Don't Make me Think - There's no Need
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How do we take decisions? Are we fully conscious of what we do when using a system interface? There's a lot of unconscious activity going on while we use a digital product. This talk describes a few important factors interface designers should keep in mind while designing interaction.
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Don't Make me Think - There's no Need
- 1. Don’t Make me Think There’s no need Better Software 2013 – Florence, Italy
- 5. The Jam Experiment Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D. 5
- 9. SYSTEM 2
- 16. 1.000.000 FIBERS
- 17. THE FOVEA
- 18. Retinal Receptors 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 18
- 20. Might not be noticed 20
- 22. State change cue Noticeable message 22
- 26. Makes sense… Source: Don’t Make me Think – S. Krug 26
- 27. Visual Hierarchy Source: Designing with the mind in mind – J. Johnson 27
- 29. DIRECTIONAL CUE
- 30. 30
- 31. 31
- 32. Placebo effect Perceptions are influenced by expectations 32
- 33. Problems bother us Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 33
- 34. Heuristics Applied Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 34 $0.10
- 35. Wrong Answer! Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? 35 $0.10
- 36. Take a sheet of paper Fold it 100 times How thick the result? 36
- 38. Anchoring
- 40. Anchoring Compared to camera, battery seems cheap
- 41. Expensive Option as an Anchor Other options all seem cheap 41
- 45. Simplified Brain Model New Brain Conscious Activities Mid Brain Emotions Old Brain Survival 45
- 47. 47
- 48. Scarcity 48
- 49. Scarcity 49
- 50. Danger 50
- 56. Endowment Effect Feeling like owing this 56
- 57. Endowment Worth to us more than this 57
- 59. Framing Better to offer discount on deposit, than surcharge on Paypal 59
- 62. RECOGNIZED THEM? How long to find it out?
- 64. RECOGNIZED THEM? How long to find it out?
- 70. EMOTIONS LEAD
- 71. ELLIOT
- 72. IQ 97 72
- 73. Damaged Area 73
- 74. Effects IQ 97 Unable to make decisions! 74
- 75. UNCONSCIOUS IS A CRUCIAL PART OF THE DECISION MAKING PROCESS
- 76. Thank you for your attention Stefano Maraspin @maraspin
- 77. Resources 77
- 78. Resources 78
- 79. Resources 79