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Design & The Sleight of Hand

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Exploring the psychology behind magic and how it relates to design.

Keynote at UX South Africa, Cape Town, Nov 2017

Published in: Design
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Design & The Sleight of Hand

  1. 1. EXPLORING THE PSYCHOLOGY BEHIND MAGIC AND HOW IT RELATES TO DESIGN. 
 
 
 KEVIN CANNON @MULTIKEV Designandthesleightofhand
  2. 2. Designing the right thing Designing the thing right
  3. 3. “Anysufficientlyadvancedtechnology
 isindistinguishablefrommagic.”
 — Arthur C. Clarke.
  4. 4. 4.Deception 3.Misdirection 2.Persuasion 1. Illusion
  5. 5. 1.Illusion
  6. 6. Pepper’sGhost HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML
  7. 7. HTTPS://WWW.YOUTUBE.COM/WATCH?V=ZKVD-XWXGJS
  8. 8. HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML
  9. 9. HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML
  10. 10. HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML
  11. 11. HTTP://USERS.TELENET.BE/THOMASWEYNANTS/PEPPERS-GHOST.HTML
  12. 12. HTTPS://WWW.YOUTUBE.COM/WATCH?V=FFHNDWFETR8
  13. 13. HTTPS://WWW.YOUTUBE.COM/WATCH?V=FFHNDWFETR8
  14. 14. q w e r t y u i o p a s d f g h j k l z x c v b n m * OCTOPUS: EVALUATING TOUCHSCREEN KEYBOARD CORRECTION AND RECOGNITION ALGORITHMS VIA “REMULATION”
  15. 15. q w e r t y u i o p a s d f g h j k l z x c v b n m * OCTOPUS: EVALUATING TOUCHSCREEN KEYBOARD CORRECTION AND RECOGNITION ALGORITHMS VIA “REMULATION”
  16. 16. z “Visually augmented progress bars could be used to make processes appear 11% faster, when in reality, their duration remains unchanged.” FASTER PROGRESS BARS: MANIPULATING PERCEIVED DURATION WITH VISUAL AUGMENTATIONS. HARRISON, C., YEO, Z., AND HUDSON, S. E. 2010. CHI '10. ACM, NEW YORK, NY. 1545-1548.
  17. 17. Useillusiontotodrawattentionto orawayfromsomething.
  18. 18. 2.Persuasion
  19. 19. Forcing
  20. 20. HTTPS://WWW.YOUTUBE.COM/WATCH?V=0ML15LQCFUE
  21. 21. ALTHOUGH THE MAGICIAN COULD INFLUENCE THE CHOICE ALMOST EVERY TIME (98%), 
 RELATIVELY FEW (9%) NOTICED THIS INFLUENCE. HTTP://WWW.SCIENCEDIRECT.COM/SCIENCE/ARTICLE/PII/S1053810015000057
  22. 22. So…howdoweusepersuasion?
  23. 23. HTTP://WWW.NYTIMES.COM/2012/08/19/OPINION/SUNDAY/WHY-WAITING-IN-LINE-IS-TORTURE.HTML
  24. 24. HTTP://WWW.INTERNETRETAILER.COM/2011/01/05/ORIENTALFURNITURECOM-DRIVES-CONVERSION-76-SECURITY
  25. 25. HTTP://WWW.INDEPENDENT.CO.UK/NEWS/UK/POLITICS/HOW-ORGAN-DONATION-IS-GETTING-NUDGE-IN-THE-RIGHT-DIRECTION-TRIAL-COULD-PAVE-WAY- FOR-100000-EXTRA-9023349.HTML
  26. 26. “IF YOU NEEDED AN ORGAN TRANSPLANT, WOULD YOU HAVE ONE? 
 
