Applying neuroscience in web design part i by marcus marritt

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Applying neuroscience in web design part i by marcus marritt

  1. user experience agency
  2. Design  Applying  neuroscience  in  web  design:  part  I  
  3. Neuroscience  
  4. The  study  of  the  nervous  system,  advancing  the  understanding  of  HUMAN  …..                  THOUGHT  ………………                                  EMOTION  ………………..                            BEHAVIOUR.                                                                    Neuroscience  –  explained  
  5. Living  in  a  perfect  world  
  6. •  In  a  perfect  world,  everything  would   be  perfect   •  Users  would  interpret  designs  and   architecture  as  perfectly  as  intended   •  Decisions  by  Users  would  be  based   on  whats  most  important,  with   common  sense,  as  opposed  to   what’s  easiest.  Thinking  in  a  perfect  world  
  7. •  Users  don’t  always  make  the   decisions  we  want  or  expect  •  WHY?  Because  they  have  400+   MORE  important  decisions  to  make   daily.  We  have  less  of  our  Users  Rme  and  aSenRon  when  it  comes  to  decision  making  –  so  we  have  to  understand  HOW  and  WHY  decisions  are  made.    Time  for  informed  decisions?  
  8. Neuroscience  
  9. Control  –  the  dream  of  the  good  and  bad.  •  Designing  for  control  is  what  we  UX   people  do.  Control  over  what  our   Users  do  •  Human  behaviour  is  centred  around   a  need  to  control  •  The  21st  century  digital  age  has  seen   a  shiX  of  power  from  insRtuRons  to   Users,  the  consumer  •  We  need  to  “learn  to  design  for  a   loss  of  control,”  JP  Rangaswari.  Control  
  10. •  Neuroscience  is  the  key  to  designing   for  a  loss  of  control  •  Its  not  enough  to  test  our  Users   conscious  self  (focus  groups,  lab   tesRng)  …  we  need  to  go  further  and   discover  what’s  behind  subconscious   decision  making.      Designing  for  a  loss  of  control  
  11. “Let  go  your     conscious  self,     act  on  ins:nct.”    Work  like  a  jedi  
  12. Our  brain  controls  US  
  13. •  We  start  to  design  for  a  loss  of   control  by  applying  neuroscience   thinking  to  the  design  process  •  By  designing  for  HOW  the  brain   works  we  recognise  that  we  cant   control  our  brain  –  IT  controls  us.  How  you  approach  design  problems  
  14. •  Too  oXen  we  design  for  a  problem   we  already  know   •  Let  go  of  this  conscious  problem,   what  we  are  ALREADY  aware  of   •  Open  your  design  approach  to   addressing  the  3  fundamental  layers   of  the  brain   -­‐  InsRnct   -­‐  Feeling   -­‐  Thinking.    InsRnct,  feeling,  thinking  
  15. Design  Gap  logo  redesign  –  case  study  
  16. •  In  2010  Gap  aSempted  a   relaunch  of  their  iconic  brand   idenRty  •  The  new  logo  was  met  with   massive  criRcism  from  both   consumers,  markeRng  /  brand   people  and  the  design   community  •  Its  a  great  case  study  for  the   applicaRon  of  neuroscience  in   design.  Gap  logo  redesign  
  17. •  NeuroFocus,  US  neuromarkeRng   agency,  used  a  mix  of  neurological     tesRng  methods  to  discover  why  the     new  Gap  logo  failed   •  Methods  used  included  –     -­‐  EEG  based  brainwave  acRvity   -­‐  Eye  tracking.  TesRng  of  Gap  logo  
  18. •  Results  stated  that  the  logo  violated  SIX  core  principal  Neurological    best  pracRces  …………….  -­‐  Overlays  Equal  Overlooked  -­‐  Sharp  Edges  UnseSle  the  Subconscious  -­‐  InteresRng  Fonts  Work  -­‐  High/Low  Contrast  -­‐  Stronger  SemanRc  Content  -­‐  Lost  Legacy.          Visit  hSp://www.zabisco.com/blog/applying-­‐neuroscience-­‐in-­‐web-­‐design-­‐part-­‐i/  for  a  detailed  breakdown  of  the  above      Test  of  Gap  logo  -­‐  results  
  19. •  Using  the  Gap  case  study  as  a   example  Dr  A.K  Pradeep  raises  two   vital  quesRons  when  undertaking   design  projects  –    -­‐  Does  the  new  design  violate  any   Neurological  best  pracRce?  -­‐  Does  the  design  build  upon  exisRng   brand  aSributes  that  are  idenRfied   through  the  Brand  Essence   Framework?  Lessons  to  be  learnt  
  20. ThanksMarcus Marrittmarcus@zabisco.com0203 1511 330

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