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Designing For Engagement:What makes them click?Susan	  Weinschenk,	  Ph.D.	  thebrainlady@gmail.com@thebrainlady#100Things...
Most	  Mental	  Processing	  is	  Unconscious                                                	                   @thebrain...
40,000,000,000   @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
40@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
1. The Fusiform Facial Area (FFA) Makes Us       Pay Attention To Human Faces              @thebrainlady   whatmakesthemcl...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact	  Or	  Fic:on?	        People like having a lot of               choices.                     @thebrainlady   whatmak...
Fact	  Or	  Fic:on?	        People like having a lot of               choices.                          FACT	             ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Iyengar, Sheena S.                                    and Mark R. Lepper.                                    2000. When ch...
Fact	  Or	  Fic:on?	          If you give people too       many choices they won’t           choose anything.             ...
Fact	  Or	  Fic:on?	          If you give people too       many choices they won’t           choose anything.             ...
Choice = Control = Survival         @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact	  or	  Fic:on?	            People can only      remember/process 7 + or –          “things” at a time                ...
Fact	  or	  Fic:on?	            People can only      remember/process 7 + or –          “things” at a time                ...
7	  +/-­‐	  2	  is	  an	  Urban	  Legend	                   @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
2. People Can Remember/Deal With Only 3-4 ItemsBaddeley,	  A.	  D.	  (1994).	  The	  magical	  number	  seven:	  S:ll	  ma...
3.	  People	  Have	  Mental	  Models                                       	  
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
One bystander                                       Five bystanders   Gives help 85%                                      ...
Chen, Yi-Fen, Herd behavior in purchasing books online, Computers in HumanBehavior, 24, (2008), 1977-1992.                ...
4. When Uncertain, People Look To Others’ Behavior To Decide                         What To Do                      @theb...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
just how good is the                cookie?                Worchel, Stephen, Jerry Lee, and Akanbi                Adewole....
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fear Of Loss Is More Powerful Than The Opportunity Of Gain                    @thebrainlady   whatmakesthemclick.net   the...
5. Food, Sex, Danger Grab Attention           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. Video is the engaging mediaStephens,	  Greg,	  and	  Hasson,	  U.	  2010.	  “Speaker-­‐listener	  neural	  coupling	  u...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
7. People Are Motivated To Connect      “Weak”	  Ties	           =	  ?	  	                                                ...
8.	  Beauty	  Is	  In	  The	  Eye	  Of	  The	  Unconscious	                                                               ...
Berns, Gregory S.,                                    McClure, S., Pagnoni,                                    G., & Monta...
Factor 1:       Aesthetic – Orderly and clear design       Factor 2:       Expressive – Creativity and originality;       ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact,	  Theory,	  Or	  Fic:on?	           People Prefer Objects             With Curves                    @thebrainlady  ...
Fact,	  Theory,	  Or	  Fic:on?	           People Prefer Objects             With Curves                         FACT	     ...
People Prefer Objects With Curves                                               Bar, M., & Neta, M.                       ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
9: The Brain Processes Information Best In Story Format                                      Singer, T., B. Seymour, J.   ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
10.	  People	  Expect	  Technology	  To	  Follow	  Human-­‐To-­‐Human	                                                    ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
• Don’t distract me•        @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Designing for Engagement1. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces2. People Can Remember/Deal...
For	  More	  Informa:on	        @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Susan Weinschenk, Ph.D.@thebrainladythebrainlady@gmail.comUS Phone: 847-909-5946www.whatmakesthemclick.net                ...
Susan Weinschenk's UKUPA Presentation
Susan Weinschenk's UKUPA Presentation
Susan Weinschenk's UKUPA Presentation
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Susan Weinschenk's UKUPA Presentation

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Slides from Susan's Designing for Engagement workshop with UKUPA on 23rd April 2012.

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Transcript of "Susan Weinschenk's UKUPA Presentation"

