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The Top 10 Things
   Every Designer
   Needs To Know
    About People
                    Susan Weinschenk, Ph.D.
                    Chief of UX Strategy, Americas, Human Factors
                    International
Susan Weinschenk,
Ph.D.
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
10. Most Mental Processing is Unconscious




              @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
9. People Use Peripheral Vision More Than Central To Get The
                     “Gist” Of The Scene




      Larson, Adam, & Loschky, L (2009). The contributions of
      central versus peripheral vision to scene gist
      recognition. Journal of Vision, 9(10:6)

                        @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
8.The Fusiform Facial Area (FFA) Makes Us
      Pay Attention To Human Faces




             @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact Or Fiction?

   People like having a lot of
            choices.




           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact Or Fiction?

   People like having a lot of
            choices.


               FACT

           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Iyengar, Sheena S.
                                         and Mark R. Lepper.
                                         2000. When choice is
                                         demotivating: Can one
                                         desire too much of a
                                         good thing?. Journal
                                         of Personality and
                                         Social Psychology.
                                         79: 995-1006.




@thebrainlady   whatmakesthemclick.net    thebrainlady@gmail.com
Fact Or Fiction?


     If you give people too
    many choices they won’t
        choose anything.



           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact Or Fiction?

    If you give people too
   many choices they won’t
       choose anything.

               FACT
           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Choice = Control = Survival




         @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact or Fiction?


       People can only
   remember/process 7 + or –
       “things” at a time



           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact or Fiction?

       People can only
   remember/process 7 + or –
       “things” at a time

           FICTION

           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
7 +/- 2 is an Urban
Legend




      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
7. People Can Remember/Deal With Only 3-4 Items



Baddeley, A. D. (1994). The magical number seven: Still magic after all
these years? Psychological Review, 101, 353-356.

Broadbent, D. (1975). The magic number seven after fifteen years. In:
Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley.

Cowan, N. (2001). The magical number 4 in short-term memory: A
reconsideration of mental storage capacity. Behavioral and Brain
Sciences, 24, 87-185.




                        @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. People Have Mental
       Models




      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. People Have Mental
       Models




      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. People Have Mental
       Models




      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
6. People Have Mental
       Models




      @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
5. Speaker and Listener Brains Sync




 Stephens, Greg, and Hasson, U. 2010. “Speaker-listener neural
 coupling underlies successful communication.” Proceedings of the
 National Academy of Sciences.

                    @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
4. There are “weak” ties and “strong” ties


         “Weak”
         Ties = ?                         Professor Robin Dunbar
                                          University of Oxford
                                          http://www.isca.ox.ac.uk/
                                          about-us/staff/academic/
                                          prof-robin-dunbar/
         “Strong”
          Ties =
           150




              @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
3. Beauty is in the eye of the unconscious
                                                       Tractinsky, et. al. Using
                                                       ratings and response
                                                       latencies to evaluate
                                                       the consistency of
                                                       immediate aesthetic
                                                       perceptions of web
                                                       pages. Proceedings of
                                                       the 3rd Annual
                                                       Workshop on HCI
                                                       Research in MIS, 2004.

                                                       Fernandes, et.al.
                                                       Judging the appeal of
                                                       web sites. Proceedings
                                                       of the 4th World
                                                       Congress on the
                                                       Management of
                                                       Electronic commerce,
                                                       2003.




              @thebrainlady   whatmakesthemclick.net     thebrainlady@gmail.com
Factor 1
Aesthetic – Orderly and clear design

Factor 2
Expressive – Creativity and originality; breaking design
conventions


  Lavie & Tractinsky, Assessing dimensions of perceived visual aesthetics of web sites.
  Intl Journal of Human-Computer Studies. 60 (2004) 269-298.




                               @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Berns, Gregory S.,
                                         McClure, S., Pagnoni,
                                         G., & Montague, P.
                                         (2001). Predictability
                                         modulates human
                                         brain response to
                                         reward. The Journal
                                         of Neuroscience,
                                         21(8), 2793–2798.




@thebrainlady   whatmakesthemclick.net    thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact, Theory, Or Fiction?

        People prefer
      objects with curves




           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Fact, Theory, Or Fiction?


        People prefer
      objects with curves


               FACT

           @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
People Prefer Objects With Curves

                                                    Bar, M., & Neta, M.
                                                    (2006). Humans
                                                    prefer curved visual
                                                    objects.
                                                    Psychological
                                                    Science, 17(8),
                                                    645-648.




           @thebrainlady   whatmakesthemclick.net     thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
2. The Brain Processes Information Best
       When It Is In Story Format

                                 Singer, T., B. Seymour, J. O’Doherty,
                                 H. Kaube, J.D. Dolan, and C. Frith.
                                 2004. Empathy for pain involves the
                                 affective but not sensory component
                                 of pain. Science. 303: 1157-1162.




             @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
1. People Expect Technology To Follow Human-To-
                       Human
                 Interaction Rules

                      The Media Equation: How People Treat
                      Computers, Television, and New Media Like
                      Real People And Places.

