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Language Vision / Attention 
Emergent UX: Seducing the six minds. 
How brilliant UX emerges from the drives of users and s...
Introduction
I’m going to try 
not to geek out.
N50 error-related negativity...
5 
D’oh!
Cognitive 
Neuroscience 
Vision 
PhD: Science Linguistics 
PhD Cognitive Science 
Johns Hopkins Univ 
Math in Brain 
John ...
Brilliant Experience 
‣ Boutique user experience 
consultancy 
‣ Focused on the 
psychology of user 
experience 
‣ Founded...
Why User Experience?
Why User Experience? 
350
Why User Experience? 
350 
18,000% 
difference 
in sales!
Why keep innovating the user experience?
What is User Experience?
What is User Experience? 
Responsive Page Layout?
What is User Experience? 
The look and feel?
What is User Experience? The interaction 
design?
NO 
UX doesn’t happen on a screen.
UX happens here. In the mind.
User Experience is multidimensional. 
Language Vision / Attention 
Memory / 
Semantics 
Wayfinding 
Emotion 
Problem Solvi...
The Six Minds
Vision / Attention 
‣ Visual features drawing attention? 
- Edges 
- Contrast 
- Shape 
- Colors 
- Patterns 
‣ Words sear...
Vision / Attention 
‣ What have they tuned their visual system to find? 
‣ What are they searching for and why?
Memory / Semantics 
‣ Mental schemas activated 
‣ Primed concepts 
‣ Social nature of primed concepts 
Memory / 
Semantics
Memory / Semantics 
Football 
Orioles 
NFL 
College 
Scores 
Superbowl Ray Rice 
Ravens 
M&T Stadium 
Wardrobe 
malfunctio...
Emotion 
‣ What autonomic responses are being triggered? 
‣ What are immediate hot-button issues? Why? 
‣ What is desired?...
Language 
‣ Which terms are being used? 
‣ What level of expertise does this imply? 
‣ What would be the right tone of exp...
Language 
“Dude, Uncle Sam is totally 
going to take some of your 
money and that is so not cool.” 
“…generally recognizes...
Wayfinding 
‣ Navigation cues 
‣ Sense of location 
‣ Interaction expectations 
Wayfinding
Wayfinding 
‣ Do they know where they are? 
‣ Do they know what actions to take? 
‣ What interaction model and flow to the...
Problem Solving 
‣ What is the problem space this person is working in? 
‣ What do they believe the problem is that they 
...
Problem Space
Problem Space
Problem Solving
Problem Solving 
http://www.slideshare.net/johnwhalen/
Two systems
System 1: 
conscious, focused, deliberate
System 2: 
unconscious, fast, estimates
We as UXers underestimate the power of 
System 2 and don’t take full advantage of it. 
39
Much of User Experience originates from System 2 
Language Vision / Attention 
Memory / 
Semantics 
Wayfinding 
Emotion 
P...
Humans are only aware of a tiny fraction of our thoughts.
So how do we get the User Experience right? 
?
Emergent User Experience 
#EmergentUX
Emergent UX 
EmergentUX is a process that uses psychology at 
every stage of the user experience process to infer 
the eme...
Emergent UX 
EmergentUX is a process that uses psychology at 
every stage of the user experience process to 
identify the ...
Q. Do you need a psychology degree to do this? 
! 
A. No, you need a process.
The Emergent UX Process 
Lean Traditional UX Emergent UX 
Back of the Napkin Establish Business Case ? 
Get Out Of the Bui...
1. Back of the Napkin - Initial Client Meeting 
Traditional UX 
Establish business case: 
‣ What are the business objectiv...
1. Back of the Napkin - Initial Client Meeting 
Traditional UX 
Establish business case: 
‣ What are the business objectiv...
2. Get out of the Building (GOOB) 
Traditional UX 
‣ Contextual Inquiry 
‣ Capture current user flow 
‣ Measure performanc...
