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MoDevUx Brain Secrets
The document, authored by John Whalen, Ph.D., addresses key cognitive science concepts relevant to user experience design, highlighting the two major thinking systems: conscious and unconscious. It discusses how human perception and cognitive biases can influence design strategies to enhance user engagement and persuasion. The content emphasizes the importance of understanding cognitive processes in creating effective user experiences through techniques like visual appeal, narrative, and social proof.
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MoDevUx Brain Secrets
- 1. Cogntive Science everyUXer should know John Whalen, Ph.D. Principal, Strategy & User Experience Brilliant Experience jw@brilliantexperience.com 240-281-0764 (m)
- 2. I’m going totry not to geek out.
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- 6. John Whalen PhD CognitiveScience Johns Hopkins Univ Cognitive Neuroscience Vision Science LinguisticsPhD: Math in Brain 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. Research Stakeholder Interviews Field Research CompetitorReviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding
- 8. The world isnot what it seems…
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- 12. Why do youreyes deceive you?
- 13. We use twomajor thinking systems
- 14. We use twomajor thinking systems System 1 ‣ conscious ‣ focused ‣ precise
- 15. We use twomajor thinking systems System 1 ‣ conscious ‣ focused ‣ precise System 2 ‣ unconscious ‣ fast, parallel ‣ approximate
- 16. Your brain fillsin the gaps so you perceive continuous consciousness
- 17. You mean likein the matrix?
- 18. 18 UXer’s don’t designto take advantage of our fast, automatic systems
- 19. These systems affectyou in many ways
- 20. 20 Where your eyesmove to
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- 22. 22 (and you onlyreally see this)
- 23. and what youremember.
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- 25. 25 Let’s see howyou did
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- 27. 27 Since most ofthe world is constructed for you…
- 28. 28 …couldn’t we usethat knowledge to be more persuasive?
- 29. 29 C B A We say yesto free stuff, no commitment.
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- 31. 31 We are attractedby beauty.
- 32. 32 Barbeque by the pool Storieshelp us remember.
- 33. 33 Where’s the barbeque? Achievement makesus feel good.
- 34. 34 Authority makes usbelieve.
- 35. 35 We make trivialcomparisons.
- 36. 36 Scarcity makes thingsdesirable.
- 37. 37 We follow thecrowd.
- 38. 38 We don’t wantto miss out.
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- 40. 40 We want itour way.
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- 42. We don’t experiencewhat is in the real world.
- 43. 43 Our brains buildcontinuous consciousness for us.
- 44. We can onlykeep track of a few things at a time.
- 45. System 1 ‣ conscious ‣focused ‣ precise System 2 ‣ unconscious ‣ fast, parallel ‣ approximate Designing for the way we think…
- 46. Likeability – capturethem with visuals Free – give something away to ask for return favor Commitment – ask for small commitment to build bigger ones Intrigue – gradually reveal information – make me look Endowment – if I’ve worked harder its more valuable to me Aesthetics – more aesthetically pleasing feels more usable Narrative – tell me a story about how this fits my life Achievement – show me that I've made an accomplishment Reputation – the brand’s reputation counts Authority – official recognition important Social Proof – if everyone else is buying one… Loss Aversion – how do I know I’m not going to lose on the deal? Status Quo – must overcome how things are today w/ shopper Effort – how hard is it to check out? Scarcity – if I might not be able to get one I want it more Loss Aversion – don’t want to lose out on the deal Ownership – let me be in control during the buying process …can persuade our audiences to act.
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- 49. Research Stakeholder Interviews Field Research CompetitorReviews Expert Reviews Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding Thank You! BrilliantExperience.com