Will Evans discusses the complexities of human cognition, emphasizing that perception is not always reality and that users often seek simplicity and meaningful design in user experience. He highlights the importance of empathy, cognitive biases, and design principles such as visual hierarchy and the appropriate use of constraints. The document also includes links to videos that further explore these concepts.

2. WILL EVANS
@SEMANTICWILL
WILL@TLCLABS.CO

6. CONSIDERATIONS OF COGNITION

7. LEAST EFFORT

8. HUMAN FINATUDE

9. PEOPLE MAKE MISTAKES

10. MEMORY IS COMPLICATED

11. PEOPLE ARE SOCIAL

12. ATTENTION
Video: http://buff.ly/1shq9FK

13. PERCEPTION ISN’T REALITY
The bar in the center is a solid colour. Not a gradient.

14. OUR MINDS CREATE OUR PERCEPTION

15. PEOPLE CRAVE DOPAMINE

16. UNCONSCIOUS PROCESSING

17. MENTAL MODELS

18. VISUAL SYSTEMS

21. PRINCIPLES
UX GUIDELINES

22. YOU ARE NOT THE USER

23. EMPATHY FIRST

24. Customer Hypothesis
UNDERSTAND THE REAL PROBLEM

25. MAKE THINGS SIMPLE

26. DO NO HARM

27. PRINCIPLES OF USER EXPERIENCE DESIGN

28. ARTICULATE CONTEXT

29. FIRST IMPRESSIONS

30. SIMPLICITY

31. BE CREDIBLE

32. VISUAL HIERARCHY

33. INFORMATION SCENT

34. WAYFINDING

35. AVOID JARGON

36. EFFICIENCY

37. ROBUST MULLIGAN!

38. CLOSE THE LOOP

39. RESONATE

40. USE SURPRISE!
Video: http://buff.ly/1oj8lMR

41. USE CONSTRAINTS APPROPRIATELY

43. VISUAL DESIGN PRINCIPLES

44. WHITE SPACE

45. WHITE SPACE
Video: http://buff.ly/1shrSej

46. CONTRAST

47. SIMILARITY

48. EMPHASIS

49. PROXIMITY

50. REPETITION

51. HARMONY

52. UNITY

53. IDEOLOGY
http://buff.ly/1qtpxS3

54. Thank you!
WILL EVANS
@semanticwill