 IF SO, PLEASE HELP OTHERS.” HTTP://WWW.INDEPENDENT.CO.UK/NEWS/UK/POLITICS/HOW-ORGAN-DONATION-IS-GETTING-NUDGE-IN-THE-RIGHT-DIRECTION-TRIAL-COULD-PAVE-WAY- FOR-100000-EXTRA-9023349.HTML
  27. 27. theirresistible HTTP://UNBOUNCE.COM/CONVERSION-RATE-OPTIMIZATION/MADE-UP-PRODUCT-INCREASED-CONVERSIONS/
  28. 28. theirresistible HTTP://UNBOUNCE.COM/CONVERSION-RATE-OPTIMIZATION/MADE-UP-PRODUCT-INCREASED-CONVERSIONS/
  29. 29. Productline-up BGNM-2250 BGN BGN3
  30. 30. Usespacial,visual&socialpersuasion toguidepeopletobetterchoices.
  31. 31. 3.Misdirection
  32. 32. HTTP://VIMEO.COM/3881185
  33. 33. Let’slookagainwithout misdirection
  34. 34. HTTP://VIMEO.COM/3881082
  35. 35. With misdirection Without misdirection KUHN, GUSTAV, TATLER, BENJAMIN W. AND COLE, GEOFF G.(2009)'YOU LOOK WHERE I LOOK! EFFECT OF GAZE CUES ON OVERT AND COVERT ATTENTION IN MISDIRECTION',VISUAL COGNITION,17:6,925 — 944
  36. 36. Obviousmisdirection
  37. 37. A B C D Whatyousawhappen
  38. 38. A B C D X Whatyouguesshappened
  39. 39. A B C D X Whatactuallyhappened
  40. 40. MOST APPS START UPLOAD HERE INSTAGRAM STARTS UPLOAD HERE
  41. 41. z 15minwait
  42. 42. z 7minwait 1minwalk
  43. 43. z “Oftenthepsychologyofqueuingismore importantthanthestatisticsofthewaititself.”
 — Richard Larson, M.I.T.
  44. 44. Whenyouhavelimitationsyoucan’tgetaround,
 usemisdirectiontoimprovetheuserexperience
  45. 45. 4.Deception
  46. 46. BEYOND THE PIXEL HTTP://MASHABLE.COM/2015/03/28/MICHAEL-JACKSON-SHOE-PATENT/#M9A3CLYVKMQO
  47. 47. HTTP://MASHABLE.COM/2015/03/28/MICHAEL-JACKSON-SHOE-PATENT/#M9A3CLYVKMQO
  48. 48. HTTP://MASHABLE.COM/2015/03/28/MICHAEL-JACKSON-SHOE-PATENT/#M9A3CLYVKMQO
  49. 49. Conditioned responses “Post Hoc fallacy”
  50. 50. HTTP://UXMOVEMENT.COM/BUTTONS/HOW-TO-MAKE-PROGRESS-BARS-FEEL-FASTER-TO-USERS/
  51. 51. HTTP://UXMOVEMENT.COM/BUTTONS/HOW-TO-MAKE-PROGRESS-BARS-FEEL-FASTER-TO-USERS/
  52. 52. HTTP://UXMOVEMENT.COM/BUTTONS/HOW-TO-MAKE-PROGRESS-BARS-FEEL-FASTER-TO-USERS/
  53. 53. thereverse
  54. 54. Trickusers,whenitbenefitsthem.
  55. 55. Deceptioncanbesneaky
  56. 56. HTTP://MERCURY.IO/THE-PSYCHOLOGY-OF-WAITING-LOADING-ANIMATIONS-AND-FACEBOOK/
  57. 57. HTTPS://DARKPATTERNS.ORG/
  58. 58. HTTPS://DARKPATTERNS.ORG/
  59. 59. HTTPS://DARKPATTERNS.ORG/
  60. 60. HTTPS://DARKPATTERNS.ORG/
  61. 61. HTTP://WWW.BBC.COM/NEWS/MAGAZINE-35091242
  62. 62. So,whatcanwetakefromthis?
  63. 63. Howdopeopleinterpret theworldaroundthem?
  64. 64. Wecanlearnalot fromotherfields
  65. 65. “Sometimesmagicisjustsomeonespending moretimeonsomethingthananyoneelse mightreasonablyexpect”
 — Penn & Teller
  66. 66. Thankyou KEVIN CANNON @MULTIKEV

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