Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

User Memory Design - Curt Arledge - IA Summit 2016

2,191 views

Published on

Is experience overrated? Are experience designers only focusing on part of the picture?

Experience is ephemeral, vanishing as quickly as it begins. It's memory, not experience that writes the stories we tell ourselves and forms the basis of our choices. So what does that mean for experience designers?

This talk draws on classic psychology studies and theory to highlight the important distinction between experience and the memories that experience leaves behind. Humans convert experience to memory in predictable, if irrational ways. We can use that understanding to design for better outcomes.

This session is for anyone who wants to change the way they think about thinking and learn how to be a better user memory designer.

Published in: Design
  • I wasn't able to attend the talk, but came across Curt's article about the same topic on Smashing Magazine (https://www.smashingmagazine.com/2016/08/user-memory-design-how-to-design-for-experiences-that-last/). Thanks Curt!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • These are awesome! thanks for sharing
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

User Memory Design - Curt Arledge - IA Summit 2016

  1. 1. USER MEMORY DESIGN DESIGNING FOR EXPERIENCES THAT STICK CURT ARLEDGE — IA SUMMIT 2016
  2. 2. A TALE OF TWO COLONOSCOPIES
  3. 3. PATIENT BPATIENT A NOTE: ACTUAL LIKENESSES UNAVAILABLE
  4. 4. NO PAIN 🚨 EXTREME PAIN 🚨 9 8 6 4 2 0 10 7 5 3 1
  5. 5. TIME (MINUTES) TIME (MINUTES) 10 8 6 4 2 0 0 10 20 10 8 6 4 2 0 0 10 20 PAININTENSITY PATIENT A PATIENT B
  6. 6. PATIENT BPATIENT A PEAK PAIN: 8 PEAK PAIN: 8 REMEMBERED A WORSE TIME HAD A WORSE TIME DURATION: 24 MIN.DURATION: 8 MIN.
  7. 7. [CLIFFHANGER]
  8. 8. I WANT TO TALK TO YOU GUYS ABOUT EXPERIENCE @curtarledge
  9. 9. CAN INSPIRE BETTER @curtarledge UNDERSTANDING THE DIFFERENCE BETWEEN EXPERIENCE AND MEMORY DESIGN.
  10. 10. THE RESEARCH @curtarledge
  11. 11. DANIEL KAHNEMAN @curtarledge
  12. 12. TIME (MINUTES) TIME (MINUTES) 10 8 6 4 2 0 0 10 20 10 8 6 4 2 0 0 10 20 PAININTENSITY PATIENT A PATIENT B 8 7 7.5 4.5 8 1 @curtarledgeREDELMEIER, DONALD A; KAHNEMAN, DANIEL (1996). "PATIENTS' MEMORIES OF PAINFUL MEDICAL TREATMENTS: REAL- TIME AND RETROSPECTIVE EVALUATIONS OF TWO MINIMALLY INVASIVE PROCEDURES". PAIN 66 (1): 3–8.
  13. 13. THE PEAK-END RULE PEOPLE’S MEMORIES OF AN EXPERIENCE ARE BASED ON AN AVERAGE OF THE MOST INTENSE MOMENT (THE PEAK) AND THE FINAL MOMENT (THE END). (DURATION NEGLECT) @curtarledge ¯_( )_/¯
  14. 14. @curtarledge@curtarledge
  15. 15. @curtarledge
  16. 16. HEDONICVALUE 10 8 6 4 2 0 -2 -4 -6 -8 -10 TIME @curtarledge GOOD BAD
