Slides of my Codemotion 2014 talk about user decision making process in web and software environments.

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/

2. STEVE @MARASPIN

3. http://www.mvlabs.it/

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!

15. WONDERLIC TEST
http://en.wikipedia.org/wiki/Wonderlic_Test

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

18. http://en.wikipedia.org/wiki/Dan_Marino

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

27. SELECTIVE PERCEPTION

28. THE INVISIBLE GORILLA
https://www.youtube.com/watch?v=IGQmdoK_ZfY

29. RECEPTORS

30. FIBERS

31. Retinal Receptors
31
1.000.000
Fibres
100.000.000
Receptors

32. Retinal Receptors
32
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

33. THE FOVEA

34. Blind Spot
34
http://brainu.org/blind-spot

35. 35
Attention Focus

36. 36
Might not be noticed

37. 37
Attention Focus

38. 38
State change cue
Noticeable message

40. SENSIBLE TO MOTION

41. 41
Validating e-mail, please wait…
State change cue
Even more noticeable

42. 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
42

43. PERCEIVES ENVIRONMENT

44. Makes sense…
44
Source: Don’t Make me Think – S. Krug

45. Visual Hierarchy
45
Source: Designing with the mind in mind – J. Johnson

46. Gestalt Principles
46
Self-organizing Tendency

47. 47

48. 48

49. FUSIFORM
FACE AREA

50. DIRECTIONAL CUE

51. 51

52. 52

53. Placebo effect
53
Perceptions
are influenced by
expectations

54. 54
Take a sheet of paper
Fold it 100 times
How thick the result?

55. Unexpected Result
126.765.060.022.822.940.149.670 km
55

56. Unexpected Result
56
149.600.000 km
126.765.060.022.822.940.149.670 km

57. Anchoring

58. Anchoring
Base Price

59. Anchoring
Compared to camera,
battery seems cheap

60. Expensive Option as an Anchor
60
Other
options all
seem cheap

61. DOBB'S 1968 EXPERIMENT

62. PREDECISIONAL DISSONANCE

63. Postdecisional Dissonance
63

64. Postdecisional Dissonance
64
Commitment

65. DOPAMINE

66. SOCIAL NOTIFICATIONS

67. Simplified Brain Model
67
New Brain
Conscious
Activities
Mid Brain
Emotions
Old Brain
Survival

69. 69

70. Scarcity
70

71. Scarcity
71

72. Danger
72

73. Social validation
73

77. Endowment Effect
77

78. 78
Endowment Effect
Feeling like
owing this

79. Endowment
79
Worth to us
more than this

80. Prospect Theory
80
Source: http://www.ops.fhwa.dot.gov/publications/fhwahop11035/wkshoppresentations/part1/

81. Framing
81
Better to offer discount on deposit,
than surcharge on Paypal

82. MEMORY ALSO INFLUENCED

84. RECOGNIZED THEM?
How long to find it out?

86. RECOGNIZED THEM?
How long to find it out?

87. RECOGNIZING
IS EASIER THAN
RECALLING

88. Recalling Aids
88

89. Availability Heuristic
89

90. Wason Selection Task
90
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?

91. Confirmation Bias
91
http://www.psychologyinaction.org/2012/10/07/classic-psychology-experiments-wason-selection-task-part-i/

92. Confirmation Bias
92

94. EMOTIONS LEAD

95. ELLIOT

96. 96
IQ 97

97. 97
Damaged Area

98. 98
Effects
IQ 97
Unable to make decisions!

99. UNCONSCIOUS
IS A CRUCIAL PART
OF THE
DECISION MAKING
PROCESS

100. Thank you for your attention
Stefano Maraspin
@maraspin

101. https://joind.in/talk/view/12896

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/
105

106. Stefano Maraspin
@maraspin