2. Get out of the Building (GOOB) 
Traditional UX 
‣ Contextual Inquiry 
‣ Capture current user flow 
‣ Measure performanc...
3. Flesh Out Idea
3. Flesh Out Idea 
Traditional UX 
‣ Strategy Meeting 
‣ Business Priorities 
‣ User 
‣ Personas 
‣ Scenarios 
‣ Sketching...
3. Flesh Out Idea 
Traditional UX 
‣ Strategy Meeting 
‣ Business Priorities 
‣ User 
‣ Personas 
‣ Scenarios 
‣ Sketching...
4. Build MVP & Test 
Traditional UX 
‣ Create IA / Flow 
‣ Sketch pages 
‣ Establish basic page 
layouts 
‣ Begin to mock ...
4. Build MVP & Test 
Emergent UX 
‣ Establish visual language to draw attentional 
flow on page 
‣ Cue relevant schemas 
‣...
Usability Testing & Eyetracking 
Emergent UX 
‣ Measure visual design effectiveness to draw 
attention 
‣ Study misconcept...
Dig Deeper
5. Build Go-To-Market 
Emergent UX 
‣ Identify Six-Mind Related Necessities for build 
! 
Traditional UX 
‣ PSDs 
‣ Annota...
Vision / Attention 
Memory & Semantics 
Wayfinding 
Language 
Emotion 
Decision Making
66 
Phew, that’s a lot! 
Let’s review, shall we?
Summary
UX doesn’t happen on a screen. It is in the mind. 
Language Vision 
Memory / 
Semantics 
Wayfinding 
Emotion 
Problem Solv...
#EmergentUX @johnwhalen 
Emergent UX 
Translation: 
The unspoken is often the most seductive. 
Emergent UX reveals the thi...
Take your designs further. Use Emergent UX.
Thank you! 
Language Vision 
Memory / 
Semantics 
Wayfinding 
Emotion 
Problem Solving / 
Decision Making 
#EmergentUX @jo...
Emergent UX: Seducing the Six Minds - Full Talk
Emergent UX: Seducing the Six Minds - Full Talk
Emergent UX: Seducing the Six Minds - Full Talk
Emergent UX: Seducing the Six Minds - Full Talk
Emergent UX: Seducing the Six Minds - Full Talk
Emergent UX: Seducing the Six Minds - Full Talk
Emergent UX: Seducing the Six Minds - Full Talk
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Emergent UX: Seducing the Six Minds - Full Talk

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UX has become a vital component of mission-critical “bet-the-farm” projects. But you can’t just start designing screens. UX doesn’t happen on a screen – it happens in the mind.

Join us as I describe Emergent UX – a process that goes beyond traditional UX techniques by using psychology to deeply understand what is in your users’ mind (or minds) and applying that to UX design. Learn about the 6 minds, what it takes to seduce them, and how we use the Emergent UX process when working on large high-visibility projects.

Published in: Internet

Emergent UX: Seducing the Six Minds - Full Talk

  1. 1. Language Vision / Attention Emergent UX: Seducing the six minds. How brilliant UX emerges from the drives of users and stakeholders. John Whalen, PhD Principal, Strategy & User Experience brilliantexperience.com Memory / http://linkedin.com/in/johnwhalen Semantics @johnwhalen Wayfinding Emotion Problem Solving / Decision Making #EmergentUX @johnwhalen
  2. 2. Introduction
  3. 3. I’m going to try not to geek out.
  4. 4. N50 error-related negativity...
  5. 5. 5 D’oh!
  6. 6. Cognitive Neuroscience Vision PhD: Science Linguistics PhD Cognitive Science Johns Hopkins Univ Math in Brain John Whalen Professor in Psychology CEO, UX Lead Brillian Experience Post Doc at UCLA during Dot.Com boom Usability/ Accessibility Online Strategy User Experience Information Architecture
  7. 7. Brilliant Experience ‣ Boutique user experience consultancy ‣ Focused on the psychology of user experience ‣ Founded 2011 ‣ Principals 15+ years experience in the field ‣ Self-funded, profitable since inception ‣ Annual revenue doubling since founding
  8. 8. Why User Experience?
