Presented by
richard banfield
the biology of
design
@
how do you
design for an
unknown
future
The things I’m going
to be working on
have not been
invented yet
rhys banfield, Age 10
we have to look
at human
biology
why do we even
have brains
to move
#convCon @freshtilledsoil
lovely, but
very far
from
natural
desktop
requires
modification
of behavior
#convCon @freshtilledsoil
mobile is
a state
#convCon
we are
emotional first
and logical
second
brains only
make decisions
when filtered
through
emotions
strong
emotional
connections
lead to loyalty
We’re unique in
the range of
emotions
recognizable in
the face
we can be
persuaded
but timing is
everything
Easy to Do
HighMotivationLowMotivation
Hard to Do
Make it
motivating
Make it
easy to do
the right
experience at
the right time
case study:
the guardian
always on but
not on the
same device
mon tues wed thurs fri sat sun
assumption...
mon tues wed thurs fri sat sun
but...
mon tues wed thurs fri sat sun
brains
brains
Mobile Web
ipad app
We are not seeing a
substitutional effect.
People reading across
multiple devices increase
their consumption, they
read fo...
your brain
is lazy
mental filters
determine the
impact of what
you see and
remember
happiness
makes
memories and
learning
ultimately its
all about sex
but it’s
complicated
hybrid can help
with conversion
optimization>10,000
human success
means being
successful at
gene or meme
transfer
storytelling
evolved for
meme transfer
lying is part of
that evolution
applying
biology to
design thinking
car safety and
soccer moms
What did they see?
What did they feel?
What motivated them?
What’s the story?
what’s the irrational story?
@
Q&A
The Biology of Design: How Human Biology Influences Design
The Biology of Design: How Human Biology Influences Design
The Biology of Design: How Human Biology Influences Design
The Biology of Design: How Human Biology Influences Design
The Biology of Design: How Human Biology Influences Design
The Biology of Design: How Human Biology Influences Design
The Biology of Design: How Human Biology Influences Design
The Biology of Design: How Human Biology Influences Design
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The Biology of Design: How Human Biology Influences Design

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Our biology is the greatest influence over the way we use technology and digital tools. Understanding how our biology triggers our interactions gives us insight into design.

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The Biology of Design: How Human Biology Influences Design

  1. 1. Presented by richard banfield the biology of design @
  2. 2. how do you design for an unknown future
  3. 3. The things I’m going to be working on have not been invented yet rhys banfield, Age 10
  4. 4. we have to look at human biology
  5. 5. why do we even have brains
  6. 6. to move
  7. 7. #convCon @freshtilledsoil lovely, but very far from natural
  8. 8. desktop requires modification of behavior
  9. 9. #convCon @freshtilledsoil
  10. 10. mobile is a state #convCon
  11. 11. we are emotional first and logical second
  12. 12. brains only make decisions when filtered through emotions
  13. 13. strong emotional connections lead to loyalty
  14. 14. We’re unique in the range of emotions recognizable in the face
  15. 15. we can be persuaded but timing is everything
  16. 16. Easy to Do HighMotivationLowMotivation Hard to Do Make it motivating Make it easy to do
  17. 17. the right experience at the right time
  18. 18. case study: the guardian
  19. 19. always on but not on the same device
  20. 20. mon tues wed thurs fri sat sun assumption...
  21. 21. mon tues wed thurs fri sat sun but...
  22. 22. mon tues wed thurs fri sat sun
  23. 23. brains
  24. 24. brains Mobile Web ipad app
  25. 25. We are not seeing a substitutional effect. People reading across multiple devices increase their consumption, they read for more and longer. Tom Betts, FT head of data
  26. 26. your brain is lazy
  27. 27. mental filters determine the impact of what you see and remember
  28. 28. happiness makes memories and learning
  29. 29. ultimately its all about sex but it’s complicated
  30. 30. hybrid can help with conversion optimization>10,000
  31. 31. human success means being successful at gene or meme transfer
  32. 32. storytelling evolved for meme transfer
  33. 33. lying is part of that evolution
  34. 34. applying biology to design thinking
  35. 35. car safety and soccer moms
  36. 36. What did they see? What did they feel? What motivated them? What’s the story? what’s the irrational story?
  37. 37. @ Q&A

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