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UX doesn’t happen on a screen, 

it’s in the mind
Psychology + User Experience + InnovationBrilliant Experience
John Whalen, PhD
Founder & CEO, Brilliant Experience
About John
PhD Cognitive Science
Johns Hopkins University
Cognitive Neuroscience
Vision Science
Linguistics
John Whalen, PhD
CEO, UX Lead
Post Doc. at UCLA during
dot.com boom
Professor in Psychology 

University of Delaware
Founder, UX Lead
Brilliant Experience
User Insights
Digital Strategy
User Experience
Brilliant Experience Psychology + User Experience + Innovation
What is user experience?
A responsive design?
What is User Experience?
The look and feel?
What is User Experience?
The interaction
design?
NO
UX doesn’t happen on a screen.
UX doesn’t happen on a screen,
it happens in the mind.
#sixminds #sxsw #bebrilliant
UX is multi-dimensional and multi-sensory.
#sixminds #sxsw #bebrilliant
Introducing the Six Minds
User experience doesn't happen on a screen: It happens in the mind.
Vision /
Attention
Wayfinding
Vision /
Attention
Wayfinding
Vision /
Attention
Memory
Language Wayfinding
Vision /
Attention
Memory
Language Wayfinding
Vision /
Attention
MemoryEmotion
Language Wayfinding
Vision /
Attention
MemoryEmotion
Decision
Making
That is great John, but how do you use the six minds to…
a digital user experience?
design
select
uncover
determine
evaluate
agree on
Designing for the Six Minds
1. Vision / Attention
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
1. Seeking action near
citation.
2. Grey box not drawing
attention and no affordance.
3. Anticipating inline action.
+ Add to Library
Captured
‣ Natural eye flow
‣ Words / symbols they are
looking for (regardless of
what they said)
Design Impact
‣ Put action where item sought
(with attention drawing button)
with right words.
Discover what the eyes seek and where.
#sixminds #sxsw #bebrilliant
Vision /
Attention
2. Wayfinding
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
Captured
‣ Understanding of virtual space.
‣ How interface space is navigated.
‣ What surprises and delights.
Design Impact
‣ Timing of feedback with
micro interactions critical.
‣ Discoverability of invisible
interface (voice) challenge.
Match their perception of space and interactions
#sixminds #sxsw #bebrilliant
Wayfinding
3. Memory
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
Memory: Observation Process
1. Ask questions that uncover expectations: 



“What’s about to happen?”
2. Use transcripts, behaviors and inference to determine mental models
K
Luxury
RoyalTreatment
Willi
Wha
Flya
DefineLuxury
LimoatMassagShoeShin
BestRestaur
Everyoneatat
ExoticFoods
Pam
pered
First Class
C
Elite Status
Love i
Lov
F
Aspire to do/g
Vacation
Life Style
B SLK
Non-Travel
rossfit
unteer
riathlon
ymphony
Opera
with Friends
Movies
Brands
Virgin
Am
erica
Ritz
M
arriott
M
andarin
Shangri-La
Mercedes
manMarcuserigammo
Services
keeper
rdiner
actor
Lazy,SleepIn
User experience doesn't happen on a screen: It happens in the mind.
Figure 1: Cuisinart Corporate Store Figure 2: Cuisinart Web Store
What the…?
Captured
‣ Words used
‣ Semantic relationships
‣ Mental models
Design Impact
‣ Understanding and activating
the right mental model will build
trust and reduce the need for
instructions.
