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Remember this: A beginner’s guide to memory and design

Editor's Notes

  1. Am a UX designer @ T&T Australia, currently learning how cognitive science applied to design can affect behaviour Today I’d like to talk about memory and why it is important to design
  2. Brain wide process Ie: When it comes to riding push bikes How to operate a bike Getting from A-B Knowing bike safety rules Nervous feeling when car gets too close
  3. It’s a reconstruction, not a record, therefore is not reliable and tends to distort reconstructing the same memory is like repainting the same painting over and over again each version becomes a variation of the original— information can be added or dropped with each version Added details can come subconsciously from external sources (ie: something you saw on tv) or mood that you were in during recalling of memory can also affect its outcome The inaccuracy of our memories can have serious implications so it is important to be aware of this limitation. An example of how serious this could be is when inaccurate eye witness testimonials lead people to be charged for crimes they didn’t commit.
  4. Long term Short term Sensory
  5. Memories become long term by repetition or by meaning and association with previously acquired knowledge
  6. When something is learned circuits of neurons in the brain are created, altered or strengthened Special junctions in brain called synapses lets neurons communicate with each other The more these neurons communicate with each other, the stronger the synapses get, making your memory more efficient
  7. 2 main types of Long term memory: implicit and explicit Implicit memories Unconscious memory of SKILL: tying shoe lace, playing guitar, riding a bike Come from repetition and practice Is so embedded you’re no longer conscious of them Example: Design pattern App These memories are also used every time we use a mobile app We rely on implicit memory to know which gestures and buttons: brings up a menu which ones to browse through content + images, or exit the app When these tasks are used a lot, it’s almost as if we have a dedicated ‘muscle’ that deals with it—hence the term ‘muscle memory’ Therefore UI design patterns are not only used because they are great at solving certain design problems, but the fact that they are heavily connected to the implicit memories of users reinforces their usefulness
  8. The other type of long term memory is explicit memory Can be consciously recalled or declared
  9. Factual knowledge free of personal experience Ie: capital cities, vocabulary, mathematical understanding
  10. based on contextual knowledge such as time, place and emotions is autobiographical: people see themselves as actors in these events Example: Since this type of memory is autobiographical, we can affect the experiences that make these memories by the peak end rule, a theory by Barbara Fredrickson + Daniel Kahneman Peak end rule states that people generally remember their experiences at its peak and at its end, whether the experience was good or bad
  11. Peak end rule- colonoscopy Study conducted in the 90’s had 2 groups of patients do colonoscopies in different ways (when anesthetics weren’t used) Group 1 had standard colonoscopy ending quickly at a painful point Group 2 had colonoscopy ‘plus’—plus being that after the actual exam was over, the doctor left the instrument in place for a short time Even though Group 2 had experienced the same pain and discomfort for even longer— recalled less pain b/c the experience ended in a less painful point The goal then is to provide experiences that end on a more pleasant note, especially when the peak cannot be altered This method can also be applied to a variety of things: In films it explains why The 6th Sense or The Usual Suspects were such successes and in concerts why bands save that great song for the encore. For online shopping- this could be applied by giving people free shipping or 10% off their purchases at the end check out process
  12. You could even apply the peak end rule to eating a sandwich by eating those tasteless endsies first and saving the best bit for last *idea from https://brianjuicerblog.wordpress.com/2013/04/30/how-to-eat-a-sandwich-the-daniel-kahneman-way/
  13. Brain’s Staple Sticky note Lasts less than 1 minute Ie: reading a sentence—beginning of sentence stays in mind while reading the rest to make sense of it
  14. The type of information affects the number of items that can be stored in short term memory Examples of these are: Shorter words Same category (sports) Words said aloud
  15. Chunking is another way to easily store short term memory organising material into smaller meaningful groups making them easier to manage Ie: the way we chunk phone #s into 3-4 digits 3 is said to be the magic chunking number 1 chunk = the 5-7 items stored in short term memory
  16. chunking is critical for transcription, especially when an interface must compete against other stimuli for the user’s attention A great example of where it could be used is software interfaces found in emergency rooms chunking here can help users can memorize patient ID # or DOB when they need to transcribe it to another source to limit mistakes that can cause serious implications
  17. Sensory memory The shortest term element of memory Unconscious Lasts 1/5-1/2 second
  18. Buffer for the senses- keeps the sensation to see if the memory is worth holding on to or not Some of the most studied forms of sensory memory: Iconic memory Echoic memory Haptic memory
  19. Information is stored when: Environmental stimuli enters sensory memory which is moved to short term memory via attention from there to long term memory through repetition or meaning and association with other things we know Since sensory memory is our first point of contact with environmental stimuli, it can also be used to an advantage when creating memorable experiences
  20. A great example of this is Disneyland Everything at Disney is engineered to appeal to our senses Sight the Disney Lands around the world are designed to display delightful and exciting views wherever you look They even have their own colour vocabulary When to indicate that something is fun, they will pin really bright colours together — as you can see here in the Main Street Parade
  21. Smell Disney also uses something called “Smellitzers” —a patented smell generator It is often used in rides: Soarin’ – a simulated hang gliding ride through California, the smellizter emits a faint citrus smell as you fly over orange groves
  22. pirates of the Caribbean emits smell of sea salt
  23. The bakeries on main street also pumps out scents of fresh baked goods onto the street to give that nostalgic old school feeling which matches the street’s visual style This is important because the nose most closely linked to memory Olfactory bulb + olfactory cortex is located close to the parts of our brains most associated to memory making (hippocampus + amygdala) Only separated by 2-3 synapses In learning about how we remember things, I’ve come to realize that we design for memory just as much if not more than we design for good experiences
  24. Behavioural economist Daniel Kahneman once said “we don’t’ choose between experiences, we choose between memories of experiences” With that I hope you will remember how important memory is to design