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What Every Designer Needs To Know About People

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Slides from my talk on January 31, 2013, sponsored by usertesting.com
I have a book on this topic: 100 Things Every Designer Needs to Know About People
Visit my website and blog for more on this topic: www.theteamw.com/blog

Published in: Design
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What Every Designer Needs To Know About People

  1. 1. @thebrainlady susan@theteamw.com www.theteamw.comSusan Weinschenk, Ph.D.Weinschenk Institute, LLC
  2. 2. 10. People Pay Attention Only To What Is “Salient”
  3. 3. Larson, Adam, & Loschky, L (2009). The contributions of central versusperipheral vision to scene gist recognition. Journal of Vision, 9(10:6)
  4. 4. 9. People Use Peripheral Vision To Get The “Gist”Larson, Adam, & Loschky, L (2009). The contributions of central versusperipheral vision to scene gist recognition. Journal of Vision, 9(10:6)
  5. 5. Song, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
  6. 6. #4: Hard To Read Or Overly Decorative Fonts = Task Is Hard 8 minutes Song, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
  7. 7. #4: Hard To Read Or Overly Decorative Fonts = Task Is Hard 8 minutes 15 minutesSong, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
  8. 8. #4: Hard To Read Or Overly Decorative Fonts = Is Hard8. Hard To Read Or Overly Decorative Fonts = Task Task Is Hard 8 minutes 15 minutes Song, H. & Schwarz, N. (2008). If it’s hard to read, it’s hard to do: Processing fluency affects effort prediction and motivation. Psychological Science, 19, 986–988.
  9. 9. Fact or Fiction? People can onlyremember/process 7 + or – “things” at a time FICTION
  10. 10. 7. People Can Remember/Deal With 3-4 Things At A TimeBaddeley, A. D. (1994). The magical number seven: Still magicafter all these years? Psychological Review, 101, 353-356.Broadbent, D. (1975). The magic number seven after fifteenyears. 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 andBrain Sciences, 24, 87-185.
  11. 11. 40% stopped to taste30% of them purchased 100 people = 12 sales60% stopped to taste3% of them purchased 100 people = 2 sales
  12. 12. Iyengar, Sheena S. and MarkR. Lepper. 2000. Whenchoice is demotivating: Canone desire too much of agood thing?. Journal ofPersonality and SocialPsychology. 79: 995-1006.
  13. 13. 6. Too Many Choices = No Choice
  14. 14. Choice = Control = Survival
  15. 15. 17 x 24 = ?
  16. 16. Daniel Kahneman,Thinking Fast and Slow
  17. 17. 5. Most Mental Processing Is Unconscious
  18. 18. A bat and ball cost $1.10.The bat costs one dollar more than the ball.How much does the ball cost?
  19. 19. EAT
  20. 20. SO_P
  21. 21. WASH
  22. 22. SO_P
  23. 23. high a salary desk paying
  24. 24. In a lake there is a patch of lily pads. Every day thepatch doubles in size. If it takes 48 days for the patch tocover the entire lake, how long would it take for thepatch to cover half of the lake? 24 days or 47 days?
  25. 25. In a lake there is a patch of lily pads. Every day the patchdoubles in size. If it takes 48 days for the patch to cover theentire lake, how long would it take for the patch to cover half ofthe lake? 24 days or 47 days?
  26. 26. How many animals of each kind did Moses take into the ark?
  27. 27. How many animals of each kind did Barak Obama take into the ark?
  28. 28. Is the height of the tallest redwoodmore or less than 1200 ft?”What is your best guess about theheight of the tallest redwood?
  29. 29. Is the height of the tallest redwoodmore or less than 1200 ft?”What is your best guess about theheight of the tallest redwood? 844
  30. 30. Is the height of the tallest redwoodmore or less than 180 ft?”What is your best guess about theheight of the tallest redwood?
  31. 31. Is the height of the tallest redwoodmore or less than 180 ft?”What is your best guess about theheight of the tallest redwood? 282
  32. 32. Campbell’s Soup -- 10% off saleLimit of 12 cans per person
  33. 33. Campbell’s Soup -- 10% off saleNo limit per person
  34. 34. Campbell’s Soup -- 10% off saleLimit of 12 cans per person
  35. 35. Campbell’s Soup -- 10% off saleNo limit per person
  36. 36. 4. People Have Mental Models
  37. 37. Business, ConceptualAudience & User Model Design Testing & Design ValidationResearch& Analysis
  38. 38. 3. There are “weak” ties and “strong” ties “Weak” Ties =? “Strong” Ties = 150Professor Robin DunbarUniversity of Oxfordhttp://www.isca.ox.ac.uk/about-us/staff/academic/prof-robin-dunbar/
  39. 39. 2. Speaker and Listener Brains SyncStephens, Greg, and Hasson, U. 2010. “Speaker-listener neural couplingunderlies successful communication.” Proceedings of the National Academyof Sciences.
  40. 40. 1. The Fusiform Facial Area (FFA) Makes Us Pay Attention To Human Faces
  41. 41. Courses on Udemy.com
  42. 42. @thebrainlady susan@theteamw.com www.theteamw.comSusan Weinschenk, Ph.D.Weinschenk Institute, LLC

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