don't make me think - there's no need

Download Don't Make me Think - There's no Need

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How do we take decisions? Are we fully conscious of what we do when using a system interface? There's a lot of unconscious activity going on while we use a digital product. This talk describes a few important factors interface designers should keep in mind while designing interaction.

TRANSCRIPT

  • Dont Make me Think Theres no need Better Software 2013 Florence, Italy
  • STEFANO MARASPIN
  • http://www.mvlabs.it/
  • The Jam Experiment Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D. 5
  • Cognitive resources are limited 6
  • WONDERLIC TEST http://en.wikipedia.org/wiki/Wonderlic_Test
  • SYSTEM 2
  • 3165/5 SLOW, CONSCIOUS SYSTEM 2
  • 2+2 SYSTEM 1 FAST, UNCONSCIOUS
  • SELECTIVE PERCEPTION
  • INVISIBLE GORILLA
  • 100.000.000 RECEPTORS
  • 1.000.000 FIBERS
  • THE FOVEA
  • Retinal Receptors Edge of the Visual Field: we can barely notice an item the size of an apple at arms length Parafovea: over 50% of our processing power, in less than 5% of the visual world Source: Visual Thinking for Design Colin Ware 18
  • Attention Focus 19
  • Might not be noticed 20
  • Attention Focus 21
  • State change cue Noticeable message 22
  • SENSIBLE TO MOTION
  • PERCEIVES ENVIRONMENT
  • Makes sense Source: Dont Make me Think S. Krug 26
  • Visual Hierarchy Source: Designing with the mind in mind J. Johnson 27
  • FUSIFORM FACE AREA
  • DIRECTIONAL CUE
  • 30
  • 31
  • Placebo effect Perceptions are influenced by expectations 32
  • Problems bother us Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 33
  • Heuristics Applied Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 34 $0.10
  • Wrong Answer! Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 35 $0.10
  • Take a sheet of paper Fold it 100 times How thick the result? 36
  • Unexpected Result 12676506002282294014967032053,76 cm 37
  • Anchoring
  • Anchoring Base Price
  • Anchoring Compared to camera, battery seems cheap
  • Expensive Option as an Anchor Other options all seem cheap 41
  • PREDECISIONAL DISSONANCE
  • Postdecisional Dissonance 43
  • Postdecisional Dissonance Commitment 44
  • Simplified Brain Model New Brain Conscious Activities Mid Brain Emotions Old Brain Survival 45
  • 47
  • Scarcity 48
  • Scarcity 49
  • Danger 50
  • Social validation 51
  • Endowment Effect 55
  • Endowment Effect Feeling like owing this 56
  • Endowment Worth to us more than this 57
  • Prospect Theory Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/ 58
  • Framing Better to offer discount on deposit, than surcharge on Paypal 59
  • MEMORY ALSO INFLUENCED
  • RECOGNIZED THEM? How long to find it out?
  • RECOGNIZED THEM? How long to find it out?
  • RECOGNIZING IS EASIER THAN RECALLING
  • Recalling Aids 66
  • Availability Heuristic 67
  • Confirmation Bias http://en.wikipedia.org/wiki/Wason_selection_task 68
  • EMOTIONS LEAD
  • ELLIOT
  • IQ 97 72
  • Damaged Area 73
  • Effects IQ 97 Unable to make decisions! 74
  • UNCONSCIOUS IS A CRUCIAL PART OF THE DECISION MAKING PROCESS
  • Thank you for your attention Stefano Maraspin @maraspin
  • Resources 77
  • Resources 78
  • Resources 79
  • Photo Credits 80 http://www.flickr.com/photos/quinnanya/2904259360/ http://www.flickr.com/photos/justinhee/5672674318/ http://www.flickr.com/photos/katerha/5249701882/ http://www.flickr.com/photos/63308489@N03/5758158093/ http://www.flickr.com/photos/gforsythe/8422224296/ http://www.flickr.com/photos/stefanvds/3107857585/ http://www.flickr.com/photos/albertogp123/5843577306/ http://www.flickr.com/photos/renawgraphy/4213430007/ http://www.flickr.com/photos/dtanist/10619591933/ http://www.flickr.com/photos/mbk/5528785022/ http://www.flickr.com/photos/attilaacs/3482373097/ http://www.flickr.com/photos/crdot/5507833060/ http://www.flickr.com/photos/isabadell/8230261556/ http://www.flickr.com/photos/iamthestig2/6748228667/ http://www.flickr.com/photos/west_point/8075161774/ http://www.flickr.com/photos/tomconger/5513241616/ http://www.flickr.com/photos/downingstreet/3701196400/ http://www.flickr.com/photos/greghickman/4306344519/ http://www.flickr.com/photos/vthokiefans/3293089737/ http://www.flickr.com/photos/maxbisschop/5584314953/ http://www.flickr.com/photos/patrickmcknightlaw/8136892023/
  • Stefano Maraspin @maraspin