Don't Make Me Think - There's no need (2014)

106
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/

description

Slides of my Codemotion 2014 talk about user decision making process in web and software environments.

Transcript of Don't Make Me Think - There's no need (2014)

Page 1: 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/

Page 2: Don't Make Me Think - There's no need (2014)

STEVE @MARASPIN

Page 3: Don't Make Me Think - There's no need (2014)

http://www.mvlabs.it/

Page 4: Don't Make Me Think - There's no need (2014)
Page 5: Don't Make Me Think - There's no need (2014)
Page 6: Don't Make Me Think - There's no need (2014)

The Jam Experiment

6

Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D.

Page 7: Don't Make Me Think - There's no need (2014)

Cognitive resources are limited

7

Page 8: Don't Make Me Think - There's no need (2014)
Page 9: Don't Make Me Think - There's no need (2014)
Page 10: Don't Make Me Think - There's no need (2014)
Page 11: Don't Make Me Think - There's no need (2014)
Page 12: Don't Make Me Think - There's no need (2014)

Passing Option

Page 13: Don't Make Me Think - There's no need (2014)

Passing Option Other Options

Page 14: Don't Make Me Think - There's no need (2014)

Danger!

Page 15: Don't Make Me Think - There's no need (2014)

WONDERLIC TEST

http://en.wikipedia.org/wiki/Wonderlic_Test

Page 16: Don't Make Me Think - There's no need (2014)

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

16

Page 17: Don't Make Me Think - There's no need (2014)
Page 18: Don't Make Me Think - There's no need (2014)

http://en.wikipedia.org/wiki/Dan_Marino

Page 19: Don't Make Me Think - There's no need (2014)

15/50

Page 20: Don't Make Me Think - There's no need (2014)

SYSTEM 2

Page 21: Don't Make Me Think - There's no need (2014)

SYSTEM 2

3165/5

SLOW, CONSCIOUS

Page 22: Don't Make Me Think - There's no need (2014)

Passing Option Other Options

Danger!

Page 23: Don't Make Me Think - There's no need (2014)

No time to think!

Page 24: Don't Make Me Think - There's no need (2014)

SYSTEM 2

Page 25: Don't Make Me Think - There's no need (2014)
Page 26: Don't Make Me Think - There's no need (2014)

SYSTEM 1

2+2

FAST, UNCONSCIOUS

Page 27: Don't Make Me Think - There's no need (2014)

SELECTIVE PERCEPTION

Page 28: Don't Make Me Think - There's no need (2014)

THE INVISIBLE GORILLA

https://www.youtube.com/watch?v=IGQmdoK_ZfY

Page 29: Don't Make Me Think - There's no need (2014)

RECEPTORS

Page 30: Don't Make Me Think - There's no need (2014)

FIBERS

Page 31: Don't Make Me Think - There's no need (2014)

Retinal Receptors

31

1.000.000 Fibres

100.000.000 Receptors

Page 32: Don't Make Me Think - There's no need (2014)

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

Page 33: Don't Make Me Think - There's no need (2014)

THE FOVEA

Page 34: Don't Make Me Think - There's no need (2014)

Blind Spot

34

http://brainu.org/blind-spot

Page 35: Don't Make Me Think - There's no need (2014)

35

Attention Focus

Page 36: Don't Make Me Think - There's no need (2014)

36

Might not be noticed

Page 37: Don't Make Me Think - There's no need (2014)

37

Attention Focus

Page 38: Don't Make Me Think - There's no need (2014)

38

State change cue

Noticeable message

Page 39: Don't Make Me Think - There's no need (2014)
Page 40: Don't Make Me Think - There's no need (2014)

SENSIBLE TO MOTION

Page 41: Don't Make Me Think - There's no need (2014)

41

State change cue

Even more noticeable

Validating e-mail, please wait…

Page 42: Don't Make Me Think - There's no need (2014)

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

42

Page 43: Don't Make Me Think - There's no need (2014)

PERCEIVES ENVIRONMENT

Page 44: Don't Make Me Think - There's no need (2014)

Makes sense…

44

Source: Don’t Make me Think – S. Krug

Page 45: Don't Make Me Think - There's no need (2014)

Visual Hierarchy

45

Source: Designing with the mind in mind – J. Johnson

Page 46: Don't Make Me Think - There's no need (2014)

Gestalt Principles

46

Self-organizing Tendency

Page 47: Don't Make Me Think - There's no need (2014)

47

Page 48: Don't Make Me Think - There's no need (2014)

48

Page 49: Don't Make Me Think - There's no need (2014)

FUSIFORM

FACE AREA

Page 50: Don't Make Me Think - There's no need (2014)

DIRECTIONAL CUE

Page 51: Don't Make Me Think - There's no need (2014)

51

Page 52: Don't Make Me Think - There's no need (2014)

52

Page 53: Don't Make Me Think - There's no need (2014)

Placebo effect

53

Perceptions are influenced by expectations

Page 54: Don't Make Me Think - There's no need (2014)

54

Take a sheet of paper Fold it 100 times

How thick the result?

