the biology of design: how human biology influences design
DESCRIPTION
Our biology is the greatest influence over the way we use technology and digital tools. Understanding how our biology triggers our interactions gives us insight into design.TRANSCRIPT
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Presented by
richard banfield
the biology of design
@
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how do you
design for an
unknown
future
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The things I’m going
to be working on
have not been
invented yet
rhys banfield, Age 10
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we have to look
at human
biology
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why do we even
have brains
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to move
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#convCon @freshtilledsoil
lovely, but
very far
from
natural
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desktop
requires
modification
of behavior
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#convCon @freshtilledsoil
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mobile is
a state
#convCon
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we are
emotional first
and logical
second
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brains only
make decisions
when filtered
through
emotions
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strong
emotional
connections
lead to loyalty
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We’re unique in
the range of
emotions
recognizable in
the face
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we can be
persuaded
but timing is
everything
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Easy to Do
Hig
h M
otiv
atio
nLo
w M
otiv
atio
n
Hard to Do
Make it motivating
Make it easy to do
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the right experience at the right time
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case study:the guardian
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always on but not on the same device
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mon tues wed thurs fri sat sun
assumption...
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mon tues wed thurs fri sat sun
but...
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mon tues wed thurs fri sat sun
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brains
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brains
Mobile Web
ipad app
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We are not seeing a substitutional effect. People reading across multiple devices increase their consumption, they read for more and longer.
Tom Betts, FT head of data
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your brain
is lazy
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mental filters
determine the
impact of what
you see and
remember
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happiness makes memories and learning
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ultimately its
all about sex
but it’s
complicated
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hybrid can help
with conversion
optimization>10,000
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human success
means being
successful at
gene or meme
transfer
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storytelling
evolved for
meme transfer
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lying is part of
that evolution
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applying
biology to
design thinking
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car safety and
soccer moms
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What did they see?What did they feel?
What motivated them?What’s the story?
what’s the irrational story?
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@
Q&A