What Can Brain Science Teach Us About User Experience?


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What Can Brain Science Teach Us
About User Experience?

Presented by Marc Resnick from Bentley University on June 6, 2012 for the New York Technology Council. Event held at New York Institute of Technology.

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What Can Brain Science Teach Us About User Experience?

  1. 1. What Can Brain Science Teach Us About User Experience? Marc L. Resnick, Ph.D. Human Factors and Information Design mresnick@bentley.edu (781) 891-3463
  2. 2. Why Do We Think The Way We Do?
  3. 3. Somatic Markers Which one gives us the best gut reaction?Competition Food Safety Danger!!!
  4. 4. Is This Your Broker?
  5. 5. Stock TradingCan we manipulate the user experience of stock trading given whatwe know about brain science? Use neutral images to counteract neurotransmitters Frame incoming data to model a schema with the appropriate somatic marker Create counter-cyclical performance management systems to mute irrational exuberance and discouragement
  6. 6. New Findings in . . .This morning, we will talk about how to apply this to UserExperience design, including Loss Aversion Instant Gratification Pre-Attentive Processing Motivated Reframing Ethical Decision Making Identity Resonance
  7. 7. What Is Brain Science? Functional Anatomy
  8. 8. What Is Brain Science? Neuro Physiology
  9. 9. What Is Brain Science?Affective Cognition
  10. 10. What Is Brain Science? Cognitive Neuroscience
  11. 11. Foundation of Today’s TalkThere is a lot of science behind brain scienceCompanies have other priorities than keeping up on the latestbrain science researchBut many of these findings can provide powerful tools forunderstanding and designing user experienceMy job for the remainder of my time: show you some of these links how they can be used convert you to the cult of brain science
  12. 12. Instant GratificationWe have two different neural systems to handle immediatedecisions and long term decisions. When something of value isstaring us in the face, the short term system generally takesover.This is a great tool that evolution has taught us. Whileeconomic theory has discovered the time value of money, reallife teaches us that in the long run, we’re all dead.This leads us to order the chocolate cake for dessert today, andstart the diet tomorrow.
  13. 13. Instant GratificationBut Tomorrow we are faced with the same tradeoff, so we order the chocolate cake again and start the diet the following day. And even worse – the short term circuitry is not well-connected to higher levels of consciousness. So often we are halfway done with the chocolate cake before we even remember the diet.
  14. 14. Instant GratificationHow does the design of the user experience impact short and longterm decision making? The experience around real-time transactions will be dominated by amygdale-managed criteria The experience around long-term and future decisions will be dominated by pre-frontal cortex criteria.Is there anything we can do about it? Use smart defaults and advanced notice for important, complicated, and quantifiable decisions Use more photos in the UI. Photos can enhance visceral processing of short and long term criteria.
  15. 15. Aging and the HippocampusOver time, neurons that help us encode information in to memory transform intoneurons that help us retrieve information out of memoryThis is a great tool that evolution has provided for us. When we are young, we needto do more learning so we have more resources to do it. When we are old we need todo more remembering, so we develop more resources to do that.Just like a startup that puts its resources into R&D and then over time shifts over tomarketing, sales, and other areas.
  16. 16. Aging and the HippocampusBut:• As we get fewer and fewer neurons dedicated to learning new information, it is harder for us to do.• And even worse - the neurons that we have specifically wired to handle new situations now fire automatically, except they are now better at applying old methods. Photos of Old Curmudgeons Removed
  17. 17. Aging and the HippocampusHow does the design of the user experience impact short and longterm decision making? Younger users will prefer designs that work differently than the previous one and enjoy exploring and learning the new one Older users will force their old techniques onto new designs and create work-arounds to make them work
  18. 18. Aging and the HippocampusWhat can we DO about it? Differentiation using models, settings,and/or features targeting each demographic
  19. 19. Motivated Reframing
  20. 20. Motivated Reframing
  21. 21. Ethical Decision Making
  22. 22. Identity Resonance
  23. 23. Thank you!!