Mapping human behaviour with immersive expereiences by Jon Dodd

MAPPING HUMAN BEHAVIOUR FOR IMMERSIVE EXPERIENCES

JON DODDCEO and Co-Founder

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WHERE I CAME FROM...

Escaped from academic neuroscience

Face perception

Attractiveness

Shampoo bottles

Car shapes

Trust...

Decisions

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ESCAPED...

Started user (customer) experience

consultancy Bunnyfoot in 1999

In fact this is a lie...

We were a usability and accessibility consultancy

Then a user centred design consultancy

Then a UX consultancy

Now a joined up customer experience consultancy

Hopefully throwing some light on how we get it to do what we want

Your customer

Today we are going to be looking inside this a bit

Most of us humans arrogantly suppose decisions are rational and conscious

The cortex (and some other parts) is where conscious thought is thought to occur

But most of our behaviour including ‘complex’ behaviour is non-conscious (sub-conscious)

The ‘older’ parts of the brain – the brain stem and mid-brain work ceaselessly to regulate us and control us

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THE BUNNYFOOT HIERARCHY OF CUSTOMER ACTION (HCA)IT’S A USEFUL WAY OF FRAMING SOME OF WHAT WE WILL COVER

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CREATING PROFITABLE CUSTOMER EXPERIENCE WITH HCA

Emotional affect principles (e.g. Norman, Kano)

Intrinsic motivation, avoiding visceral -ves, causing arousal, fun, surprise...

Research/testbehavioural responses

Applythe rules

e.g. MVT, analytics, User test (usability, eyetracking, emotion...)

Design principles (e.g. Norman)

Usability principles (e.g. Schiederman, Nielsen, Molich )

Principles of perception (visual, auditory…)

Attractive product/price/service

Attractive tools and services

Market research

Improve(& repeat)

BUILD IN PERSUASION & EMOTION WITH THE SAME UCD METHODS & ETHOS THAT ARE USED TO DELIVER USABLE DESIGN OF DESIRABLE PRODUCTS & SERVICES

Persuasion and Trust principles from the fields of

behavioural economics and sociology (e.g. Cialdini, Fogg)

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PUTTING IT ALL TOGETHER - UCD

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CAN DO – USABILTY & PERCEPTION

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NORMAN’S 6 7 DESIGN PRINCIPLES

Visibility Affordance Signifiers Mapping

Constraints Feedback Consistency

MappingControls or information easy to locate & see

Physical form dictatesor directs function

Visual form directs function

Logical and clearcorrespondence of control to effect

Minimise options to direct action / remove error

Action confirmed clearly and immediately

Aesthetically & functionally, internally and externally

Don Norman, Book:’ the design of everyday things’ 88 (new edition soon)

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USABILITY ‘HEURISTICS’

1. Visibility of System Status

- Let users know where they are and

what is going on

2. Match to the real world

- Use familiar working methods,

language and terms

3. User control and freedom

- Let users control what they do and how

they do it

4. Consistency and standards

- Be consistent, adopt appropriate

standards

5. Error Prevention

- Prevent errors with maintenance,

monitoring, design

6. Recognition not Recall

- easy to learn - don’t rely on user

memory – don’t make me think

7. Flexibility and efficiency of use

- Make it quick and easy to use –

efficient for all types of users (e.g.

experts v novices)

8. Aesthetic and minimalist

- Design should be as aesthetic and

minimalist, and clear as possible

9. Assist users to recognise, diagnose

& recover from errors

- clear notification, no blame, support fix

10. Help and documentation

- contextual, supportive, directive

Nielsen & Molich (1993)

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What I want to talk about (quickly) is perception

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GESTALT GROUPING PRINCIPLES DETERMINE HOW WE PERCEIVE OBJECTS AND ELEMENTS

Its amazing how many designers seem to forget any of this

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VISUAL PATHWAYS – REASONABLY WELL UNDERSTOOD

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FUNDAMENTAL PROPERTIES HAVE BEEN KNOWN FOR SOME TIME

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How many black dots are there?

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How many legs does the elephant have?

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CONTEXT IS EVERYTHING

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AND EVERYTHING IS RELATIVE

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PREATTENTIVE ENCODING

Because of how the visual system works (effectively bottom up filtering of attributes of the visual scene) some properties are easier and quicker to perceive than others

We can (and should) make use of this ‘pre-attentive’ processing for presenting information – it is particularly useful for things like data, graphs, dashboards etc.

Colin Ware: Information Visualisation

Splits 17 pre-attentive attributes organised into 4 groups

• Colour

• Position

• Form

• Motion

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SOME ARE BETTER THAN OTHERS AT QUANTITATIVE DATA

Colour HueIntensity

noYES - but limited

Position 2D position YES

Form OrientationSizeShapeLine widthLine lengthAdded marksCurvatureEnclosure

noYES – but limitednoYES – but limited

YESNoNot reallyNo

Motion Flicker YES, but limited

Quantitative?

