Designing for the Mind - SXSW 2015
•58 likes•8,473 views
Report
Share
Download to read offline
This deck is from the Designing for the Mind panel at SXSW 2015, organized by Roger Dooley, author of Brainfluence. Other panelists are Nathalie Nahai and Nir Eyal. It is a very brief introduction to why taking the way the human brain works is important for designers, followed by one example. The example is how what psychologists call "cognitive fluency" can cause friction in surprising and apparently illogical ways. Choosing the wrong type font can make an action seem more difficult, and the way images are placed can affect credibility.
Recommended
![No (Lab) Jacket Required: Designing Experiments for Learning [XP2020 Conference]](https://cdn.slidesharecdn.com/ss_thumbnails/nolabjacketrequiredxp2020-200609135757-thumbnail.jpg?width=384&fit=bounds)
More Related Content
What's hot
What's hot(20)
Viewers also liked
Viewers also liked(20)
Similar to Designing for the Mind - SXSW 2015
Similar to Designing for the Mind - SXSW 2015(20)
![[CXL Live 16] Neuro-Persuasion - Brain-Based Strategies for Online Marketers ...](https://cdn.slidesharecdn.com/ss_thumbnails/da8yaokjtra9wcesufqw-signature-c4bdb7a72292ae78b59833171bcb37ff0713fbf1792cee73ad4bdb0a8cf2928f-poli-160403034844-thumbnail.jpg?width=768&fit=bounds)
Recently uploaded
Recently uploaded(20)
Designing for the Mind - SXSW 2015
- 1. Nathalie Nahai Nir Eyal Roger Dooley #DesignMind Designing for the Mind
- 8. Daniel Kahneman Ronald Coase
- 9. Daniel Kahneman System 1 System 2
- 15. 5% Conscious
- 17. How much of the brain are you designing for? #DesignMind #sxsw @rogerdooley
- 18. Friction
- 19. Ronald Coase Friction = The time, money, and effort lost in getting what you want.
- 20. Difficulty: Real and Perceived #DesignMind #sxsw @rogerdooley
- 21. Real Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
- 22. High Friction
- 23. High Friction
- 24. $4,000,000,000,000. 2015 Est. – Business Insider #DesignMind #sxsw @rogerdooley
- 27. “Imaginary” Friction & Cognitive Fluency #DesignMind #sxsw @rogerdooley
- 28. Difficulty Cooties Design & Naming Choices Your App, Order Process, etc. #DesignMind #sxsw @rogerdooley
- 29. Difficult = Risky “Magnalroxate” “Hnegripitrom” Safer è è è More Dangerous
- 30. Difficult = Risky “Chunta” “Vaiveahtoishi” Safer è è è More Dangerous
- 31. Easy = True
- 32. Fluency & Image Placement Go with the flow! ñ ñ ñ ñ
- 33. Image Placement More Fluent & Believable Less Fluent & Believable
- 35. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 36. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.
- 37. More “fluent” site = More revealing posts Drunk Tank Pink, Alter
- 43. Minimize perceived friction with simple fonts, short text, & easy-to-read design. #DesignMind #sxsw @rogerdooley
- 44. If you remember just one thing …
- 45. Change is constant and accelerating…
- 47. Media 50Years
- 49. Our Brains NO Change in 50,000Years!
- 50. Design for the way your customer’s brain really works! #DesignMind #sxsw @rogerdooley
- 51. Designing for the Mind Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
- 52. Nathalie Nahai Nir Eyal Roger Dooley Designing for the Mind