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Brain Secrets everyUXer needs to know @johnwhalen #brainsecrets 1

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BrilliantExperience.com User Research Strategy & Ideation User Experience Mobile Apps@johnwhalen #brainsecrets

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I’m going to trynot to geek out. 3

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N50 error-related negativity... 4

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...or d’oh! 5

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1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary

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Cognitive Vision PhD: Neuroscience Science Linguistics Math in Brain PhD Cognitive Science Johns Hopkins Univ Post Doc at UCLA during Dot.Com boom John Whalen Professor in Psychology CEO, UX Lead Brillian ExperienceUsability/ UserAccessibility Experience Online Information Strategy Architecture 7

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We don’t experiencewhat is in the real world. 9

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http://www.youtube.com/user/Quirkology 10

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http://www.youtube.com/user/Quirkology 10

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We experience our brain’s version of the world. 11

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“Cogito ergo sum” 12

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(I can’t trust my senses, but I know I existbecause of my thoughts.) 13

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Oh, you mean like The Matrix ...okay now I got it!14

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We use two majorthinking systems 15

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System 1:conscious, focused, deliberate 16

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System 2:unconscious, fast, estimates 17

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We as UXers underestimate the power of System 2 and don’t take full advantage of it. 18

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Let’s explore some of ourautomatic processes so you can “see what I mean”. 19

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1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary

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What captures your attention? 21

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Your eyes move in saccades. http://bit.ly/tobiiglasses 22

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Your visual acuity and colorperception drop off rapidly. 23

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Your visual acuity and colorperception drop off rapidly. 24

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Your brain is looking for: contrast, color, line orientation, motion.Your eyes move there to learn 26

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Now let’s consider memory.Wait, what are we considering? 27

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Stare at the white dot. What happens to other spot during rotation? http://perception.research.yale.edu/MIB-Disappearance/MIB-Basic.mov 28

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Stare at the white dot. What happens to other spot during rotation? http://perception.research.yale.edu/MIB-Disappearance/MIB-Basic.mov 28

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Okay, how many things CAN we hold in memory? http://perception.research.yale.edu/oba/MOT.mov 29

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Okay, how many things CAN we hold in memory? http://perception.research.yale.edu/oba/MOT.mov 29

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About 4. 30

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About 4. 30

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Now let’s look at picture memory. Draw a rectangle on a piece of paper.I’ll give you 20 seconds to look at a picture. Sketch it exactly as it appears. 31

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http://sites.sinauer.com/wolfe3e/chap7/boundexF.htm 32

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Let’s see how you did. 33

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Typicaldistortion Actual 34

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http://www.simonslab.com/videos.html 35

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http://www.simonslab.com/videos.html 35

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http://www.simonslab.com/videos.html 36

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http://www.simonslab.com/videos.html 36

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Phew, that’s a lot!Let’s review, shall we? 37

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We quickly loose acuity and coloroutside of our gaze. Contrast, color, line orientation and motion determine where we look next. Much of what we “see” is constructed. Review 38

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Our system fills in the gaps. But if memory is impaired, it is very difficult to detect a change.So: Use visual cues to lead your audience.Tell a story to allow anticipation. Review 39

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Our system fills in the gaps. But if memory is impaired, it is very difficult to detect a change.So: Use visual cues to lead your audience.Tell a story to allow anticipation. Review 39

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How are we doing? 40

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1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary

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System 2:unconscious, fast, estimates 42

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How could we use whatwe know to be persuasive? 43

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B A CLikeability, Free, Commitment 44

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Intrigue 45

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Aesthetics 46

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Barbeque by the poolNarrative 47

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Where’s the barbeque?Achievement 48

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Authority 49

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Framing 50

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Anchoring 51

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Mimicry 52

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Scarcity, Loss Aversion 53

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Reducing Effort 54

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Creating Ownership 55

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Phew, that’s a lot!Let’s review, shall we? 56

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Likeability – capture them with visualsFree – give something away to ask for return favorCommitment – ask for small commitment to build bigger onesIntrigue – gradually reveal information – make me lookEndowment – if I’ve worked harder its more valuable to meAesthetics – more aesthetically pleasing feels more usableNarrative – tell me a story about how this fits my lifeAchievement – show me that Ive made an accomplishmentReputation – the brand’s reputation countsAuthority – official recognition importantSocial 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/ shopperEffort – how hard is it to check out?Scarcity – if I might not be able to get one I want it moreLoss Aversion – don’t want to lose out on the dealOwnership – let me be in control during the buying process 57

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1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary

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We don’t experiencewhat is in the real world 59

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We experience our brain’s processing of the world. 60

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We use two majorthinking systems 61

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System 1:conscious, focused, deliberate 62

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System 2:unconscious, fast, estimates 63

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We can only keep trackof a few things at a time. 64

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We can only keep trackof a few things at a time. 64

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We fill in a lot of details. 65

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We fill in a lot of details. 65

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We fill in a lot of details. 65

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UXers need to capture attention, and tell stories we can follow. 66

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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 Ive 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 Then use a number oftechniques to persuade our audiences to act. 67

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By making System 2 happy. 68

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Thank you! #brainsecrets 69

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Thank you! #brainsecrets 69

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John Whalen @johnwhalenUser Research Strategy User Experience Mobile BrilliantExperience.com