  17. 17. EXPERIENCE IS A STREAM MEMORY IS A COLLECTION OF SNAPSHOTS @curtarledge
  18. 18. 10 8 6 4 2 0 -2 -4 -6 -8 -10 TIME IMPORTANT IMPORTANT @curtarledge
  19. 19. THE DURATION THE PEAK THE END @curtarledge WHAT DO PEOPLE REMEMBER? WHY?
  20. 20. @curtarledge
  21. 21. LIVING WITH TWO SELVES @curtarledge
  22. 22. EXPERIENCING SELF REMEMBERING SELF • “HOW DO I FEEL RIGHT NOW?” • EXPERIENCES THE WORLD MOMENT TO MOMENT • FEELS PLEASURE, PAIN, JOY, FEAR, FRUSTRATION, ETC. • “HOW DID I FEEL OVERALL?” • INTERPRETS OUR EXPERIENCES AFTER THEY OCCUR • NEGLECTS DURATION, FOCUSES ON A FEW KEY MOMENTS @curtarledgeKAHNEMAN, D. (2011). THINKING, FAST AND SLOW. MACMILLAN. THE BOSS
  23. 23. @curtarledge
  24. 24. @curtarledge
  25. 25. @curtarledge
  26. 26. @curtarledge
  27. 27. @curtarledge PEAK END @curtarledge
  28. 28. @curtarledge
  29. 29. spkr8.com/t/51691 WHAT DOES THIS MEAN FOR USER EXPERIENCE? @curtarledge
  30. 30. SHOULD WE BE USER EXPERIENCE DESIGNERS OR USER MEMORY DESIGNERS? YES. @curtarledge
  31. 31. DESIGN FOR BOTH SELVES @curtarledge
  32. 32. FOUR GUIDELINES @curtarledge NOTE: THIS ISN’T “SCIENCE”
  33. 33. GUIDELINE 1 DON’T SCREW UP THE ENDING @curtarledge
  34. 34. BUT WHAT ABOUT BEGINNINGS? @curtarledge 1 DON’T SCREW UP THE ENDING LINDGAARD, G., FERNANDES, G., DUDEK, C., & BROWN, J. (2006). ATTENTION WEB DESIGNERS: YOU HAVE 50 MILLISECONDS TO MAKE A GOOD FIRST IMPRESSION!. BEHAVIOUR & INFORMATION TECHNOLOGY, 25(2), 115-126.
  35. 35. @curtarledge BEGINNINGS ARE OBVIOUS. LOOK FOR THE ENDINGS. 1 DON’T SCREW UP THE ENDING
  36. 36. EXPERIENCES SCALE TIME @curtarledge FORLIZZI, J., & BATTARBEE, K. (2004, AUGUST). UNDERSTANDING EXPERIENCE IN INTERACTIVE SYSTEMS. IN PROCEEDINGS OF THE 5TH CONFERENCE ON DESIGNING INTERACTIVE SYSTEMS: PROCESSES, PRACTICES, METHODS, AND TECHNIQUES (PP. 261-268). ACM. 1 DON’T SCREW UP THE ENDING
  37. 37. @curtarledge 1 DON’T SCREW UP THE ENDING COMPLETING AN ARTICLE ✓
  38. 38. @curtarledge 1 DON’T SCREW UP THE ENDING SOMETHINGAWFUL.COM/NEWS/SPONSOR-AD-LINKS COMPLETING AN ARTICLE X
  39. 39. @curtarledge 1 DON’T SCREW UP THE ENDING EXIT WEBSITE X
  40. 40. @curtarledge 1 DON’T SCREW UP THE ENDING CHECK OUT AS GUEST ✓
  41. 41. @curtarledge 1 DON’T SCREW UP THE ENDING PROMO CODES X
  42. 42. @curtarledge 1 DON’T SCREW UP THE ENDING UPS.UBERFLIP.COM/I/327876-UPS-PULSE-OF-THE-ONLINE-SHOPPER-EXECUTIVE-SUMMARY/18 SHIPPING COSTS IN FINAL STEP X
  43. 43. @curtarledge 1 DON’T SCREW UP THE ENDING GITHUB.COM DELETE ✓
  44. 44. @curtarledge 1 DON’T SCREW UP THE ENDING GMAIL.COM DELETE ✓
  45. 45. @curtarledge 1 DON’T SCREW UP THE ENDING THEEMAILZOO.WORDPRESS.COM/TAG/WELCOME-EMAIL/ WELCOME EMAIL X