Kelly
Luxury
Royal Treatment
Willin
What
Fly aw
DefineLuxury
Limo at AMassageShoe Shine
Best Restaura
Everyone at a tou
Exotic Foods
Pam
pered
FirstC
EliteStatus
L
Aspireto
Cards&Money
Vacatio
SpendO
90%
CardUse
C
World View
M
ostIm
portant
Health
W
ork-Life
B
Relaxing
on
Vac
PeaceofMind
Successful
LuckytoHaveJob
HavePieceofMind
Fortunate+HardWorking
BePromoted
AffordHome
ImproveHealth
Made It
Financial Goals
Two Homes, Rentals
No Worrying About Bills
Work-Life Balance
Charities
Child Cancer
Meals on Wheels
SF Symphony
Parkinson's
5-YearG
oals
Vacation
House
International Travel
Retirem
entSavings
New
Car
New
Home
LifeStyle
Travel
Palm
SpringsLasVegaseCountry
Cars
tyG25
udiA4
Class
BSLK
Non-Travel
rossfit
unteer
riathlon
ymphony
Opera
withFriends
Movies
Brands
Virgin
Am
erica
Ritz
M
arriott
M
andarin
Shangri-La
Mercedes
anMarcus rigammo
Services
keeper
rdiner
actor
Lazy,SleepIn
#sixminds #sxsw #bebrilliant
Activate and harness their mental models.
Kelly
Luxury
RoyalTreatment
Willingtopaymore
WhatyouwantwheneverFlyawayatwhim
DefineLuxury
LimoatAirport
MassageShoeShine
BestRestaurants
Everyoneatatouchofabutton
ExoticFoods
Pam
pered
First Class
Cabin
Elite Status
Love it. Easy to get spo
Love it
Feel special
Well treated
Aspire to do/get
Travel around
Surfing
Seaboard C
Cards & Money
Vacation
Spend On
Tennis
Cross Fit
Home Impro
Clothing
Eating Out90%
Card Use
DiscoverUnited Club Card
Amazon VISA
CostCo AMEX
5%
Cash
WorldView
M
ostIm
portant
Health
&
Fam
ily
W
ork-Life
Balance
Relaxing
on
Vacation
PeaceofMind
Successful
LuckytoHaveJob
HavePieceofMind
Fortunate+HardW
BePromoted
AffordHome
ImproveHealth
MadeIt
inancialGoals
omes,Rentals
yingAboutBills
ork-LifeBalance
Charities
ChildCancer
MealsonWheels
SFSymphony
Parkinson's
5-Year G
oals
Vacation
House
InternationalTravel
Retirem
ent Savings
New
Car
New
Home
Life Style
Travel
Palm
SpringsLas VegasWine Country
Cars
Infinity G25
Audi A4
MB C-Class
MB SLK
Non-Travel
Crossfit
Volunteer
Triathlon
Symphony
Opera
Dinner with Friends
Movies
Brands
Virgin
Am
erica
Ritz
M
arriott
M
andarin
Shangri-La
Mercedes
NeimanMarcusFerigammo
Services
Housekeeper
Gardiner
Contractor
Lazy,SleepIn
Memory
4. Emotion
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
Emotion
Example Observational Process
1. Which credit cards to you use today?
2. Which is your favorite?
3. What is your weekend like?
4. How do you like to vacation?
5. What are your goals for the next 3 years?
6. What is most important to you?
7. What worries/excites you the most about the future?
8. What do you aspire to in life?
Prepare for
1. Tears
2. Hugs
What we look for:
What will
draw them in
immediately?
What will
provide lasting
meaning and
value?
What touches
on their deepest
goals and
wishes?
Uncover what appeals, enhances and awakens.
#sixminds #sxsw #bebrilliant
Emotion
5. Language
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
Language: Observational Process
1. Record interviews, analyze transcripts for word usage
‣ How do words/ideas vary by group (e.g., novice/expert)
2. Probe for detailed meaning of terms
Learn their lexicon.
#sixminds #sxsw #bebrilliant
Language
6. Decision Making
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
Observational Process
1. What is the flow of their decision making?

2. What do they need to know when?

3. Infer: What do they think the “problem space” is? Is that really it?
Augment their micro decisions.
