Build Trust with Pre-Attention (Stephen Denning)

•Descargar como PPTX, PDF•

1 recomendación•1,077 vistas

Stephen Denning's talk from the UXPA 2014 Ignite session "Are you a Super Hero or a Super Villain? Using Design Psychology for Good (and Evil)." Design Psychology is a powerful tool to wield and can be used to the benefit or detriment of our users; motivating them to behave in ways that can be in their interest, or our own. Our panel of experienced professionals, each with an interest in different facets of design psychology, will choose a white hat or black hat - some taking the side of good and honest intentions, with others taking the dark side where manipulation and coercion reign. On which side will you fall?

Diseño

2014
Build Trust with
Pre-Attention
Stephen Denning
Principal UX Consultant
User Vision
@steve_denning
@uservision

“We thrive in information-thick worlds
because of our marvellous and everyday
capacities to select, edit, single out, structure,
highlight, group, pair, organise, discriminate,
distinguish, cluster, aggregate, outline,
summarise, enumerate, glean [and] synopsise”
Edward Tufte (1990)
@uservision @steve_denning

Register
Pre-attentive
processing
Cognition
Long-term
memory
Working
memory
@uservision @steve_denning

Agent 2
Fast
Instinctive
Involuntary
No effort
Slow(er)
Considered
Voluntary
Effortful
Gather
Structure
Pattern-match
Process
Attribute
Compute
Choose
Pre-attentive
processing
Cognition
Agent 1
@uservision @steve_denning

Pre-attentive
processing
Cognition
Agent 2Agent 1

TARGET
“Not quite so
elementary”
TARGET
“Target acquired”

“We do not perceive what is actually
in the external world so much as we
tend to organize our experience so
that it is as simple as
possible…simplicity is a principle that
guides our perception and may even
override the effects of previous
experience.”
(John Benjafield)
@uservision @steve_denning

in tu i  tive
/in‘t(y)ooitiv/
Adjective
1. Using or based on what one feels to be true even without conscious r
easoning; instinctive.
2. (chiefly of computer software) Easy to use and understand.
= Trust = Good
@uservision @steve_denning

1. Law of Figure/Ground
@uservision @steve_denning

2. Law of Similarity
@uservision @steve_denning

3. Law of Proximity
@uservision @steve_denning

First name:
Last name:
Street:
City:
Postcode:
Telephone:
E-mail address:
First name:
Last name:
Street:
City:
Postcode:
Telephone:
E-mail address:
@uservision @steve_denning

4. Law of Continuation (Alignment)
@uservision @steve_denning

• Closure
• Symmetry
• Common fate
• Connectness
• Parallelism
• Common region
• Past experience
• Focal point
• Simplicity

• Maximise use of
pre-attention in design
• Think structure before
content
• Communicate as much as
possible through shape,
colour and layout
• Combine the laws for
maximum effect
So…
Stephen Denning
stephen@uservision.co.uk
@steve_denning @uservision
CreditsReferences
• http://www.flickr.com/photos/orangeacid/234
358923/
• http://www.csc.ncsu.edu/faculty/healey/PP/
• http://www.flickr.com/photos/29317846@N0
3/2743294768/
• http://www.flickr.com/photos/mr_t_in_dc/37
56880888/
• http://www.sxc.hu/photo/883166
• http://jtl.deviantart.com/art/White-Vision-
1104943
• http://www.cledsonsoares.blogspot.com
• http://www.brainconnection.com
• D. Kahneman, “Thinking Fast & Slow” (2012)
• C. Ware, “Information Visualization:
Perception for Design” (2004)
• C. Wickens, S. Gordon Becker, Y Liu & J Lee,
“Introduction to Human Factors Engineering”
(2003)

Más contenido relacionado

Destacado

Since 2010, gamification has started being popularized as the next big thing. But it is not simply replicating game elements to manipulate the target audience. The key is to drive engagement and actions. Companies need to deeply appreciate the characteristics of the people and the culture, develop suitable playing fields and game mechanics, and design idealized user experience. In order to analyze how gamification works in complicated business context, this presentation focuses on gamification in e-Commerce. Firstly, factors that influence shopping motivation are analyzed, and the different applications of gamification for common purposes and for e-Commerce are compared. Secondly, a case study on gamification in the two biggest online ‘Shopping Sprees’ in China is presented. The detailed case study will inspire the attendees on how to define playing fields between player motivations and business objectives, how to choose game mechanics based on culture, and how to design game-like user experience to motivate the intended audience.