  9. 9. Why User Experience? 350
  10. 10. Why User Experience? 350 18,000% difference in sales!
  11. 11. Why keep innovating the user experience?
  12. 12. What is User Experience?
  13. 13. What is User Experience? Responsive Page Layout?
  14. 14. What is User Experience? The look and feel?
  15. 15. What is User Experience? The interaction design?
  16. 16. NO UX doesn’t happen on a screen.
  17. 17. UX happens here. In the mind.
  18. 18. User Experience is multidimensional. Language Vision / Attention Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
  19. 19. The Six Minds
  20. 20. Vision / Attention ‣ Visual features drawing attention? - Edges - Contrast - Shape - Colors - Patterns ‣ Words searched for? ‣ Visual flow? Vision / Attention
  21. 21. Vision / Attention ‣ What have they tuned their visual system to find? ‣ What are they searching for and why?
  22. 22. Memory / Semantics ‣ Mental schemas activated ‣ Primed concepts ‣ Social nature of primed concepts Memory / Semantics
  23. 23. Memory / Semantics Football Orioles NFL College Scores Superbowl Ray Rice Ravens M&T Stadium Wardrobe malfunction The “Coats” (Colts) 33rd Street Stadium
  24. 24. Emotion ‣ What autonomic responses are being triggered? ‣ What are immediate hot-button issues? Why? ‣ What is desired? Satisfying? ‣ What are their biggest fears? ‣ What do they stand to lose? Emotion
  25. 25. Language ‣ Which terms are being used? ‣ What level of expertise does this imply? ‣ What would be the right tone of expression for this person? Language
  26. 26. Language “Dude, Uncle Sam is totally going to take some of your money and that is so not cool.” “…generally recognizes gain or loss on a liquidation equal to the difference between the fair market value of Target's assets and Target's basis…” “You are taxed on gains when you sell a company.”
  27. 27. Wayfinding ‣ Navigation cues ‣ Sense of location ‣ Interaction expectations Wayfinding
  28. 28. Wayfinding ‣ Do they know where they are? ‣ Do they know what actions to take? ‣ What interaction model and flow to they expect?
  29. 29. Problem Solving ‣ What is the problem space this person is working in? ‣ What do they believe the problem is that they believe they are solving? ‣ How taxed is their working memory? ‣ How much will they “satisfice” vs. collect the appropriate facts to make a deliberate decision? Problem Solving
  30. 30. Problem Space
  31. 31. Problem Space
  32. 32. Problem Solving
  33. 33. Problem Solving http://www.slideshare.net/johnwhalen/
  34. 34. Two systems
  35. 35. System 1: conscious, focused, deliberate
  36. 36. System 2: unconscious, fast, estimates
  37. 37. We as UXers underestimate the power of System 2 and don’t take full advantage of it. 39
  38. 38. Much of User Experience originates from System 2 Language Vision / Attention Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
  39. 39. Humans are only aware of a tiny fraction of our thoughts.
  40. 40. So how do we get the User Experience right? ?
  41. 41. Emergent User Experience #EmergentUX
  42. 42. Emergent UX EmergentUX is a process that uses psychology at every stage of the user experience process to infer the emergent psychological properties during the user research, strategy and design phases. #EmergentUX @johnwhalen
  43. 43. Emergent UX EmergentUX is a process that uses psychology at every stage of the user experience process to identify the emergent psychological properties of the user research, strategy and design phases. Translation: The unspoken is often the most seductive. Emergent UX reveals the things people can’t tell you. #EmergentUX @johnwhalen
  44. 44. Q. Do you need a psychology degree to do this? ! A. No, you need a process.
  45. 45. The Emergent UX Process Lean Traditional UX Emergent UX Back of the Napkin Establish Business Case ? Get Out Of the Building (GOOB) Discovery ? Flesh Out Idea Strategy ? Build MVP & Test Design ? Build Go-To-Market Develop ?
