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#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
What can social psychology teach us
about (better) UX research?
Jessica Cameron, PhD
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey prisonexp.org
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Social psychology is the scientific study of how people's thoughts,
feelings, and behaviours are influenced by the actual, imagined,
or implied presence of others
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey (Iyengar & Lepper, 2000)
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
“HELP SAVE THE ENVIRONMENT. You can show your respect for nature and help save the environment by reusing your towels during your stay.”
“JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once. You can join your fellow guests in this program to help save the environment by reusing your towels during your stay.”
(Goldstein, Cialdini & Griskivecius, 2008)
26%
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Social proof Scarcity
Reciprocity
Social proofScarcity
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
How can social psychology help us craft more effective
user testing sessions?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Social psychology research requires:
1. Neutral environments2. Scripted interactions3. Clear hypotheses4. Random assignment to condition
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey huffingtonpost.com
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
The environmentNeutral yet comfortable
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey stanforddaily.com, confirmit.com
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
The interactionEvery word matters
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey simplypsychology.org
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
1. Please continue.2. The experiment requires you to continue.3. It is absolutely essential that you continue.4. You have no other choice but to continue.
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
The hypothesisCool effects are not enough
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
The participantsRepresentative versus random
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
duke.edu
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey bluebottlecoffee.com
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
1. Does your test lab make all of your participants comfortable?
2. What purpose is your banter serving?3. What purpose is your research serving?4. Do your participants really represent your
users?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
How can social psychology help us understand what
users have to say?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
How reliable are participants’ comments?a – not veryb – not at allc – it dependsd – all of the above
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
There is a mismatch between what people say and what they
do
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
bhs.co.uk
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
“When asked directly about a possible effect of the position of the article, virtually all subjects denied it, usually with a worried glance at the interviewer suggesting that they felt either that they had misunderstood the question or were dealing with a madman.”
(Nisbett & Wilson, 1977)
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
How can you get more value out of what participants say?
1. Reduce participants’ biases2. Reduce your own biases
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Ask questions that minimise bias1. Framing effect2. Anchoring and adjustment3. Dunning-Kruger effect4. Fundamental attribution error
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Framing effectHow you ask the question matters
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
1. How easy did you find that website to use?2. How satisfied are you with the amount of
information that you found?3. How likely are you to recommend this
website?4. How amazing is this presentation?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
1. How easy or difficult did you find that website to use?
2. How satisfied or dissatisfied are you with the amount of information that you found?
3. How likely or unlikely are you to recommend this website?
4. How amazing is this presentation?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Can we do better?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
1. Tell me about what you found easy. Now tell me about what you found more difficult.
2. Did you feel like the information you read answered your question?
3. What would you tell a friend about this website?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Anchoring effectBiases can multiply
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
1 x 2 x 3 x 4 x 5 x 6 x 7 x 8
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
8 x 7 x 6 x 5 x 4 x 3 x 2 x 1
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
40,320
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Dunning-Kruger effectYou don’t know what you don’t know
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
(Kruger & Dunning, 1999)
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Fundamental attribution errorIt might be your fault
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
1. Is it the person or the situation?2. Are you the situation?
#UXPA2016www.uxpa2016.org
Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=88Conference Survey: http://www.uxpa2016.org/survey
Thank you!Jessica Cameron@jessscameron