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

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

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Susan Weinschenk's UKUPA Presentation Susan Weinschenk's UKUPA Presentation Presentation Transcript

  • Designing For Engagement:What makes them click?Susan  Weinschenk,  Ph.D.  thebrainlady@gmail.com@thebrainlady#100ThingsUS Phone: 847-909-5946www.whatmakesthemclick.net
  • Most  Mental  Processing  is  Unconscious   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 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 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  Or  Fic:on?   People like having a lot of choices. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • Fact  Or  Fic:on?   People like having a lot of choices. FACT   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 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
  • Fact  Or  Fic:on?   If you give people too many choices they won’t choose anything. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • Fact  Or  Fic:on?   If you give people too many choices they won’t choose anything. FACT   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • Choice = Control = Survival @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • Fact  or  Fic:on?   People can only remember/process 7 + or – “things” at a time @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • Fact  or  Fic:on?   People can only remember/process 7 + or – “things” at a time FICTION   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 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  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
  • 3.  People  Have  Mental  Models  
  • @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 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
  • Chen, Yi-Fen, Herd behavior in purchasing books online, Computers in HumanBehavior, 24, (2008), 1977-1992. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 4. When Uncertain, People Look To Others’ Behavior To Decide What To Do @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 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
  • @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 thebrainlady@gmail.com
  • 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  underlies  successful  communica:on.”  Proceedings  of  the  Na:onal  Academy  of  Sciences.     @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 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
  • 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
  • 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
  • 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
  • @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 whatmakesthemclick.net thebrainlady@gmail.com
  • Fact,  Theory,  Or  Fic:on?   People Prefer Objects With Curves FACT   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 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
  • @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. 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
  • @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     Interac:on  Rules   @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • @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 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
  • 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 @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com