A good UX designer needs to understand how people think, feel, perceive, and react, and then use the knowledge to deliver suitable products. To do this, we need some understanding of the human psyche, which remains at the heart of almost every decision people make. Recognizing this psychology and applying it to design is crucial if UX leaders hope to get desired results.
The psychology of attention
Simply put, attention is our ability to notice something or someone based on different stimuli. Whether we want to deal with a situation or ignore it depends on our attention. While we focus our attention in some instances, in some others it works subconsciously.
Much of what the human brain processes happens subconsciously. Factors that people are not even aware of can affect their behavior. While we might expect our brains to always arrive at conscious and rational decisions, but psychology does not work that way. The subconscious mind, after all, does not account for rationality at all time.
The framing effect, as described in psychology, can bring about different reactions depending on how particular choices are presented.
If UX managers can get users to commit to a small action like signing up for a newsletter, it increases the likelihood of their committing to larger actions like subscribing to a service later.
Empathy plays a crucial role in UX design because if you are not in sync with your end users, there is little chance that you will understand their needs or meet their expectations. The user experience, in any such scenario, will be bad to terrible.
When we fail to understand and apply user psychology, UX becomes no more than a commodity, where good designs remain few and far in between.