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

Brilliant Experience Psychology + User
Experience + Innovation

What is user experience?

A responsive design?

What is User Experience? The
look and feel?

What is User Experience? The
interaction design?

NO UX doesn’t happen on
a screen.

UX doesn’t happen on a
screen, it happens in the mind. #sixminds #sxsw #bebrilliant

UX is multi-dimensional and multi-sensory.
#sixminds #sxsw #bebrilliant

Introducing the Six Minds

Vision /
Attention

Wayfinding
Vision /
Attention

Wayfinding
Vision /
Attention
Memory

Language Wayfinding Vision / Attention
Memory

Language Wayfinding Vision / Attention
MemoryEmotion

Language Wayfinding Vision / Attention
MemoryEmotion Decision Making

That is great John, but
how do you use the six minds to…

a digital user experience? design
select uncover determine evaluate agree on

Designing for the Six Minds

1. Vision / Attention

1. Seeking action near
citation.

2. Grey box not drawing
attention and no affordance.

3. Anticipating inline action.

+ 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.

Discover what the eyes seek
and where. #sixminds #sxsw #bebrilliant Vision / Attention

2. Wayfinding

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.

Match their perception of space
and interactions #sixminds #sxsw #bebrilliant Wayfinding

3. Memory

Memory: Observation Process 1. Ask
questions that uncover expectations: “What’s about to happen?” 2. Use transcripts, behaviors and inference to determine mental models

K Luxury RoyalTreatment Willi Wha
Flya DefineLuxury LimoatMassagShoeShin BestRestaur Everyoneatat ExoticFoods Pam pered First Class C Elite Status Love i Lov F Aspire to do/g Vacation Life Style B SLK Non-Travel rossfit unteer riathlon ymphony Opera with Friends Movies Brands Virgin Am erica Ritz M arriott M andarin Shangri-La Mercedes manMarcuserigammo Services keeper rdiner actor Lazy,SleepIn

Figure 1: Cuisinart Corporate Store
Figure 2: Cuisinart Web Store What the…?

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

4. Emotion

Emotion

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?

Prepare for 1. Tears 2.
Hugs

What we look for: What
will draw them in immediately? What will provide lasting meaning and value? What touches on their deepest goals and wishes?

Uncover what appeals, enhances and
awakens. #sixminds #sxsw #bebrilliant Emotion

5. Language

Language: Observational Process 1. Record
interviews, analyze transcripts for word usage ‣ How do words/ideas vary by group (e.g., novice/expert) 2. Probe for detailed meaning of terms

Learn their lexicon. #sixminds #sxsw
#bebrilliant Language

6. Decision Making

Observational Process 1. What is
the flow of their decision making? 2. What do they need to know when? 3. Infer: What do they think the “problem space” is? Is that really it?

Augment their micro decisions. #sixminds
#sxsw #bebrilliant Decision Making

Real-World Application

Lean / Design Thinking Process
INTELLIGENCE ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews Formalized Questions

Lean / Design Thinking Process
INTELLIGENCE INSIGHTS ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews ‣ 1-on-1 IDIs in Situ ‣ Synthesis ‣ Persona Creation ‣ Journey Mapping ‣ Opportunity Mapping Formalized Questions Insights & Opportunities

Lean / Design Thinking Process
INTELLIGENCE INSIGHTS IDEATION ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews ‣ 1-on-1 IDIs in Situ ‣ Synthesis ‣ Persona Creation ‣ Journey Mapping ‣ Opportunity Mapping ‣ Strategy Session ‣ Design Sprints ‣ Sketching ‣ Prototype Creation Formalized Questions Insights & Opportunities Conceptual Directions

Lean / Design Thinking Process
INTELLIGENCE INSIGHTS IDEATION VALIDATION ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews ‣ 1-on-1 IDIs in Situ ‣ Synthesis ‣ Persona Creation ‣ Journey Mapping ‣ Opportunity Mapping ‣ Strategy Session ‣ Design Sprints ‣ Sketching ‣ Prototype Creation ‣ Interactive Prototype ‣ A/B Testing ‣ Competitive Testing ‣ Iteration / Refinement Formalized Questions Insights & Opportunities Conceptual Directions Validated Prototype #sixminds #sxsw #bebrilliant

What we were told the
audience wanted: “One comprehensive solution.”

Decision Making Language Emotion Vision
/ Attention Memory Wayfinding #sixminds #sxsw #bebrilliant

Summary

UX happens in the mind.
#sixminds #sxsw #bebrilliant

UX is multi-dimensional and multi-sensory.
Language Wayfinding Vision / Attention MemoryEmotion Decision Making #sixminds #sxsw #bebrilliant

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.

John Whalen jw@brilliantexperience.com linkedin.com/in/johnwhalen Psychology
+ Innovation + DesignBrilliant Experience Thank you!