Gamificatiom in E-Commerce (Xiao Chen)

UXPA International

As organizations increasingly look to digital as a primary means of communication, users have come to depend on sites and apps for information in both the good times and the bad. Communicating exceptions or problems to your users–whether a service disruption, weather event, cancellation, or anything else out of the ordinary – is now a critical use case for many online experiences. What is more, recent research shows that a painful experience for a user can have a disproportionately high impact on his or her perception of the entire brand, making it all the more critical to ensure you are doing everything possible to alleviate pain in stressful times. In this talk, we’ll look at case studies from two international Fortune 50 companies who went from hoping for the best to designing for the worst.

Crisis UX: Designing Experiences for Emergent Situations - Colin Eagan

UXPA International

Lessons From The Hill

UXPA International

Unconference: How to Get Your Design Built the Way You Designed - Kevin Crawford

UXPA International

UXPA 2015 - IGNITE Introduction - Tony Fernandes

UXPA International

Many people regard international standards as irrelevant to their work. But in the usability field, the content and guidance contained in some standards is more comprehensive than any textbook, and provides an authoritative source for justifying work on UX and usability. Come to the poster to find out which standards can help you in your work, and how the new liaison between UXPA and ISO could enable you to review and contribute to new ISO standards.

What ISO standards can do for you, and you can do for ISO (Poster, Nigel Bevan)

UXPA International

The way people consume information, interact with digital, and how they live today are a complete 180-degrees from 30 years ago. So, why are we still using traditional research methods like interviews, focus groups, and surveys to extract the what, why, and how from users? Are focus groups really a better methodology? How honest would you be in a room full of strangers for two hours? Obtaining true motivations is not easily done with traditional methods. Emily Chu and Zarla Ludin of Motivate Design will present alternative, innovative methods such as friendship circles, quick hits, act it out, reality checks, and align behavior checks to help researchers more accurately discover user motivations and behaviors. The presenters will ask for volunteers to adopt certain user scenarios and demonstrate some of the research techniques discussed.

Goodbye, Focus Groups. Hello, Friendship Groups! New Techniques for Design Re...

UXPA International

Describing what we do has never been harder — the complexity of the design landscape has exploded. At the same time, it’s more important than ever that we effectively convey our ideas to audiences who have little or no knowledge of what we do, how we do it and why. While it’s easy to convey skills, it’s difficult to show thinking and process — the essence of our work. Many design artifacts are dry and flat — often showing a snapshot rather than capturing the depth and breadth of an experience. Fortunately, there is a method most of us are already familiar with and can come to master: STORYTELLING. This session will teach beginners and masters alike how to improve their communication skills by transforming artifacts into narratives — increasing meaning, boosting understanding and demonstrating value.

Tell Me What You Do - How Storytelling Can Transform Artifacts Into Engagemen...

UXPA International

What does UX research entail in what some are calling the “Age of Data Science?” Most would agree that some level of collaboration is needed -- Data Science results feeding UX Research and vice versa -- but can this be more meaningful than simply attending each other’s readouts? In this session, you’ll hear some practical, approachable tips for qualitative UX Researchers to play a larger role in Big Data discussions. Stats expertise not required! These tips will help you break through the lexicon barriers between UX Research and Data Science, and provide a framework for collaboration that can lead to even more impactful research.

Mixed Methods Research in the Age of Big Data: A Primer for UX Researchers

UXPA International

Let's go zero to wireframe with wearables! Wearables can be tough to understand and design for, especially if you don’t have experience with the hardware. In one evening we’ll get you up to speed on wearable technology. We’ll talk about two trends, context and continuity, and focus on how those trends will impact the user experience of screen-based wearables. Then we’ll spend the rest of our time getting hands-on by wire framing a smart watch app. In this workshop we will: Explore the world of wearables, and hone in on smart watches. Explore the challenges that come along with screen-based wearables - specifically context and continuity. Get hands-on with smart watches - wireframing a smart watch app with feedback and discussion. You’ll leave this workshop with the skill and knowledge you need to get started designing the UX for smart watches.

Pre-Conference Course: Wearables Workshop: UX Essentials - Phillip Likens

UXPA International

What if you had to design an information display that needed to be read by users 2 feet, 5 feet and 30 feet away AT THE SAME TIME? And, what if the information was needed by different users in a highly stressful, critical environment - the operating room (OR)? In our presentation, we'll talk about how we approached this design challenge as a multi-disciplinary team, which brought together user experience research, interaction design, and visual design expertise. We'll also discuss our process and share the design principles we used that helped make our design a success, and that you can apply to your own design challenges.

Designing for Information Consumption at Varied Distances in the Operating Ro...

