SlideShare a Scribd company logo
1 of 55
The Top 10 Things
   Every Designer
   Needs To Know
    About People
                    Susan Weinschenk, Ph.D.
                    Chief of UX Strategy, Americas, Human Factors
                    International
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, & 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
8.The Fusiform Facial Area (FFA) Makes Us
      Pay Attention To Human Faces




             @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@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   thebrainlady@gmail.com
Fact Or Fiction?

   People like having a lot of
            choices.


               FACT

           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
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
Fact Or Fiction?


     If you give people too
    many choices they won’t
        choose anything.



           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact Or Fiction?

    If you give people too
   many choices they won’t
       choose anything.

               FACT
           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Choice = Control = Survival




         @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact or Fiction?


       People can only
   remember/process 7 + or –
       “things” at a time



           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact or Fiction?

       People can only
   remember/process 7 + or –
       “things” at a time

           FICTION

           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
7 +/- 2 is an Urban
Legend




      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
7. People Can Remember/Deal With Only 3-4 Items



Baddeley, A. D. (1994). The magical number seven: Still magic after all
these 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: A
reconsideration of mental storage capacity. Behavioral and Brain
Sciences, 24, 87-185.




                        @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
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 successful communication.” Proceedings of the
 National Academy of Sciences.

                    @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
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
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
Factor 1
Aesthetic – Orderly and clear design

Factor 2
Expressive – Creativity and originality; breaking design
conventions


  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
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
@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   thebrainlady@gmail.com
Fact, Theory, Or Fiction?


        People prefer
      objects with curves


               FACT

           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
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
@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. 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
@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

                      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
@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
#100Things
US Phone: 847-909-5946
www.whatmakesthemclick.net




              @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com

More Related Content

What's hot

10 Usability Lessons From Steve Krug’S Don’T Make Me Think
10 Usability Lessons From Steve Krug’S Don’T Make Me Think10 Usability Lessons From Steve Krug’S Don’T Make Me Think
10 Usability Lessons From Steve Krug’S Don’T Make Me Think
Giuseppe Marino
 

What's hot (20)

Sketching across the design process
Sketching across the design processSketching across the design process
Sketching across the design process
 
Make Your Presentation Pop
Make Your Presentation PopMake Your Presentation Pop
Make Your Presentation Pop
 
The Design of Everyday Things
The Design of Everyday ThingsThe Design of Everyday Things
The Design of Everyday Things
 
Creating a Website Sitemap
Creating a Website SitemapCreating a Website Sitemap
Creating a Website Sitemap
 
Feedback That Works
Feedback That WorksFeedback That Works
Feedback That Works
 
UX RULES: 10 ESSENTIAL PRINCIPLES
UX RULES: 10 ESSENTIAL PRINCIPLESUX RULES: 10 ESSENTIAL PRINCIPLES
UX RULES: 10 ESSENTIAL PRINCIPLES
 
UX Usability Heuristics
UX Usability HeuristicsUX Usability Heuristics
UX Usability Heuristics
 
Project Management 101: Project Request Intake
Project Management 101: Project Request IntakeProject Management 101: Project Request Intake
Project Management 101: Project Request Intake
 
Design Sprint Methods
Design Sprint MethodsDesign Sprint Methods
Design Sprint Methods
 
Brain storming
Brain stormingBrain storming
Brain storming
 
10 Usability Lessons From Steve Krug’S Don’T Make Me Think
10 Usability Lessons From Steve Krug’S Don’T Make Me Think10 Usability Lessons From Steve Krug’S Don’T Make Me Think
10 Usability Lessons From Steve Krug’S Don’T Make Me Think
 
UX is not UI!
UX is not UI!UX is not UI!
UX is not UI!
 