  1. 1. Designing For Engagement:What makes them click?Susan  Weinschenk,  Ph.D.  thebrainlady@gmail.com@thebrainlady#100ThingsUS Phone: 847-909-5946www.whatmakesthemclick.net
  2. 2. Most  Mental  Processing  is  Unconscious   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  3. 3. 40,000,000,000 @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  4. 4. 40@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  5. 5. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  6. 6. 1. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  7. 7. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  8. 8. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  9. 9. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  10. 10. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  11. 11. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  12. 12. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  13. 13. Fact  Or  Fic:on?   People like having a lot of choices. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  14. 14. Fact  Or  Fic:on?   People like having a lot of choices. FACT   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  15. 15. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  16. 16. Iyengar, Sheena S. and Mark R. Lepper. 2000. When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology. 79: 995-1006.@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  17. 17. Fact  Or  Fic:on?   If you give people too many choices they won’t choose anything. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  18. 18. Fact  Or  Fic:on?   If you give people too many choices they won’t choose anything. FACT   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  19. 19. Choice = Control = Survival @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  20. 20. Fact  or  Fic:on?   People can only remember/process 7 + or – “things” at a time @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  21. 21. Fact  or  Fic:on?   People can only remember/process 7 + or – “things” at a time FICTION   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  22. 22. 7  +/-­‐  2  is  an  Urban  Legend   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  23. 23. 2. People Can Remember/Deal With Only 3-4 ItemsBaddeley,  A.  D.  (1994).  The  magical  number  seven:  S:ll  magic  aSer  all  these  years?  Psychological  Review,  101,  353-­‐356.  Broadbent,  D.  (1975).  The  magic  number  seven  aSer  fiSeen  years.  In:  Studies  in  long-­‐term  memory,  ed.  A.  Kennedy  &  A.  Wilkes.  Wiley.  Cowan,  N.  (2001).  The  magical  number  4  in  short-­‐term  memory:  A  reconsidera:on  of  mental  storage  capacity.  Behavioral  and  Brain  Sciences,  24,  87-­‐185.   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  24. 24. 3.  People  Have  Mental  Models  
  25. 25. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  26. 26. One bystander Five bystanders Gives help 85% Gives help 31% of the time of the timeLatane, B., and J.M. Darley. “Group Inhibition of Bystander Intervention in Emergencies.”Journal of Personality and Social Psychology 10 (1968): 215-21. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  27. 27. Chen, Yi-Fen, Herd behavior in purchasing books online, Computers in HumanBehavior, 24, (2008), 1977-1992. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  28. 28. 4. When Uncertain, People Look To Others’ Behavior To Decide What To Do @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  29. 29. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  30. 30. just how good is the cookie? Worchel, Stephen, Jerry Lee, and Akanbi Adewole. 1975. Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology. Vol 32(5), 906-914.@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  31. 31. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  32. 32. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  33. 33. Fear Of Loss Is More Powerful Than The Opportunity Of Gain @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  34. 34. 5. Food, Sex, Danger Grab Attention @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  35. 35. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  36. 36. 6. Video is the engaging mediaStephens,  Greg,  and  Hasson,  U.  2010.  “Speaker-­‐listener  neural  coupling  underlies  successful  communica:on.”  Proceedings  of  the  Na:onal  Academy  of  Sciences.     @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  37. 37. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  38. 38. 7. People Are Motivated To Connect “Weak”  Ties   =  ?     Professor  Robin  Dunbar   University  of  Oxford   hep://www.isca.ox.ac.uk/about-­‐ “Strong”  Ties  =     us/staff/academic/prof-­‐robin-­‐ 150   dunbar/   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  39. 39. 8.  Beauty  Is  In  The  Eye  Of  The  Unconscious     Tractinsky, et. al. Using ratings and response latencies to evaluate the consistency of immediate aesthetic perceptions of web pages. Proceedings of the 3rd Annual Workshop on HCI Research in MIS, 2004. Fernandes, et.al. Judging the appeal of web sites. Proceedings of the 4th World Congress on the Management of Electronic commerce, 2003. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  40. 40. Berns, Gregory S., McClure, S., Pagnoni, G., & Montague, P. (2001). Predictability modulates human brain response to reward. The Journal of Neuroscience, 21(8), 2793–2798.@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  41. 41. Factor 1: Aesthetic – Orderly and clear design Factor 2: Expressive – Creativity and originality; breaking design conventionsLavie & Tractinsky, Assessing dimensions of perceived visual aesthetics of web sites.Intl Journal of Human-Computer Studies. 60 (2004) 269-298. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  42. 42. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  43. 43. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  44. 44. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  45. 45. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  46. 46. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  47. 47. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  48. 48. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  49. 49. Fact,  Theory,  Or  Fic:on?   People Prefer Objects With Curves @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  50. 50. Fact,  Theory,  Or  Fic:on?   People Prefer Objects With Curves FACT   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  51. 51. People Prefer Objects With Curves Bar, M., & Neta, M. (2006). Humans prefer curved visual objects. Psychological Science, 17(8), 645-648. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  52. 52. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  53. 53. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  54. 54. 9: The Brain Processes Information Best In Story Format Singer, T., B. Seymour, J. O’Doherty, H. Kaube, J.D. Dolan, and C. Frith. 2004. Empathy for pain involves the affective but not sensory component of pain. Science. 303: 1157-1162. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  55. 55. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  56. 56. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  57. 57. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  58. 58. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  59. 59. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  60. 60. 10.  People  Expect  Technology  To  Follow  Human-­‐To-­‐Human     Interac:on  Rules   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  61. 61. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  62. 62. • Don’t distract me•  @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  63. 63. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  64. 64. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  65. 65. Designing for Engagement1. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces2. People Can Remember/Deal With Only 3-4 Items3. People Have Mental Models4. When Uncertain, People Look To Others’ Behavior To Decide What To Do5. Food, Sex, Danger Grab Attention –Fear of Loss>Anticipation Of Gain6. Video is the engaging media7. People Are Motivated To Connect8. Beauty Is In The Eye Of The Unconscious9: The Brain Processes Information Best In Story Format10. People Expect Technology To Follow Human-To-Human Interaction Rules @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  66. 66. For  More  Informa:on   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  67. 67. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  68. 68. Susan Weinschenk, Ph.D.@thebrainladythebrainlady@gmail.comUS Phone: 847-909-5946www.whatmakesthemclick.net @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
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