Don't Make me Think - There's no Need

Don’t Make me Think There’s no need

Better Software 2013 – Florence, Italy

STEFANO MARASPIN

http://www.mvlabs.it/

The Jam Experiment

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Source: Neuro Web Design, Dr. S.M. Weinschenk, Ph.D.

Cognitive resources are limited

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WONDERLIC TEST

http://en.wikipedia.org/wiki/Wonderlic_Test

SYSTEM 2

SYSTEM 2

3165/5

SLOW, CONSCIOUS

SYSTEM 1

2+2

FAST, UNCONSCIOUS

SELECTIVE PERCEPTION

INVISIBLE GORILLA

100.000.000 RECEPTORS

1.000.000 FIBERS

THE FOVEA

Retinal Receptors

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Source: Visual Thinking for Design – Colin Ware

Parafovea: over 50% of our processing power, in less than 5% of the visual world

Edge of the Visual Field: we can barely notice an item the size of an apple at arm’s length

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Attention Focus

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Might not be noticed

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Attention Focus

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State change cue

Noticeable message

SENSIBLE TO MOTION

PERCEIVES ENVIRONMENT

Makes sense…

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Source: Don’t Make me Think – S. Krug

Visual Hierarchy

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Source: Designing with the mind in mind – J. Johnson

FUSIFORM

FACE AREA

DIRECTIONAL CUE

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Placebo effect

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Perceptions are influenced by expectations

Problems bother us

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Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball?

Heuristics Applied

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Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? $0.10

Wrong Answer!

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Bat and Ball cost $1.10 Bat costs $1.00 more than ball. How much is ball? $0.10

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Take a sheet of paper Fold it 100 times

How thick the result?

Unexpected Result

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12676506002282294014967032053,76 cm

Anchoring

Anchoring

Base Price

Anchoring

Compared to camera,

battery seems cheap

Expensive Option as an Anchor

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Other

options all

seem cheap

PREDECISIONAL DISSONANCE

Postdecisional Dissonance

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Postdecisional Dissonance

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Commitment

Simplified Brain Model

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Old Brain

Mid Brain

New Brain

Survival

Emotions

Conscious

Activities

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Scarcity

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Scarcity

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Danger

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Social validation

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Endowment Effect

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Endowment Effect

Feeling like owing this

Endowment

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Worth to us more than this

Prospect Theory

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

Framing

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Better to offer discount on deposit, than surcharge on Paypal

MEMORY ALSO INFLUENCED

RECOGNIZED THEM? How long to find it out?

RECOGNIZED THEM? How long to find it out?

RECOGNIZING IS EASIER THAN

RECALLING

Recalling Aids

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Availability Heuristic

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Confirmation Bias

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http://en.wikipedia.org/wiki/Wason_selection_task

EMOTIONS LEAD

ELLIOT

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IQ 97

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Damaged Area

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Effects

IQ 97 Unable to make decisions!

UNCONSCIOUS IS A CRUCIAL PART

OF THE DECISION MAKING

PROCESS

Thank you for your attention

Stefano Maraspin @maraspin

Resources

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Resources

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Resources

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Photo Credits • http://www.flickr.com/photos/quinnanya/2904259360/ • http://www.flickr.com/photos/justinhee/5672674318/ • http://www.flickr.com/photos/katerha/5249701882/ • 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/ • http://www.flickr.com/photos/mbk/5528785022/ • http://www.flickr.com/photos/attilaacs/3482373097/ • http://www.flickr.com/photos/crdot/5507833060/ • 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/

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Stefano Maraspin @maraspin