#sixminds #sxsw #bebrilliant
Decision
Making
Real-World Application
Lean / Design Thinking Process
INTELLIGENCE
‣ Landscape Session
‣ Research Review
‣ Site Review
‣ Competitor Review
‣ Stakeholder Interviews
Formalized Questions
Lean / Design Thinking Process
INTELLIGENCE INSIGHTS
‣ Landscape Session
‣ Research Review
‣ Site Review
‣ Competitor Review
‣ Stakeholder Interviews
‣ 1-on-1 IDIs in Situ
‣ Synthesis
‣ Persona Creation
‣ Journey Mapping
‣ Opportunity Mapping
Formalized Questions Insights & Opportunities
Lean / Design Thinking Process
INTELLIGENCE INSIGHTS IDEATION
‣ Landscape Session
‣ Research Review
‣ Site Review
‣ Competitor Review
‣ Stakeholder Interviews
‣ 1-on-1 IDIs in Situ
‣ Synthesis
‣ Persona Creation
‣ Journey Mapping
‣ Opportunity Mapping
‣ Strategy Session
‣ Design Sprints
‣ Sketching
‣ Prototype Creation
Formalized Questions Insights & Opportunities Conceptual Directions
Lean / Design Thinking Process
INTELLIGENCE INSIGHTS IDEATION VALIDATION
‣ Landscape Session
‣ Research Review
‣ Site Review
‣ Competitor Review
‣ Stakeholder Interviews
‣ 1-on-1 IDIs in Situ
‣ Synthesis
‣ Persona Creation
‣ Journey Mapping
‣ Opportunity Mapping
‣ Strategy Session
‣ Design Sprints
‣ Sketching
‣ Prototype Creation
‣ Interactive Prototype
‣ A/B Testing
‣ Competitive Testing
‣ Iteration / Refinement
Formalized Questions Insights & Opportunities Conceptual Directions Validated Prototype
#sixminds #sxsw #bebrilliant
What we were told the audience wanted:
“One comprehensive solution.”
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
Decision Making
Language
Emotion
Vision / Attention
Memory
Wayfinding
#sixminds #sxsw #bebrilliant
Summary
UX happens in the mind.
#sixminds #sxsw #bebrilliant
UX is multi-dimensional and multi-sensory.
Language Wayfinding
Vision /
Attention
MemoryEmotion
Decision
Making
#sixminds #sxsw #bebrilliant
Design for the six minds
Language Wayfinding
Vision /
Attention
MemoryEmotion
Decision
Making
#sixminds #sxsw #bebrilliant
Discover what the eyes seek and where.
Match their perception of space and interactions
Activate and harness their mental models.
Learn their lexicon.
Uncover what appeals, enhances and awakens.
Augment their micro decisions.
John Whalen
jw@brilliantexperience.com
linkedin.com/in/johnwhalen
Psychology + Innovation + DesignBrilliant Experience
Thank you!

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User experience doesn't happen on a screen: It happens in the mind.

  • 1. UX doesn’t happen on a screen, 
 it’s in the mind Psychology + User Experience + InnovationBrilliant Experience John Whalen, PhD Founder & CEO, Brilliant Experience
  • 2. About John PhD Cognitive Science Johns Hopkins University Cognitive Neuroscience Vision Science Linguistics John Whalen, PhD CEO, UX Lead Post Doc. at UCLA during dot.com boom Professor in Psychology 
 University of Delaware Founder, UX Lead Brilliant Experience User Insights Digital Strategy User Experience
  • 3. Brilliant Experience Psychology + User Experience + Innovation
  • 4. What is user experience?
  • 6. What is User Experience? The look and feel?
  • 7. What is User Experience? The interaction design?
  • 8. NO UX doesn’t happen on a screen.
  • 9. UX doesn’t happen on a screen, it happens in the mind. #sixminds #sxsw #bebrilliant
  • 10. UX is multi-dimensional and multi-sensory. #sixminds #sxsw #bebrilliant
  • 19. That is great John, but how do you use the six minds to…
  • 20. a digital user experience? design select uncover determine evaluate agree on
  • 21. Designing for the Six Minds
  • 22. 1. Vision / Attention
  • 25. 1. Seeking action near citation.