  46. 46. UNSUBSCRIBE @curtarledgeSPOTTHEUNSUBSCRIBE.TUMBLR.COM 1 DON’T SCREW UP THE ENDING X
  47. 47. GUIDELINE 2 SLOW DOWN (WHEN APPROPRIATE) @curtarledge
  48. 48. “[META-MOMENTS ARE] TINY MOMENTS OF REFLECTION THAT PROMPT US TO THINK CONSCIOUSLY ABOUT WHAT WE’RE EXPERIENCING.” ANDREW GRIMES, A LIST APART 2015 META-MOMENTS @curtarledgeGRIMES, A. (2015, MAY 19). META-MOMENTS: THOUGHTFULNESS BY DESIGN. RETRIEVED MAY 19, 2015, FROM HTTP:// ALISTAPART.COM/ARTICLE/META-MOMENTS-THOUGHTFULNESS-BY-DESIGN 2 SLOW DOWN (WHEN APPROPRIATE)
  49. 49. @curtarledgeUSERONBOARD.COM/HOW-SLACK-ONBOARDS-NEW-USERS 2 SLOW DOWN (WHEN APPROPRIATE)
  50. 50. @curtarledgeADICTED.IO/AD/255FF0 Per Year The CRM That Takes 25 Seconds To Set Up, But Saves Up to 124 Hours 2 SLOW DOWN (WHEN APPROPRIATE)
  51. 51. @curtarledgeARIELY, D. (2010, DECEMBER 15). LOCKSMITHS. RETRIEVED APRIL 05, 2016, FROM HTTP://DANARIELY.COM/2010/12/15/LOCKSMITHS/
  52. 52. USING TIME AS A PLACEBO @curtarledge 2 SLOW DOWN (WHEN APPROPRIATE)
  53. 53. @curtarledge 2 SLOW DOWN (WHEN APPROPRIATE) TURBOTAX.INTUIT.COM
  54. 54. @curtarledge 2 SLOW DOWN (WHEN APPROPRIATE) TURBOTAX.INTUIT.COM
  55. 55. GUIDELINE 3 CREATE PEAK MOMENTS @curtarledge
  56. 56. @curtarledge AWESOME + MEMORABLE = PEAK 3 CREATE PEAK MOMENTS EMOTIONAL! MOREWEDGE, C. K., GILBERT, D. T., & WILSON, T. D. (2005). THE LEAST LIKELY OF TIMES HOW REMEMBERING THE PAST BIASES FORECASTS OF THE FUTURE. PSYCHOLOGICAL SCIENCE, 16(8), 626-630.
  57. 57. ANTICIPATION ATTENTION DELIGHTERS EASTER EGGS EXCLUSIVITY HUMOR PERSONALIZATION POSITIVITY LEVITY LOYALTY MICROCOPY REWARDS SURPRISE TRUST UNIQUENESS VOICE & TONE ELEMENTS OF EMOTIONAL DESIGN @curtarledgeSCHMID, S. (2012, JULY 18). THE PERSONALITY LAYER – SMASHING MAGAZINE. RETRIEVED APRIL 05, 2016, FROM HTTPS:// WWW.SMASHINGMAGAZINE.COM/2012/07/THE-PERSONALITY-LAYER/ 3 CREATE PEAK MOMENTS
  58. 58. DESIGNING FOR PEAK MOMENTS IS HARD @curtarledge 3 CREATE PEAK MOMENTS
  59. 59. @curtarledgeJAMBELLS.COM 3 CREATE PEAK MOMENTS
  60. 60. @curtarledgeJAMBELLS.COM 3 CREATE PEAK MOMENTS
  61. 61. @curtarledge 3 CREATE PEAK MOMENTS FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5 5 6 5 4 5
  62. 62. @curtarledge 3 CREATE PEAK MOMENTS FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5 6 7 6 5 6 OPTION A
  63. 63. @curtarledge 3 CREATE PEAK MOMENTS FEATURE 1 FEATURE 2 FEATURE 3 FEATURE 4 FEATURE 5 OPTION B 5 6 4 5 10
  64. 64. THE VALUE OF PEAKS @curtarledge 😀 😠 😀 😠 3 CREATE PEAK MOMENTS
  65. 65. THE VALUE OF PEAKS @curtarledge 😀 😠 😀 😠 3 CREATE PEAK MOMENTS
  66. 66. IT TAKES A LOT TO RUIN A REALLY GOOD EXPERIENCE @curtarledgeNORMAN, D. A. (2009). THE WAY I SEE IT MEMORY IS MORE IMPORTANT THAN ACTUALITY. INTERACTIONS, 16(2), 24-26. 3 CREATE PEAK MOMENTS
