Invisible Influence: The Psychology Driving Great Experiences

May 15, 2025

Mara Thorsrud, a UX expert with over 20 years of experience designing for brands like Estée Lauder, delves into the psychology behind successful design. She reveals how subtle elements, like a model's gaze, can shift user behavior. The conversation covers the measurable impact of color psychology, storytelling's role in engaging users, and the ethical implications of design choices. Mara shares valuable techniques for integrating psychological insights into UX without crossing ethical lines, empowering designers to create memorable experiences.

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insights

INSIGHT

Psychology is Key to UX Design

Psychology is fundamental to UX because users are humans with instincts and cognitive shortcuts.
Understanding human psychology helps designers create tools that users can use seamlessly and intuitively.

question_answer

ANECDOTE

Model Gaze and User Comfort

Mara tested a model looking directly at a login module and saw a drop in logins.
Users reported feeling "watched," which made them uncomfortable to enter passwords.

insights

INSIGHT

The Psychology of Color in UX

Color significantly influences user decisions and emotions in UX design.
Cultural differences necessitate careful color choice in global designs to avoid negative connotations.

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Explore how psychology drives effective UX design. Learn practical methods for integrating psychological principles into your design process and gain insights into ethical considerations and storytelling techniques.

Why do some apps just "feel right," while others completely miss the mark?

Maybe psychology is the missing ingredient in your UX toolkit.

Today, I sit down with a UX veteran who has spent years decoding the hidden psychology behind successful design. My guest has crafted user experiences for powerhouse brands like Estée Lauder and Sleep Number, translating user psychology into multimillion-dollar successes. We discuss the critical psychological principles that UX designers often overlook—principles that separate the unforgettable from the easily ignored.

We explore why something as subtle as the direction of a model’s gaze can drastically change user behavior, how color psychology isn't just a theory but is measurable through rigorous A/B tests, and how storytelling shapes user engagement and stakeholder buy-in. We also offer practical advice for UX designers on ethically using psychological insights without descending into manipulative dark patterns.

If you've ever questioned why users behave as they do, or how you can leverage human psychology to create better designs, this episode will equip you with powerful insights and actionable techniques. Don't miss this eye-opening conversation that could fundamentally change how you approach UX design.

Topics:

• 02:34 - The Importance of Psychology in UX Design

• 04:01 - Psychology in Design: Real-World Applications

• 05:20 - The Role of Color in UX Design

• 06:47 - Understanding User Behavior Through Testing

• 08:01 - Ethics in UX Design

• 09:33 - The Power of Storytelling in UX

• 17:10 - The Role of Faces and Eye Tracking in Design

• 23:06 - The Importance of Visual Design Principles

• 33:49 - Storytelling: A Fundamental Human Experience

• 40:13 - Book Review: Bending Reality

• 40:54 - Storytelling in UX Design

• 41:41 - Practical Applications of Storytelling at Work

• 42:36 - Effective Communication Strategies

• 45:13 - Psychology and Gender in the Workplace

• 50:23 - Ethical Implications in Design

Helpful Links:

• ⁠Connect with Mara on LinkedIn⁠

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