Page 55: Don't Make Me Think - There's no need (2014)

Unexpected Result

55

126.765.060.022.822.940.149.670 km

Page 56: Don't Make Me Think - There's no need (2014)

Unexpected Result

56

126.765.060.022.822.940.149.670 km

149.600.000 km

Page 57: Don't Make Me Think - There's no need (2014)

Anchoring

Page 58: Don't Make Me Think - There's no need (2014)

Anchoring

Base Price

Page 59: Don't Make Me Think - There's no need (2014)

Anchoring

Compared to camera,

battery seems cheap

Page 60: Don't Make Me Think - There's no need (2014)

Expensive Option as an Anchor

60

Other

options all

seem cheap

Page 61: Don't Make Me Think - There's no need (2014)

DOBB'S 1968 EXPERIMENT

Page 62: Don't Make Me Think - There's no need (2014)

PREDECISIONAL DISSONANCE

Page 63: Don't Make Me Think - There's no need (2014)

Postdecisional Dissonance

63

Page 64: Don't Make Me Think - There's no need (2014)

Postdecisional Dissonance

64

Commitment

Page 65: Don't Make Me Think - There's no need (2014)

DOPAMINE

Page 66: Don't Make Me Think - There's no need (2014)

SOCIAL NOTIFICATIONS

Page 67: Don't Make Me Think - There's no need (2014)

Simplified Brain Model

67

Old Brain

Mid Brain

New Brain

Survival

Emotions

Conscious

Activities

Page 68: Don't Make Me Think - There's no need (2014)
Page 69: Don't Make Me Think - There's no need (2014)

69

Page 70: Don't Make Me Think - There's no need (2014)

Scarcity

70

Page 71: Don't Make Me Think - There's no need (2014)

Scarcity

71

Page 72: Don't Make Me Think - There's no need (2014)

Danger

72

Page 73: Don't Make Me Think - There's no need (2014)

Social validation

73

Page 74: Don't Make Me Think - There's no need (2014)
Page 75: Don't Make Me Think - There's no need (2014)
Page 76: Don't Make Me Think - There's no need (2014)
Page 77: Don't Make Me Think - There's no need (2014)

Endowment Effect

77

Page 78: Don't Make Me Think - There's no need (2014)

78

Endowment Effect

Feeling like owing this

Page 79: Don't Make Me Think - There's no need (2014)

Endowment

79

Worth to us more than this

Page 80: Don't Make Me Think - There's no need (2014)

Prospect Theory

80

Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/

Page 81: Don't Make Me Think - There's no need (2014)

Framing

81

Better to offer discount on deposit, than surcharge on Paypal

Page 82: Don't Make Me Think - There's no need (2014)

MEMORY ALSO INFLUENCED

Page 83: Don't Make Me Think - There's no need (2014)
Page 84: Don't Make Me Think - There's no need (2014)

RECOGNIZED THEM? How long to find it out?

Page 85: Don't Make Me Think - There's no need (2014)
Page 86: Don't Make Me Think - There's no need (2014)

RECOGNIZED THEM? How long to find it out?

Page 87: Don't Make Me Think - There's no need (2014)

RECOGNIZING IS EASIER THAN

RECALLING

Page 88: Don't Make Me Think - There's no need (2014)

Recalling Aids

88

Page 89: Don't Make Me Think - There's no need (2014)

Availability Heuristic

89

Page 90: Don't Make Me Think - There's no need (2014)

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?

Page 91: Don't Make Me Think - There's no need (2014)

Confirmation Bias

91

http://www.psychologyinaction.org/2012/10/07/classic-psychology-experiments-wason-selection-task-part-i/

Page 92: Don't Make Me Think - There's no need (2014)

Confirmation Bias

92

Page 93: Don't Make Me Think - There's no need (2014)
Page 94: Don't Make Me Think - There's no need (2014)

EMOTIONS LEAD

Page 95: Don't Make Me Think - There's no need (2014)

ELLIOT

Page 96: Don't Make Me Think - There's no need (2014)

96

IQ 97

Page 97: Don't Make Me Think - There's no need (2014)

97

Damaged Area

Page 98: Don't Make Me Think - There's no need (2014)

98

Effects

IQ 97 Unable to make decisions!

Page 99: Don't Make Me Think - There's no need (2014)

UNCONSCIOUS IS A CRUCIAL PART

OF THE DECISION MAKING

PROCESS

Page 100: Don't Make Me Think - There's no need (2014)

Thank you for your attention

Stefano Maraspin @maraspin

Page 101: Don't Make Me Think - There's no need (2014)

https://joind.in/talk/view/12896

Page 102: Don't Make Me Think - There's no need (2014)

Resources

102

Page 103: Don't Make Me Think - There's no need (2014)

Resources

103

Page 104: Don't Make Me Think - There's no need (2014)

Resources

104

Page 105: Don't Make Me Think - There's no need (2014)

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/

105

Page 106: Don't Make Me Think - There's no need (2014)

Stefano Maraspin @maraspin