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Designing for the Mind - SXSW 2015

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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.

Published in: Design
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Designing for the Mind - SXSW 2015

  1. 1. Nathalie Nahai Nir Eyal Roger Dooley #DesignMind Designing for the Mind
  2. 2. Nathalie Nahai @nathalienahai TheWebPsychologist.com
  3. 3. Nir Eyal @nireyal nirandfar.com
  4. 4. Roger Dooley rogerdooley.com @rogerdooley
  5. 5. #sxsw #DesignMind @rogerdooley @nathalienahai @nireyal
  6. 6. Daniel Kahneman Ronald Coase
  7. 7. Daniel Kahneman System 1 System 2
  8. 8. Right/Left Brain? Emotion Art Non-conscious Creativity
  9. 9. Right/Left Brain? Speech Logic Conscious Math
  10. 10. Reality: It’s Complicated
  11. 11. 5% Conscious
  12. 12. 95% Non-conscious
  13. 13. How much of the brain are you designing for? #DesignMind #sxsw @rogerdooley
  14. 14. Friction
  15. 15. Ronald Coase Friction = The time, money, and effort lost in getting what you want.
  16. 16. Difficulty: Real and Perceived #DesignMind #sxsw @rogerdooley
  17. 17. Real Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence
  18. 18. High Friction
  19. 19. High Friction
  20. 20. $4,000,000,000,000. 2015 Est. – Business Insider #DesignMind #sxsw @rogerdooley
  21. 21. Near-Zero Friction
  22. 22. Security Friction
  23. 23. “Imaginary” Friction & Cognitive Fluency #DesignMind #sxsw @rogerdooley
  24. 24. Difficulty Cooties Design & Naming Choices Your App, Order Process, etc. #DesignMind #sxsw @rogerdooley
  25. 25. Difficult = Risky “Magnalroxate” “Hnegripitrom” Safer è è è More Dangerous
  26. 26. Difficult = Risky “Chunta” “Vaiveahtoishi” Safer è è è More Dangerous
  27. 27. Easy = True
  28. 28. Fluency & Image Placement Go with the flow! ñ ñ ñ ñ
  29. 29. Image Placement More Fluent & Believable Less Fluent & Believable
  30. 30. Fluency & Design Choices
  31. 31. 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.
  32. 32. 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.
  33. 33. More “fluent” site = More revealing posts Drunk Tank Pink, Alter
  34. 34. 17% couldn’t decide.
  35. 35. 40% couldn’t decide. #DesignMind #sxsw @rogerdooley
  36. 36. Minimize perceived friction with simple fonts, short text, & easy-to-read design. #DesignMind #sxsw @rogerdooley
  37. 37. If you remember just one thing …
  38. 38. Change is constant and accelerating…
  39. 39. Communication 50Years
  40. 40. Media 50Years
  41. 41. Mobile! Big Data! Social Media!
  42. 42. Our Brains NO Change in 50,000Years!
  43. 43. Design for the way your customer’s brain really works! #DesignMind #sxsw @rogerdooley
  44. 44. Designing for the Mind Roger Dooley rogerdooley.com rogerd@dooleydirect.com @rogerdooley
  45. 45. Nathalie Nahai Nir Eyal Roger Dooley Designing for the Mind

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