  • 26. 2. Grey box not drawing attention and no affordance.
  • 28. + Add to Library Captured ‣ Natural eye flow ‣ Words / symbols they are looking for (regardless of what they said) Design Impact ‣ Put action where item sought (with attention drawing button) with right words.
  • 29. Discover what the eyes seek and where. #sixminds #sxsw #bebrilliant Vision / Attention
  • 34. Captured ‣ Understanding of virtual space. ‣ How interface space is navigated. ‣ What surprises and delights. Design Impact ‣ Timing of feedback with micro interactions critical. ‣ Discoverability of invisible interface (voice) challenge.
  • 35. Match their perception of space and interactions #sixminds #sxsw #bebrilliant Wayfinding
  • 40. Memory: Observation Process 1. Ask questions that uncover expectations: 
 
 “What’s about to happen?” 2. Use transcripts, behaviors and inference to determine mental models
  • 41. K Luxury RoyalTreatment Willi Wha Flya DefineLuxury LimoatMassagShoeShin BestRestaur Everyoneatat ExoticFoods Pam pered First Class C Elite Status Love i Lov F Aspire to do/g Vacation Life Style B SLK Non-Travel rossfit unteer riathlon ymphony Opera with Friends Movies Brands Virgin Am erica Ritz M arriott M andarin Shangri-La Mercedes manMarcuserigammo Services keeper rdiner actor Lazy,SleepIn
  • 43. Figure 1: Cuisinart Corporate Store Figure 2: Cuisinart Web Store What the…?
  • 44. Captured ‣ Words used ‣ Semantic relationships ‣ Mental models Design Impact ‣ Understanding and activating the right mental model will build trust and reduce the need for instructions. Kelly Luxury Royal Treatment Willin What Fly aw DefineLuxury Limo at AMassageShoe Shine Best Restaura Everyone at a tou Exotic Foods Pam pered FirstC EliteStatus L Aspireto Cards&Money Vacatio SpendO 90% CardUse C World View M ostIm portant Health W ork-Life B Relaxing on Vac PeaceofMind Successful LuckytoHaveJob HavePieceofMind Fortunate+HardWorking BePromoted AffordHome ImproveHealth Made It Financial Goals Two Homes, Rentals No Worrying About Bills Work-Life Balance Charities Child Cancer Meals on Wheels SF Symphony Parkinson's 5-YearG oals Vacation House International Travel Retirem entSavings New Car New Home LifeStyle Travel Palm SpringsLasVegaseCountry Cars tyG25 udiA4 Class BSLK Non-Travel rossfit unteer riathlon ymphony Opera withFriends Movies Brands Virgin Am erica Ritz M arriott M andarin Shangri-La Mercedes anMarcus rigammo Services keeper rdiner actor Lazy,SleepIn
  • 45. #sixminds #sxsw #bebrilliant Activate and harness their mental models. Kelly Luxury RoyalTreatment Willingtopaymore WhatyouwantwheneverFlyawayatwhim DefineLuxury LimoatAirport MassageShoeShine BestRestaurants Everyoneatatouchofabutton ExoticFoods Pam pered First Class Cabin Elite Status Love it. Easy to get spo Love it Feel special Well treated Aspire to do/get Travel around Surfing Seaboard C Cards & Money Vacation Spend On Tennis Cross Fit Home Impro Clothing Eating Out90% Card Use DiscoverUnited Club Card Amazon VISA CostCo AMEX 5% Cash WorldView M ostIm portant Health & Fam ily W ork-Life Balance Relaxing on Vacation PeaceofMind Successful LuckytoHaveJob HavePieceofMind Fortunate+HardW BePromoted AffordHome ImproveHealth MadeIt inancialGoals omes,Rentals yingAboutBills ork-LifeBalance Charities ChildCancer MealsonWheels SFSymphony Parkinson's 5-Year G oals Vacation House InternationalTravel Retirem ent Savings New Car New Home Life Style Travel Palm SpringsLas VegasWine Country Cars Infinity G25 Audi A4 MB C-Class MB SLK Non-Travel Crossfit Volunteer Triathlon Symphony Opera Dinner with Friends Movies Brands Virgin Am erica Ritz M arriott M andarin Shangri-La Mercedes NeimanMarcusFerigammo Services Housekeeper Gardiner Contractor Lazy,SleepIn Memory
  • 50. Example Observational Process 1. Which credit cards to you use today? 2. Which is your favorite? 3. What is your weekend like? 4. How do you like to vacation? 5. What are your goals for the next 3 years? 6. What is most important to you? 7. What worries/excites you the most about the future? 8. What do you aspire to in life?
