Don't make me think. There's no need.
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by Stefano Maraspin - Tutti conoscono "Non farmi pensare" di Steve Krug. L'autore sostiene che l'aspetto più importante dal punto di vista dell'usabilità sia l'immediatezza dell'interfaccia. Leggendolo mi è sorto un dubbio: "ma se gli utenti non devono pensare, vuol dire che il loro comportamento sarà irrazionale e impredicibile?". Ho così cominciato un percorso di ricerca sulle motivazioni che spingono l'utente ad intraprendere un'azione piuttosto che ad astenersi dalla stessa. In questo talk condivido quanto ho avuto modo di imparare attraverso le fonti scientifiche, ma soprattutto nei progetti su cui ho lavorato
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Don't make me think. There's no need.
- 1. Don’t Make me Think There’s no need Codemotion Milan, Italy – 29/11/2014 CC BY-NC-SA 3.0 - http://creativecommons.org/licenses/by-nc-sa/3.0/
- 6. The Jam Experiment 6 Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D.
- 7. Cognitive resources are limited 7
- 12. Passing Option
- 13. Other Options Passing Option
- 14. Danger!
- 16. Sample Questions • A boy is 17 years old and his sister is twice as old. When the boy is 23 years old, what will be theage of his sister? • Arrange the following words so that they make a complete sentence. Is the rearranged sentence true or false? not Winter seasons summer are and 16
- 19. 15/50
- 20. SYSTEM 2
- 21. SYSTEM 2 3165/5 SLOW, CONSCIOUS
- 22. Passing Option Other Options Danger!
- 23. No time to think!
- 24. SYSTEM 2
- 26. SYSTEM 1 2+2 FAST, UNCONSCIOUS
- 28. RECEPTORS
- 29. FIBERS
- 30. Retinal Receptors 30 1.000.000 Fibres 100.000.000 Receptors
- 31. Retinal Receptors 31 Edge of the Visual Field: we can barely notice an item the size of an apple at arm’s length Parafovea: over 50% of our processing power, in less than 5% of the visual world Source: Visual Thinking for Design – Colin Ware
- 32. THE FOVEA
- 33. Blind Spot 33 http://brainu.org/blind-spot
- 35. 35 Might not be noticed
- 37. 37 State change cue Noticeable message
- 40. 40 Validating e-mail, please wait… State change cue Even more noticeable
- 41. Acceptable Response Times • 140 milliseconds between an action and its feedback • 1 second before anxiety kicks in • 700 milliseconds before a human being can initiate an action after noticing a state change 41
- 43. Makes sense… 43 Source: Don’t Make me Think – S. Krug
- 44. Visual Hierarchy 44 Source: Designing with the mind in mind – J. Johnson
- 45. Gestalt Principles 45 Self-organizing Tendency
- 46. 46
- 47. 47
- 49. DIRECTIONAL CUE
- 50. 50
- 51. 51
- 52. Placebo effect 52 Perceptions are influenced by expectations
- 53. 53 Take a sheet of paper Fold it 100 times How thick the result?
- 55. Unexpected Result 55 149.600.000 km 126.765.060.022.822.940.149.670 km
- 56. Anchoring
- 58. Anchoring Compared to camera, battery seems cheap
- 59. Expensive Option as an Anchor 59 Other options all seem cheap
- 63. Postdecisional Dissonance 63 Commitment
- 64. DOPAMINE
- 66. Simplified Brain Model 66 New Brain Conscious Activities Mid Brain Emotions Old Brain Survival
- 68. 68
- 69. Scarcity 69
- 70. Scarcity 70
- 71. Danger 71
- 77. 77 Endowment Effect Feeling like owing this
- 78. Endowment 78 Worth to us more than this
- 79. Prospect Theory 79 Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/
- 80. Framing 80 Better to offer discount on deposit, than surcharge on Paypal
- 83. RECOGNIZED THEM? How long to find it out?
- 85. RECOGNIZED THEM? How long to find it out?
- 86. RECOGNIZING IS EASIER THAN RECALLING
- 89. Wason Selection Task 89 If a card has a vowel on one side, then it has an even number on the other side. You are asked, which card(s) do you need to turn over in order to determine if the rule is true or false?
- 90. Confirmation Bias 90 http://www.psychologyinaction.org/2012/10/07/classic-psychology-experiments-wason-selection-task-part-i/
- 93. EMOTIONS LEAD
- 94. ELLIOT
- 95. 95 IQ 97
- 96. 96 Damaged Area
- 97. 97 Effects IQ 97 Unable to make decisions!
- 98. UNCONSCIOUS IS A CRUCIAL PART OF THE DECISION MAKING PROCESS
- 99. Thank you for your attention Stefano Maraspin @maraspin
- 100. QUESTIONS?
- 102. Resources 102
- 103. Resources 103
- 104. Resources 104
- 105. Photo Credits • http://www.flickr.com/photos/quinnanya/2904259360/ • http://www.flickr.com/photos/justinhee/5672674318/ • http://www.flickr.com/photos/katerha/5249701882/ • https://www.flickr.com/photos/flickrnyk/7438899878 • http://www.flickr.com/photos/63308489@N03/5758158093/ • http://www.flickr.com/photos/gforsythe/8422224296/ • http://www.flickr.com/photos/stefanvds/3107857585/ • http://www.flickr.com/photos/albertogp123/5843577306/ • http://www.flickr.com/photos/renawgraphy/4213430007/ • http://www.flickr.com/photos/dtanist/10619591933/ • https://www.flickr.com/photos/fragglerawker/2350554969 • http://www.flickr.com/photos/mbk/5528785022/ • https://www.flickr.com/photos/tambako/14278357096 • http://www.flickr.com/photos/attilaacs/3482373097/ • https://www.flickr.com/photos/edrost88/11282516873 • https://www.flickr.com/photos/goarmyphotos/8355744257 • https://www.flickr.com/photos/caseyflorig/15250979855 • http://www.flickr.com/photos/crdot/5507833060/ • https://www.flickr.com/photos/liju-james/4307814139 • http://www.flickr.com/photos/isabadell/8230261556/ • http://www.flickr.com/photos/iamthestig2/6748228667/ • http://www.flickr.com/photos/west_point/8075161774/ • http://www.flickr.com/photos/tomconger/5513241616/ • http://www.flickr.com/photos/downingstreet/3701196400/ • http://www.flickr.com/photos/greghickman/4306344519/ • http://www.flickr.com/photos/vthokiefans/3293089737/ • http://www.flickr.com/photos/maxbisschop/5584314953/ • http://www.flickr.com/photos/patrickmcknightlaw/8136892023/ • https://www.flickr.com/photos/brianscott/130226867 105