Don't Make me Think - There's no Need

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How do we take decisions? Are we fully conscious of what we do when using a system interface? There's a lot of unconscious activity going on while we use a digital product. This talk describes a few important factors interface designers should keep in mind while designing interaction.

Published in: Design, Business, Technology

Don't Make me Think - There's no Need

  1. 1. Don’t Make me Think There’s no need Better Software 2013 – Florence, Italy
  2. 2. STEFANO MARASPIN
  3. 3. http://www.mvlabs.it/
  4. 4. The Jam Experiment Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D. 5
  5. 5. Cognitive resources are limited 6
  6. 6. WONDERLIC TEST http://en.wikipedia.org/wiki/Wonderlic_Test
  7. 7. SYSTEM 2
  8. 8. 3165/5 SLOW, CONSCIOUS SYSTEM 2
  9. 9. 2+2 SYSTEM 1 FAST, UNCONSCIOUS
  10. 10. SELECTIVE PERCEPTION
  11. 11. INVISIBLE GORILLA
  12. 12. 100.000.000 RECEPTORS
  13. 13. 1.000.000 FIBERS
  14. 14. THE FOVEA
  15. 15. Retinal Receptors Edge of the Visual Field: we can barely notice an item the size of an apple at arm’s length Parafovea: over 50% of our processing power, in less than 5% of the visual world Source: Visual Thinking for Design – Colin Ware 18
  16. 16. Attention Focus 19
  17. 17. Might not be noticed 20
  18. 18. Attention Focus 21
  19. 19. State change cue Noticeable message 22
  20. 20. SENSIBLE TO MOTION
  21. 21. PERCEIVES ENVIRONMENT
  22. 22. Makes sense… Source: Don’t Make me Think – S. Krug 26
  23. 23. Visual Hierarchy Source: Designing with the mind in mind – J. Johnson 27
  24. 24. FUSIFORM FACE AREA
  25. 25. DIRECTIONAL CUE
  26. 26. 30
  27. 27. 31
  28. 28. Placebo effect Perceptions are influenced by expectations 32
  29. 29. Problems bother us Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 33
  30. 30. Heuristics Applied Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 34 $0.10
  31. 31. Wrong Answer! Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 35 $0.10
  32. 32. Take a sheet of paper Fold it 100 times How thick the result? 36
  33. 33. Unexpected Result 12676506002282294014967032053,76 cm 37
  34. 34. Anchoring
  35. 35. Anchoring Base Price
  36. 36. Anchoring Compared to camera, battery seems cheap
  37. 37. Expensive Option as an Anchor Other options all seem cheap 41
  38. 38. PREDECISIONAL DISSONANCE
  39. 39. Postdecisional Dissonance 43
  40. 40. Postdecisional Dissonance Commitment 44
  41. 41. Simplified Brain Model New Brain Conscious Activities Mid Brain Emotions Old Brain Survival 45
  42. 42. 47
  43. 43. Scarcity 48
  44. 44. Scarcity 49
  45. 45. Danger 50
  46. 46. Social validation 51
  47. 47. Endowment Effect 55
  48. 48. Endowment Effect Feeling like owing this 56
  49. 49. Endowment Worth to us more than this 57
  50. 50. Prospect Theory Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/ 58
  51. 51. Framing Better to offer discount on deposit, than surcharge on Paypal 59
  52. 52. MEMORY ALSO INFLUENCED
  53. 53. RECOGNIZED THEM? How long to find it out?
  54. 54. RECOGNIZED THEM? How long to find it out?
  55. 55. RECOGNIZING IS EASIER THAN RECALLING
  56. 56. Recalling Aids 66
  57. 57. Availability Heuristic 67
  58. 58. Confirmation Bias http://en.wikipedia.org/wiki/Wason_selection_task 68
  59. 59. EMOTIONS LEAD
  60. 60. ELLIOT
  61. 61. IQ 97 72
  62. 62. Damaged Area 73
  63. 63. Effects IQ 97 Unable to make decisions! 74
  64. 64. UNCONSCIOUS IS A CRUCIAL PART OF THE DECISION MAKING PROCESS
  65. 65. Thank you for your attention Stefano Maraspin @maraspin
  66. 66. Resources 77
  67. 67. Resources 78
  68. 68. Resources 79
  69. 69. Photo Credits • • • • • • • • • • • • • • • • • • • • • 80 http://www.flickr.com/photos/quinnanya/2904259360/ http://www.flickr.com/photos/justinhee/5672674318/ http://www.flickr.com/photos/katerha/5249701882/ http://www.flickr.com/photos/63308489@N03/5758158093/ http://www.flickr.com/photos/gforsythe/8422224296/ http://www.flickr.com/photos/stefanvds/3107857585/ http://www.flickr.com/photos/albertogp123/5843577306/ http://www.flickr.com/photos/renawgraphy/4213430007/ http://www.flickr.com/photos/dtanist/10619591933/ http://www.flickr.com/photos/mbk/5528785022/ http://www.flickr.com/photos/attilaacs/3482373097/ http://www.flickr.com/photos/crdot/5507833060/ http://www.flickr.com/photos/isabadell/8230261556/ http://www.flickr.com/photos/iamthestig2/6748228667/ http://www.flickr.com/photos/west_point/8075161774/ http://www.flickr.com/photos/tomconger/5513241616/ http://www.flickr.com/photos/downingstreet/3701196400/ http://www.flickr.com/photos/greghickman/4306344519/ http://www.flickr.com/photos/vthokiefans/3293089737/ http://www.flickr.com/photos/maxbisschop/5584314953/ http://www.flickr.com/photos/patrickmcknightlaw/8136892023/
  70. 70. Stefano Maraspin @maraspin

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