This book guides entrepreneurs, designers, and marketing professionals through the constrictions of attention, perception, memory, disposition, motivation, and social influence that determine whether customers will be receptive to their digital innovations or not.
Bottlenecks: Aligning UX Design with User Psychology fills an underserved white space in the application of media psychology to digital practice. The first generation of media psychology titles were written for web pages, stopped after cognitive psychology, and eschewed technology. This book, by contrast, covers apps, social media, in-car infotainment, and multiplayer video games, and it extends its psychological dimensions beyond cognition into motivation, development, personality, and social influence. An experimental psychologist and senior manager of consumer research at Microsoft, Dr David Evans embraces technology and leverages psychological theory to adapt the design of digital innovations to the bottlenecks in human nature.
Who This Book Is For
Designers and entrepreneurs will use this book to give their innovations an edge on what are increasingly competitive platforms such apps, bots, in-car apps, augmented reality content). Usability researchers and market researchers will leverage it to enhance their consulting and reporting. Students and lecturers in psychology departments will want it to help land employment in the private sector.
What Readers 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 in an age of social media and behavioral targeting
Hypotheses for research that both entrepreneurs and enterprises can perform to better meet users' needs
