The Top 10 Things   Every Designer   Needs To Know    About People                    Susan Weinschenk, Ph.D.             ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
10. Most Mental Processing is Unconscious              @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
9. People Use Peripheral Vision More Than Central To Get The                     “Gist” Of The Scene      Larson, Adam, & ...
8.The Fusiform Facial Area (FFA) Makes Us      Pay Attention To Human Faces             @thebrainlady   whatmakesthemclick...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact Or Fiction?   People like having a lot of            choices.           @thebrainlady   whatmakesthemclick.net   theb...
Fact Or Fiction?   People like having a lot of            choices.               FACT           @thebrainlady   whatmakest...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Iyengar, Sheena S.                                         and Mark R. Lepper.                                         200...
Fact Or Fiction?     If you give people too    many choices they won’t        choose anything.           @thebrainlady   w...
Fact Or Fiction?    If you give people too   many choices they won’t       choose anything.               FACT           @...
Choice = Control = Survival         @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact or Fiction?       People can only   remember/process 7 + or –       “things” at a time           @thebrainlady   what...
Fact or Fiction?       People can only   remember/process 7 + or –       “things” at a time           FICTION           @t...
7 +/- 2 is an UrbanLegend      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
7. People Can Remember/Deal With Only 3-4 ItemsBaddeley, A. D. (1994). The magical number seven: Still magic after allthes...
6. People Have Mental       Models      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. People Have Mental       Models      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. People Have Mental       Models      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. People Have Mental       Models      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
5. Speaker and Listener Brains Sync Stephens, Greg, and Hasson, U. 2010. “Speaker-listener neural coupling underlies succe...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
4. There are “weak” ties and “strong” ties         “Weak”         Ties = ?                         Professor Robin Dunbar ...
3. Beauty is in the eye of the unconscious                                                       Tractinsky, et. al. Using...
Factor 1Aesthetic – Orderly and clear designFactor 2Expressive – Creativity and originality; breaking designconventions  L...
Berns, Gregory S.,                                         McClure, S., Pagnoni,                                         G...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact, Theory, Or Fiction?        People prefer      objects with curves           @thebrainlady   whatmakesthemclick.net  ...
Fact, Theory, Or Fiction?        People prefer      objects with curves               FACT           @thebrainlady   whatm...
People Prefer Objects With Curves                                                    Bar, M., & Neta, M.                  ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
2. The Brain Processes Information Best       When It Is In Story Format                                 Singer, T., B. Se...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
1. People Expect Technology To Follow Human-To-                       Human                 Interaction Rules             ...
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
•   Don’t distract me•     @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
For More Information    @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Susan Weinschenk, Ph.D.thebrainlady@gmail.com@thebrainlady#100ThingsUS Phone: 847-909-5946www.whatmakesthemclick.net      ...
Top 10 Things Every Designer Needs To Know About People
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Top 10 Things Every Designer Needs To Know About People

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A summary of the Brain Lady's recent talk in the UK on the Top 10 Things Every Designer Needs To Know About People

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  • [current state]\nOur current knowledge about usability and user experience is only the tip of the ice burg. \n\nThe field of usability is maturing; we know how to design experiences that people can use. We have methodology; we have standards and guidelines based on the science of cognitive psychology. We have data to back up our decisions and we fall back on this data to make intelligent, informed design decisions. We’re starting to feel pretty good about ourselves and the way we put together designs. \n
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  • Top 10 Things Every Designer Needs To Know About People

