:

  The behavior falls below the action line

  • The behavior is too hard

    Our motivation is too low

• We are not triggered

Understanding User Motivation

• Intrinsic motivation

• Extrinsic motivation

Understanding User Ability

• Where will the product be used?

• Main task?

• Any issues or frustrations?

• Straight-forward and user-friendly?

Understanding User Triggers