UI/UX: the Synergy Between Behavioral Psychology and Creative Design
Think about the last time you went on a website that you found truly delightful to use. You arrived at the home page of the website, and written in big, bold letters was: “SALE: Electric Scooters for Under $350,” exactly what you were looking for. You follow the link, add your choice scooter to the cart, and, within five minutes, the order is complete. A week later, the scooter arrives with accompanying instructions to scan a QR code for the app that follows you as you set up the scooter. You successfully set up the scooter, and within half an hour are gliding across campus, thinking about how much you would recommend your scooter to a friend. You and your future scooter-buddy can thank UX design for the experience.
User Experience (UX) centered design is the process of creating products and services from start to finish with the user experience at the forefront (Pace). The UX design process integrates the entire process of designing and marketing a product—from functional packaging to accessible customer support. In the words of Don Norman, creator of the concept, “a product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service—from initial intentions through final reflections, from the first usage to help, service, and maintenance. Make them all work together seamlessly” (Pace). UX strives to provide a meaningful and relevant experience for users and, working almost completely unconsciously, has a greater impact than most companies realize (Nielsen Norman Group).
How does it work?
The story of UX design begins before the device enters a user’s mind. It starts with leading research in behavioral psychology that is analyzed for the most effective integration into the design process. For example, in User Interface (UI) design, a subset of UX design focused on software and electronic devices, speed is especially relevant (Interaction Design Foundation). It was found in a 2017 Google Analytics research that when a webpage load time increases from one second to three seconds, the probability of abandoning the site increases to 32%. When raised from one to five seconds, that probability increases to 90%. Loading time is paramount to anything that comes after it (An).
UX design builds on the principles that world-famous psychologist Daniel Kahneman outlines in Thinking, Fast and Slow. In this behavioral economics book, he states that there are two systems in our brains constantly vying for control over our behavior (Kahneman). System 1 controls the quick, intuitive, unconscious perceptions of our environments. It makes automatic decisions that we often do not even notice, like walking over a puddle when there is one in front of us. System 2 refers to more logical, thought-out reasoning, and is what we employ daily when making decisions, such as what to wear in the morning, when to start studying for finals, or, using the opening example, whether to buy the sale-price scooter. UX design-driven companies focus primarily on System 1 (Sambandam). By carefully considering the sensory experience, cognitive load, and interaction design of the product, UX works in the unconscious mind.
Another principle used in UX is the Hierarchy of User Needs, drawn from Abraham Maslow’s pyramid. The base of the pyramid is basic needs, functionality–that the interface works–and information–that it has correct, readable content. The next tier is aesthetics, a higher need for the interface to look professional and well-suited to the target audience. When it works, the user is able to understand the company’s values and personality from the landing page. The highest level of the pyramid is usability, the transcendent principle of UX design that minimizes pain points by enabling tasks to be completed quickly and accurately (Anthony). The hierarchy exists because it breaks up the design process into its most effective order. In essence, a fresh new feature is only valuable if users can access and use it successfully (Patel).
UX design applies customer feedback and quantitative measures of effectiveness (time spent on page, number of clicks), to improve itself. It relies on entering the design process with an open mind, ready to change and adapt to any feedback. Amazon is a prime example of a company that has utilized UX these design principles to the highest degree. Every aspect of the consumer experience–from setting up an account, to searching for a product, to placing the order, to delivery and return–is streamlined by Amazon and is effective in garnering millions of return customers who can count on efficiency.
In sum:
UX is the synergy between behavioral psychology and design. Using the foundations of human psychology to anticipate consumer behavior, UX designers elevate the experience of obtaining a product to be as functional as the product itself. It is an essential building block to boost businesses and reap remarkable results.