modevux brain secrets
DESCRIPTION
As user experience professionals, we are often expected to assume multiple roles when evaluating products and systems. UX professionals are asked to measure user performance, identify issues and provide recommendations to them. The most challenging aspect is not determining that performance is poor; it is identifying the source of the poor performance in order to provide a design solution. Fortunately, many of the difficulties that users experience can be traced back to basic principles of cognitive science. Making design recommendations often requires that you understand the thought processes of users. In this panel discussion, three Cognitive Psychologists will demonstrate how fundamental principles of cognition can inform design solutions to many commonly occurring User Experience problems. We will review the latest advances in the measurement of user experience, including the measurement of implicit cognitive processes and how these affect user performance, and we will discuss how implicit assumptions by both users and designers often lead to user experience difficulties. The audience will learn key psychological principles that guide user experience and will have an opportunity to ask about the psychology behind common UX issues they encounter.TRANSCRIPT
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
11
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
20
Where your eyes move to
21
What you see
22
(and you only really see this)
and what you remember.
24http://sites.sinauer.com/wolfe3e/chap7/boundexF.htm
25
Let’s see how you did
26
Actual
Typical distortion
27
Since most of the world is constructed for you…
28
…couldn’t we use that knowledge to be more persuasive?
29
C
B
A
We say yes to free stuff, no commitment.
30
We get curious.
31
We are attracted by beauty.
32
Barbeque by the pool
Stories help us remember.
33
Where’s the barbeque?
Achievement makes us feel good.
34
Authority makes us believe.
35
We make trivial comparisons.
36
Scarcity makes things desirable.
37
We follow the crowd.
38
We don’t want to miss out.
39
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?
48
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