Designing product for optimal engagement is challenging. This talk looks at how human biology can provide us with clues as to how people relate to products and experiences. Brain chemistry, emotional decisions, evolutionary cycles and social connections all play a part in how we connect to experiences.

1. Sex, Drugs and
Infinite Scroll
The Biology Behind Engaging Design
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4. Popular is not always factual.

5. Don’t believe everything you
see on the web.

6. Quick Story

10. Biology is an
exquisite designer.

11. The Problem

12. How do we design for
an ambiguous future?

13. “What does UX look like
in the future?”

14. Wrong question.

15. “What about human
biology helps us design
great user experiences for
tomorrow?”

16. 100% of your customers
are human.

17. Product Innovation is Evolutionary,
but not in the way we were taught.
#1

22. Adaptation happens in
response to pressure.

23. Don’t wait for
environmental stress,
go create it yourself

24. Cycles of near wins that
lead to more attempts.

25. Lesson from biology:
Innovation happens when
you foster an environment
of adaptation.

26. Biology Drives Our State,
not the technology.
#2

28. “Movement is the only
thing you have to affect
the world around you”
Daniel Wolpert

32. All tech starts out big
and clunky but
becomes more mobile.

33. #convCon @freshtilledsoil

34. #convCon @freshtilledsoil

35. Mobile is a biological
state, not a technology.

36. Lesson from biology:
It’s not mobile first, it’s
mobile forever.

37. Innovations Feel Like Superpowers,
even when disguised as a phone.
#3

39. Source: The Telegraph

44. An interface is a just
another conversation.

46. “I need a ride”
“Where are you?”
“Over here”
“Cool, I’m on my way”
“So how did it go?”
You Ride Share App

47. Top 5 apps of 2016 are
all social or messaging
apps.

48. Echo, Google Home,
speech recognition, AR,
VR, AI, adaptive UI and
data analytics.

49. Lesson from biology:
The best products extend,
enhance or amplify our
biological powers.

50. Specialize to Exploit New Niches,
but remember context is everything.
#4

51. We’re always on, but
not always on the
same device.

56. brains

57. No substitution effect as
new products are added.

59. Different context means
solving the same problem
with different designs.

61. __________ isn’t the same
for all apps.
Shopping

62. __________ isn’t the same
for all apps.
Notifications

63. __________ isn’t the same
for all apps.
Navigation

64. Experiences and
technology are becoming
more specific and filling in
the niches.

65. Lesson from biology:
Experiences might produce
a similar outcome, but their
designs will be different.

66. Humans Are Emotional Messes,
and that’s a good thing.
#5

67. Your brain on drugs.

69. Tracking workout
data is the tip of
the iceberg.

70. Dopamine:
Notifications lead to
feeling good.

71. Oxytocin:
Social validation leads
to sense of belonging.

72. Serotonin:
Recognition leads to
feelings of pride.

73. Serotonin:
Recognition leads to
feelings of pride.

75. Brain and body
chemistry drives
emotions and emotions
drive behavior.

76. Amygdala
Neocortex

77. Emotions are required
to activate decision
making.

78. If you’re not assisting
your users to ‘feel’ their
experience, you’re not
helping them.

79. People use your
product because it
makes them feel
something.

80. Make someone feel
good and you win…

81. Make someone feel
good in front of others
and you win big time.

82. Case Study:
Car safety and “soccer
mom’s” perceptions

84. Source: Kelly Blue Book

85. What does safety look
like to the customer?

87. BMW forgot to ask what
safety looked and felt
like to their customers.

88. Lesson from biology:
The best products make
humans feel more ______

89. What can biology teach us
about creating products
for the future?

90. Don’t wait for the crisis.
Force positive adaptation by
constantly seeking feedback.
#1

91. Build for humans, not tech.
Develop a product roadmap
that allows humans to be
humans.
#2

92. Amplify current powers.
Create superpowers by
extending our senses.
#3

94. Specialize for your niche.
Context is everything. Get out
of the building and witness.
#4

95. Make humans feel.
Build products that make
humans feel smart, safe,
recognized, and loved.
#5

96. Final Thought

97. Warning:
Please try this at home

98. Thank you!
richard@freshtilledsoil.com
@rmbanfield
@freshtilledsoil
www.productleadershipbook.com