modevux brain secrets

Cogntive Science every UXer should knowJohn Whalen, Ph.D. Principal, Strategy & User Experience Brilliant Experience jw@brilliantexperience.com 240-281-0764 (m)

I’m going to try not to geek out.

N50 Error-related negativity

or… DOH!!

Introduction

John Whalen

PhD Cognitive Science Johns Hopkins Univ

Cognitive Neuroscience

Vision Science Linguistics PhD:

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

Research

Stakeholder Interviews Field Research Competitor Reviews 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

The world is not what it seems…

9

http://www.youtube.com/user/Quirkology

11

Cogito ergo sum

Why do your eyes deceive you?

We use two major thinking systems

We use two major thinking systems

System 1

‣ conscious

‣ focused

‣ precise

We use two major thinking systems

System 1

‣ conscious

‣ focused

‣ precise

System 2

‣ unconscious

‣ fast, parallel

‣ approximate

Your brain fills in the gaps so you perceive continuous consciousness

You mean like in the matrix?

18

UXer’s don’t design to take advantage of our fast, automatic systems

These systems affect you in many ways

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Where your eyes move to

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What you see

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(and you only really see this)

and what you remember.

24http://sites.sinauer.com/wolfe3e/chap7/boundexF.htm

25

Let’s see how you did

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Actual

Typical distortion

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Since most of the world is constructed for you…

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…couldn’t we use that knowledge to be more persuasive?

29

C

B

A

We say yes to free stuff, no commitment.

30

We get curious.

31

We are attracted by beauty.

32

Barbeque by the pool

Stories help us remember.

33

Where’s the barbeque?

Achievement makes us feel good.

34

Authority makes us believe.

35

We make trivial comparisons.

36

Scarcity makes things desirable.

37

We follow the crowd.

38

We don’t want to miss out.

39

We love lazy.

40

We want it our way.

Let’s Review

We don’t experience what is in the real world.

43

Our brains build continuous consciousness for us.

We can only keep track of a few things at a time.

System 1

‣ conscious

‣ focused

‣ precise

System 2

‣ unconscious

‣ fast, parallel

‣ approximate

Designing for the way we think…

Likeability – capture them 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.

47

Is he done?

48

Research

Stakeholder Interviews Field Research Competitor Reviews 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