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The Cognitive Science of Design in 10
minutes or less: A tale of two systems.
A tale of two brain systems…
!

…in 10 minutes or less!
hmm,	

donut

What is
moral?

System 1

System 2

unconscious

fast

approximates

conscious

slower

precise
We as Designers underestimate the
power of System 1 and don’t take full
advantage of it.
Within milliseconds our mind is:
- deciding where to look
- identifying object boundaries, images
- associating them with ...
We largely know what captures attention
We can’t hold on to everything…

http:/
/perception.research.yale.edu/oba/MOT.mov
Our conscious brain is only working with
what our automatic system has
perceived, not the real thing.

http:/
/youtu.be/v3...
Thus we get overwhelmed with choice,
we prefer the known,
strongly avoid loss,
and fall back to easy rewards.
So how can we use what is known
about brains to be better designers and
more persuasive?
draw attention

show the ideal

make choice simpler

provide social proof

emphasize likelihood of reward
Intrigue
!15
Aesthetics
!16
Barbeque
by the pool

Narrative
!17
Where’s the
barbeque?

Achievement
!18
Authority
!19
Framing
!20
Mimicry
!21
Scarcity, Loss Aversion
!22
Bottom line: System 1
-

minimize distraction

-

relate to what I know & ideal

-

harness 

automatic

processes

draw a...
Bottom line: System 2
-

reduce fear of loss

-

provide social proof

-

keep choice simple

make

decisions

easy
New mantra for designers:

harness 

automatic

processes

make

decisions

easy
John Whalen
@johnwhalen
User Research

Strategy

User Experience

BrilliantExperience.com
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Cognitive science of design in 10 minutes or less

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We as Designers underestimate the power of automatic brain processes and don’t take full advantage of them. By understanding the interactions between automatic and conscious processes, we can provide better experiences and more strongly influence decisions and behavior. Learn about how we perceive, how we make choices and persuasive design - all in 10 minutes or less!

Published in: Technology, Spiritual

Cognitive science of design in 10 minutes or less

  1. 1. The Cognitive Science of Design in 10 minutes or less: A tale of two systems.
  2. 2. A tale of two brain systems… ! …in 10 minutes or less!
  3. 3. hmm, donut What is moral? System 1 System 2 unconscious
 fast
 approximates conscious
 slower
 precise
  4. 4. We as Designers underestimate the power of System 1 and don’t take full advantage of it.
  5. 5. Within milliseconds our mind is: - deciding where to look - identifying object boundaries, images - associating them with meaning
  6. 6. We largely know what captures attention
  7. 7. We can’t hold on to everything… http:/ /perception.research.yale.edu/oba/MOT.mov
  8. 8. Our conscious brain is only working with what our automatic system has perceived, not the real thing. http:/ /youtu.be/v3iPrBrGSJM
  9. 9. Thus we get overwhelmed with choice,
  10. 10. we prefer the known,
  11. 11. strongly avoid loss,
  12. 12. and fall back to easy rewards.
  13. 13. So how can we use what is known about brains to be better designers and more persuasive?
  14. 14. draw attention show the ideal make choice simpler provide social proof emphasize likelihood of reward
  15. 15. Intrigue !15
  16. 16. Aesthetics !16
  17. 17. Barbeque by the pool Narrative !17
  18. 18. Where’s the barbeque? Achievement !18
  19. 19. Authority !19
  20. 20. Framing !20
  21. 21. Mimicry !21
  22. 22. Scarcity, Loss Aversion !22
  23. 23. Bottom line: System 1 - minimize distraction - relate to what I know & ideal - harness 
 automatic
 processes draw attention associate with basic goal
  24. 24. Bottom line: System 2 - reduce fear of loss - provide social proof - keep choice simple make
 decisions
 easy
  25. 25. New mantra for designers: harness 
 automatic
 processes make
 decisions
 easy
  26. 26. John Whalen @johnwhalen User Research Strategy User Experience BrilliantExperience.com

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