                      Byron Reeves and Clifford Nass (1996)




                @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
•   Don’t distract me



•

     @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
For More Information




    @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
@thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com
Susan Weinschenk, Ph.D.
thebrainlady@gmail.com
@thebrainlady
#100Things
US Phone: 847-909-5946
www.whatmakesthemclick.net




              @thebrainlady   whatmakesthemclick.net   thebrainlady@gmail.com

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Lecture 01 Introduction To Multimedia.pptx
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Top 10 Things Every Designer Needs To Know About People

  • 1. The Top 10 Things Every Designer Needs To Know About People Susan Weinschenk, Ph.D. Chief of UX Strategy, Americas, Human Factors International Susan Weinschenk, Ph.D.
  • 2. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 3. 10. Most Mental Processing is Unconscious @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 4. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 5. 9. People Use Peripheral Vision More Than Central To Get The “Gist” Of The Scene Larson, Adam, & Loschky, L (2009). The contributions of central versus peripheral vision to scene gist recognition. Journal of Vision, 9(10:6) @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 6. 8.The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 7. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 8. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 9. Fact Or Fiction? People like having a lot of choices. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 10. Fact Or Fiction? People like having a lot of choices. FACT @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 11. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 12. Iyengar, Sheena S. and Mark R. Lepper. 2000. When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology. 79: 995-1006. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 13. Fact Or Fiction? If you give people too many choices they won’t choose anything. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 14. Fact Or Fiction? If you give people too many choices they won’t choose anything. FACT @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 15. Choice = Control = Survival @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 16. Fact or Fiction? People can only remember/process 7 + or – “things” at a time @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 17. Fact or Fiction? People can only remember/process 7 + or – “things” at a time FICTION @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 18. 7 +/- 2 is an Urban Legend @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 19. 7. People Can Remember/Deal With Only 3-4 Items Baddeley, A. D. (1994). The magical number seven: Still magic after all these years? Psychological Review, 101, 353-356. Broadbent, D. (1975). The magic number seven after fifteen years. In: Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley. Cowan, N. (2001). The magical number 4 in short-term memory: A reconsideration of mental storage capacity. Behavioral and Brain Sciences, 24, 87-185. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 20.
  • 21. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 22. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 23. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 24. 6. People Have Mental Models @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 25. 5. Speaker and Listener Brains Sync Stephens, Greg, and Hasson, U. 2010. “Speaker-listener neural coupling underlies successful communication.” Proceedings of the National Academy of Sciences. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 26. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 27. 4. There are “weak” ties and “strong” ties “Weak” Ties = ? Professor Robin Dunbar University of Oxford http://www.isca.ox.ac.uk/ about-us/staff/academic/ prof-robin-dunbar/ “Strong” Ties = 150 @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 28. 3. Beauty is in the eye of the unconscious Tractinsky, et. al. Using ratings and response latencies to evaluate the consistency of immediate aesthetic perceptions of web pages. Proceedings of the 3rd Annual Workshop on HCI Research in MIS, 2004. Fernandes, et.al. Judging the appeal of web sites. Proceedings of the 4th World Congress on the Management of Electronic commerce, 2003. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 29. Factor 1 Aesthetic – Orderly and clear design Factor 2 Expressive – Creativity and originality; breaking design conventions Lavie & Tractinsky, Assessing dimensions of perceived visual aesthetics of web sites. Intl Journal of Human-Computer Studies. 60 (2004) 269-298. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 30. Berns, Gregory S., McClure, S., Pagnoni, G., & Montague, P. (2001). Predictability modulates human brain response to reward. The Journal of Neuroscience, 21(8), 2793–2798. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 31. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 32. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 33. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 34. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 35. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 36. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 37. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 38. Fact, Theory, Or Fiction? People prefer objects with curves @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 39. Fact, Theory, Or Fiction? People prefer objects with curves FACT @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 40. People Prefer Objects With Curves Bar, M., & Neta, M. (2006). Humans prefer curved visual objects. Psychological Science, 17(8), 645-648. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 41. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 42. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 43. 2. The Brain Processes Information Best When It Is In Story Format Singer, T., B. Seymour, J. O’Doherty, H. Kaube, J.D. Dolan, and C. Frith. 2004. Empathy for pain involves the affective but not sensory component of pain. Science. 303: 1157-1162. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 44. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 45. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 46. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 47. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 48. 1. People Expect Technology To Follow Human-To- Human Interaction Rules The Media Equation: How People Treat Computers, Television, and New Media Like Real People And Places. Byron Reeves and Clifford Nass (1996) @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 49. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 50. Don’t distract me • @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 51. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 52. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 53. For More Information @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 54. @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com
  • 55. Susan Weinschenk, Ph.D. thebrainlady@gmail.com @thebrainlady #100Things US Phone: 847-909-5946 www.whatmakesthemclick.net @thebrainlady whatmakesthemclick.net thebrainlady@gmail.com

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  3. [current state]\nOur current knowledge about usability and user experience is only the tip of the ice burg. \n\nThe field of usability is maturing; we know how to design experiences that people can use. We have methodology; we have standards and guidelines based on the science of cognitive psychology. We have data to back up our decisions and we fall back on this data to make intelligent, informed design decisions. We’re starting to feel pretty good about ourselves and the way we put together designs. \n
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