Download - MoDevUx Brain Secrets
Cogntive Science every UXer should knowJohn Whalen, Ph.D. Principal, Strategy & User Experience Brilliant Experience [email protected] 240-281-0764 (m)
I’m going to try not to geek out.
N50 Error-related negativity
or… DOH!!
Introduction
John Whalen
PhD Cognitive Science Johns Hopkins Univ
Cognitive Neuroscience
Vision Science Linguistics PhD:
Math in Brain
Professor in Psychology CEO, UX Lead Brillian Experience
Post Doc at UCLA during Dot.Com boom
Usability/ Accessibility
Online Strategy
User Experience
Information Architecture
Research
Stakeholder Interviews Field Research Competitor Reviews Expert Reviews
Strategy and Ideation
Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement
UX and Design
IA & Flow Interaction Design Concept Realization Visual Design & Branding
The world is not what it seems…
9
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Cogito ergo sum
Why do your eyes deceive you?
We use two major thinking systems
We use two major thinking systems
System 1
‣ conscious
‣ focused
‣ precise
We use two major thinking systems
System 1
‣ conscious
‣ focused
‣ precise
System 2
‣ unconscious
‣ fast, parallel
‣ approximate
Your brain fills in the gaps so you perceive continuous consciousness
You mean like in the matrix?
18
UXer’s don’t design to take advantage of our fast, automatic systems
These systems affect you in many ways
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Where your eyes move to
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What you see
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(and you only really see this)
and what you remember.
24http://sites.sinauer.com/wolfe3e/chap7/boundexF.htm
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Let’s see how you did
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Actual
Typical distortion
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Since most of the world is constructed for you…
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…couldn’t we use that knowledge to be more persuasive?
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C
B
A
We say yes to free stuff, no commitment.
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We get curious.
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We are attracted by beauty.
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Barbeque by the pool
Stories help us remember.
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Where’s the barbeque?
Achievement makes us feel good.
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Authority makes us believe.
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We make trivial comparisons.
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Scarcity makes things desirable.
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We follow the crowd.
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We don’t want to miss out.
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We love lazy.
40
We want it our way.
Let’s Review
We don’t experience what is in the real world.
43
Our brains build continuous consciousness for us.
We can only keep track of a few things at a time.
System 1
‣ conscious
‣ focused
‣ precise
System 2
‣ unconscious
‣ fast, parallel
‣ approximate
Designing for the way we think…
Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process
…can persuade our audiences to act.
47
Is he done?
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Research
Stakeholder Interviews Field Research Competitor Reviews Expert Reviews
Strategy and Ideation
Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement
UX and Design
IA & Flow Interaction Design Concept Realization Visual Design & Branding
Thank You!
BrilliantExperience.com
