What's Your Perception Strategy? (Why It's NOT All About Content)
Upcoming SlideShare
Loading in...5
×
 

What's Your Perception Strategy? (Why It's NOT All About Content)

on

  • 126,180 views

If we focus too much on content, we ignore what we know about how our associative brain comes to makes sense new information. Think about how many people respond before reading past the first sentence ...

If we focus too much on content, we ignore what we know about how our associative brain comes to makes sense new information. Think about how many people respond before reading past the first sentence of an email, or how a magazine article doesn't get the same reaction when displayed in HTML. Or consider how knowing the author of a publication influences your judgement of that content.

Picking up from the session Stephen P. Anderson gave last year on "The Stories We Construct" (a biological look at the narratives that influence behavior), this session focuses on how we come to perceive—and respond to— information. From phantom limbs to magicians fooling our senses, Stephen proposes a model that makes sense of how we truly experience information. Practical? You'll leave with a deep understanding of everything UX is about and an awareness of common practices that don't account for this knowledge.

Statistics

Views

Total Views
126,180
Views on SlideShare
72,316
Embed Views
53,864

Actions

Likes
258
Downloads
2,315
Comments
17

196 Embeds 53,864

http://www.contentharmony.com 16217
http://blog.uxpin.com 11116
http://www.anirudhsethireport.com 10025
http://www.poetpainter.com 5185
http://www.ritholtz.com 2967
http://www.sciencerockstars.com 1848
http://www.scoop.it 1641
http://www.conversationagent.com 1024
http://www.conseilsmarketing.com 512
http://www.crossmedialog.nl 464
http://www.siggyvolgt.nl 376
http://library.iasummit.org 302
http://www.artificialindustry.com 231
http://2012.iasummit.org 223
http://redguy.fr 194
http://stormnetentertainment.blogspot.com 161
http://serve4impact.com 130
http://poetpainter.com 90
http://analyzingtrends.tumblr.com 69
http://conversationagent.typepad.com 67
http://feedly.com 57
http://www.crackerjackscribe.com 55
http://1001tales.posterous.com 51
https://twitter.com 47
http://parinsead.blogspot.sg 40
http://daviddeboer.blogspot.com 35
http://feeds.feedburner.com 27
http://kolaganti.com 26
http://www.stonepower.fr 26
http://www.cursist4.webgenerator.nl 25
http://studioaltima.posterous.com 24
http://narrativenow.blogspot.com 23
http://parinsead.blogspot.com 23
http://www.daviddeboer.blogspot.nl 23
http://www.daviddeboer.blogspot.com 23
http://www.feedspot.com 23
http://daviddeboer.blogspot.nl 22
http://webcache.googleusercontent.com 19
http://www.twylah.com 18
http://cloud.feedly.com 17
http://translate.googleusercontent.com 17
http://parinsead.blogspot.co.uk 16
http://blog.tence.nl 15
http://santiagojoana.wordpress.com 14
http://www.bagtheweb.com 13
http://lanyrd.com 12
http://zzizzlmedia.com 12
http://localhost 11
http://www.typepad.com 11
http://dashboard.bloglines.com 10
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

110 of 17 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…

110 of 17

Post Comment
Edit your comment

What's Your Perception Strategy? (Why It's NOT All About Content) What's Your Perception Strategy? (Why It's NOT All About Content) Presentation Transcript

