Build Trust with Pre-Attention (Stephen Denning)


Published on

Stephen Denning's talk from the UXPA 2014 Ignite session "Are you a Super Hero or a Super Villain? Using Design Psychology for Good (and Evil)."

Design Psychology is a powerful tool to wield and can be used to the benefit or detriment of our users; motivating them to behave in ways that can be in their interest, or our own. Our panel of experienced professionals, each with an interest in different facets of design psychology, will choose a white hat or black hat - some taking the side of good and honest intentions, with others taking the dark side where manipulation and coercion reign. On which side will you fall?

Published in: Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Build Trust with Pre-Attention (Stephen Denning)

  1. 1. 2014 Build Trust with Pre-Attention Stephen Denning Principal UX Consultant User Vision @steve_denning @uservision
  2. 2. “We thrive in information-thick worlds because of our marvellous and everyday capacities to select, edit, single out, structure, highlight, group, pair, organise, discriminate, distinguish, cluster, aggregate, outline, summarise, enumerate, glean [and] synopsise” Edward Tufte (1990) @uservision @steve_denning
  3. 3. Register Pre-attentive processing Cognition Long-term memory Working memory @uservision @steve_denning
  4. 4. Agent 2 Fast Instinctive Involuntary No effort Slow(er) Considered Voluntary Effortful Gather Structure Pattern-match Process Attribute Compute Choose Pre-attentive processing Cognition Agent 1 @uservision @steve_denning
  5. 5. Pre-attentive processing Cognition Agent 2Agent 1
  6. 6. DISTRACTORS TARGET “Target acquired”
  7. 7. TARGET “Not quite so elementary” TARGET “Target acquired”
  8. 8. “We do not perceive what is actually in the external world so much as we tend to organize our experience so that it is as simple as possible…simplicity is a principle that guides our perception and may even override the effects of previous experience.” (John Benjafield) @uservision @steve_denning
  9. 9. in tu i  tive /in‘t(y)ooitiv/ Adjective 1. Using or based on what one feels to be true even without conscious r easoning; instinctive. 2. (chiefly of computer software) Easy to use and understand. = Trust = Good @uservision @steve_denning
  10. 10. @uservision @steve_denning
  11. 11. 1. Law of Figure/Ground @uservision @steve_denning
  12. 12. @uservision @steve_denning
  13. 13. 2. Law of Similarity @uservision @steve_denning
  14. 14. 3. Law of Proximity @uservision @steve_denning
  15. 15. First name: Last name: Street: City: Postcode: Telephone: E-mail address: First name: Last name: Street: City: Postcode: Telephone: E-mail address: @uservision @steve_denning
  16. 16. 4. Law of Continuation (Alignment) @uservision @steve_denning
  17. 17. ` @uservision @steve_denning
  18. 18. • Closure • Symmetry • Common fate • Connectness • Parallelism • Common region • Past experience • Focal point • Simplicity
  19. 19. • Maximise use of pre-attention in design • Think structure before content • Communicate as much as possible through shape, colour and layout • Combine the laws for maximum effect So… Stephen Denning @steve_denning @uservision CreditsReferences • 358923/ • • 3/2743294768/ • 56880888/ • • 1104943 • • • D. Kahneman, “Thinking Fast & Slow” (2012) • C. Ware, “Information Visualization: Perception for Design” (2004) • C. Wickens, S. Gordon Becker, Y Liu & J Lee, “Introduction to Human Factors Engineering” (2003)