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Top 10 Things Every Designer Needs To Know About People
1. The Top 10 Things
Every Designer
Needs To Know
About People
Susan Weinschenk, Ph.D.
Chief of UX Strategy, Americas, Human Factors
International
Susan Weinschenk,
Ph.D.
5. 9. People Use Peripheral Vision More Than Central To Get The
“Gist” Of The Scene
Larson, Adam, & Loschky, L (2009). The contributions of
central versus peripheral vision to scene gist
recognition. Journal of Vision, 9(10:6)
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6. 8.The Fusiform Facial Area (FFA) Makes Us
Pay Attention To Human Faces
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12. Iyengar, Sheena S.
and Mark R. Lepper.
2000. When choice is
demotivating: Can one
desire too much of a
good thing?. Journal
of Personality and
Social Psychology.
79: 995-1006.
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13. Fact Or Fiction?
If you give people too
many choices they won’t
choose anything.
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14. Fact Or Fiction?
If you give people too
many choices they won’t
choose anything.
FACT
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15. Choice = Control = Survival
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16. Fact or Fiction?
People can only
remember/process 7 + or –
“things” at a time
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17. Fact or Fiction?
People can only
remember/process 7 + or –
“things” at a time
FICTION
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18. 7 +/- 2 is an Urban
Legend
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19. 7. People Can Remember/Deal With Only 3-4 Items
Baddeley, A. D. (1994). The magical number seven: Still magic after all
these years? Psychological Review, 101, 353-356.
Broadbent, D. (1975). The magic number seven after fifteen years. In:
Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley.
Cowan, N. (2001). The magical number 4 in short-term memory: A
reconsideration of mental storage capacity. Behavioral and Brain
Sciences, 24, 87-185.
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20.
21. 6. People Have Mental
Models
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22. 6. People Have Mental
Models
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23. 6. People Have Mental
Models
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24. 6. People Have Mental
Models
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25. 5. Speaker and Listener Brains Sync
Stephens, Greg, and Hasson, U. 2010. “Speaker-listener neural
coupling underlies successful communication.” Proceedings of the
National Academy of Sciences.
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27. 4. There are “weak” ties and “strong” ties
“Weak”
Ties = ? Professor Robin Dunbar
University of Oxford
http://www.isca.ox.ac.uk/
about-us/staff/academic/
prof-robin-dunbar/
“Strong”
Ties =
150
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28. 3. Beauty is in the eye of the unconscious
Tractinsky, et. al. Using
ratings and response
latencies to evaluate
the consistency of
immediate aesthetic
perceptions of web
pages. Proceedings of
the 3rd Annual
Workshop on HCI
Research in MIS, 2004.
Fernandes, et.al.
Judging the appeal of
web sites. Proceedings
of the 4th World
Congress on the
Management of
Electronic commerce,
2003.
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29. Factor 1
Aesthetic – Orderly and clear design
Factor 2
Expressive – Creativity and originality; breaking design
conventions
Lavie & Tractinsky, Assessing dimensions of perceived visual aesthetics of web sites.
Intl Journal of Human-Computer Studies. 60 (2004) 269-298.
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30. Berns, Gregory S.,
McClure, S., Pagnoni,
G., & Montague, P.
(2001). Predictability
modulates human
brain response to
reward. The Journal
of Neuroscience,
21(8), 2793–2798.
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38. Fact, Theory, Or Fiction?
People prefer
objects with curves
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39. Fact, Theory, Or Fiction?
People prefer
objects with curves
FACT
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40. People Prefer Objects With Curves
Bar, M., & Neta, M.
(2006). Humans
prefer curved visual
objects.
Psychological
Science, 17(8),
645-648.
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43. 2. The Brain Processes Information Best
When It Is In Story Format
Singer, T., B. Seymour, J. O’Doherty,
H. Kaube, J.D. Dolan, and C. Frith.
2004. Empathy for pain involves the
affective but not sensory component
of pain. Science. 303: 1157-1162.
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48. 1. People Expect Technology To Follow Human-To-
Human
Interaction Rules
The Media Equation: How People Treat
Computers, Television, and New Media Like
Real People And Places.
Byron Reeves and Clifford Nass (1996)
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[current state]\nOur current knowledge about usability and user experience is only the tip of the ice burg. \n\nThe field of usability is maturing; we know how to design experiences that people can use. We have methodology; we have standards and guidelines based on the science of cognitive psychology. We have data to back up our decisions and we fall back on this data to make intelligent, informed design decisions. We’re starting to feel pretty good about ourselves and the way we put together designs. \n