  • WHAT IS YOURPERCEPTIONSTRATEGY?(WHY ITS NOT ALL ABOUT CONTENT) @stephenanderson #IAS12
  • ProductStephen P. Strategy aND n Deonsisuglting C Anderson
  • ProductStephen P. Strategy aND n Deonsisuglting C Anderson
  • ProductStephen P. Strategy aND n Deonsisuglting C Anderson
  • PSYCHOLOGY.COGNITION.NEUROSCIENCE.#FASCINATING!BUT, I AM A DESIGNER. DIS CL AI ME R) (
  • Chocolate.
  • Chocolate.Can you recommend anygood chocolatiers in NOLA? The first chocolatier that comes to mind is Sucre! The owner/chef Tariq Hanna is considered one of the top chocolate and pastry chefs in the USA and is known for unique chocolates.
  • Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexceptional products and uncompromisingcustomer service. Everything we create ishandmade in small batches and crafted from thefinest ingredients available, often inspired fromlocal, homegrown flavors.
  • Mmm.Chocolate.At Sucré, it is our mission to share our passion forthe confectionary industry with the world throughexceptional products and uncompromisingcustomer service. Everything we create ishandmade in small batches and crafted from thefinest ingredients available, often inspired fromlocal, homegrown flavors.
  • Mmm. Chocolate. At Sucré, it is our mission to share our passion for the confectionary industry with the world throughnamed one of the country’s TOP TEN pastry chefs by Dessert Professionals Magazineproducts and uncompromising exceptional customer service. Everything we create is handmade in small batches and crafted from the finest ingredients available, often inspired from local, homegrown flavors.
  • Mmm. Chocolate. AveryCaramel milk chocolate ganache coated in dark chocolate and topped with a touch of salt. Meuniere Brown butter folded into white chocolate ganache, coated in dark chocolate
  • But, it’s not just about the Chocolate. AveryCaramel milk chocolate ganache coated in dark chocolate and topped with a touch of salt. Meuniere Brown butter folded into white chocolate ganache, coated in dark chocolate
  • your current appetiteyour opinion ratingsof chocolate Chocolate. packaging the ingredients appearance the experience pricing story my (and my friends) recommendationnationalrecogntion local connection
  • MY “EXPERIENCE”CHOCOLATE SENSES OF THE CHOCOLATE+ A WHOLE LOT MORE!
  • YOUR BRAIN CONSTRUCTS(AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation
  • YOUR BRAIN CONSTRUCTS(AN EXPERIENCE OF) REALITY MY “EXPERIENCE” CHOCOLATE SENSES OF THE CHOCOLATE + A WHOLE LOT MORE! Reality Simulation PERCEPTION IS NOT A PROCESS OF ACTIVE ABSORPTION BUT OF ACTIVE CONSTRUCTION, BASED ON PRIOR EXPERIENCES AND MEMORIES
  • Chocolate. + Luxury?
  • PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  • PERCEPTION IS YOUR (NEURAL) MAP OF REALITY
  • Chocolate.
  • Chocolate. C ontent!
  • “IT’S ALL ABOUT CONTENT”
  • IN TERMS OF AN EXPERIENCE, IT ISNOT “ALL ABOUT CONTENT”
  • IN TERMS OF AN EXPERIENCE, IT ISNOT “ALL ABOUT CONTENT” Content doesnt exist independent of some presentation form. Even type choice & delivery mode affects perception of written content. (My 2¢) content + presentation (+ other forms of context) = perception / meaning. (Meaning is constructed via prcptns)
  • CONTENT WhatPRESENTATION How
  • CONTENT WhatEXTERNALCONTEXT Who, Where, When, Why PRESENTATION How
  • CONTENT WhatEXTERNAL INTERNALCONTEXT CONTEXT Who, Where, Under what When, Why circumstances PRESENTATION How
  • brain scans confirmed that people dont just think the more expensive (but identical) wine tasted better—it actually really did taste better…Changing the label on winebottles changes the taste http://www.psychologytoday.com/blog/brainstorm/200803/is-5000-prostitute-worth-the-price
  • Changing the context changes appreciationhttp://www.washingtonpost.com/wp-dyn/content/article/2007/04/04/AR2007040401721.html
