Applying Perceptual Control Theory (PCT) to UX design to break out of the stimulus-response trap. Users have ultimate goals: by testing and designing for their purpose instead of simple design response, UX professionals can better promote our products.

1. Designing for Purpose Applying Perceptual control theory (PCT) to better know, empower, and engage users Alex O’Neal UX strategist/architect

4. PCT and user experience PCT assumes that human behavior is purposeful, not simple stimulus-response. * www.perceptualcontroltheory.org Organisms do not produce behavior by computing output. Instead, they produce behavior by comparing inputs with desired inputs, and using the difference to drive output.* Let’s replace “input” with “experience.” Organisms do not produce behavior by computing output. Instead, they produce behavior by comparing [experience] with desired [experience], and using the difference to drive output.* In other words, humans are active, goal-driven participants in their experience. UX design should seek to understand and leverage user goals to increase engagement and usefulness.

6. User-driven perceptual input * www.thenetworkthinker.com From Valdis Krebs, social network guru. Krebs based this on Amazon book purchases combined with “also bought” data to demonstrate political polarization. I offer it as a prime example of how humans control our own perceptual input/ personal experience. 2004 2008 *

12. Successful networks support goals Facebook Twitter LinkedIn MySpace Slashdot Google Groups LiveJournal Dating sites Social validation, networking Participating in the moment, being in the know Professional networking, career management Identity development, facade experimentation Discussion around shared interest, ego validation Browse, learn and share knowledge Personal expression with well-managed groups Matchmaking, romantic self-validation