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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?
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2014
Build Trust with Pre-AttentionStephen DenningPrincipal UX ConsultantUser 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)
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Register Pre-attentiveprocessing Cognition
Long-termmemory
Workingmemory
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Agent 2
Fast
Instinctive
Involuntary
No effort
Slow(er)
Considered
Voluntary
Effortful
Gather
Structure
Pattern-match
Process
Attribute
Compute
Choose
Pre-attentiveprocessing Cognition
Agent 1
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Pre-attentiveprocessing Cognition
Agent 2Agent 1
DISTRACTORS
TARGET
“Target acquired”
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)
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in tu i tive/in ‘t(y)ooitiv/
Adjective
1. Using or based on what one feels to be true even without conscious reasoning; instinctive.
2. (chiefly of computer software) Easy to use and understand.
= Trust=
Good
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@uservision @steve_denning
1. Law of Figure/Ground
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2. Law of Similarity
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3. Law of Proximity
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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)
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`
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• 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 Denningstephen@uservision.co.uk
@steve_denning @uservision
Credits\References
• http://www.flickr.com/photos/orangeacid/234358923/
• http://www.csc.ncsu.edu/faculty/healey/PP/• http://www.flickr.com/photos/
29317846@N03/2743294768/• http://www.flickr.com/photos/mr_t_in_dc/
3756880888/• 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)
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