Learn the psychological constrictions of attention, perception, memory, disposition, motivation, and social influence that decide whether customers will be receptive to your digital innovations.
Bottlenecks: Aligning UX Design with User Psychology fills a need for entrepreneurs, designers, and marketing professionals in the application of foundational psychology to user-experience design. The first generation of books on the topic focused on web pages and cognitive psychology. This book covers apps, social media, in-car infotainment, and multiplayer video games, and it explores the the most important roles played by behaviorism, development, personality, and social psychology. Creator David Evans is an experimental psychology Ph.D. and senior manager of consumer research at Microsoft who recounts high-stakes case studies in which behavioral theory aligned digital designs with the bottlenecks in human nature to the advantage of users and businesses alike.
tors in design and students of psychology will learn:
- The psychological processes determining users’ perception of, engagement with, and recommendation of digital innovations
- Examples of interfaces before and after simple psychological alignments that vastly enhanced their effectiveness
- Strategies for marketing and product development in an age of social media and behavioral targeting
- Hypotheses for research that both academics and enterprises can perform to better meet users’ needs
Who This Book Is For
Designers and entrepreneurs will use this book to give their innovations an edge on what are increasingly more competitive platforms such as apps, bots, in-car apps, augmented reality content. Usability researchers and market researchers will leverage it to strengthen their consulting and reporting. Students and lecturers in psychology departments will want it to help land employment in the private sector.
“Bottlenecks’ is a tight and eminently actionable read for business leaders in startups and enterprises alike. Evans gives us a rich sense of key psychological processes and even richer examples of them in action.” – Nir Eyal, Creator of Hooked: How to Build Habit-Forming Products
“Clients regularly ask our UX researchers and designers for deeper truths about why certain designs work and others fail. Bottlenecks offers practical explanations and evidence based on the idea that human cognition did not begin with the digital age.” – John Dirks, UX Director and Partner, Blink UX
“Bottlenecks brings together two very important aspects of user experience design: understanding users and translating this into business affect. A will have to-read for anyone who wants to be informed both.” – Josh Lamar, Sr. UX Lead, Microsoft Outlook