Dirk Bollen — Why stories matter…

1. Why stories matter:
How memories influence your future
decisions

2. Dr. DirkBollen
Ik help bedrijven helpen met het ontwikkelen van
nieuwe innovatieve diensten die afgestemd zijn op
hun doelpubliekdirk@peel.nu
This lecture will tell you how you create stories from what you experience, and how
your memories can determine your future behaviour. The implications for User
Experience Design, Service Design, Design for behaviour change and advertisement
will be discussed.
Lecture:
PhD in psychologie - Human Computer Interaction (HCI)

5. What if we had
no memory?

7. No memory
Memory

8. What is memory?

11. Storage and recall

12. Storage

13. This is my whole experience

14. This is what I attend to
Storage
Memory

15. Storage
Memory

16. Bodily states
Emotions
Context
Storage
Memory

17. Storage
Memory

18. Storage
Memory

19. Recall

20. Recall
Memory

21. Recall
Memory
Bodily states
Emotions
Context
+

22. Memory model
Memory
Sensory
memory
Outside world
Experience
Working
memory
Long term
memory
information
loss
Error
Error

23. Why do we need memory?

26. Why do we need memory
Memory
Time
Now
Current experience
FuturePast

27. The difference between an experience
and a memory of an experience

28. “how much did you
suffered during the
procedure?”
Memory of an experience
Memory
Colonoscopy study

29. Peak-end rule
Memory of an experience
Memory
Peak - End rule

30. Time is not an issue for our memory

31. Time
Memory

32. False memories and how we shape the
memory of our experience

33. Deese-Roediger-McDermott (DRM)
bed, rest, awake, tired, dream, wake, snooze, blanket,
doze, slumber, snore, nap, peace, yawn, drowsy
False memories
Memory

34. Deese-Roediger-McDermott (DRM)
Sleep
False memories
Memory

35. Deese-Roediger-McDermott (DRM)
Bed, wakker, moe, deken, snurken, rust, gapen, kussen,
nacht, dromen
False memories
Memory

36. Deese-Roediger-McDermott (DRM)
Slaap
False memories
Memory

37. “About how fast were the cars
going when they hit each other?”
“About how fast were the cars going
when they smashed into each other?”
Reported higher
speed at impact
Reported 2x
more glass debris
Group 1 Group 2

38. False memories
Memory
50%
Of participants could
remember part of the balloon
flight, often quite rich in
details

39. False memories
Memory
4x
less eating a sandwich with
egg salad

40. Consequences

41. User Experience Design
Memory
Time
Now
Current experience

42. Year
1988 2015
User Experience Design
Memory

43. But maybe the most important thing is
that a well-crafted story can influence
the information in our memory of how
we see ourselves in relation to a given
brand.
Advertisement
Memory

45. Behaviour change
Memory
Target behaviour
Start behaviour

46. Behaviour change
Memory
Large distance / High effort Small distance / Low effort
TargetStart
TargetStart

47. Behaviour change
Memory
V.S.
Internal
Motivated
External
Motivated

48. Omnichannel experience
Memory

49. The end
Questions?