{"id":911,"date":"2018-02-28T00:00:00","date_gmt":"2018-02-28T00:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/forget-user-experience-think-human-experience\/"},"modified":"2019-11-19T16:33:02","modified_gmt":"2019-11-19T16:33:02","slug":"forget-user-experience-think-human-experience","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/forget-user-experience-think-human-experience\/","title":{"rendered":"Forget User Experience\u2026 Think Human Experience!"},"content":{"rendered":"<ul>\n<li>The average person checks their mobile phone <a href=\"https:\/\/www.wired.com\/story\/demonized-smartphones-are-just-our-latest-technological-scapegoat?mbid=social_twitter\">85 times a day<\/a>.<\/li>\n<li>In the last six months\u00a0<a href=\"https:\/\/www.outerboxdesign.com\/web-design-articles\/mobile-ecommerce-statistics\">62 per cent of US smartphone users<\/a>\u00a0have bought something on their mobile device.<\/li>\n<li>Nomophobia \u2013 the fear of being without a smart phone \u2013 is a recognisable psychological affliction.<\/li>\n<\/ul>\n<p>However you look at it, mobile phones are playing an increasingly influential role in shaping aspects of human behaviour.\u00a0 This is why the way we utilise and interact with technology is so important and we need to pay ever closer attention to interface design.<\/p>\n<p>Here at Brand Genetics, we believe that the Future is Human, so it is essential to employ a human-centric approach to interface design, using psychology and neuroscience to access core human needs.\u00a0 We\u2019ve highlight three key areas we consider to be important when designing an interface to turn user experience (UX) into human experience (HX); Empathy, Emotional Wellbeing and Happiness.<\/p>\n<p><strong><u>DESIGNING FOR EMPATHY<\/u><\/strong><\/p>\n<p>When we see people in human terms and understand core human motivations, we can better spot opportunities to enhance their lives. Since empathy is about understanding someone else\u2019s emotional state, this can unlock insights which can optimise human experiences.<\/p>\n<p>Empathy in design can be achieved by looking at the key levels of emotional processing in the brain. \u00a0Donald Norman calls this \u201cEmotional Design\u201d and believes there are three key components: visceral, behavioural and reflective, with each corresponding to a different neurological stimulation. Visceral and behavioural emotions engage \u201cSystem 1\u201d thinking. \u00a0Visceral design feeds into the most basic human needs where people make fast, unconscious decisions on things like appearance. \u00a0Good behavioural design derives from positive habit formation and the execution of routine behaviour, the \u201cHabit Loop\u201d. \u00a0All habits are formed with a Cue, Routine and Reward. The aim is to design pleasurable rewards for people, because if this experience is positive, habitual behaviour is likely to follow.<\/p>\n<p>On the other hand, reflective design engages our higher order emotional needs, \u201cSystem 2\u201d thinking. \u00a0These emotions require slower, more challenging cognitive processes, for example self-image and personal satisfaction, giving people a sense of belonging or identity.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4746 size-full\" src=\"http:\/\/brandgenetics.preview.uk.com\/wp-content\/uploads\/2018\/02\/image-1024x613-2.png\" alt=\"\" width=\"1024\" height=\"613\" \/><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><em>In Charles Duhigg\u2019s Habit Loop, the routine is an emotional physical or mental experience which can be designed to create positive behaviour change.<\/em><\/p>\n<p><strong><u>DESIGNING FOR\u00a0 EMOTIONAL WELLBEING<\/u><\/strong><\/p>\n<p>When Apple investors recently called attention to the potential dangers of smart phone addiction, they were the latest in a line of influencers warning about what some think is the <a href=\"https:\/\/www.inc.com\/peter-economy\/mcdonalds-new-mcvegan-burger-will-completely-change-future-of-fast-food.html?cid=sf01001&amp;sr_share=twitter\">next public health crisis<\/a>. Gen-Zs typically spend 7 hours a day on their phones; chatting, streaming, surfing and gaming, with this generation more anxious and depressed than previous ones. \u00a0The percentage of <a href=\"https:\/\/www.amazon.co.uk\/iGen-Super-Connected-Rebellious-Happy-Adulthood-ebook\/dp\/B01N58UUSH\">12-17 year-olds<\/a> experiencing a major depressive episode has increased by 50% in the past decade and the suicide rate for young female teens has more than doubled.