Don't Make Me Think - There's no need (2014)
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Transcript of Don't Make Me Think - There's no need (2014)
Don’t Make me Think There’s no need
Codemotion Milan, Italy – 29/11/2014 CC BY-NC-SA 3.0 - http://creativecommons.org/licenses/by-nc-sa/3.0/
STEVE @MARASPIN
http://www.mvlabs.it/
The Jam Experiment
6
Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D.
Cognitive resources are limited
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Passing Option
Passing Option Other Options
Danger!
WONDERLIC TEST
http://en.wikipedia.org/wiki/Wonderlic_Test
Sample Questions • A boy is 17 years old and his sister is
twice as old. When the boy is 23 years old, what will be theage of his sister?
• Arrange the following words so that they make a complete sentence. Is the rearranged sentence true or false? not Winter seasons summer are and
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http://en.wikipedia.org/wiki/Dan_Marino
15/50
SYSTEM 2
SYSTEM 2
3165/5
SLOW, CONSCIOUS
Passing Option Other Options
Danger!
No time to think!
SYSTEM 2
SYSTEM 1
2+2
FAST, UNCONSCIOUS
SELECTIVE PERCEPTION
THE INVISIBLE GORILLA
https://www.youtube.com/watch?v=IGQmdoK_ZfY
RECEPTORS
FIBERS
Retinal Receptors
31
1.000.000 Fibres
100.000.000 Receptors
Retinal Receptors
32
Source: Visual Thinking for Design – Colin Ware
Parafovea: over 50% of our processing power, in less than 5% of the visual world
Edge of the Visual Field: we can barely notice an item the size of an apple at arm’s length
THE FOVEA
Blind Spot
34
http://brainu.org/blind-spot
35
Attention Focus
36
Might not be noticed
37
Attention Focus
38
State change cue
Noticeable message
SENSIBLE TO MOTION
41
State change cue
Even more noticeable
Validating e-mail, please wait…
Acceptable Response Times • 140 milliseconds between an
action and its feedback • 1 second before anxiety kicks in • 700 milliseconds before a
human being can initiate an action after noticing a state change
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PERCEIVES ENVIRONMENT
Makes sense…
44
Source: Don’t Make me Think – S. Krug
Visual Hierarchy
45
Source: Designing with the mind in mind – J. Johnson
Gestalt Principles
46
Self-organizing Tendency
47
48
FUSIFORM
FACE AREA
DIRECTIONAL CUE
51
52
Placebo effect
53
Perceptions are influenced by expectations
54
Take a sheet of paper Fold it 100 times
How thick the result?
Unexpected Result
55
126.765.060.022.822.940.149.670 km
Unexpected Result
56
126.765.060.022.822.940.149.670 km
149.600.000 km
Anchoring
Anchoring
Base Price
Anchoring
Compared to camera,
battery seems cheap
Expensive Option as an Anchor
60
Other
options all
seem cheap
DOBB'S 1968 EXPERIMENT
PREDECISIONAL DISSONANCE
Postdecisional Dissonance
63
Postdecisional Dissonance
64
Commitment
DOPAMINE
SOCIAL NOTIFICATIONS
Simplified Brain Model
67
Old Brain
Mid Brain
New Brain
Survival
Emotions
Conscious
Activities
69
Scarcity
70
Scarcity
71
Danger
72
Social validation
73
Endowment Effect
77
78
Endowment Effect
Feeling like owing this
Endowment
79
Worth to us more than this
Prospect Theory
80
Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/
Framing
81
Better to offer discount on deposit, than surcharge on Paypal
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
88
Availability Heuristic
89
Wason Selection Task
90
If a card has a vowel on one side, then it has an even number on the other side. You are asked, which card(s) do you need to turn over in order to determine if the rule is true or false?
Confirmation Bias
91
http://www.psychologyinaction.org/2012/10/07/classic-psychology-experiments-wason-selection-task-part-i/
Confirmation Bias
92
EMOTIONS LEAD
ELLIOT
96
IQ 97
97
Damaged Area
98
Effects
IQ 97 Unable to make decisions!
UNCONSCIOUS IS A CRUCIAL PART
OF THE DECISION MAKING
PROCESS
Thank you for your attention
Stefano Maraspin @maraspin
https://joind.in/talk/view/12896
Resources
102
Resources
103
Resources
104
Photo Credits • http://www.flickr.com/photos/quinnanya/2904259360/ • http://www.flickr.com/photos/justinhee/5672674318/ • http://www.flickr.com/photos/katerha/5249701882/ • https://www.flickr.com/photos/flickrnyk/7438899878 • 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/ • https://www.flickr.com/photos/fragglerawker/2350554969 • http://www.flickr.com/photos/mbk/5528785022/ • https://www.flickr.com/photos/tambako/14278357096 • http://www.flickr.com/photos/attilaacs/3482373097/ • https://www.flickr.com/photos/edrost88/11282516873 • https://www.flickr.com/photos/goarmyphotos/8355744257 • https://www.flickr.com/photos/caseyflorig/15250979855 • http://www.flickr.com/photos/crdot/5507833060/ • https://www.flickr.com/photos/liju-james/4307814139 • 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/
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Stefano Maraspin @maraspin