Beyond Question Stems: Critical Thinking in the 21st Century Classroom
Beyond Question Stems: Critical Thinking in the 21st Century ClassroomBeyond Question Stems: Critical Thinking in the 21st Century Classroom
Beyond Question Stems: Critical Thinking in the 21st Century Classroom
 
UX - User Experience Design and Principles
UX - User Experience Design and PrinciplesUX - User Experience Design and Principles
UX - User Experience Design and Principles
 
UX Lesson 6: Visual Hierarchy
UX Lesson 6: Visual HierarchyUX Lesson 6: Visual Hierarchy
UX Lesson 6: Visual Hierarchy
 
UX Design Myths
UX Design Myths UX Design Myths
UX Design Myths
 
UX, ethnography and possibilities: for Libraries, Museums and Archives
UX, ethnography and possibilities: for Libraries, Museums and ArchivesUX, ethnography and possibilities: for Libraries, Museums and Archives
UX, ethnography and possibilities: for Libraries, Museums and Archives
 
One Point Per Slide – Why It’s Important and How to Do It
One Point Per Slide – Why It’s Important and How to Do ItOne Point Per Slide – Why It’s Important and How to Do It
One Point Per Slide – Why It’s Important and How to Do It
 
Don’t make me think
Don’t make me thinkDon’t make me think
Don’t make me think
 
UX Strategy - the secret sauce that defines the pixie dust
UX Strategy - the secret sauce that defines the pixie dustUX Strategy - the secret sauce that defines the pixie dust
UX Strategy - the secret sauce that defines the pixie dust
 

Viewers also liked

Viewers also liked (14)

The Brain Science Of Buying
The Brain Science Of BuyingThe Brain Science Of Buying
The Brain Science Of Buying
 
UPA2011 Neuro Web Design talk
UPA2011 Neuro Web Design talk UPA2011 Neuro Web Design talk
UPA2011 Neuro Web Design talk
 
Neuro Web Design Talk, UPA 2011
Neuro Web Design Talk, UPA 2011Neuro Web Design Talk, UPA 2011
Neuro Web Design Talk, UPA 2011
 
Psychology of Usability
Psychology of UsabilityPsychology of Usability
Psychology of Usability
 
5 Myths of Lean UX
5 Myths of Lean UX5 Myths of Lean UX
5 Myths of Lean UX
 
What Every Designer Needs To Know About People
What Every Designer Needs To Know About PeopleWhat Every Designer Needs To Know About People
What Every Designer Needs To Know About People
 
Attention, Willpower and Decision-making for Design of Learning
Attention, Willpower and Decision-making for Design of Learning Attention, Willpower and Decision-making for Design of Learning
Attention, Willpower and Decision-making for Design of Learning
 
Neuro Web Design: What makes them click
Neuro Web Design: What makes them clickNeuro Web Design: What makes them click
Neuro Web Design: What makes them click
 
Vision, Hearing, & The Brain: The Top 10 Things You Need To Know About Percep...
Vision, Hearing, & The Brain: The Top 10 Things You Need To Know About Percep...Vision, Hearing, & The Brain: The Top 10 Things You Need To Know About Percep...
Vision, Hearing, & The Brain: The Top 10 Things You Need To Know About Percep...
 
From Sockhop To SnapChat: Generational Differences
From Sockhop To SnapChat: Generational DifferencesFrom Sockhop To SnapChat: Generational Differences
From Sockhop To SnapChat: Generational Differences
 
Jeff Johnson at BayCHI: Designing with the Mind in Mind
Jeff Johnson at BayCHI: Designing with the Mind in MindJeff Johnson at BayCHI: Designing with the Mind in Mind
Jeff Johnson at BayCHI: Designing with the Mind in Mind
 
10 ‘Quite interesting’ things every designer should know about people
10 ‘Quite interesting’ things every designer should know about people10 ‘Quite interesting’ things every designer should know about people
10 ‘Quite interesting’ things every designer should know about people
 
City Branding: the case of Copenhagen and Paris
City Branding: the case of Copenhagen and ParisCity Branding: the case of Copenhagen and Paris
City Branding: the case of Copenhagen and Paris
 
Pixar's 22 Rules to Phenomenal Storytelling
Pixar's 22 Rules to Phenomenal StorytellingPixar's 22 Rules to Phenomenal Storytelling
Pixar's 22 Rules to Phenomenal Storytelling
 

Similar to Top 10 Things Every Designer Needs To Know About People

13 Scientific solution to team leadership
13 Scientific solution to team leadership13 Scientific solution to team leadership
13 Scientific solution to team leadership
Graylit
 

Similar to Top 10 Things Every Designer Needs To Know About People (20)

Susan Weinschenk's UKUPA Presentation
Susan Weinschenk's UKUPA PresentationSusan Weinschenk's UKUPA Presentation
Susan Weinschenk's UKUPA Presentation
 
