Mod 2 – Website Analysis and User Psychology with Prof. Bjorn Akselsen
This week we were asked to perform an analysis of a service or product using our feelings as a metric. We were to log and report our feelings from the user experience as we engaged with the product. This made me feel APPREHENSIVE, UNCOMFORTABLE and ANXIOUS as I felt my needs for PRIVACY, DISCONNECTION and SPACE were being challenged. But, I also understood that in order to become skilled at one of the key elements of Design Thinking I must be empathetic and that requires getting in touch with your own feelings.
It will improve my ability to conduct interviews and gather and interpret subjective user feedback into actionable data. Feelings are in the realm of qualitative data. Feelings are the building blocks of moods, moods last longer and shape more permanent attitudes. All three are in constant flux which makes them difficult to grasp and measure. They are also internal and we rely on the users and observation for insights into their status, severity and description. For decades, emotions have been divided into six categories, but recent research out of the University of California, Berkeley, suggests that this simplifies things. Rather than six broad categories, there could be 27 distinct types of emotion, all of which are interconnected Some experts estimate that humans have between 60,000 – 80,000 thoughts a day. That’s an average of 2500 – 3,300 thoughts per hour shaping our emotional landscape.
So why was this so disquieting for me? My feelings scare me. Yes, it is possible to have feelings about feelings. Little ‘ol feelings….they terrify me. It is like standing at the edge of a peer in staring out at a powerful ocean that can be tranquil or stormy at any given moment. I prefer stability over volatility, so it is just easier to avoid them as much as possible. Perhaps you would consider that unhealthy, but suppressing our feelings can be advantageous in situations where the more analytical part of the mind, Freud’s “superego” can process and prescribe responses to external circumstances, in other words “chart a course across this ocean”.
However, I learned during the course of the week that having a heightened awareness and exploring how a product can lead to deeper understandings and better decision making. These provide insights on behaviors and perceptions. It was very helpful to have a standard form by which to report and express findings through the FEELINGS and NEEDS statements. Also having reference lists of common feelings and needs (compiled by the center for nonviolent communication and provided by my instructor and peers) really helped by presenting a protocol for capturing the real time information. So this led to feelings of CONFIDENCE, AWARENESS, WELL-BEING and RELIEF because the framework addressed my need for SAFETY, OPENNESS and PRESENCE.
Below you will find my analysis based on a user experience I had recently attempting to add a new line to my mobile phone account. I compared the process on my personal mobile carrier AT&T and selected T-Mobile as it’s competitor assuming they would be well contrasted. I arrived at this notion by the practically opposite branding and promotional approaches each company has. Upon completing the report, I was surprised to find that the T-Mobile online experience was actually superior to AT&T’s in several ways. I selected ten points from the readings and applied them to UI/UX components for each site as I attempted to complete my task, In addition there is commentary on the overall service experience and my impressions and reflections during.
Please find the report in its entirety embedded below:
Resources & References
Turns Out You May Not Have Just 6 Standard Emotions, But A Full 27. (2019, September 09). Retrieved from https://www.bustle.com/p/how-many-emotions-do-humans-have-a-new-study-indicates-27-rather-than-the-traditional-6-2308576
How Many Thoughts Does Your Mind Think in One Hour? (2019, September 09). Retrieved from https://www.successconsciousness.com/blog/inner-peace/how-many-thoughts-does-your-mind-think-in-one-hour
Justinmind. (2018). How loyalty programs translate to good UX: 6 tips for designing loyalty program UIs. Medium. Retrieved from https://medium.com/@justinmind/how-loyalty-programs-translate-to-good-ux-6-tips-for-designing-loyalty-program-uis-1b8cdf055a70
10 Principles Of Good Website Design — Smashing Magazine. (2008, January 31). Retrieved from https://www.smashingmagazine.com/2008/01/10-principles-of-effective-web-design
Combining UX Design And Psychology – Ceros Resources. (2019, March 06). Retrieved from https://www.ceros.com/resources/combining-ux-design-psychology-change-user-behavior
Behavior Model. (2019, September 03). Retrieved from https://www.behaviormodel.org
Shapiro, A. (2015). The Next Big Thing In Design? Less Choice. Fast Company. Retrieved from https://www.fastcompany.com/3045039/the-next-big-thing-in-design-fewer-choices
Anticipatory Design: The Opportunities and Risks. (2019, February 07). Retrieved from https://www.hongkiat.com/blog/anticipatory-design
Weinschenk, S. (2011). 100 Things Every Designer Needs to Know About People (Voices That Matter). New Riders. Retrieved from https://www.amazon.com/Things-Designer-People-Voices-Matter/dp/0321767535
Weinschenk, S. (2015). 100 MORE Things Every Designer Needs to Know About People (Voices That Matter). New Riders. Retrieved from https://www.amazon.com/Things-Designer-People-Voices-Matter/dp/0134196031
Eyal, N., & Hoover, R. (2014). Hooked: How to Build Habit-Forming Products. Portfolio. Retrieved from https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788
Cagan, M. (2017). INSPIRED: How to Create Tech Products Customers Love. Wiley. Retrieved from https://www.amazon.com/INSPIRED-Create-Tech-Products-Customers/dp/1119387507
Patton, J., & Economy, P. (2014). User Story Mapping: Discover the Whole Story, Build the Right Product. O’Reilly Media. Retrieved from https://www.amazon.com/User-Story-Mapping-Discover-Product/dp/1491904909
Levy, J. (2015). UX Strategy: How to Devise Innovative Digital Products that People Want. O’Reilly Media. Retrieved from https://www.amazon.com/UX-Strategy-Innovative-Digital-Products/dp/1449372864
Kalbach, J. (2016). Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams. O’Reilly Media. Retrieved from https://www.amazon.com/Mapping-Experiences-Complete-Creating-Blueprints/dp/1491923539
Understanding and Managing Customer Perception. (2018, November 16). Retrieved from https://www.cleverism.com/understanding-and-managing-customer-perception
How design thinking transformed Airbnb from failing startup to billion-dollar business. (2013, May 01). Youtube. Retrieved from https://www.youtube.com/watch?v=RUEjYswwWPY
Design Thinking and Innovation At Apple. (2016, October 18). Youtube. Retrieved from https://www.youtube.com/watch?v=ir3E-TEUk48
Kim, M. (2019). The Business of Design. Medium. Retrieved from https://uxplanet.org/the-business-of-design-60b958cc0f4d
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