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A deep understanding of psychology, neuroscience (or how the brain works) gives us the opportunity to apply that knowledge onto other fields, such as design. Understand what behaviour affects the use and perception of a product in order to create a more relevant user experience for the user.

Persuasion is used throughout the web and comes in many different guises. In his book “The Psychology of Persuasion”, Robert Cialdini identifies six key principles of persuasion: Reciprocation; Commitment and consistency; Social proof; Liking; Authority; Scarcity. These principles are used in many different areas of life and often by sales people. I will be looking… continue reading

„Understanding your users is the first step towards defining the exact problem. does just that!“
- Paul