\u00a0 The argument for a causal relationship between technology use and emotional wellbeing is increasing.<\/p>\n<p>However, there are ways to design engaging technology to promote positive emotional wellbeing.\u00a0 Interfaces which create experiences that excite or inspire can promote positive feelings. \u00a0For example, Bumble randomly share happiness nudges with push notifications throughout the day for people using their dating app. \u00a0Although a small touch, these empowering words motivate users and making them feel content and encouraged.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4736 size-full\" src=\"\/wp-content\/uploads\/2019\/11\/3_iPhones.png\" alt=\"\" width=\"1320\" height=\"678\" \/><\/p>\n<p style=\"text-align: center;\"><strong><em>Bumble&#8217;s Happiness Nudges<\/em><\/strong><\/p>\n<p><strong><u>DESIGNING FOR HAPPINESS <\/u><\/strong><\/p>\n<p>There are three ways to trigger happiness: The Expectation rule, \u2018Flow\u2019 and the Peak-End rule.<\/p>\n<p>Last year, Google\u2019s Chief Business Officer created <a href=\"https:\/\/www.theguardian.com\/commentisfree\/2017\/apr\/15\/formula-happiness-reality-expectations\">the happiness algorithm<\/a>. This formula states that happiness results when experience exceeds expectation. Quite simply, to encourage happiness we must keep people\u2019s expectations realistic, so as to design products and experiences that can only exceed this.<\/p>\n<p>A major problem of smartphone use is that we are left unfulfilled with constant distraction and endless scrolling. We can focus on cultivating optimal experiences by getting people into the state of \u2018Flow\u2019, the highly focused mental state, which psychologist Mihaly Csikszentmihalyi claims to be the \u201ckey to happiness\u201d. People describe the optimal conditions of Flow as having a sense that their skills are adequate to cope with the challenge at hand, with a goal-orientated, rule-bound action system that provides clear clues as to how well one is performing. To get people into this state of Flow we must design interfaces with clear goals and boundaries, whilst continuing to provide feedback to \u2018users\u2019.<\/p>\n<p>Finally, the Peak-End rule states that experiences are evaluated on just two points; how we feel at the most intense moment and also the moment at the end. Focusing on and optimising the positive peak and end moments of product experience can positively enhance people\u2019s experiences and promote happiness.\u00a0 Nike utilises this with the new incentives scheme for its Nike Plus app. Nike Unlocks is a gamified rewards system (remember the Habit Loop!). The more active people are, the more they are rewarded with prizes, Apple music and guided meditation exercises.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4778\" src=\"\/wp-content\/uploads\/2019\/11\/nike-nike-plus-unlock-2.jpg\" alt=\"\" width=\"1320\" height=\"926\" \/><\/p>\n<p style=\"text-align: center;\"><em><strong>Nike Unlocks<\/strong><\/em><\/p>\n<p>So don\u2019t forget to \u201cthink human\u201d in designing user experiences and remember the three key guidelines; embrace empathy, enhance emotional wellbeing and enable happiness.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>The average person checks their mobile phone 85 times a day. In the last six months\u00a062 per cent of US smartphone users\u00a0have bought something on their mobile device. Nomophobia \u2013 the fear of being without a smart phone \u2013 is a recognisable psychological affliction. However you look at it, mobile phones are playing an increasingly [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":914,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[137,138,139,140,141,142,30,143],"class_list":["post-911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-forward-thinking","tag-behaviour-change","tag-behavioural-science","tag-designing-for-happiness","tag-donald-norman","tag-flow","tag-habit-loop","tag-insight","tag-user-experience"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Forget User Experience\u2026 Think Human Experience! - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/forget-user-experience-think-human-experience\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forget User Experience\u2026 Think Human Experience! - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"The average person checks their mobile phone 85 times a day. 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