Misconceptions on Perception

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Users are not like us — they view the world with a completing different filter. As designers, we’ve trained ourselves to notice every little detail about a design — everything grabs our attention. We assume that users do the same when coming to a site or using an application for the first time. We assume that all those details that took us, as the designers, hours to figure out just right will catch a user’s eye and invoke pleasant thoughts and emotions that go along with facilitating a positive user experience.
But, that’s not how our brains work. In fact, the average user will miss almost everything within their field of vision when working with a design for the first time. This phenomenon occurs all the time during usability studies, much to our bewilderment.

Fortunately, recent research within neurological and cognitive science offers some clues to why this behavior occurs. This session will review several concepts that shows how little people actually pay attention to the things they interact with, and will provide some tips and tricks for getting past this mental limitation.

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Misconceptions on Perception

  1. 1. Brad Nunnally @bnunnallyMisconceptionson Perception
  2. 2. Training Fails
  3. 3. We have busy livesTraining Fails
  4. 4. We have busy livesWe rely on past expectations & habitsTraining Fails
  5. 5. We have busy livesWe rely on past expectations & habitsThere are gaps between interactionsTraining Fails
  6. 6. We have busy livesWe rely on past expectations & habitsThere are gaps between interactionsMislead by our peersTraining Fails
  7. 7. Leap is a start
  8. 8. But, why doesit happen?
  9. 9. Change Blindness
  10. 10. Change Blindness
  11. 11. Would You Notice?
  12. 12. Would You Notice?
  13. 13. Here’s The Proof
  14. 14. Here’s The Proof
  15. 15. 1999
  16. 16. 2002
  17. 17. 2005
  18. 18. 2007
  19. 19. 2010http://www.lukew.com/ff/entry.asp?178
  20. 20. Selective Attention
  21. 21. We’re all a little slow
  22. 22. We’re all a little slow80 Millisecond Rule
  23. 23. We’re all a little slow80 Millisecond Rule Perception occurs before understanding
  24. 24. We’re all a little slow80 Millisecond Rule Perception occurs before understandingOur minds constructed the world around us
  25. 25. It’s all a guessing game
  26. 26. It’s all a guessing gameMemory + Perception + Expectations = Reality
  27. 27. It’s all a guessing gameMemory + Perception + Expectations = RealitySometimes part of the equation is wrong
  28. 28. It’s all a guessing gameMemory + Perception + Expectations = RealitySometimes part of the equation is wrongBlind Men & The Elephant
  29. 29. "I did not see that big red bar at the bottom that says click here for more information"“How did I NOT see that?”“I must have missed that button”“I could have used what?”“Ohh, well that makes sense now that I see it.”
  30. 30. Screenshot from PEUsability Testing
  31. 31. Screenshot from PEUsability Testing
  32. 32. Screenshot from PEUsability Testing
  33. 33. Well, technology is a glittering lure. But theres the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product.Don Draper
  34. 34. So What?Understanding the limitations of the human brain provide us with an opportunity to create better designs earlier in the process. Allowing for more critical issues to be identified during usability testing.
  35. 35. So What?We still have these damn monkey brainsIt is easy for people to get tripped up by technologyKnowing the Brain = Better DesignEffectively plan major redesign projectsUnderstanding basic human behavior to augment human experiencesUtilize the power of choice to drive engagement
  36. 36. Online Sources - https://kippt.com/bnunnally/fallacy-talk
  37. 37. Thank You!Brad NunnallyUX Solution ArchitectPerficient Experience DesignEmail - brad.nunnally@perficient.comTwitter - @bnunnallySite - www.onestraythought.com

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