Don’t Make me Think There’s no need

Codemotion Milan, Italy – 29/11/2014 CC BY-NC-SA 3.0 - http://creativecommons.org/licenses/by-nc-sa/3.0/

STEVE @MARASPIN

http://www.mvlabs.it/

The Jam Experiment

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Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D.

Cognitive resources are limited

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Passing Option

Passing Option Other Options

Danger!

WONDERLIC TEST

http://en.wikipedia.org/wiki/Wonderlic_Test

Sample Questions • A boy is 17 years old and his sister is

twice as old. When the boy is 23 years old, what will be theage of his sister?

• Arrange the following words so that they make a complete sentence. Is the rearranged sentence true or false? not Winter seasons summer are and

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http://en.wikipedia.org/wiki/Dan_Marino

15/50

SYSTEM 2

SYSTEM 2

3165/5

SLOW, CONSCIOUS

Passing Option Other Options

Danger!

No time to think!

SYSTEM 2

SYSTEM 1

2+2

FAST, UNCONSCIOUS

SELECTIVE PERCEPTION

RECEPTORS

FIBERS

Retinal Receptors

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1.000.000 Fibres

100.000.000 Receptors

Retinal Receptors

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Source: Visual Thinking for Design – Colin Ware

Parafovea: over 50% of our processing power, in less than 5% of the visual world

Edge of the Visual Field: we can barely notice an item the size of an apple at arm’s length

THE FOVEA

Blind Spot

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http://brainu.org/blind-spot

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Attention Focus

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Might not be noticed

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Attention Focus

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State change cue

Noticeable message

SENSIBLE TO MOTION

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State change cue

Even more noticeable

Validating e-mail, please wait…

Acceptable Response Times • 140 milliseconds between an

action and its feedback • 1 second before anxiety kicks in • 700 milliseconds before a

human being can initiate an action after noticing a state change

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PERCEIVES ENVIRONMENT

Makes sense…

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Source: Don’t Make me Think – S. Krug

Visual Hierarchy

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Source: Designing with the mind in mind – J. Johnson

Gestalt Principles

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Self-organizing Tendency

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FUSIFORM

FACE AREA

DIRECTIONAL CUE

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Placebo effect

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Perceptions are influenced by expectations

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Take a sheet of paper Fold it 100 times

How thick the result?

Unexpected Result

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126.765.060.022.822.940.149.670 km

Unexpected Result

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126.765.060.022.822.940.149.670 km

149.600.000 km

Anchoring

Anchoring

Base Price

Anchoring

Compared to camera,

battery seems cheap

Expensive Option as an Anchor

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Other

options all

seem cheap

DOBB'S 1968 EXPERIMENT

PREDECISIONAL DISSONANCE

Postdecisional Dissonance

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Postdecisional Dissonance

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Commitment

DOPAMINE

SOCIAL NOTIFICATIONS

Simplified Brain Model

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Old Brain

Mid Brain

New Brain

Survival

Emotions

Conscious

Activities

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Scarcity

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Scarcity

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Danger

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Social validation

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Endowment Effect

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Endowment Effect

Feeling like owing this

Endowment

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Worth to us more than this

Prospect Theory

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Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/

Framing

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Better to offer discount on deposit, than surcharge on Paypal

MEMORY ALSO INFLUENCED

RECOGNIZED THEM? How long to find it out?

RECOGNIZED THEM? How long to find it out?

RECOGNIZING IS EASIER THAN

RECALLING

Recalling Aids

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Availability Heuristic

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Wason Selection Task

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If a card has a vowel on one side, then it has an even number on the other side. You are asked, which card(s) do you need to turn over in order to determine if the rule is true or false?

Confirmation Bias

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http://www.psychologyinaction.org/2012/10/07/classic-psychology-experiments-wason-selection-task-part-i/

Confirmation Bias

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EMOTIONS LEAD

ELLIOT

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IQ 97

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Damaged Area

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Effects

IQ 97 Unable to make decisions!

UNCONSCIOUS IS A CRUCIAL PART

OF THE DECISION MAKING

PROCESS

Thank you for your attention

Stefano Maraspin @maraspin

QUESTIONS?

https://joind.in/talk/view/12896

Resources

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Resources

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Resources

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Photo Credits • http://www.flickr.com/photos/quinnanya/2904259360/ • http://www.flickr.com/photos/justinhee/5672674318/ • http://www.flickr.com/photos/katerha/5249701882/ • https://www.flickr.com/photos/flickrnyk/7438899878 • http://www.flickr.com/photos/63308489@N03/5758158093/ • http://www.flickr.com/photos/gforsythe/8422224296/ • http://www.flickr.com/photos/stefanvds/3107857585/ • http://www.flickr.com/photos/albertogp123/5843577306/ • http://www.flickr.com/photos/renawgraphy/4213430007/ • http://www.flickr.com/photos/dtanist/10619591933/ • https://www.flickr.com/photos/fragglerawker/2350554969 • http://www.flickr.com/photos/mbk/5528785022/ • https://www.flickr.com/photos/tambako/14278357096 • http://www.flickr.com/photos/attilaacs/3482373097/ • https://www.flickr.com/photos/edrost88/11282516873 • https://www.flickr.com/photos/goarmyphotos/8355744257 • https://www.flickr.com/photos/caseyflorig/15250979855 • http://www.flickr.com/photos/crdot/5507833060/ • https://www.flickr.com/photos/liju-james/4307814139 • http://www.flickr.com/photos/isabadell/8230261556/ • http://www.flickr.com/photos/iamthestig2/6748228667/ • http://www.flickr.com/photos/west_point/8075161774/ • http://www.flickr.com/photos/tomconger/5513241616/ • http://www.flickr.com/photos/downingstreet/3701196400/ • http://www.flickr.com/photos/greghickman/4306344519/ • http://www.flickr.com/photos/vthokiefans/3293089737/ • http://www.flickr.com/photos/maxbisschop/5584314953/ • http://www.flickr.com/photos/patrickmcknightlaw/8136892023/ • https://www.flickr.com/photos/brianscott/130226867

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Stefano Maraspin @maraspin