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

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Don’t Make me Think There’s no need Better Software 2013 – Florence, Italy

description

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

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Don’t Make me Think There’s no need

Better Software 2013 – Florence, Italy

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STEFANO MARASPIN

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http://www.mvlabs.it/

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The Jam Experiment

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

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Cognitive resources are limited

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WONDERLIC TEST

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

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SYSTEM 2

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SYSTEM 2

3165/5

SLOW, CONSCIOUS

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SYSTEM 1

2+2

FAST, UNCONSCIOUS

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SELECTIVE PERCEPTION

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INVISIBLE GORILLA

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100.000.000 RECEPTORS

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1.000.000 FIBERS

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THE FOVEA

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Retinal Receptors

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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

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Attention Focus

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Might not be noticed

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Attention Focus

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State change cue

Noticeable message

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SENSIBLE TO MOTION

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PERCEIVES ENVIRONMENT

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Makes sense…

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Source: Don’t Make me Think – S. Krug

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Visual Hierarchy

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

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FUSIFORM

FACE AREA

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DIRECTIONAL CUE

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Placebo effect

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Perceptions are influenced by expectations

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Problems bother us

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Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball?

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Heuristics Applied

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Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? $0.10

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Wrong Answer!

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Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? $0.10

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Take a sheet of paper Fold it 100 times

How thick the result?

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Unexpected Result

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12676506002282294014967032053,76 cm

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Anchoring

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Anchoring

Base Price

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Anchoring

Compared to camera,

battery seems cheap

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Expensive Option as an Anchor

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Other

options all

seem cheap

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PREDECISIONAL DISSONANCE

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Postdecisional Dissonance

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Postdecisional Dissonance

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Commitment

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Simplified Brain Model

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Old Brain

Mid Brain

New Brain

Survival

Emotions

Conscious

Activities

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Scarcity

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Scarcity

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Danger

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Social validation

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Endowment Effect

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Endowment Effect

Feeling like owing this

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Endowment

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Worth to us more than this

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Prospect Theory

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

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Framing

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Better to offer discount on deposit, than surcharge on Paypal

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MEMORY ALSO INFLUENCED

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RECOGNIZED THEM? How long to find it out?

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RECOGNIZED THEM? How long to find it out?

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RECOGNIZING IS EASIER THAN

RECALLING

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Recalling Aids

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Availability Heuristic

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Confirmation Bias

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

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EMOTIONS LEAD

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ELLIOT

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IQ 97

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Damaged Area

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Effects

IQ 97 Unable to make decisions!

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UNCONSCIOUS IS A CRUCIAL PART

OF THE DECISION MAKING

PROCESS

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Thank you for your attention

Stefano Maraspin @maraspin

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Resources

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Resources

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Resources

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Photo Credits • 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/

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Stefano Maraspin @maraspin