13 Scientific solution to team leadership
13 Scientific solution to team leadership13 Scientific solution to team leadership
13 Scientific solution to team leadership
 
Some Philosophical Reflections about Privacy from an XR Journalist
Some Philosophical Reflections about Privacy from an XR JournalistSome Philosophical Reflections about Privacy from an XR Journalist
Some Philosophical Reflections about Privacy from an XR Journalist
 
How To Write A History Essay X 1 - American History Ess
How To Write A History Essay X 1 - American History EssHow To Write A History Essay X 1 - American History Ess
How To Write A History Essay X 1 - American History Ess
 
Data Ethics for Mathematicians
Data Ethics for MathematiciansData Ethics for Mathematicians
Data Ethics for Mathematicians
 
Persuasive Essay Personal Experience. Online assignment writing service.
Persuasive Essay Personal Experience. Online assignment writing service.Persuasive Essay Personal Experience. Online assignment writing service.
Persuasive Essay Personal Experience. Online assignment writing service.
 
People Like You Like Presentations Like This
People Like You Like Presentations Like ThisPeople Like You Like Presentations Like This
People Like You Like Presentations Like This
 
DTC-OII Ethnography Online 2011
DTC-OII Ethnography Online 2011DTC-OII Ethnography Online 2011
DTC-OII Ethnography Online 2011
 
Dyer portfolio essay technology and the changing brain
Dyer portfolio essay technology and the changing brainDyer portfolio essay technology and the changing brain
Dyer portfolio essay technology and the changing brain
 
Steps Of Research Paper Writing - How T. Online assignment writing service.
Steps Of Research Paper Writing - How T. Online assignment writing service.Steps Of Research Paper Writing - How T. Online assignment writing service.
Steps Of Research Paper Writing - How T. Online assignment writing service.
 
The 4th New Science
The 4th New ScienceThe 4th New Science
The 4th New Science
 
Attitude Essay.pdf
Attitude Essay.pdfAttitude Essay.pdf
Attitude Essay.pdf
 
Persuasive Writing Anchor Chart - Google Search Te
Persuasive Writing Anchor Chart - Google Search TePersuasive Writing Anchor Chart - Google Search Te
Persuasive Writing Anchor Chart - Google Search Te
 
Intro to Vita Beans
Intro to Vita BeansIntro to Vita Beans
Intro to Vita Beans
 
Big Human Data
Big Human DataBig Human Data
Big Human Data
 
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
Coś zupełnie offline: badania etnograficzne są kluczem do skutecznego zaangaż...
 
Bigdatahuman
BigdatahumanBigdatahuman
Bigdatahuman
 
Essay On Juvenile Delinquency.pdf
Essay On Juvenile Delinquency.pdfEssay On Juvenile Delinquency.pdf
Essay On Juvenile Delinquency.pdf
 
Essay Mapping
Essay MappingEssay Mapping
Essay Mapping
 
Software update for human brain, at a large scale
Software update for human brain, at a large scaleSoftware update for human brain, at a large scale
Software update for human brain, at a large scale
 

Recently uploaded

一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
wpkuukw
 
Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard ...
Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard  ...Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard  ...
Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard ...
nirzagarg
 
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night StandCall Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
amitlee9823
 
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
amitlee9823
 
How to Build a Simple Shopify Website
How to Build a Simple Shopify WebsiteHow to Build a Simple Shopify Website
How to Build a Simple Shopify Website
mark11275
 
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
nirzagarg
 
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman MuscatAbortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion pills in Kuwait Cytotec pills in Kuwait
 
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...
amitlee9823
 
RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...
RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...
RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...
amitlee9823
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
instagramfab782445
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
dollysharma2066
 
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
amitlee9823
 
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
amitlee9823
 

Recently uploaded (20)

一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
 
Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard ...
Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard  ...Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard  ...
Anamika Escorts Service Darbhanga ❣️ 7014168258 ❣️ High Cost Unlimited Hard ...
 