  67. 67. PERFECTION IS SELDOM WORTH THE EFFORT. SO WHAT IF PEOPLE HAVE SOME PROBLEMS WITH AN APPLICATION, A WEBSITE, A PRODUCT, OR A SERVICE? WHAT MATTERS IS THE TOTAL EXPERIENCE.” DONALD NORMAN, 2011 NORMAN, D. A. (2009). THE WAY I SEE IT MEMORY IS MORE IMPORTANT THAN ACTUALITY. INTERACTIONS, 16(2), 24-26.
  68. 68. GUIDELINE 4 BE A STORY DESIGNER @curtarledge
  69. 69. THE STORY OF THE DESIGNER WHO WAS SICK OF HEARING ABOUT STORYTELLING 4 BE A STORY DESIGNER @curtarledge
  70. 70. “RECENTLY I READ AN INTERVIEW WITH SOMEONE WHO DESIGNS ROLLER COASTERS AND HE REFERRED TO HIMSELF AS A ‘STORYTELLER.’ NO FUCKHEAD, YOU ARE NOT A STORYTELLER, YOU’RE A ROLLER COASTER DESIGNER!” STEFAN SAGMEISTER, 2014 FITC. (2014, JUNE 16). YOU ARE NOT A STORYTELLER - STEFAN SAGMEISTER @ FITC. RETRIEVED MAY 01, 2016, FROM HTTPS://VIMEO.COM/98368484
  71. 71. THE WORLD’S GREATEST STORY @curtarledge POPOVA, M. (2012, NOVEMBER 26). KURT VONNEGUT ON THE SHAPES OF STORIES AND GOOD NEWS VS. BAD NEWS. RETRIEVED APRIL 05, 2016, FROM HTTP://WWW.BRAINPICKINGS.ORG/2012/11/26/KURT-VONNEGUT-ON-THE-SHAPES- OF-STORIES/ 4 BE A STORY DESIGNER
  72. 72. THE DISNEY FORMULA @curtarledgePILCHIK, B. (AUGUST 24). DISNEY MOVIES (IN 5 EASY STEPS) · JUMBO TALK. RETRIEVED APRIL 05, 2016, FROM HTTP:// ADMISSIONS.TUFTS.EDU/BLOGS/JUMBO-TALK/POST/DISNEY-MOVIES-IN-5-EASY-STEPS/ 4 BE A STORY DESIGNER
  73. 73. EXPERIENCE IS A STREAM MEMORY IS A COLLECTION OF SNAPSHOTS @curtarledge EXPERIENCE IS A STREAM MEMORY IS A COLLECTION OF SNAPSHOTS A STORY 4 BE A STORY DESIGNER
  74. 74. From Adaptive Path’s Guide to Experience Mapping MAP THE EXPERIENCE @curtarledge 4 BE A STORY DESIGNER
  75. 75. 4 BE A STORY DESIGNER
  76. 76. LICHAW, D. (2016, APRIL 05). THE USER’S JOURNEY. RETRIEVED MAY 01, 2016, FROM HTTP://ALISTAPART.COM/ARTICLE/THE-USERS-JOURNEY “WE HOPED THAT BY CREATING A SIGN-UP FLOW THAT FUNCTIONED LIKE A STORY, THE RESULT WOULD BE MORE ENGAGEMENT AMONG NEW USERS, AND IT WORKED.” DONNA LICHAW, THE USER’S JOURNEY
  77. 77. @curtarledgeLICHAW, D. (2016). THE USER'S JOURNEY: STORYMAPPING PRODUCTS THAT PEOPLE LOVE. BROOKLYN: ROSENFELD MEDIA. THE LANGUAGE OF STORY 4 BE A STORY DESIGNER
  78. 78. “WE HOPED THAT BY CREATING A SIGN-UP FLOW THAT FUNCTIONED LIKE A STORY, THE RESULT WOULD BE MORE ENGAGEMENT AMONG NEW USERS, AND IT WORKED.” DONNA LICHAW, THE USER’S JOURNEY @curtarledgeLICHAW, D. (2016, APRIL 05). THE USER’S JOURNEY. RETRIEVED MAY 01, 2016, FROM HTTP://ALISTAPART.COM/ARTICLE/ THE-USERS-JOURNEY 4 BE A STORY DESIGNER
  79. 79. RECAP @curtarledge WITH CATS
  80. 80. EXPERIENCE AND THE MEMORY OF EXPERIENCE ARE DIFFERENT…
  81. 81. …AND MEMORY IS THE BOSS.
  82. 82. MEMORY BIASES THE PEAK…
  83. 83. …AND END MOMENTS.
  84. 84. TO DESIGN FOR BOTH EXPERIENCE AND MEMORY:
