Kathi Kaiser's talk from the UXPA 2014 Ignite session "Are you a Super Hero or a Super Villain? Using Design Psychology for Good (and Evil)." Design Psychology is a powerful tool to wield and can be used to the benefit or detriment of our users; motivating them to behave in ways that can be in their interest, or our own. Our panel of experienced professionals, each with an interest in different facets of design psychology, will choose a white hat or black hat - some taking the side of good and honest intentions, with others taking the dark side where manipulation and coercion reign. On which side will you fall?

1. 2014
Are You a Super-Hero
or a Super-Villain?
Kathi Kaiser
Centralis
@kathikaiser

2. Are you a…
Take the
Quiz!
@kathikaiser@Centralis_UX
SUPERHERO SuperVillain?or

3. Super Hero or Super Villain?
@kathikaiser@Centralis_UX
Get your pen & paper ready…
A B C
3…2…1…

4. Super Hero or Super Villain?
The last participant of an 8-session day is late. You:
A B C
@kathikaiser@Centralis_UX

5. Super Hero or Super Villain?
The prototype is all lorem ipsum. You:
@kathikaiser@Centralis_UX
B CA

6. Super Hero or Super Villain?
Take a good look at this label:
@kathikaiser@Centralis_UX
Hint

7. Super Hero or Super Villain?
Take a good look at this label:
A:
@kathikaiser@Centralis_UX
It’s criminal!
B: It’s brilliant!
C: Um, I don’t get
it…

8. Super Hero or Super Villain?
Here’s another one:
A:
@kathikaiser@Centralis_UX
It’s manipulative!
B: It’s actually easier!
C: I never tip.

9. Super Hero or Super Villain?
The user doesn’t want to be videotaped. You:
@kathikaiser@Centralis_UX
BA C
Her glasses
are really a
camera!

10. Super Hero or Super Villain?
The users are in Paris, Prague and Tokyo. You:
@kathikaiser@Centralis_UX
B CA

11. A
Super Hero or Super Villain?
Which error message is best?
@kathikaiser@Centralis_UX
BC

12. Super Hero or Super Villain?
Pick a cat:
A B C
@kathikaiser@Centralis_UX

13. Super Hero or Super Villain?
@Centralis_UX
Facebook does covert research on users. You are:
@kathikaiser@Centralis_UX
A: Appalled
B: Impressed
C: Resigned

14. B
Super Hero or Super Villain?
@Centralis_UX
You came to UXPA 2014 because:
@kathikaiser@Centralis_UX
CA

15. Super Hero or Super Villain?
@kathikaiser@Centralis_UX
A You want to make life easier for all!
You became a UX professional because:
B You want to learn how to trick
people, and make money doing it!
C Um, all the cool kids were doing
it…

16. Super Hero or Super Villain?
Ok, do the math…
@kathikaiser@Centralis_UX

17. @Centralis_UX
You are:
• Committed to defending the user
against bad design
• Dedicated to sound research design
and practices
• Not deterred by the lazy or the jaded
Super Hero or Super Villain?
A You’re a UX Super Hero!
@kathikaiser@Centralis_UX

18. @Centralis_UX
You are:
• Using your knowledge of how the
mind works to trick people
• Ready to forsake the user in favor of…
just about anyone else
• Sometimes ambivalent or even lazy
Super Hero or Super Villain?
B You’re a UX Super Villain…Cor
@kathikaiser@Centralis_UX

19. @Centralis_UX
Super Hero or Super Villain?
A + B + C = You’re a UX Realist.
You are flexible, pragmatic and cooperative.
@kathikaiser@Centralis_UX

20. @kathikaiser@Centralis_UX
Super Hero or Super Villain?
We make tough choices every day…
…how will you use your power?

21. @kathikaiser@Centralis_UX
Super Hero or Super Villain?
Tweet your result:
Thanks!
#ImaUXHero
#ImaUXVillain
#ImaUXRealist