UX doesn’t happen on a
screen, it’s in the mind Psychology + User Experience + InnovationBrilliant Experience John Whalen, PhD Founder & CEO, Brilliant Experience
About John PhD Cognitive Science
Johns Hopkins University Cognitive Neuroscience Vision Science Linguistics John Whalen, PhD CEO, UX Lead Post Doc. at UCLA during dot.com boom Professor in Psychology University of Delaware Founder, UX Lead Brilliant Experience User Insights Digital Strategy User Experience
+ Add to Library Captured
‣ Natural eye flow ‣ Words / symbols they are looking for (regardless of what they said) Design Impact ‣ Put action where item sought (with attention drawing button) with right words.
Captured ‣ Understanding of virtual
space. ‣ How interface space is navigated. ‣ What surprises and delights. Design Impact ‣ Timing of feedback with micro interactions critical. ‣ Discoverability of invisible interface (voice) challenge.
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Captured ‣ Words used ‣
Semantic relationships ‣ Mental models Design Impact ‣ Understanding and activating the right mental model will build trust and reduce the need for instructions. Kelly Luxury Royal Treatment Willin What Fly aw DefineLuxury Limo at AMassageShoe Shine Best Restaura Everyone at a tou Exotic Foods Pam pered FirstC EliteStatus L Aspireto Cards&Money Vacatio SpendO 90% CardUse C World View M ostIm portant Health W ork-Life B Relaxing on Vac PeaceofMind Successful LuckytoHaveJob HavePieceofMind Fortunate+HardWorking BePromoted AffordHome ImproveHealth Made It Financial Goals Two Homes, Rentals No Worrying About Bills Work-Life Balance Charities Child Cancer Meals on Wheels SF Symphony Parkinson's 5-YearG oals Vacation House International Travel Retirem entSavings New Car New Home LifeStyle Travel Palm SpringsLasVegaseCountry Cars tyG25 udiA4 Class BSLK Non-Travel rossfit unteer riathlon ymphony Opera withFriends Movies Brands Virgin Am erica Ritz M arriott M andarin Shangri-La Mercedes anMarcus rigammo Services keeper rdiner actor Lazy,SleepIn
#sixminds #sxsw #bebrilliant Activate and
harness their mental models. Kelly Luxury RoyalTreatment Willingtopaymore WhatyouwantwheneverFlyawayatwhim DefineLuxury LimoatAirport MassageShoeShine BestRestaurants Everyoneatatouchofabutton ExoticFoods Pam pered First Class Cabin Elite Status Love it. Easy to get spo Love it Feel special Well treated Aspire to do/get Travel around Surfing Seaboard C Cards & Money Vacation Spend On Tennis Cross Fit Home Impro Clothing Eating Out90% Card Use DiscoverUnited Club Card Amazon VISA CostCo AMEX 5% Cash WorldView M ostIm portant Health & Fam ily W ork-Life Balance Relaxing on Vacation PeaceofMind Successful LuckytoHaveJob HavePieceofMind Fortunate+HardW BePromoted AffordHome ImproveHealth MadeIt inancialGoals omes,Rentals yingAboutBills ork-LifeBalance Charities ChildCancer MealsonWheels SFSymphony Parkinson's 5-Year G oals Vacation House InternationalTravel Retirem ent Savings New Car New Home Life Style Travel Palm SpringsLas VegasWine Country Cars Infinity G25 Audi A4 MB C-Class MB SLK Non-Travel Crossfit Volunteer Triathlon Symphony Opera Dinner with Friends Movies Brands Virgin Am erica Ritz M arriott M andarin Shangri-La Mercedes NeimanMarcusFerigammo Services Housekeeper Gardiner Contractor Lazy,SleepIn Memory
Example Observational Process 1. Which
credit cards to you use today? 2. Which is your favorite? 3. What is your weekend like? 4. How do you like to vacation? 5. What are your goals for the next 3 years? 6. What is most important to you? 7. What worries/excites you the most about the future? 8. What do you aspire to in life?
Design for the six minds
Language Wayﬁnding Vision / Attention MemoryEmotion Decision Making #sixminds #sxsw #bebrilliant Discover what the eyes seek and where. Match their perception of space and interactions Activate and harness their mental models. Learn their lexicon. Uncover what appeals, enhances and awakens. Augment their micro decisions.