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The Biology of Design: How Human Biology Influences Design
 

The Biology of Design: How Human Biology Influences Design

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Our biology is the greatest influence over the way we use technology and digital tools. Understanding how our biology triggers our interactions gives us insight into design.

Our biology is the greatest influence over the way we use technology and digital tools. Understanding how our biology triggers our interactions gives us insight into design.

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    The Biology of Design: How Human Biology Influences Design The Biology of Design: How Human Biology Influences Design Presentation Transcript

    • Presented by richard banfield the biology of design @
    • how do you design for an unknown future
    • The things I’m going to be working on have not been invented yet rhys banfield, Age 10
    • we have to look at human biology
    • why do we even have brains
    • to move
    • #convCon @freshtilledsoil lovely, but very far from natural
    • desktop requires modification of behavior
    • #convCon @freshtilledsoil
    • mobile is a state #convCon
    • we are emotional first and logical second
    • brains only make decisions when filtered through emotions
    • strong emotional connections lead to loyalty
    • We’re unique in the range of emotions recognizable in the face
    • we can be persuaded but timing is everything
    • Easy to Do HighMotivationLowMotivation Hard to Do Make it motivating Make it easy to do
    • the right experience at the right time
    • case study: the guardian
    • always on but not on the same device
    • mon tues wed thurs fri sat sun assumption...
    • mon tues wed thurs fri sat sun but...
    • mon tues wed thurs fri sat sun
    • brains
    • brains Mobile Web ipad app
    • We are not seeing a substitutional effect. People reading across multiple devices increase their consumption, they read for more and longer. Tom Betts, FT head of data
    • your brain is lazy
    • mental filters determine the impact of what you see and remember
    • happiness makes memories and learning
    • ultimately its all about sex but it’s complicated
    • hybrid can help with conversion optimization>10,000
    • human success means being successful at gene or meme transfer
    • storytelling evolved for meme transfer
    • lying is part of that evolution
    • applying biology to design thinking
    • car safety and soccer moms
    • What did they see? What did they feel? What motivated them? What’s the story? what’s the irrational story?
    • @ Q&A