    1. The Top 10 Things Every Designer Needs To Know About People Susan Weinschenk, Ph.D. Chief of UX Strategy, Americas, Human Factors InternationalSusan Weinschenk,Ph.D.
    2. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    3. 10. Most Mental Processing is Unconscious @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    4. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    5. 9. People Use Peripheral Vision More Than Central To Get The “Gist” Of The Scene Larson, Adam, & Loschky, L (2009). The contributions of central versus peripheral vision to scene gist recognition. Journal of Vision, 9(10:6) @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    6. 8.The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    7. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    8. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    9. Fact Or Fiction? People like having a lot of choices. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    10. Fact Or Fiction? People like having a lot of choices. FACT @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    11. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    12. Iyengar, Sheena S. and Mark R. Lepper. 2000. When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology. 79: 995-1006.@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    13. Fact Or Fiction? If you give people too many choices they won’t choose anything. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    14. Fact Or Fiction? If you give people too many choices they won’t choose anything. FACT @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    15. Choice = Control = Survival @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    16. Fact or Fiction? People can only remember/process 7 + or – “things” at a time @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    17. Fact or Fiction? People can only remember/process 7 + or – “things” at a time FICTION @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    18. 7 +/- 2 is an UrbanLegend @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    19. 7. People Can Remember/Deal With Only 3-4 ItemsBaddeley, A. D. (1994). The magical number seven: Still magic after allthese years? Psychological Review, 101, 353-356.Broadbent, D. (1975). The magic number seven after fifteen years. In:Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley.Cowan, N. (2001). The magical number 4 in short-term memory: Areconsideration of mental storage capacity. Behavioral and BrainSciences, 24, 87-185. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    20. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    21. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    22. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    23. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    24. 5. Speaker and Listener Brains Sync Stephens, Greg, and Hasson, U. 2010. “Speaker-listener neural coupling underlies successful communication.” Proceedings of the National Academy of Sciences. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    25. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    26. 4. There are “weak” ties and “strong” ties “Weak” Ties = ? Professor Robin Dunbar University of Oxford http://www.isca.ox.ac.uk/ about-us/staff/academic/ prof-robin-dunbar/ “Strong” Ties = 150 @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    27. 3. Beauty is in the eye of the unconscious Tractinsky, et. al. Using ratings and response latencies to evaluate the consistency of immediate aesthetic perceptions of web pages. Proceedings of the 3rd Annual Workshop on HCI Research in MIS, 2004. Fernandes, et.al. Judging the appeal of web sites. Proceedings of the 4th World Congress on the Management of Electronic commerce, 2003. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    28. Factor 1Aesthetic – Orderly and clear designFactor 2Expressive – Creativity and originality; breaking designconventions Lavie & Tractinsky, Assessing dimensions of perceived visual aesthetics of web sites. Intl Journal of Human-Computer Studies. 60 (2004) 269-298. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    29. Berns, Gregory S., McClure, S., Pagnoni, G., & Montague, P. (2001). Predictability modulates human brain response to reward. The Journal of Neuroscience, 21(8), 2793–2798.@thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    30. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    31. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    32. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    33. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    34. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    35. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    36. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    37. Fact, Theory, Or Fiction? People prefer objects with curves @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    38. Fact, Theory, Or Fiction? People prefer objects with curves FACT @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    39. People Prefer Objects With Curves Bar, M., & Neta, M. (2006). Humans prefer curved visual objects. Psychological Science, 17(8), 645-648. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    40. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    41. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    42. 2. The Brain Processes Information Best When It Is In Story Format Singer, T., B. Seymour, J. O’Doherty, H. Kaube, J.D. Dolan, and C. Frith. 2004. Empathy for pain involves the affective but not sensory component of pain. Science. 303: 1157-1162. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    43. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    44. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    45. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    46. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    47. 1. People Expect Technology To Follow Human-To- Human Interaction Rules The Media Equation: How People Treat Computers, Television, and New Media Like Real People And Places. Byron Reeves and Clifford Nass (1996) @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    48. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    49. • Don’t distract me• @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    50. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    51. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    52. For More Information @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    53. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
    54. Susan Weinschenk, Ph.D.thebrainlady@gmail.com@thebrainlady#100ThingsUS Phone: 847-909-5946www.whatmakesthemclick.net @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
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