  46. 46. 1. Back of the Napkin - Initial Client Meeting Traditional UX Establish business case: ‣ What are the business objectives? ‣ Who is the audience for the product? ‣ What is the user need?
  47. 47. 1. Back of the Napkin - Initial Client Meeting Traditional UX Establish business case: ‣ What are the business objectives? ‣ Who is the audience for the product? ‣ What is the user need? Emergent UX ‣ What is motivating the leadership team? ‣ Is there really a user problem? ‣ What are the real and perceived (both user and client) user problem spaces? ‣ Will the users have an emotional desire motivating them to act? ‣ What might be some likely persuasion techniques?
  48. 48. 2. Get out of the Building (GOOB) Traditional UX ‣ Contextual Inquiry ‣ Capture current user flow ‣ Measure performance ‣ Document pain points
  49. 49. 2. Get out of the Building (GOOB) Traditional UX ‣ Contextual Inquiry ‣ Capture current user flow ‣ Measure performance ‣ Document pain points Emergent UX ‣ What are the visual cues drawing their attention? ‣ What concepts and schemas are they activating? ‣ What is the language they are using? What does it imply about their level of expertise? ‣ What are their emotional drivers? ‣ What interaction models are the users demonstrating knowledge of? ‣ What are their larger goals and what resonates with the users?
  50. 50. 3. Flesh Out Idea
  51. 51. 3. Flesh Out Idea Traditional UX ‣ Strategy Meeting ‣ Business Priorities ‣ User ‣ Personas ‣ Scenarios ‣ Sketching / Design Studio
  52. 52. 3. Flesh Out Idea Traditional UX ‣ Strategy Meeting ‣ Business Priorities ‣ User ‣ Personas ‣ Scenarios ‣ Sketching / Design Studio Emergent UX ‣ Are we working in the right problem space? Are we satisfying senior stakeholder needs with strategy? ‣ Can we build consensus around concept? ‣ Can we find common language amongst developers, product management, marketing, executives? ‣ Is there sufficient motivation for customers to act? What is the desire? Need?
  53. 53. 4. Build MVP & Test Traditional UX ‣ Create IA / Flow ‣ Sketch pages ‣ Establish basic page layouts ‣ Begin to mock up
  54. 54. 4. Build MVP & Test Emergent UX ‣ Establish visual language to draw attentional flow on page ‣ Cue relevant schemas ‣ Elicit proper emotional response ‣ Use appropriate language ‣ Establish interaction model consistent with user expectations ‣ Facilitate problem solving from user perspective ! Traditional UX ‣ Create IA / Flow ‣ Sketch pages ‣ Establish basic page layouts ‣ Begin to mock up ‣ Evaluate & Refine (Design thinking)
  55. 55. Usability Testing & Eyetracking Emergent UX ‣ Measure visual design effectiveness to draw attention ‣ Study misconceptions & adjust schema which is invoked ‣ Validate emotions ‣ Validate language used ‣ Ensure problems solved. !
  56. 56. Dig Deeper
  57. 57. 5. Build Go-To-Market Emergent UX ‣ Identify Six-Mind Related Necessities for build ! Traditional UX ‣ PSDs ‣ Annotated PSDs ‣ Interaction Design
  58. 58. Vision / Attention Memory & Semantics Wayfinding Language Emotion Decision Making
  59. 59. 66 Phew, that’s a lot! Let’s review, shall we?
  60. 60. Summary
  61. 61. UX doesn’t happen on a screen. It is in the mind. Language Vision Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making
  62. 62. #EmergentUX @johnwhalen Emergent UX Translation: The unspoken is often the most seductive. Emergent UX reveals the things people can’t tell you.
  63. 63. Take your designs further. Use Emergent UX.
  64. 64. Thank you! Language Vision Memory / Semantics Wayfinding Emotion Problem Solving / Decision Making #EmergentUX @johnwhalen slideshare.net/johnwhalen

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