Designing for the Mind - SXSW 2015

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This deck is from the Designing for the Mind panel at SXSW 2015, organized by Roger Dooley, author of Brainfluence. Other panelists are Nathalie Nahai and Nir Eyal. It is a very brief introduction to why taking the way the human brain works is important for designers, followed by one example. The example is how what psychologists call "cognitive fluency" can cause friction in surprising and apparently illogical ways. Choosing the wrong type font can make an action seem more difficult, and the way images are placed can affect credibility.

Design

Nathalie Nahai
@nathalienahai
TheWebPsychologist.com

Roger Dooley
rogerdooley.com
@rogerdooley

#sxsw #DesignMind
@rogerdooley
@nathalienahai
@nireyal

Right/Left Brain?
Emotion
Art
Non-conscious
Creativity

Right/Left Brain?
Speech
Logic
Conscious
Math

How much of the brain are you
designing for?
#DesignMind #sxsw @rogerdooley

Ronald Coase
Friction =
The time, money, and
effort lost in getting
what you want.

Difficulty:
Real and
Perceived
#DesignMind #sxsw @rogerdooley

Real Friction
Form Fields
Steps in Checkout Process
Instructions
“What am I supposed to do?”
ANYTHING in Conversion Sequence

$4,000,000,000,000.
2015 Est. – Business Insider
#DesignMind #sxsw @rogerdooley

“Imaginary” Friction
&
Cognitive Fluency
#DesignMind #sxsw @rogerdooley

Difficulty Cooties
Design &
Naming
Choices
Your App,
Order
Process,
etc.
#DesignMind #sxsw @rogerdooley

Difficult = Risky
“Magnalroxate” “Hnegripitrom”
Safer è è è More Dangerous

Difficult = Risky
“Chunta” “Vaiveahtoishi”
Safer è è è More Dangerous

Fluency & Image Placement
Go with the flow!
ñ
ñ
ñ
ñ

Image Placement
More Fluent & Believable Less Fluent & Believable

Confession Site
I believe God is on IRC and that I have found
him. Sometimes I sympathize with other
prophets of the past because no one believe
me and I fear it will soon be too late to save
mankind.

More “fluent” site =
More revealing posts
Drunk Tank Pink, Alter

40%
couldn’t
decide.
#DesignMind #sxsw @rogerdooley

Minimize perceived friction
with simple fonts, short text,
& easy-to-read design.
#DesignMind #sxsw @rogerdooley

Design for the way
your customer’s
brain really works!
#DesignMind #sxsw @rogerdooley

Designing for the Mind
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley

Nathalie Nahai
Nir Eyal
Roger Dooley
Designing for
the Mind

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Designing for the Mind - SXSW 2015

1. Nathalie Nahai Nir Eyal Roger Dooley #DesignMind Designing for the Mind

2. Nathalie Nahai @nathalienahai TheWebPsychologist.com

3. Nir Eyal @nireyal nirandfar.com

4. Roger Dooley rogerdooley.com @rogerdooley

5. #sxsw #DesignMind @rogerdooley @nathalienahai @nireyal

8. Daniel Kahneman Ronald Coase

9. Daniel Kahneman System 1 System 2

10. Right/Left Brain? Emotion Art Non-conscious Creativity

11. Right/Left Brain? Speech Logic Conscious Math

12. Reality: It’s Complicated

13.

14.

15. 5% Conscious

16. 95% Non-conscious

17. How much of the brain are you designing for? #DesignMind #sxsw @rogerdooley

18. Friction

19. Ronald Coase Friction = The time, money, and effort lost in getting what you want.

20. Difficulty: Real and Perceived #DesignMind #sxsw @rogerdooley

21. Real Friction Form Fields Steps in Checkout Process Instructions “What am I supposed to do?” ANYTHING in Conversion Sequence

22. High Friction

23. High Friction

24. $4,000,000,000,000. 2015 Est. – Business Insider #DesignMind #sxsw @rogerdooley

25. Near-Zero Friction

26. Security Friction

27. “Imaginary” Friction & Cognitive Fluency #DesignMind #sxsw @rogerdooley

28. Difficulty Cooties Design & Naming Choices Your App, Order Process, etc. #DesignMind #sxsw @rogerdooley

29. Difficult = Risky “Magnalroxate” “Hnegripitrom” Safer è è è More Dangerous

30. Difficult = Risky “Chunta” “Vaiveahtoishi” Safer è è è More Dangerous

31. Easy = True

32. Fluency & Image Placement Go with the flow! ñ ñ ñ ñ

33. Image Placement More Fluent & Believable Less Fluent & Believable

34. Fluency & Design Choices

35. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.

36. Confession Site I believe God is on IRC and that I have found him. Sometimes I sympathize with other prophets of the past because no one believe me and I fear it will soon be too late to save mankind.

37. More “fluent” site = More revealing posts Drunk Tank Pink, Alter

38. 17% couldn’t decide.

39. 40% couldn’t decide. #DesignMind #sxsw @rogerdooley

40.

41.

42.

43. Minimize perceived friction with simple fonts, short text, & easy-to-read design. #DesignMind #sxsw @rogerdooley

44. If you remember just one thing …

45. Change is constant and accelerating…

46. Communication 50Years

47. Media 50Years

48. Mobile! Big Data! Social Media!