Learning from neuroscience to improve creative abilities.
Sarah describes how we can improve our creative abilities by using tools and techniques that will engage active and passive brain states.
In the age of the cloud, where computers can be programmed to do iterative design, human brains have become bottlenecks for the type of information processing that leads to innovation. Rather than aiding the overall UX design process, our brains can actually slow us down. As designers we need to explore ways that maximise our ability to collect, filter and synthesise information.
Neuroscience tells us that the brain oscillates between the task-positive and task-negative networks during synthesis and ideation every 10 seconds. The oscillation between a more action orientated state of mind, and one that is more restful, often including activities such as daydreaming and future gazing, plays an important role in creativity. Yet very little has been done to date to connect neuroscience with UX.
Drawing on real-life industry practice and neuroscientific theory, this talk will demonstrate how to better create and synthesise ideas. It will also highlight how an understanding of the cyclical nature of our brain’s neural physics can enhance UX design. Employing a deliberate narrative structure and adapting existing design methods with activities that work constructively within these two brain states, we invite you to experience a new approach to creativity.
7. SYNTHEATE / AUGUST 2014 7
SYSTEM 1
Loigic and Reasoning
Task Focused
HOW OUR BRAIN WORKS
8. SYNTHEATE / AUGUST 2014 8
Mental Simulations
Involuntary
SYSTEM 1 SYSTEM 2
Loigic and Reasoning
Task Focused
HOW OUR BRAIN WORKS
9. SYNTHEATE / AUGUST 2014 9
Mental Simulations
Involuntary
SYSTEM 1 SYSTEM 2
Loigic and Reasoning
Task Focused
Fluid Reasoning
Switching between 1 and 2
SYSTEM 3
HOW OUR BRAIN WORKS
11. SYNTHEATE / AUGUST 2014 11
HOW MIGHT WE...
...CAPTURE AND RECALL
RELEVANT INFORMATION IN
A MORE EFFECTIVE WAY?
12. SYNTHEATE / AUGUST 2014 12
HOW OUR BRAIN WORKS
INFORMATION
RETENTION (%)
LEARNING
METHOD
Reading
Lecture
Audiovisual
10%
20%
5%
13. SYNTHEATE / AUGUST 2014 13
HOW OUR BRAIN WORKS
10% Reading
Lecture
20% Audiovisual
30% Demonstration
50% Discussion
5%
INFORMATION
RETENTION (%)
LEARNING
METHOD
14. SYNTHEATE / AUGUST 2014 14
HOW OUR BRAIN WORKS
10% Reading
Lecture
20% Audiovisual
30% Demonstration
50% Discussion
75% Practice Doing
90% Teach Others
5%
INFORMATION
RETENTION (%)
LEARNING
METHOD
15. SYNTHEATE / AUGUST 2014 15
HOW OUR BRAIN WORKS
8-10
Seconds
Minimum
Concentration
Medium
Concentration
Maximum
Concentration
5-20
Minutes
40
Minutes
22. SYNTHEATE / AUGUST 2014 22
TECHNIQUES
FRAMING STATEMENT
HOW MIGHT WE...
create ............................
for ...................................
to .....................................
by ....................................
to improve ....................
a person
do something
taking action
X
X
WHAT
HOW
WHY
32. SYNTHEATE / AUGUST 2014 32
TECHNIQUES
DOPAMINE
SEROTONIN
ANXIETY & FEAR CALM CONTENTMENT
BOREDOM APATHY EXCITEMENT / ENGAGEMENT
NEURO TRANSMITTERS CREATIVITY
MENTAL & EMOTIONAL STATE
IN THE
ZONE
37. SYNTHEATE / AUGUST 2014 37
SYSTEM 1.
SYNTHESIS
SYSTEM 2.
IDEATION
01 02 03 04 05
Accumulate
+ Speculate
Filter Synthesis Creative Insight Combine
+ Refine
SYNTHEATE
38. SYNTHEATE / AUGUST 2014 38
... CAPTURE AND RECALL MORE EFFECTIVELY
... FRAME OUR CHALLENGES TO MOTIVATE
... USE CREATIVE PAUSES TO PROCESS
... NEUROCHECMICALLY PREPARE FOR IDEATION
... SHAPE IDEAS VISUALISING FUTURE SCENARIOS
01
02
03
04
05
WE NEED TO...
39. SYNTHEATE / AUGUST 2014 39
REFERENCES...
Daniel kahneman, 2011, thinking fast and slow
Ned herrmann, 1991, the creative brain
Simone m. Ritter, 2012, diversifying experiences enhance cognitive flexibility
Http://psychology.Ucdavis.Edu/labs/pwt/image/experimetrix/
file/2012diversifyingexperiencescognitiveflexibility.Pdf
Charles limb, 2010, your brain on improv
Http://www.Ted.Com/talks/charles_limb_your_brain_on_improv
Simon sinek, 2009, how great leaders inspire action
Http://www.Ted.Com/talks/simon_sinek_how_great_leaders_inspire_action
John kounios, 2012, the neuroscience behind epiphanies 2012
Http://talentsearch.Ted.Com/video/john-kounios-the-neuroscience-behind-ep
Mark Beeman, 2012, The Creative Brain – Where Do Ideas Come From?
http://vimeo.com/39864868
Rex Jung, 2011, Creativity and the Brain
https://www.youtube.com/watch?v=SWIXfNEDy3g
Andreas Fink, 2010, Enhancing creativity by means of cognitive stimulation: Evidence from an fMRI study
http://www.sciencedirect.com/science/article/pii/S1053811910008244
The Meditating Brain, 2011
https://www.youtube.com/watch?v=TJLdNRebeWE#t=188%00