​Ekaterina Solomeina is a designer, entrepreneur and TEDx speaker. She is the co-author of British Design book, founder of Future London Academy and Design Director at Mind Gym. During her talk on UX and psychology the audience was well engaged and learnt: - why is our brain irrational and how we can predict users' behaviour - how we can use research in psychology to create human centred design - how to create a flow and help users make choice - what makes users hooked and how to create a product that - will make people come back again and again - how are we tricked online and what shall we do about it ​

1. Ekaterina Solomeina
Psychology and UX Design
info@futurelondonacademy.co.uk
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twitter
@FLondonAcademy
@theMindGym
@OutreachDigit

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Design
User
Experience

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98% or more of all
brain activity is completely
unconscious
Michael Gazzaniga

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User’s
brain

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Designer’s
brain
Tester’s
brain
User’s
brain

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Designer’s
brain
Tester’s
brain
User’s
brain

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User’s brain

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1. Sensation
2. Perception
3. Decision making
4. reaction

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1. Sensation

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External
banners
CTA
email
app icon
Internal
routines
places
people
emotions

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because of
uncertainty
Social
ignorance
or proof

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2. Perception

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Mindfulness
flow
meaning

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“7 plus or minus
2” rule is not
always true
3-4
items
at a time

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Proximity
similarity
closure
simmetry
visual
Gestalt

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Proximity similarity

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closure simmetry
[ ] { } ( )

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interruption
speed (67
milliseconds)
Change
blindness

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familiarity &
clarity
=
illusion of
truth

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from 12
to 10
to 8 second
Attention
span

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Small chunks
of text
Angry face vs
happy face
we read
only 20%

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3. Decision
making

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And how
to stay happy
to Choose
or not to
choose

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Making decisions
diminishes will
power
Make
a choice
vs have
a choice

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“The aroma of warm bread
spread tantalizingly out of
the bakery.”

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B_ _ T_R

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Older people
= walk slower
Money
= more selfish
Big leader portraits
= more obedient
How happy are you?
Priming

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4. Reaction

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Pain is more
when we don’t
know why
People need
feedback

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Experiencing self
vs.
remembering self

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tester’s brain

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Reduce social
desirability bias
and ecological
validity
Don’t
lead them

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And other
distractions
swivel
chairs

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And matching
them with
conceptual models
mental
models

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designer’s brain

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Pleasure
+ purpose
Happiness
creativity

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Stick to
3-7 members,
Introverts + extroverts
People

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and innovation
catalists
Pirates

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To be creative
forget about
others
Brain

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Find yours
Rituals

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“The Uberfication of everything is
turning San Francisco into
an assisted living community
for the young.”
Startup L. Jackson

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Predictibly Irrational
Dan Ariely
Influence: The Psychology of Persuasion
Robert Cialdini
Cognitive ergonomics
Don Norman
Thinking, Fast and Slow
Daniel Kahneman
Drive
Daniel H. Pink
Book
list

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Questions?

59. stay connected
Ekaterina Solomeina
@FLondonAcademy
@theMindGym
@OutreachDigit
FutureLondonAcademy.co.uk
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