In this short presentation Martina will introduce a theory regarding basic psychological needs and the resulting method for behaviour analysis, which is currently used in the practice of Systemic Psycho-Therapy. She will elaborate on a simplified version of the method, that was developed and customised for the UX-practice in a business-, rather than a clinical-context.

This will leave participants with a practical exercise that helps to not only develop a deeper understanding of their Customers’ psyche, but will also help enhance their empathy towards potential Users and hence broaden their innovation-horizons.

No preliminary knowledge about Psychology or UX is needed, as this exercise can be applied in any context, in which one strives to uncover the deeper levels of human motivation and psyche.