The Design Psychologist | Psychology for UX, Product, Service, Instructional, Interior, and Game Designers

Thomas Watkins
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  • DESIGN
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Welcome to The Design Psychologist, a podcast where we explore the intersection of psychology and design. The show is hosted by Thomas Watkins, a design psychologist who has spent years applying behavioral science principles to the creation of digital products.  We sit down with a variety of experts who apply psychology in different ways to the design of the world around us. Thomas uses his expertise to guide conversations that provide practical advice while illuminating the theory behind why designs succeed.   Tune in if you are a design practitioner who seeks to understand your work on a deeper level and craft experiences that are intuitive, effective, and delightful. 

  1. JAN 5

    Season 1 Finale: Design for a Better World (w/ Don Norman)

    Go to thedesignpsychologist.substack.com to get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.  What happens when human-centered design is no longer enough? Designers are trained to make things easier to use—but what if ease and elegance are no longer the point? What if the systems we need to change go far beyond screens and interfaces, touching global structures and collective futures? Our guest, Don Norman, coined the term "Norman Door" to describe a door that gives the wrong signal about how to open it—pull vs. push—highlighting poor affordances and feedback in everyday objects.  This simple yet profound observation helped launch a new era of design awareness, making him one of the most influential voices in the psychology of design. His decades-long career has shaped the fields of human-computer interaction, design thinking, and usability. He is the author of the seminal book The Design of Everyday Things, and now, Design for a Better World, a work that challenges us to design for the full complexity of human and planetary needs. WHAT WE COVER IN THIS EPISODE What makes some errors easy to catch and others dangerously hard to detectHow decades of design decisions have shaped today’s global challengesWhat it means to shift from human-centered to humanity-centered designHow co-design empowers communities over outside expertsThe surprising design lessons learned from nuclear accidents, faucets, and guinea pigsThe role of failure in progress—and why we should embrace it KEY TAKEAWAYS Designing for ease is not enough—today’s challenges demand designing for systems and long-term impact.User-centered design can fall short when it fails to consider environmental, societal, and ethical dimensions.Human error is not always a failure of attention—it’s often a byproduct of bad design.To scale real change, we need dandelion models—spreading seeds of knowledge and training others to do the same.Participatory design ensures that communities are not passive recipients but active creators of their own solutions.The service economy offers a path toward sustainability—if companies rethink profit and longevity.The future of design psychology isn’t about better buttons—it’s about understanding people so deeply that we can redesign society itself. thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    1h 9m

  2. 12/01/2025

    The Power of Social Proof (Part 2): 18 Methods Across 5 Psychological Drivers

    Go to thedesignpsychologist.substack.com to get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.  Why does social proof work? And, what are some practical tips on how to use it to create better designs? In part one of these Social Proof episodes, we started with the foundations of social psychology. We looked at the history, key studies, and some helpful frameworks. Now in part two, we’re picking up where we left off—at the five-point framework I mentioned at the end of Part One. This is where things get practical. We’ll connect the social psychology research with actual strategies for implementing social proof.  We’ll explore how social proof methods like testimonials, expert endorsements, and more, have an impact on our psychology, in particular, when we’re making buying decisions. By the end, you’ll have a framework to decode social proof and a toolkit to apply it thoughtfully. What You’ll Learn Five core psychological drivers— including our need to fit in, our fear of missing out, and so on  How social proof methods like testimonials, expert endorsements, and more, have an impact on our psychology, in particular, when we’re making buying decisions. A framework to decode social proof and a toolkit to apply it thoughtfully. Key Takeaways We relate to other humans, and shared experiences matter.We want to fit in—and social proof taps into that drive.We trust experts when making decisions under uncertainty.We’re motivated by FOMO (fear of missing out).Imagination helps us take action when we see others doing the same.These drivers explain why social proof works. We respond to stories, signals, and shared experiences because they tap into how our minds are wired. We also explored how to use social proof in design. Whether it’s testimonials, expert endorsements, client logos, or user-generated content, each method works best when it feels real, relevant, and respectful. The goal isn’t to trick users—it’s to guide them with clarity, trust, and connection. thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    31 min

  3. 11/03/2025

    The Power of Social Proof (Part 1)

