Posted on by Skyline Marketing Solutions

User experience is all about how users perceive and engage with your products and services. Psychology is about understanding people’s innermost desires, motivations, and fears. It highlights the influence that the context brings to people’s perceptions and judgments. Therefore, UX inherently should have an element of psychology to it.

For example, while people perceive themselves to like having more choices, in reality, they actually hate it. Research has shown that purchase rates increase when fewer choices are presented. This is one example that demonstrates the importance of understanding the motivations and behaviors of consumers. Many designers are guilty of following “best practices” from writers and gurus without understanding the underlying reasons behind them. Knowing the reasons gives you the freedom to apply the rules or break them appropriately given the context. Simply put, psychology makes you design smarter.

User experience is all about how users perceive and engage with your products and services. Psychology is about understanding people’s innermost desires, motivations, and fears. It highlights the influence that the context brings to people’s perceptions and judgments. Therefore, UX inherently should have an element of psychology to it.

For example, while people perceive themselves to like having more choices, in reality, they actually hate it. Research has shown that purchase rates increase when fewer choices are presented. This is one example that demonstrates the importance of understanding the motivations and behaviors of consumers. Many designers are guilty of following “best practices” from writers and gurus without understanding the underlying reasons behind them. Knowing the reasons gives you the freedom to apply the rules or break them appropriately given the context. Simply put, psychology makes you design smarter. This aptly-labelled group, named “Fashion Flourishers”, spend almost twice as much as the average customer and are more likely to be advocates. With the results of this study, to drive sales, they developed a shopping application with features that enhanced the feelings of freedom, thrills, and belonging to further engage Flourishers on a deeper level.

There are two crucial factors. Firstly, understand what motivates your user. Designing without a clear understanding of your target audience is akin to shooting in the dark. It is important to ask yourself what keeps your users up at night, what their frustrations are, and what things bring them joy. Secondly, understand how their motivations and needs would change throughout the journey. Our designs need to influence micro-conversions, the small conversions that get customers from one step to another on the journey that leads people to purchase and ultimately leads to loyalty.

Here are the ways which psychology comes into play:

  • Communication: How do we communicate through visual cues and how does that work in VR?
  • Usability: How do we use gestures in intuitive ways and create visual interfaces within these environments so they are easy to use? What kind of feedback can help users explore or interact with their environments in nonintrusive ways?
  • Group dynamics: How can we use this medium to improve teamwork and collaboration?
  • Emotional responses: How do we provide emotional and experiential environments to our users through this medium? What elements can enhance this?

Finally, customer expectations are super high, customer loyalty is low, and the digital age is changing our abilities to connect with our customers. Designing services and products that speak to them on a deeper level is the hook that gets users to use and love your products and services. This is all about how psychology is improving the user experience, and how we can understand users better by incorporating psychological measures.

Sources :-

  1. https://conversionxl.com/great-user-experience-ux-leads-to-conversions/
  2. https://www.invespcro.com/blog/things-ui-ux-designers-need-to-know-about-conversion-rate-optimization/
  3. https://blog.kissmetrics.com/ui-ux-conversion-rates/

 

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