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.