Designing for Fast and Slow Thinking: Psychology of Decision Making

“We build mental models of how the world works and then we apply them to new situations.”  – Joe Leech – The psychology of decision making in UX | The Conference/Media Evolution

In the Decision and Choice making session, User Experience Designer and author Joe Leech talks from a user experience perspective on how to understand the psychology of decision making. All our past experiences helps us make decisions in present time. Therefore, when designing products and websites, designers should always strive for matching the users mental models with the products. Combine this with a conspicuous design, with images that provokes emotions and your products should be easy for people to understand.

Beautiful visuals and design work best with fast thinking, quick decisions are made based on emotional trust. Great design instills trust and makes fast thinking more effective.


In the international bestseller, Thinking, Fast and Slow, Daniel Kahneman, the renowned psychologist and winner of the Nobel Prize in Economics, takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. The impact of overconfidence on corporate strategies, the difficulties of predicting what will make us happy in the future, the profound effect of cognitive biases on everything from playing the stock market to planning our next vacation―each of these can be understood only by knowing how the two systems shape our judgments and decisions.

Engaging the reader in a lively conversation about how we think, Kahneman reveals where we can and cannot trust our intuitions and how we can tap into the benefits of slow thinking. He offers practical and enlightening insights into how choices are made in both our business and our personal lives―and how we can use different techniques to guard against the mental glitches that often get us into trouble. Winner of the National Academy of Sciences Best Book Award and the Los Angeles Times Book Prize and selected by The New York Times Book Review as one of the ten best books of 2011, Thinking, Fast and Slow is destined to be a classic.