NN/G UX Podcast 57. The Next Decade of UX: Why Psychology Matters More Than Ever (Feat. Thomas Watkins, Founder & Principal UX Architect at 3Leaf)
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Jan 28, 2026 Thomas Watkins, design psychologist and founder of 3Leaf, blends cognitive science with product strategy. He explores how design shapes behavior and identity. He warns that templates can flatten experiences and cautions against personifying AI. He shares practical ways to combine psychology and AI to automate tedium while keeping products human-centered.
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Psychology As A Design Superpower
- Thomas Watkins calls psychology a "superpower" for designers because it reveals why people behave predictably.
- Knowing psychological principles differentiates practitioners beyond surface patterns.
Map Patterns To Psychological Tradeoffs
- Build a vocabulary of design patterns and map each pattern's psychological trade-offs.
- Choose patterns based on cognitive and visual load appropriate to your context.
Products Shape Identity And Behavior
- Beyond usability, products shape identity and behavior in subtle ways across contexts.
- This meaning-layer creates differentiation opportunities beyond templated interfaces.
