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Cogntive Science every UXer 

should know
John Whalen, Ph.D.
Principal, Strategy & User Experience
Brilliant Experience
jw@brilliantexperience.com
240-281-0764 (m)
I’m going to try not to geek out.
N50 Error-related negativity
or… DOH!!
Introduction
John Whalen
PhD Cognitive Science
Johns Hopkins Univ
Cognitive
Neuroscience
Vision
Science LinguisticsPhD:
Math in Brain
Professor in Psychology
CEO, UX Lead
Brillian Experience
Post Doc at UCLA
during Dot.Com boom
Usability/
Accessibility
Online
Strategy
User
Experience
Information
Architecture
Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
The world is not what it seems…
9
http://www.youtube.com/user/Quirkology
11
Cogito ergo sum
Why do your eyes deceive you?
We use two major thinking systems
We use two major thinking systems
System 1
‣ conscious
‣ focused
‣ precise
We use two major thinking systems
System 1
‣ conscious
‣ focused
‣ precise
System 2
‣ unconscious
‣ fast, parallel
‣ approximate
Your brain fills in the gaps so you
perceive continuous consciousness
You mean like in the matrix?
18
UXer’s don’t design to take advantage 

of our fast, automatic systems
These systems affect you in many ways
20
Where your eyes move to
21
What you see
22
(and you only really see this)
and what you remember.
24http://sites.sinauer.com/wolfe3e/chap7/boundexF.htm
25
Let’s see how you did
26
Actual
Typical
distortion
27
Since most of the world is
constructed for you…
28
…couldn’t we use that knowledge 

to be more persuasive?
29
C
B
A
We say yes to free stuff, no commitment.
30
We get curious.
31
We are attracted by beauty.
32
Barbeque
by the pool
Stories help us remember.
33
Where’s the
barbeque?
Achievement makes us feel good.
34
Authority makes us believe.
35
We make trivial comparisons.
36
Scarcity makes things desirable.
37
We follow the crowd.
38
We don’t want to miss out.
39
We love lazy.
40
We want it our way.
Let’s Review
We don’t experience what is in the real
world.
43
Our brains build continuous
consciousness for us.
We can only keep track of 

a few things at a time.
System 1
‣ conscious
‣ focused
‣ precise
System 2
‣ unconscious
‣ fast, parallel
‣ approximate
Designing for the way we think…
Likeability – capture them with visuals
Free – give something away to ask for return favor
Commitment – ask for small commitment to build bigger ones
Intrigue – gradually reveal information – make me look
Endowment – if I’ve worked harder its more valuable to me
Aesthetics – more aesthetically pleasing feels more usable
Narrative – tell me a story about how this fits my life
Achievement – show me that I've made an accomplishment
Reputation – the brand’s reputation counts
Authority – official recognition important
Social Proof – if everyone else is buying one…
Loss Aversion – how do I know I’m not going to lose on the deal?
Status Quo – must overcome how things are today w/ shopper
Effort – how hard is it to check out?
Scarcity – if I might not be able to get one I want it more
Loss Aversion – don’t want to lose out on the deal
Ownership – let me be in control during the buying process
…can persuade
our audiences to act.
47
Is he done?
48
Research
Stakeholder Interviews
Field Research
Competitor Reviews
Expert Reviews
Strategy and Ideation
Strategy Workshop
Design Studio
Rapid Prototyping
Iterative Refinement
UX and Design
IA & Flow
Interaction Design
Concept Realization
Visual Design & Branding
Thank You!
BrilliantExperience.com

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