WANT TO KNOW THE SECRET TO A GREAT UX? Knowing what your users are thinking before they do is a great start...
Academicians know so much about what draws our attention, how we make decisions and what can change our behaviors but have typically buried that knowledge in research papers that rarely cross the chasm into mainstream user experience. Join me for an interactive guide to how your users think and why it matters to your UX practice.
Want to know where users will look first on your interface and why? We’ve got a demo for that. Want your app to be more addictive? We can give you some good suggestions. Want people to buy more stuff or sign up more often? We can help there too. Wish you knew what an affordance was? Okay, maybe that wasn’t keeping up at night but we’ve got that covered too.
John will present a series of fun demos to make the psychological principles memorable and then demonstrate how to apply what you learned to your user experience challenges.
7. Cognitive Vision
PhD: Neuroscience Science Linguistics
Math in Brain
PhD Cognitive Science
Johns Hopkins Univ
Post Doc at UCLA
during Dot.Com boom
John Whalen
Professor in Psychology
CEO, UX Lead
Brillian Experience
Usability/
User
Accessibility
Experience
Online Information
Strategy Architecture
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35. Now let’s look at picture memory.
Draw a rectangle on a piece of paper.
I’ll give you 20 seconds to look at a picture.
Sketch it exactly as it appears. 31
44. We quickly loose acuity and color
outside of our gaze.
Contrast, color, line
orientation and motion
determine where we look
next.
Much of what we “see”
is constructed.
Review 38
45. Our system fills in the gaps.
But if memory is impaired,
it is very difficult to detect
a change.
So: Use visual cues to lead your audience.
Tell a story to allow anticipation.
Review 39
46. Our system fills in the gaps.
But if memory is impaired,
it is very difficult to detect
a change.
So: Use visual cues to lead your audience.
Tell a story to allow anticipation.
Review 39
64. Likeability – capture them with visuals
Free – give something away to ask for return favor
Commitment – ask for small commitment to build bigger ones
Intrigue – gradually reveal information – make me look
Endowment – if I’ve worked harder its more valuable to me
Aesthetics – more aesthetically pleasing feels more usable
Narrative – tell me a story about how this fits my life
Achievement – show me that I've made an accomplishment
Reputation – the brand’s reputation counts
Authority – official recognition important
Social Proof – if everyone else is buying one…
Loss Aversion – how do I know I’m not going to lose on the deal?
Status Quo – must overcome how things are today w/ shopper
Effort – how hard is it to check out?
Scarcity – if I might not be able to get one I want it more
Loss Aversion – don’t want to lose out on the deal
Ownership – let me be in control during the buying process
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76. UXers need to capture attention,
and tell stories we can follow.
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77. Likeability – capture them with visuals
Free – give something away to ask for return favor
Commitment – ask for small commitment to build bigger ones
Intrigue – gradually reveal information – make me look
Endowment – if I’ve worked harder its more valuable to me
Aesthetics – more aesthetically pleasing feels more usable
Narrative – tell me a story about how this fits my life
Achievement – show me that I've made an accomplishment
Reputation – the brand’s reputation counts
Authority – official recognition important
Social Proof – if everyone else is buying one…
Loss Aversion – how do I know I’m not going to lose on the deal?
Status Quo – must overcome how things are today w/ shopper
Effort – how hard is it to check out?
Scarcity – if I might not be able to get one I want it more
Loss Aversion – don’t want to lose out on the deal
Ownership – let me be in control during the buying process
Then use a number of
techniques to persuade our
audiences to act. 67