Brain secrets every UXer needs to know

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WANT TO KNOW THE SECRET TO A GREAT UX? Knowing what your users are thinking before they do is a great start...

Academicians know so much about what draws our attention, how we make decisions and what can change our behaviors but have typically buried that knowledge in research papers that rarely cross the chasm into mainstream user experience. Join me for an interactive guide to how your users think and why it matters to your UX practice.

Want to know where users will look first on your interface and why? We’ve got a demo for that. Want your app to be more addictive? We can give you some good suggestions. Want people to buy more stuff or sign up more often? We can help there too. Wish you knew what an affordance was? Okay, maybe that wasn’t keeping up at night but we’ve got that covered too.
John will present a series of fun demos to make the psychological principles memorable and then demonstrate how to apply what you learned to your user experience challenges.

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Brain secrets every UXer needs to know

  1. 1. Brain Secrets everyUXer needs to know @johnwhalen #brainsecrets 1
  2. 2. BrilliantExperience.com User Research Strategy & Ideation User Experience Mobile Apps@johnwhalen #brainsecrets
  3. 3. I’m going to trynot to geek out. 3
  4. 4. N50 error-related negativity... 4
  5. 5. ...or d’oh! 5
  6. 6. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary
  7. 7. Cognitive Vision PhD: Neuroscience Science Linguistics Math in Brain PhD Cognitive Science Johns Hopkins Univ Post Doc at UCLA during Dot.Com boom John Whalen Professor in Psychology CEO, UX Lead Brillian ExperienceUsability/ UserAccessibility Experience Online Information Strategy Architecture 7
  8. 8. 8
  9. 9. We don’t experiencewhat is in the real world. 9
  10. 10. http://www.youtube.com/user/Quirkology 10
  11. 11. http://www.youtube.com/user/Quirkology 10
  12. 12. We experience our brain’s version of the world. 11
  13. 13. “Cogito ergo sum” 12
  14. 14. (I can’t trust my senses, but I know I existbecause of my thoughts.) 13
  15. 15. Oh, you mean like The Matrix ...okay now I got it!14
  16. 16. We use two majorthinking systems 15
  17. 17. System 1:conscious, focused, deliberate 16
  18. 18. System 2:unconscious, fast, estimates 17
  19. 19. We as UXers underestimate the power of System 2 and don’t take full advantage of it. 18
  20. 20. Let’s explore some of ourautomatic processes so you can “see what I mean”. 19
  21. 21. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary
  22. 22. What captures your attention? 21
  23. 23. Your eyes move in saccades. http://bit.ly/tobiiglasses 22
  24. 24. Your visual acuity and colorperception drop off rapidly. 23
  25. 25. Your visual acuity and colorperception drop off rapidly. 24
  26. 26. 25
  27. 27. Your brain is looking for: contrast, color, line orientation, motion.Your eyes move there to learn 26
  28. 28. Now let’s consider memory.Wait, what are we considering? 27
  29. 29. Stare at the white dot. What happens to other spot during rotation? http://perception.research.yale.edu/MIB-Disappearance/MIB-Basic.mov 28
  30. 30. Stare at the white dot. What happens to other spot during rotation? http://perception.research.yale.edu/MIB-Disappearance/MIB-Basic.mov 28
  31. 31. Okay, how many things CAN we hold in memory? http://perception.research.yale.edu/oba/MOT.mov 29
  32. 32. Okay, how many things CAN we hold in memory? http://perception.research.yale.edu/oba/MOT.mov 29
  33. 33. About 4. 30
  34. 34. About 4. 30
  35. 35. Now let’s look at picture memory. Draw a rectangle on a piece of paper.I’ll give you 20 seconds to look at a picture. Sketch it exactly as it appears. 31
  36. 36. http://sites.sinauer.com/wolfe3e/chap7/boundexF.htm 32
  37. 37. Let’s see how you did. 33
  38. 38. Typicaldistortion Actual 34
  39. 39. http://www.simonslab.com/videos.html 35
  40. 40. http://www.simonslab.com/videos.html 35
  41. 41. http://www.simonslab.com/videos.html 36
  42. 42. http://www.simonslab.com/videos.html 36
  43. 43. Phew, that’s a lot!Let’s review, shall we? 37
  44. 44. We quickly loose acuity and coloroutside of our gaze. Contrast, color, line orientation and motion determine where we look next. Much of what we “see” is constructed. Review 38
  45. 45. Our system fills in the gaps. But if memory is impaired, it is very difficult to detect a change.So: Use visual cues to lead your audience.Tell a story to allow anticipation. Review 39
  46. 46. Our system fills in the gaps. But if memory is impaired, it is very difficult to detect a change.So: Use visual cues to lead your audience.Tell a story to allow anticipation. Review 39
  47. 47. How are we doing? 40
  48. 48. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary
  49. 49. System 2:unconscious, fast, estimates 42
  50. 50. How could we use whatwe know to be persuasive? 43
  51. 51. B A CLikeability, Free, Commitment 44
  52. 52. Intrigue 45
  53. 53. Aesthetics 46
  54. 54. Barbeque by the poolNarrative 47
  55. 55. Where’s the barbeque?Achievement 48
  56. 56. Authority 49
  57. 57. Framing 50
  58. 58. Anchoring 51
  59. 59. Mimicry 52
  60. 60. Scarcity, Loss Aversion 53
  61. 61. Reducing Effort 54
  62. 62. Creating Ownership 55
  63. 63. Phew, that’s a lot!Let’s review, shall we? 56
  64. 64. Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that Ive made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition importantSocial Proof – if everyone else is buying one…Loss Aversion – how do I know I’m not going to lose on the deal?Status Quo – must overcome how things are today w/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process 57
  65. 65. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary
  66. 66. We don’t experiencewhat is in the real world 59
  67. 67. We experience our brain’s processing of the world. 60
  68. 68. We use two majorthinking systems 61
  69. 69. System 1:conscious, focused, deliberate 62
  70. 70. System 2:unconscious, fast, estimates 63
  71. 71. We can only keep trackof a few things at a time. 64
  72. 72. We can only keep trackof a few things at a time. 64
  73. 73. We fill in a lot of details. 65
  74. 74. We fill in a lot of details. 65
  75. 75. We fill in a lot of details. 65
  76. 76. UXers need to capture attention, and tell stories we can follow. 66
  77. 77. Likeability – capture them with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that Ive made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process Then use a number oftechniques to persuade our audiences to act. 67
  78. 78. By making System 2 happy. 68
  79. 79. Thank you! #brainsecrets 69
  80. 80. Thank you! #brainsecrets 69
  81. 81. John Whalen @johnwhalenUser Research Strategy User Experience Mobile BrilliantExperience.com

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