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Don't Make me Think - There's no Need
 

Don't Make me Think - There's no Need

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How do we take decisions? Are we fully conscious of what we do when using a system interface? There's a lot of unconscious activity going on while we use a digital product. This talk describes a few ...

How do we take decisions? Are we fully conscious of what we do when using a system interface? There's a lot of unconscious activity going on while we use a digital product. This talk describes a few important factors interface designers should keep in mind while designing interaction.

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    Don't Make me Think - There's no Need Don't Make me Think - There's no Need Presentation Transcript

    • Don’t Make me Think There’s no need Better Software 2013 – Florence, Italy
    • STEFANO MARASPIN
    • http://www.mvlabs.it/
    • The Jam Experiment Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D. 5
    • Cognitive resources are limited 6
    • WONDERLIC TEST http://en.wikipedia.org/wiki/Wonderlic_Test
    • SYSTEM 2
    • 3165/5 SLOW, CONSCIOUS SYSTEM 2
    • 2+2 SYSTEM 1 FAST, UNCONSCIOUS
    • SELECTIVE PERCEPTION
    • INVISIBLE GORILLA
    • 100.000.000 RECEPTORS
    • 1.000.000 FIBERS
    • THE FOVEA
    • Retinal Receptors Edge of the Visual Field: we can barely notice an item the size of an apple at arm’s length Parafovea: over 50% of our processing power, in less than 5% of the visual world Source: Visual Thinking for Design – Colin Ware 18
    • Attention Focus 19
    • Might not be noticed 20
    • Attention Focus 21
    • State change cue Noticeable message 22
    • SENSIBLE TO MOTION
    • PERCEIVES ENVIRONMENT
    • Makes sense… Source: Don’t Make me Think – S. Krug 26
    • Visual Hierarchy Source: Designing with the mind in mind – J. Johnson 27
    • FUSIFORM FACE AREA
    • DIRECTIONAL CUE
    • 30
    • 31
    • Placebo effect Perceptions are influenced by expectations 32
    • Problems bother us Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 33
    • Heuristics Applied Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 34 $0.10
    • Wrong Answer! Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 35 $0.10
    • Take a sheet of paper Fold it 100 times How thick the result? 36
    • Unexpected Result 12676506002282294014967032053,76 cm 37
    • Anchoring
    • Anchoring Base Price
    • Anchoring Compared to camera, battery seems cheap
    • Expensive Option as an Anchor Other options all seem cheap 41
    • PREDECISIONAL DISSONANCE
    • Postdecisional Dissonance 43
    • Postdecisional Dissonance Commitment 44
    • Simplified Brain Model New Brain Conscious Activities Mid Brain Emotions Old Brain Survival 45
    • 47
    • Scarcity 48
    • Scarcity 49
    • Danger 50
    • Social validation 51
    • Endowment Effect 55
    • Endowment Effect Feeling like owing this 56
    • Endowment Worth to us more than this 57
    • Prospect Theory Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/ 58
    • Framing Better to offer discount on deposit, than surcharge on Paypal 59
    • MEMORY ALSO INFLUENCED
    • RECOGNIZED THEM? How long to find it out?
    • RECOGNIZED THEM? How long to find it out?
    • RECOGNIZING IS EASIER THAN RECALLING
    • Recalling Aids 66
    • Availability Heuristic 67
    • Confirmation Bias http://en.wikipedia.org/wiki/Wason_selection_task 68
    • EMOTIONS LEAD
    • ELLIOT
    • IQ 97 72
    • Damaged Area 73
    • Effects IQ 97 Unable to make decisions! 74
    • UNCONSCIOUS IS A CRUCIAL PART OF THE DECISION MAKING PROCESS
    • Thank you for your attention Stefano Maraspin @maraspin
    • Resources 77
    • Resources 78
    • Resources 79
    • Photo Credits • • • • • • • • • • • • • • • • • • • • • 80 http://www.flickr.com/photos/quinnanya/2904259360/ http://www.flickr.com/photos/justinhee/5672674318/ http://www.flickr.com/photos/katerha/5249701882/ http://www.flickr.com/photos/63308489@N03/5758158093/ http://www.flickr.com/photos/gforsythe/8422224296/ http://www.flickr.com/photos/stefanvds/3107857585/ http://www.flickr.com/photos/albertogp123/5843577306/ http://www.flickr.com/photos/renawgraphy/4213430007/ http://www.flickr.com/photos/dtanist/10619591933/ http://www.flickr.com/photos/mbk/5528785022/ http://www.flickr.com/photos/attilaacs/3482373097/ http://www.flickr.com/photos/crdot/5507833060/ http://www.flickr.com/photos/isabadell/8230261556/ http://www.flickr.com/photos/iamthestig2/6748228667/ http://www.flickr.com/photos/west_point/8075161774/ http://www.flickr.com/photos/tomconger/5513241616/ http://www.flickr.com/photos/downingstreet/3701196400/ http://www.flickr.com/photos/greghickman/4306344519/ http://www.flickr.com/photos/vthokiefans/3293089737/ http://www.flickr.com/photos/maxbisschop/5584314953/ http://www.flickr.com/photos/patrickmcknightlaw/8136892023/
    • Stefano Maraspin @maraspin