    Go to thedesignpsychologist.substack.com to get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.  Have you ever been in a crowd where no one clapped until one brave soul started the applause? Or walked past two restaurants—one bustling with a line out the door, the other nearly empty—and felt pulled toward the busy one? These small, everyday moments reveal something big: we are profoundly influenced by the people around us, often without even realizing it. This episode kicks off a two-part deep dive into social proof, one of the most powerful concepts in social psychology. Over a century of research shows that humans are wired to pick up on social cues, and these cues quietly shape our behavior, decisions, and preferences. In Part 1, you’ll learn: Why simply being around others can change how we perform.How reviews, testimonials, and follower counts tap directly into our social wiring.The fascinating story of a 19th-century psychology professor who first noticed how cyclists behaved differently when riding together.How social proof research has evolved from early experiments in social psychology to today’s social neuroscience.The key psychological principles that explain why social proof works.This episode is about more than just marketing or design tricks—it’s about understanding the deep human need to notice, follow, and be influenced by others. By grasping the science, you’ll build a foundation for creating products, experiences, and messages that feel natural, trustworthy, and even irresistible. What’s next: In Part 2, we’ll move from theory to practice. You’ll get concrete methods and examples to put social proof to work in your own designs and projects. thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    27 min

  4. 10/06/2025

    Align Before Design: The Psychology of Strategic Alignment (with Tamara Adlin)

    Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn:  thedesignpsychologist.substack.com Why do so many user personas fail in practice, and what can we do about it? Have you ever worked on a team where everyone had a different idea of who the user was? Or watched a beautifully crafted persona become ignored or misused? You're not alone. In this episode, we explore why traditional personas often fall short—and how alignment personas can change everything. You'll learn how to cut through organizational chaos, align stakeholders, and get your team moving in the same direction. You'll also discover a fast, psychology-informed method to surface assumptions, prioritize goals, and build products that stay focused on what really matters. Meet Our Guest: Tamara Adlin Tamara Adlin is a UX legend. She's the co-author of The Persona Lifecycle and The Essential Persona Lifecycle, played a key role in shaping Amazon's UX strategy, and now leads the charge with her new concept: alignment personas. Her work helps teams avoid derailment, align faster, and make smarter design decisions. She also hosts the podcast Corporate Underpants, tackling the organizational dynamics that show up in bad products. What We Cover: Why personas started off strong—and where they went wrongWhat makes alignment personas radically different and more effectiveHow executives act like "tornadoes" and what that means for your designsWhy assumptions are more powerful than data—and what to do about itA five-step alignment process you can run in a single workshopPractical tools like the strategy wedge and purpose slideHow to use design psychology on your own team to influence strategyKey Takeaways: Most personas fail because they gather dust, get misused, or don’t align with actual business priorities.Executives often bring strong, unspoken assumptions. Unless you surface them, those assumptions will quietly shape everything your team builds.Data alone doesn’t change minds. But alignment personas help teams reveal what they believe—and align around it.You don’t need months of research. Just five conversations can expose misalignment, clarify direction, and build shared understanding.Design psychology isn’t just for users. It’s a powerful tool for navigating organizations, aligning teams, and protecting your product from chaos.This episode is packed with real talk, powerful analogies (Greek gods and all), and methods you can use immediately. If you're ready to turn misalignment into momentum, this conversation with Tamara Adlin is your guide. thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    1h 3m

  5. 09/29/2025

    Why Games Work: Emotional Arcs, Flow States, and Meaningful Play (with Jesse Schell)

    Why are games so deeply engaging? What psychological principles make game design such a powerful tool for shaping attention, emotion, and learning? Game design is not a niche skill. It's one of the most refined disciplines we have for designing attention, emotion, and motivation. If you're designing anything for people, game design can sharpen your craft.  This episode reveals how the craft of game design can teach us to build more immersive, emotionally resonant experiences. Whether you're designing products, learning experiences, or interactive systems, the lessons from games can help you design for joy, focus, and transformation. About Our Guest: Jesse Schell is a legendary figure in game design. He’s designed games for Disney, pioneered virtual reality, built theme park attractions, created award-winning educational games, and teaches at Carnegie Mellon’s Entertainment Technology Center. His book, The Art of Game Design, is one of the most widely recommended texts in the field. What You'll Hear: Why game designers focus on creating experiences, not just productsThe surprising power of introspection in understanding usersHow "toy-first" thinking leads to more meaningful playThe science behind flow and how it keeps players engagedHow to use emotional arcs and tension-release patterns in your designsWhy gamification often fails—and what to do insteadThe psychology of challenge, curiosity, and funWhat designers in other fields can borrow from gamesQuestions Explored: What is the difference between a toy and a game?How do we design for emotional resonance?Can introspection really be a reliable design method?What does it mean to balance choices and desires?Why is iteration crucial to creating fun?Key Takeaways: Games are machines for generating experiences. That means the psychology of the player is central to every design decision.Designers must understand not just what people do—but why they feel, focus, and engage.Play is not trivial. It's one of the most powerful modes of learning and transformation.Flow, balance, and emotional arcs aren't just game design tools—they're experience design tools.To make things more engaging, don’t just "gamify"—design for meaningful engagement. thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    1 hr