UXPA International

Are you the sole UX researcher in your organization? Do you struggle to get timely research insights and feedback for your stakeholders? Online research tools offer practitioners the ability to gather feedback quickly and asynchronously, without the need for facilitation or moderation. In this presentation, we provide an overview of some of the many online research tools that are available for gathering quick feedback on requirements, designs, and stakeholder sentiment. We offer general guidelines for recruiting, planning, implementing, and analyzing feedback, and then present how to use specific methods that have proven particularly useful for design and requirements research. Attendees will hear about several problem scenarios, and vote on methods they think would work best to addressing the problems. After a group discussion about pros and cons, the presenters will share case study information about the methods they chose, and what worked well, and not so well.

How to Effectively Implement Different Online Research Techniques for Rapid U...

UXPA International

IGNITE: Why Body Gestures Are Not the Future of UX - Tony Fernandes

UXPA International

We're all familiar with the phrase that "less is more", and in the case of games and learning, no truer words have been spoken. In this session, we'll talk about a game that we helped a museum research, design, and develop to engage people in the complex topic of disaster resilience. Session attendees will have an opportunity to experience a portion of the game first hand and then participate in a lively presentation and discussion about the user-centered design techniques we used, drawing on theories from instructional design and serious games. To keep things simple, and avoid the dreaded “feature creep”, we worked in paper as long as we could and only brought in digital when we were certain we'd nailed the game mechanics to achieve our intended learning outcomes. The end result was a hybrid paper/digital social learning game that even BIG US GOVERNMENT AGENCY is excited about.

Get the Tech Out of the Way: Shallow Interaction Design for Enhanced Social P...

UXPA International

Dk+st uxpa

UXPA International

Stavros Garzonis's Ignite talk from the UXPA 2014 session "Growth by Design: Managing Change in Experience Design Teams." The demand for experience design services is getting higher every day. As we try to manage the rapid growth of our specialist teams, we're reaching the point at which our evolved team structures can no longer cope with that demand. How do we structure our design teams to focus on quality and sustainability while ensuring our employees are kept highly motivated and have clear career development opportunities? How do we facilitate change and re-define roles to alleviate points of stress and encourage ownership and accountability at all levels? This Ignite session will bring experienced managers and practitioners together to share their insights on how they have achieved this in their own companies, to give attendees specific, actionable advice to help them manage growth in their own experience design teams.

How can i do more UX? (Stavros Garzonis)

UXPA International

As the world transforms into an increasingly global market UX practitioners need to be able to optimize designs for an international audiences. Your digital reach is no longer limited to your local city, state or country. So how can you start designing for a global audience? How do you deal with a website that delivers content in 116 languages? As I’ve worked for many international companies, I’ve picked up various tips and tricks necessary to avoid those critical issues. Learn from my experiences and avoid the major pitfalls. Attendees will learn about the benefits of planning for an international audience to save time and money; understand international laws, technological infrastructures and constraints; receive practical tools and tips; learn how to evaluate the designs with a global audience and optimize the experience.

Planning for an international audience to save time and money.

UXPA International

Another day, another web site (or application... or mobile site).... Are you beginning to feel uninspired in your job creating digital interfaces? After several years doing UX, many senior professionals begin to question, "what's next?" This presentation discusses service design as the next opportunity for UX professionals to create great experiences and how the service sector, from bike-sharing to co-working spaces, is a critical driver in the global economy. The presentation will cover the core tenets of motivating behaviors within a service - space, time and perspective - and why UX professionals are perfectly poised to design great services because of their ability to understand these elements. From kiosks and wayfinding to mobile and call centers, UX professionals will be encouraged to disrupt their UX world where being "user-centered" is paramount and motivate them to think bigger about the impact they can have on people's experiences.

Designing Great Services Is Our Future: How Space, Time and Perspective Empow...

UXPA International

43% of Americans only read at a basic or below basic level, but how many of us develop, design, and test our interactive tools and websites with this in mind? In this session, we’ll examine how we can adapt user-centered design principles to engage a wider audience, while bringing clarity and ease to existing users. Focusing on users with limited literacy skills, we’ll explore how to: Co-create interactive tools and websites Develop effective and engaging content Optimize visual design for clarity and accessibility Throughout our hands-on session, we’ll work with case studies and examples from our years of work in health communication. You’ll learn specific strategies to integrate best practices for limited literacy challenges into your existing workflow.

How to Make the Web Easier for Users with Limited Literacy Skills - Sandy Hil...

UXPA International

IGNITE: How to Accidentally Create a Viral UX Infographic - Jennifer Aldrich

UXPA International

Destacado (20)