  85. 85. 1. DON’T SCREW UP THE ENDING
  86. 86. 2. SLOW DOWN (WHEN APPROPRIATE)
  87. 87. 3. CREATE PEAK MOMENTS
  88. 88. 4. BE A STORY DESIGNER
  89. 89. THANKS! @CURTARLEDGE
  90. 90. ARIELY, D. (2010, DECEMBER 15). LOCKSMITHS. RETRIEVED APRIL 05, 2016, FROM HTTP://DANARIELY.COM/2010/12/15/LOCKSMITHS/ ARIELY, D., & CARMON, Z. (2003). THE SUM REFLECTS ONLY SOME OF ITS PARTS: A CRITICAL OVERVIEW OF RESEARCH ABOUT SUMMARY ASSESSMENT OF EXPERIENCES. TIME AND DECISION: ECONOMIC AND PSYCHOLOGICAL PERSPECTIVES ON INTER-TEMPORAL CHOICE, 323-350. FITC. (2014, JUNE 16). YOU ARE NOT A STORYTELLER - STEFAN SAGMEISTER @ FITC. RETRIEVED MAY 01, 2016, FROM HTTPS://VIMEO.COM/98368484 FORLIZZI, J., & BATTARBEE, K. (2004, AUGUST). UNDERSTANDING EXPERIENCE IN INTERACTIVE SYSTEMS. IN PROCEEDINGS OF THE 5TH CONFERENCE ON DESIGNING INTERACTIVE SYSTEMS: PROCESSES, PRACTICES, METHODS, AND TECHNIQUES (PP. 261-268). ACM. GRIMES, A. (2015, MAY 19). META-MOMENTS: THOUGHTFULNESS BY DESIGN. RETRIEVED MAY 19, 2015, FROM HTTP://ALISTAPART.COM/ARTICLE/META-MOMENTS- THOUGHTFULNESS-BY-DESIGN KAHNEMAN, DANIEL. THINKING, FAST AND SLOW. MACMILLAN, 2011. LICHAW, D. (2016). THE USER'S JOURNEY: STORYMAPPING PRODUCTS THAT PEOPLE LOVE. BROOKLYN: ROSENFELD MEDIA. LINDGAARD, G., FERNANDES, G., DUDEK, C., & BROWN, J. (2006). ATTENTION WEB DESIGNERS: YOU HAVE 50 MILLISECONDS TO MAKE A GOOD FIRST IMPRESSION!. BEHAVIOUR & INFORMATION TECHNOLOGY, 25(2), 115-126. MOREWEDGE, C. K., GILBERT, D. T., & WILSON, T. D. (2005). THE LEAST LIKELY OF TIMES HOW REMEMBERING THE PAST BIASES FORECASTS OF THE FUTURE. PSYCHOLOGICAL SCIENCE, 16(8), 626-630. NORMAN, D. A. (2009). THE WAY I SEE IT MEMORY IS MORE IMPORTANT THAN ACTUALITY. INTERACTIONS, 16(2), 24-26. PILCHIK, B. (AUGUST 24). DISNEY MOVIES (IN 5 EASY STEPS) · JUMBO TALK. RETRIEVED APRIL 05, 2016, FROM HTTP://ADMISSIONS.TUFTS.EDU/BLOGS/JUMBO-TALK/ POST/DISNEY-MOVIES-IN-5-EASY-STEPS/ POPOVA, M. (2012, NOVEMBER 26). KURT VONNEGUT ON THE SHAPES OF STORIES AND GOOD NEWS VS. BAD NEWS. RETRIEVED APRIL 05, 2016, FROM HTTP:// WWW.BRAINPICKINGS.ORG/2012/11/26/KURT-VONNEGUT-ON-THE-SHAPES-OF-STORIES/ REDELMEIER, DONALD A; KAHNEMAN, DANIEL (1996). "PATIENTS' MEMORIES OF PAINFUL MEDICAL TREATMENTS: REAL-TIME AND RETROSPECTIVE EVALUATIONS OF TWO MINIMALLY INVASIVE PROCEDURES". PAIN 66 (1): 3–8. SCHMID, S. (2012, JULY 18). THE PERSONALITY LAYER – SMASHING MAGAZINE. RETRIEVED APRIL 05, 2016, FROM HTTPS://WWW.SMASHINGMAGAZINE.COM/2012/07/THE- PERSONALITY-LAYER/ SILLENCE, E., BRIGGS, P., FISHWICK, L., & HARRIS, P. (2005, MAY). GUIDELINES FOR DEVELOPING TRUST IN HEALTH WEBSITES. IN SPECIAL INTEREST TRACKS AND POSTERS OF THE 14TH INTERNATIONAL CONFERENCE ON WORLD WIDE WEB (PP. 1026-1027). ACM. REFERENCES

×