Our biology is the greatest influence over the way we use technology and digital tools. Understanding how our biology triggers our interactions gives us insight into design.

1. Presented by
richard banfield
the biology of
design
@

2. how do you
design for an
unknown
future

3. The things I’m going
to be working on
have not been
invented yet
rhys banfield, Age 10

4. we have to look
at human
biology

5. why do we even
have brains

6. to move

8. #convCon @freshtilledsoil
lovely, but
very far
from
natural

9. desktop
requires
modification
of behavior

10. #convCon @freshtilledsoil

11. mobile is
a state
#convCon

14. we are
emotional first
and logical
second

15. brains only
make decisions
when filtered
through
emotions

16. strong
emotional
connections
lead to loyalty

17. We’re unique in
the range of
emotions
recognizable in
the face

20. we can be
persuaded
but timing is
everything

21. Easy to Do
HighMotivationLowMotivation
Hard to Do
Make it
motivating
Make it
easy to do

22. the right
experience at
the right time

23. case study:
the guardian

24. always on but
not on the
same device

25. mon tues wed thurs fri sat sun
assumption...

26. mon tues wed thurs fri sat sun
but...

27. mon tues wed thurs fri sat sun

29. brains

30. brains
Mobile Web
ipad app

31. We are not seeing a
substitutional effect.
People reading across
multiple devices increase
their consumption, they
read for more and longer.
Tom Betts, FT head of data

32. your brain
is lazy

33. mental filters
determine the
impact of what
you see and
remember

35. happiness
makes
memories and
learning

36. ultimately its
all about sex
but it’s
complicated

37. hybrid can help
with conversion
optimization>10,000

38. human success
means being
successful at
gene or meme
transfer

39. storytelling
evolved for
meme transfer

40. lying is part of
that evolution

41. applying
biology to
design thinking

42. car safety and
soccer moms

44. What did they see?
What did they feel?
What motivated them?
What’s the story?
what’s the irrational story?

45. @
Q&A