  • 52. What we look for: What will draw them in immediately? What will provide lasting meaning and value? What touches on their deepest goals and wishes?
  • 53. Uncover what appeals, enhances and awakens. #sixminds #sxsw #bebrilliant Emotion
  • 60. Language: Observational Process 1. Record interviews, analyze transcripts for word usage ‣ How do words/ideas vary by group (e.g., novice/expert) 2. Probe for detailed meaning of terms
  • 61. Learn their lexicon. #sixminds #sxsw #bebrilliant Language
  • 67. Observational Process 1. What is the flow of their decision making?
 2. What do they need to know when?
 3. Infer: What do they think the “problem space” is? Is that really it?
  • 68. Augment their micro decisions. #sixminds #sxsw #bebrilliant Decision Making
  • 70. Lean / Design Thinking Process INTELLIGENCE ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews Formalized Questions
  • 71. Lean / Design Thinking Process INTELLIGENCE INSIGHTS ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews ‣ 1-on-1 IDIs in Situ ‣ Synthesis ‣ Persona Creation ‣ Journey Mapping ‣ Opportunity Mapping Formalized Questions Insights & Opportunities
  • 72. Lean / Design Thinking Process INTELLIGENCE INSIGHTS IDEATION ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews ‣ 1-on-1 IDIs in Situ ‣ Synthesis ‣ Persona Creation ‣ Journey Mapping ‣ Opportunity Mapping ‣ Strategy Session ‣ Design Sprints ‣ Sketching ‣ Prototype Creation Formalized Questions Insights & Opportunities Conceptual Directions
  • 73. Lean / Design Thinking Process INTELLIGENCE INSIGHTS IDEATION VALIDATION ‣ Landscape Session ‣ Research Review ‣ Site Review ‣ Competitor Review ‣ Stakeholder Interviews ‣ 1-on-1 IDIs in Situ ‣ Synthesis ‣ Persona Creation ‣ Journey Mapping ‣ Opportunity Mapping ‣ Strategy Session ‣ Design Sprints ‣ Sketching ‣ Prototype Creation ‣ Interactive Prototype ‣ A/B Testing ‣ Competitive Testing ‣ Iteration / Refinement Formalized Questions Insights & Opportunities Conceptual Directions Validated Prototype #sixminds #sxsw #bebrilliant
  • 74. What we were told the audience wanted: “One comprehensive solution.”
  • 79. Decision Making Language Emotion Vision / Attention Memory Wayfinding #sixminds #sxsw #bebrilliant
  • 81. UX happens in the mind. #sixminds #sxsw #bebrilliant
  • 82. UX is multi-dimensional and multi-sensory. Language Wayfinding Vision / Attention MemoryEmotion Decision Making #sixminds #sxsw #bebrilliant
  • 83. Design for the six minds Language Wayfinding Vision / Attention MemoryEmotion Decision Making #sixminds #sxsw #bebrilliant Discover what the eyes seek and where. Match their perception of space and interactions Activate and harness their mental models. Learn their lexicon. Uncover what appeals, enhances and awakens. Augment their micro decisions.
  • 84. John Whalen jw@brilliantexperience.com linkedin.com/in/johnwhalen Psychology + Innovation + DesignBrilliant Experience Thank you!