Web psychologist explains the secrets of addictive UI design
summary
Argues that lowering interaction cost and cognitive load boosts conversions, showing concrete fixes: preselected donation amounts, eye-gaze visuals and chunked steps that doubled donations in A/B tests on a charity landing page; Spotify, Slack and Breville screens that use high contrast and chunking to speed decisions; a site spin-the-wheel that captures email, awards a 15% win, then issues a timed follow-up email to reframe urgency — a clear variable ratio reinforcement play. Emphasizes processing fluency tactics and warns to use rewards only with consent and ethical constraints.
AI-written summary · about
chapters (9)
- 0:00Introduction by Natalina
- 0:21Psychology behind great UX
- 2:06Understanding interaction cost
- 7:08Case study: Obama donations page
- 11:26Reducing cognitive load in design
- 19:52Hedonic adaptation and novelty
- 24:29Dopamine loops in interfaces
- 34:25Ethical design principles
- 36:57Q&A session begins
related talks
16mDesigning for the Mind: The Psychological Principles Behind Effective UI/UX
42mPersuasive design patterns: Design experiences that enhance & align with motivations
47mPersuasion design: from seduction to engagement
35mApplied Psychology: Psychology based UI improvements
33mCognitive UX - Using cognitive science and psychology to drive UX design.
38mThe Psychology of UX
39mUX & Cognitive Accessibility
35mBringing Personality Back To The Web