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What Every Designer Needs To Know About People

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Slides from my talk on January 31, 2013, sponsored by usertesting.com …

Slides from my talk on January 31, 2013, sponsored by usertesting.com
I have a book on this topic: 100 Things Every Designer Needs to Know About People
Visit my website and blog for more on this topic: www.theteamw.com/blog

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  • [current state] Our current knowledge about usability and user experience is only the tip of the ice burg. The 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.
  • Transcript

    • 1. @thebrainlady susan@theteamw.com www.theteamw.comSusan Weinschenk, Ph.D.Weinschenk Institute, LLC
    • 2. 10. People Pay Attention Only To What Is “Salient”
    • 3. Larson, Adam, & Loschky, L (2009). The contributions of central versusperipheral vision to scene gist recognition. Journal of Vision, 9(10:6)
    • 4. 9. People Use Peripheral Vision To Get The “Gist”Larson, Adam, & Loschky, L (2009). The contributions of central versusperipheral vision to scene gist recognition. Journal of Vision, 9(10:6)
    • 5. Song, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
    • 6. #4: Hard To Read Or Overly Decorative Fonts = Task Is Hard 8 minutes Song, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
    • 7. #4: Hard To Read Or Overly Decorative Fonts = Task Is Hard 8 minutes 15 minutesSong, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
    • 8. #4: Hard To Read Or Overly Decorative Fonts = Is Hard8. Hard To Read Or Overly Decorative Fonts = Task Task Is Hard 8 minutes 15 minutes Song, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
    • 9. Fact or Fiction? People can onlyremember/process 7 + or – “things” at a time FICTION
    • 10. 7. People Can Remember/Deal With 3-4 Things At A TimeBaddeley, A. D. (1994). The magical number seven: Still magicafter all these years? Psychological Review, 101, 353-356.Broadbent, D. (1975). The magic number seven after fifteenyears. 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 andBrain Sciences, 24, 87-185.
    • 11. 40% stopped to taste30% of them purchased 100 people = 12 sales60% stopped to taste3% of them purchased 100 people = 2 sales
    • 12. Iyengar, Sheena S. and MarkR. Lepper. 2000. Whenchoice is demotivating: Canone desire too much of agood thing?. Journal ofPersonality and SocialPsychology. 79: 995-1006.
    • 13. 6. Too Many Choices = No Choice
    • 14. Choice = Control = Survival
    • 15. 17 x 24 = ?
    • 16. Daniel Kahneman,Thinking Fast and Slow
    • 17. 5. Most Mental Processing Is Unconscious
    • 18. A bat and ball cost $1.10.The bat costs one dollar more than the ball.How much does the ball cost?
    • 19. EAT
    • 20. SO_P
    • 21. WASH
    • 22. SO_P
    • 23. high a salary desk paying
    • 24. In a lake there is a patch of lily pads. Every day thepatch doubles in size. If it takes 48 days for the patch tocover the entire lake, how long would it take for thepatch to cover half of the lake? 24 days or 47 days?
    • 25. In a lake there is a patch of lily pads. Every day the patchdoubles in size. If it takes 48 days for the patch to cover theentire lake, how long would it take for the patch to cover half ofthe lake? 24 days or 47 days?
    • 26. How many animals of each kind did Moses take into the ark?
    • 27. How many animals of each kind did Barak Obama take into the ark?
    • 28. Is the height of the tallest redwoodmore or less than 1200 ft?”What is your best guess about theheight of the tallest redwood?
    • 29. Is the height of the tallest redwoodmore or less than 1200 ft?”What is your best guess about theheight of the tallest redwood? 844
    • 30. Is the height of the tallest redwoodmore or less than 180 ft?”What is your best guess about theheight of the tallest redwood?
    • 31. Is the height of the tallest redwoodmore or less than 180 ft?”What is your best guess about theheight of the tallest redwood? 282
    • 32. Campbell’s Soup -- 10% off saleLimit of 12 cans per person
    • 33. Campbell’s Soup -- 10% off saleNo limit per person
    • 34. Campbell’s Soup -- 10% off saleLimit of 12 cans per person
    • 35. Campbell’s Soup -- 10% off saleNo limit per person
    • 36. 4. People Have Mental Models
    • 37. Business, ConceptualAudience & User Model Design Testing & Design ValidationResearch& Analysis
    • 38. 3. There are “weak” ties and “strong” ties “Weak” Ties =? “Strong” Ties = 150Professor Robin DunbarUniversity of Oxfordhttp://www.isca.ox.ac.uk/about-us/staff/academic/prof-robin-dunbar/
    • 39. 2. Speaker and Listener Brains SyncStephens, Greg, and Hasson, U. 2010. “Speaker-listener neural couplingunderlies successful communication.” Proceedings of the National Academyof Sciences.
    • 40. 1. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces
    • 41. Courses on Udemy.com
    • 42. @thebrainlady susan@theteamw.com www.theteamw.comSusan Weinschenk, Ph.D.Weinschenk Institute, LLC

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