Book Paid In Vashi In 8976425520 Navi Mumbai Call Girls
Book Paid In Vashi In 8976425520 Navi Mumbai Call GirlsBook Paid In Vashi In 8976425520 Navi Mumbai Call Girls
Book Paid In Vashi In 8976425520 Navi Mumbai Call Girls
 
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night StandCall Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
Call Girls In Jp Nagar ☎ 7737669865 🥵 Book Your One night Stand
 
Booking open Available Pune Call Girls Kirkatwadi 6297143586 Call Hot Indian...
Booking open Available Pune Call Girls Kirkatwadi  6297143586 Call Hot Indian...Booking open Available Pune Call Girls Kirkatwadi  6297143586 Call Hot Indian...
Booking open Available Pune Call Girls Kirkatwadi 6297143586 Call Hot Indian...
 
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
Whitefield Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Ba...
 
How to Build a Simple Shopify Website
How to Build a Simple Shopify WebsiteHow to Build a Simple Shopify Website
How to Build a Simple Shopify Website
 
UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
 
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
Nisha Yadav Escorts Service Ernakulam ❣️ 7014168258 ❣️ High Cost Unlimited Ha...
 
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman MuscatAbortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
 
WhatsApp Chat: 📞 8617697112 Call Girl Baran is experienced
WhatsApp Chat: 📞 8617697112 Call Girl Baran is experiencedWhatsApp Chat: 📞 8617697112 Call Girl Baran is experienced
WhatsApp Chat: 📞 8617697112 Call Girl Baran is experienced
 
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men  🔝jhansi🔝   Escorts S...
➥🔝 7737669865 🔝▻ jhansi Call-girls in Women Seeking Men 🔝jhansi🔝 Escorts S...
 
HiFi Call Girl Service Delhi Phone ☞ 9899900591 ☜ Escorts Service at along wi...
HiFi Call Girl Service Delhi Phone ☞ 9899900591 ☜ Escorts Service at along wi...HiFi Call Girl Service Delhi Phone ☞ 9899900591 ☜ Escorts Service at along wi...
HiFi Call Girl Service Delhi Phone ☞ 9899900591 ☜ Escorts Service at along wi...
 
RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...
RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...
RT Nagar Call Girls Service: 🍓 7737669865 🍓 High Profile Model Escorts | Bang...
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
 
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
Pooja 9892124323, Call girls Services and Mumbai Escort Service Near Hotel Hy...
 
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
FULL ENJOY Call Girls In Mahipalpur Delhi Contact Us 8377877756
 
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
Call Girls Basavanagudi Just Call 👗 7737669865 👗 Top Class Call Girl Service ...
 
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
Escorts Service Basapura ☎ 7737669865☎ Book Your One night Stand (Bangalore)
 
Sweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptxSweety Planet Packaging Design Process Book.pptx
Sweety Planet Packaging Design Process Book.pptx
 

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 International Susan 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 Urban Legend @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 19. 7. People Can Remember/Deal With Only 3-4 Items Baddeley, A. D. (1994). The magical number seven: Still magic after all these 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: A reconsideration of mental storage capacity. Behavioral and Brain Sciences, 24, 87-185. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 20.
  • 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. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 25. 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
  • 26. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 27. 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
  • 28. 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
  • 29. Factor 1 Aesthetic – Orderly and clear design Factor 2 Expressive – Creativity and originality; breaking design conventions 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
  • 30. 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
  • 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. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 38. Fact, Theory, Or Fiction? People prefer objects with curves @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 39. Fact, Theory, Or Fiction? People prefer objects with curves FACT @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 40. 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
  • 41. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 42. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 43. 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
  • 44. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 45. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 46. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 47. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 48. 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
  • 49. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 50. Don’t distract me • @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 51. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 52. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 53. For More Information @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 54. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 55. Susan Weinschenk, Ph.D. thebrainlady@gmail.com @thebrainlady #100Things US Phone: 847-909-5946 www.whatmakesthemclick.net @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com

Editor's Notes

  1. \n
  2. \n
  3. [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
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. \n
  18. \n
  19. \n
  20. \n
  21. \n
  22. \n
  23. \n
  24. \n
  25. \n
  26. \n
  27. \n
  28. \n
  29. \n
  30. \n
  31. \n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. \n
  42. \n
  43. \n
  44. \n
  45. \n
  46. \n
  47. \n
  48. \n
  49. \n
  50. \n
  51. \n
  52. \n
  53. \n
  54. \n