  • Effect of typefaces on legal briefs?http://www.ca7.uscourts.gov/Rules/Painting_with_Print.pdf , http://www.typographyforlawyers.com/ and http://www.amsciepub.com/doi/abs/10.2466/pms.106.1.35-42
  • Easily Pronounced Names May Make People More LikableThough it might seem impossible, andcertainly inadvisable, to judge a person bytheir name, a new study suggests our brainstry anyway.The more pronounceable a person’s name is,the more likely people are to favor them.http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
  • Easily Pronounced Names May Make People More LikableThough it might seem impossible, andcertainly inadvisable, to judge a person bytheir name, a new study suggests our brainstry anyway.The more pronounceable a person’s name is,the more likely people are to favor them.http://www.wired.com/wiredscience/2012/02/name-pronunciation-success/
  • (THE WORLD OUT THERE) STIMULUS Reality
  • HEARING TASTE SMELL TOUCH VISION(THE WORLD OUT THERE) STIMULUS SENSORY ORGANS BALANCE Reality PAIN TIME TEMPERATURE AND MORE!
  • HEARING TASTE SMELL TOUCH VISION(THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE) STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN BALANCE Reality PAIN Simulation TIME TEMPERATURE AND MORE!
  • HEARING TASTE SMELL TOUCH VISION(THE WORLD OUT THERE) (THE WORLD YOU PERCEIVE) STIMULUS SENSORY ORGANS PERCEPTUAL ORGAN ICONIC SHORT-TERM LONG-TERM MEMORY MEMORY MEMORY BALANCE Reality PAIN Simulation TIME TEMPERATURE AND MORE!
  • (THE WORLD YOU PERCEIVE)(THE WORLD OUT THERE) Reality Simulation
  • THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  • THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  • 2006…
  • From ‘user experiences’ to ‘The ExperienceEconomy’ to ‘designing for experiences,” not tomention “brand experiences,” “customerexperience management,” and “experientialmarketing”— experiences are definitely thetopic du jour. But with so many differentperspectives, each with substantial merit, Ifound myself askingwhat creates agreat experience…?
  • IS A GOOD EXPERIENCESIMPLY ABOUT TASKACCOMPLISHMENT?
  • WHAT ABOUT THOSEEXPERIENCES WE PAY FOR?
  • WHAT ARE WEREALLY BUYING?
  • WHAT ARE WEREALLY BUYING?
  • WHAT SHAPES AN EXPERIENCE, REALLY?“neuromarketing”“...when you understand moreabout how the human brainworks, and when youunderstand more about howyour potential consumer’sbrain works, then you canmore effectively drive thedecision-making process of thebrain.”
  • WHAT SHAPES ANEXPERIENCE, REALLY? “...the brain was recalling images and ideas from commercials, and the brand was overriding the actual quality of the product.”
  • IS PACKAGINGPART OF USEREXPERIENCE?
  • IS PACKAGINGPART OF USEREXPERIENCE?
  • user experiencethe experience economydesigning for experiencesbrand experiencesexperience design strategycustomer experience managementexperiential marketing...Experiences are definitely the topic du jour.But what creates a great experience…?
  • http://www.poetpainter.com/thoughts/article/classifying-experiences
  • communications layer presentation layer The ‘thing’ itself perceptions
  • COMPANY SPACEcommunications layer presentation layer The ‘thing’ itself perceptions PERSONAL SPACE
  • COMPANY SPACE EM PH AS S IS ON IS O EMPHA BR AND N ECT communications layer BUI DIR G LD AGIN ING M ESS presentation layerTRANSACTIONAL The ‘thing’ itself ENGAGING perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE
  • COMPANY SPACE EM PH AS S IS ON IS O EMPHA BR AND N ECT communications layer BUI DIR G LD AGIN ING M ESS presentation layer The ‘thing’ itselfRATIONAL EMOTIONAL perceptions AP PE TO AL RE S TO AS A LS ON PE S AP T ION E MO PERSONAL SPACE
  • http://www.poetpainter.com/thoughts/article/classifying-experiences
  • http://www.poetpainter.com/thoughts/article/classifying-experiences
  • http://www.poetpainter.com/thoughts/article/classifying-experiences
  • THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  • THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE
  • THE WORLD “OUT THERE” - +THE WORLD YOU PERCEIVE THINK ABOUT ASSOCIATIONS (AKA “PATTERN MATCHING”)
  • Why do we know these are all the letter A?A A A AA A A AA AA A
  • “Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depicts a man holding and kissing awoman from behind. What if I told you thatthe image in fact depicts a number ofdolphins?In fact it depicts both - it’s all a matter of howyour brain interprets it. Kids, who are“inexperienced” tend to see the dolphins.Grownups tend to see the loving couple, Somegrownups can’t even see the dolphins if theytry really hard.It’s all about what the brain expects andknows. If you know how to see a certainpattern, you’re more likely to see that pattern.
  • “Message of Love from the Dolpins”(Message d’Amour des Dauphins)If you look at the vase you’ll probably agreethat it depicts a man holding and kissing awoman from behind. What if I told you thatthe image in fact depicts a number ofdolphins?In fact it depicts both - it’s all a matter of howyour brain interprets it. Kids, who are“inexperienced” tend to see the dolphins.Grownups tend to see the loving couple, Somegrownups can’t even see the dolphins if theytry really hard.It’s all about what the brain expects andknows. If you know how to see a certainpattern, you’re more likely to see that pattern.
  • http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  • http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  • http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  • http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  • http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  • http://www.happyplace.com/10999/incredibly-ill-conceived-headline-photo-pairings
  • "Let’s take Susan Boyle. Her musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the music has tobe good, too. But there’s a lot ofgood music out there. But therearen’t a lot of good stories."
  • "Let’s take Susan Boyle. Her musicwas irrelevant. She was irrelevant.What sold her albums was herstory. Of course, the music has tobe good, too. But there’s a lot ofgood music out there. But therearen’t a lot of good stories."
  • “How fast was the car going whenit hit the other car?”“How fast was the car going whenit smashed into the other car?”
  • “How fast was the car going whenit hit the other car?”“How fast was the car going whenit smashed into the other car?”
  • SURVEY QUESTIONS:(1) How happy are you?(2) How often are you dating? low correlation (.11)(1) How often are you dating?(2) How happy are you? (high correlation (.62)
  • “CODED ICONIC MESSAGES”
  • http://www2.psych.ubc.ca/~rensink/flicker/index.html
  • http://en.wikipedia.org/wiki/Change_blindnesshttp://www2.psych.ubc.ca/~rensink/flicker/index.html
  • Depth of Field: Mimicking Your Biology The closer an actual object is, the more narrow your range of focus becomes… Our brains have spent a lifetime (or at least youth, for the far- sighted) associating a tight depth of field with closeness.http://uxblog.idvsolutions.com/2012/03/brain-hack-tilt-shift-hows-and-whys.html
  • LITERAL-METAPHORICAL CONFUSIONSVolunteers would meet one of the experimenters,believing that they would be starting the experimentshortly. In reality, the experiment began when theexperimenter, seemingly struggling with an armful offolders, asks the volunteer to briefly hold their coffee.As the key experimental manipulation, the coffee waseither hot or iced. Subjects then read a description ofsome individual... Students who had recently been cradling the warm beverage were far likelier to judge the fictitious character as warm and friendly than were those who had held the iced coffee. http://opinionator.blogs.nytimes.com/2010/11/14/this-is-your-brain-on-metaphors/
  • Hey, it’s a video! eos.html http://www.theinvisiblegorilla.com/vid .
  • INATTENTIONAL BLINDNESSVisual perception is morethan photons entering youreyes and activating yourbrain. To truly see, youmust pay attention.