  6. 09/22/2025

    Advance Without Alienating: How MAYA Drives Adoption

    What is the sweet spot between new and familiar, and how do you design for it? Create products that feel groundbreaking and instantly intuitive by applying the psychology of the MAYA Principle. By unpacking how humans respond to familiarity and novelty, you’ll gain practical guidance for designing experiences that spark excitement without overwhelming users. WHAT WE COVER IN THIS EPISODE What is the MAYA Principle, and why does it matter for product and experience design?How do familiarity and novelty interact to shape user adoption?Why did products like the iPad feel revolutionary and intuitive to use?When should you release a big innovation versus gradually introducing features?How psychological barriers like loss aversion affect how people receive new ideas.How designers can pace innovation to keep users comfortable and engaged. KEY TAKEAWAYS The MAYA Principle stands for "Most Advanced Yet Acceptable"—a formula for balancing innovation with usability.People adopt new ideas more readily when they resemble something they already understand.Successful products often anchor new concepts in familiar mental models (e.g., Uber reimagined the taxi).Understand your audience: tech-savvy users tolerate faster change than general users.Manage the speed of innovation—disruptive or incremental—based on what your users can handle.Incorporate user feedback early and often to gauge readiness and reduce risk.Frame change as a gain, not a loss, to overcome psychological resistance like loss aversion.Design psychology empowers us to bridge users into the future—delighting without alienating them.thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    17 min

  7. 09/15/2025

    Frontstage, Backstage: How Service Design Really Works (with Marc Stickdorn)

    What’s the real impact of service design on customer experiences? In this episode of The Design Psychologist, host Thomas talks with service design expert Marc Stickdorn, PhD, author of "This is Service Design Doing," about the evolution and holistic nature of service design.  They discuss the importance of community involvement and collaboration in shaping effective strategies and enhancing user interactions across various touchpoints.   WHAT WE COVER IN THIS EPISODE:  - The role of community contributions in redefining service design. - Examples of service design addressing real-world challenges, like improving grocery store experiences. - Integrating digital transformation for cohesive customer interactions. - Strategies to bridge organizational silos for better engagement. - The importance of prototyping and feedback in the iterative design process. - Adapting service design methodologies to navigate a VUCA (Volatility, Uncertainty, Complexity, and Ambiguity) landscape. thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    1 hr

  8. 09/08/2025

    The Peak-End Rule in Design: What We Take Away

    What shapes the memory of an experience, and how can designers use that insight to create better, more human-centered products? Design more memorable and emotionally resonant experiences by understanding how people actually remember what they go through. It turns out we do not remember experiences by their length, but by their intensity and how they end. By uncovering the psychological principle known as the peak-end rule, you will learn how to shape experiences that stand out in people’s minds, leading to better outcomes and more impactful design.  WHAT WE COVER IN THIS EPISODE Why do we forget most of what we live through?What is the peak-end rule, and how does it influence memory?Why do people sometimes prefer longer discomfort over shorter pain?Should designers focus on the peaks and endings of an experience instead of the whole journey?Which types of experiences are a poor fit for the peak-end rule?How do memory and actual experience compare when it comes to decision-making?What are the two different selves described in happiness research, and how do they shape our reactions? KEY TAKEAWAYS The peak-end rule suggests we remember the most intense moment and the ending of an experience. Most of the rest fades from memory.Designers cannot control every moment, but they can influence how an experience is remembered.This principle is especially helpful when designing uncomfortable or tedious processes. A well-placed positive moment or thoughtful ending can shift how the whole experience is recalled.Duration neglect means people do not remember how long something lasted, only how it felt at key moments.The remembering self often outweighs the experiencing self when people decide whether to repeat an experience.Linear experiences like onboarding flows or customer service calls are ideal candidates for applying the peak-end rule. More complex or non-linear experiences, such as websites or productivity apps, may require different strategies.thedesignpsychologist.substack.com is the podcast newsletter. Get episode summaries right in your inbox so you can easily reference, save, and apply what you learn.

    18 min
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out of 5
3 Ratings

About

Welcome to The Design Psychologist, a podcast where we explore the intersection of psychology and design. The show is hosted by Thomas Watkins, a design psychologist who has spent years applying behavioral science principles to the creation of digital products.  We sit down with a variety of experts who apply psychology in different ways to the design of the world around us. Thomas uses his expertise to guide conversations that provide practical advice while illuminating the theory behind why designs succeed.   Tune in if you are a design practitioner who seeks to understand your work on a deeper level and craft experiences that are intuitive, effective, and delightful. 

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