  • My “A-Ha!” moment about pattern recognition
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) Bouba-Kiki Effect What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • Aesthetic Perceived Semiotics/ Conceptual NarrativesAssociations Affordances Iconography Metaphor & Stories (shapes, colors, movement) (shadows, reflections, etc.) What do all these have in common?
  • PRACTICAL APPLICATION?
  • short verbose lengthy, answer answer digestable answer“poor quality” “too much effort (for me to read)” “ah, just right!”
  • short verbose lengthy, answer answer digestable answer“poor quality” “too much effort (for me to read)” “ah, just right!”
  • {Long email. Short reply.}
  • {Long email. Short reply.} “Sent from my iPhone.”
  • “my kids” vs ‘four boys”
  • “cucumber chips”
  • anchoring a‘new’ concept
  • TWO POINTS (SO FAR)1. THE WORLD OUT THERE != THE WORLD WE PERCEIVE.2.ATTENTION & AWARENESS ARE HACKABLE. (AND WE SOMETIMES HACK IT WITHOUT INTENDING TO!)
  • THIS ALL SOUNDS A BIT… ESOTERIC?
  • “ The core of every trick is a cold, cognitive experiment in perception.” MAGIC!Read more: http://www.smithsonianmag.com/arts-culture/Teller-Reveals-His-Secrets.html#ixzz1nbqB85k0
  • FILM!http://www.slideshare.net/adamconnor/applying-filmmaking-tools-and-techniques-to-interaction-design
  • DISNEY!
  • DISNEY!
  • HOSPITALITY!
  • PHOTOGRAPHY!BEFORE AFTER
  • ADVERTISINGMUSICIANSEDUCATORSARCHITECTUREPHOTOGRAPHY IANS WHAT ABOUT UX?MAGICFILMPOLITICIANSLAWYERSNEGOTIATIONSARTISTS UBLISHERS
  • WHAT ARE YOU DOING TO(INTENTIONALLY) SHAPEPERCEPTIONS IN YOUR WORK?
  • !
  • PERCEPTION STRATEGIES: (TAKEAWAYS?)Equalize the Starting Point Explore the space “Between Design each “Micromoment”We make sense of things based on prior the Lines” To isolate perception possibilities, thinkexperiences. What visual or narrative Consider a" possible associations, about each progressive state along theanchors can you offer to orient someone’s intended or unintended. way, not just the overarching scenario.experience? (Until it’s possible to meetpeople where they are at)Set the Mood Declare Why Arouse, Engage and GrabOur emotional states contribute Want a better experience? Design based Attention!significantly to how we perceive the on motivations and intent. It’s not What does the brain pay attention to?world around us. Have you thought about what, but also why. Visuals, the unexpected or out of theintentiona"y about the affective ordinary, stories…experience?Adjust the Fidelity of Design Whole Experiences, Context, Context, CONTEXT!Information Shared not Parts. Where does the experience take place,More fidelity equals less room for Human beings don’t subdivide their litera"y and emotiona"y? What’s goinginterpretation. This is true of visual as experiences into pieces like “graphics” on in the background? What’s going onwe" as verbal or written fidelity. and “content.” UIs aren’t so complex interna"y, with that person? that we can’t iterate quickly at a high- level of visual and interaction fidelity.
  • Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  • Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  • Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  • Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  • Explore the space “Betweenthe Lines”Consider a" possible associations,intended or unintended.
  • WHAT IS YOURPERCEPTIONSTRATEGY?
  • Thank you!slideshare.net/stephenpa getmentalnotes.comStephen P Anderson .@stephenandersonwww.poetpainter.com
  • MORE: Fantastic books to learn more about the inner workings of the brain The prequel to this presentation: http://www.sleightsofmind.com/ http://amzn.com/0061771295 http://amzn.com/0393077829http://www.slideshare.net/stephenpa/the-stories-we-construct Not mine, but a bril iant presentation on memory! http://koenatclaes.com/
  • MORE: Fascinating research on developing a new sense: http://feelspace.cogsci.uni-osnabrueck.de/