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SPATIAL SCALE

We filter visual images at different spatial scales

High spatial frequencies (detail) can interrupt low

spatial frequencies (big picture)

Consider this when designing to initially grab

attention (orientate) – and then have people focus

on detail (discriminate)

...imagine a supermarket shelf

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CENTRAL v PERIPHERAL VISIONFACES ARE SPECIAL

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GREAT SOURCES FOR MORE

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INFO VIS PORN

In fact any of his books

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PERSUASION PRINCIPLES – WILL DO

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WHY I LIKE IT…

It is based on science and validated through experiments• Social psychology, behavioural economics• You can validate it, measure it

There are established rules• Some seem obvious – but it is worth reminding ourselves• Some will surprise you• The majority of today is about learning these

There are interesting subtleties• It is not a brainless exercise

It can be tactical, but better if it is strategic• Today we will mainly be looking at tactical implementations...but a whole persuasive experience can be ‘architected’

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IT IS NOT PARTICULARLY NEW…

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IT IS NOT NECESSARILY EASY

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IT HAS A STRONG RECENT HISTORY

Mostly to do with cognitive biases.

Daniel Kahneman(prospect theory – Nobel Prize)

Dan Ariely(predictably irrational)

B. J. Fogg(persuasive technology)

Robert Cialdini(persuasion principles)

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A NUMBER OF AUTHORS HAVE WRITTEN ‘POPULARLY’ ON THE SUBJECT

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CIALDINI’S 6 PERSUASION PRINCIPLES

Reciprocity Scarcity Authority

Commitment Social proof Likability

Yes! 50 Secrets from the Science of Persuasion, Robert Cialdini, Steve J.

Martin and Noah Goldstein, Profile books, 2007

Influence: Science and Practice, Robert Cialdini, Pearson, 2008

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LOVES TO DOEMOTION, AROUSAL, ATTENTION

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IT’S A BIT MORE THAN THIS

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EMOTION IS IMPORTANT

People forget what you say,

but they remember how you made them feel”“

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EMOTION IS IMPORTANT

“ Emotional campaigns are more than twice as effective

Les Binet

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EMOTION IS UNIVERSAL

The best and most beautiful things in the world cannot be seen or even touched.

They must be felt with the heart.

Helen Keller

“

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EMOTION IS UNIVERSAL

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THE AESTHETIC-USABILITY EFFECT, AND SO MUCH MORE

“ Attractive things make people feel good, which in turn makes them think more creatively…

…making it easier for people to find solutions to the problems they encounter.

Don Norman

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THINK BACK

Think back to the first time you saw and used an iPhone

Think about

where you were

who showed you

what you did

what you thought

what you felt

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NORMAN’S 3 CHARACTERISTICS OF DESIGN TO OBSERVE

Visceral Behavioural Reflective

Emotional Design: Why We Love (or Hate) Everyday Things,

Donald Norman, Basic Books, 2005

Initial impact or appearance

How it feels to use What it make you think about

+ others think - of you

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THERE ARE LOTS OF OTHER SOURCES AND THEORIES

Kano

Maslow Fogg

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BUT HOW CAN YOU ASSESS IT? OR MEASURE IT?

Subjective Objective

Verbal report

Questionnaires

Pic from emotional pictures (faces)

ECG? fMRI etc…

Big white coat effect + not practical

Pupil dilation (via eyetracking)

Doesn’t work well –methodological issues

Facial behavioural response

There could be something in this…

Fundamental problems because of self reportbut can be useful

In the end it’s a mix of methods that works

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FACIAL BEHAVIORAL RESPONSE

Base emotions Cognition ‘Emognition’

Fear

Happiness

Sadness

Anger

Disgust

Confusion

Concentration

Doubt

Intrigue

Consideration

Amusement

Surprise

Guilt

Empathy

Anxiety

Frustration

Embarrassment

CODES FOR 17 STATES

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Eyes and eyelids (such as

blinking or tightening)

Facial muscle contractions

HOW WE CODE FOR FBR

Wrinkles that appear or

disappear

Location and shape of

eyebrows

White exposed in eyes and

pupil placement /dilation

Changes in the chin

Nostrils (such as flaring)

Cheeks twitching

Lip movements

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PUTTING IT ALL TOGETHER - UCD

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competitive spontaneous

methodical humanistic

fast

slow

em

otio

nal

log

ical

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competitive spontaneous

methodical humanistic

fast

slow

Nicola ‘head girl’

Hooper family

(her novice)

Mrs (+ Dr) Miller

John novice

Ada

m acco

m

Tom

‘bread &

butter’

em

otio

nal

log

ical

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competitive spontaneous

methodical humanistic

fast

slow

em

otio

nal

Nicola ‘head girl’

Hooper family

(her novice)

Mrs (+ Dr) Miller

John novice

Ada

m acco

m

Tom

‘bread &

butter’

o Basic search

o Advanced

search

o Pictures:

mountains/landscape

o Pictures: Action skiingo Feature icons

o Feature listings

o Long

descriptions

o Functional

descriptions of

resorts

o Customer reviews

o Online booking

o Pictures: accommodationo Resort map

o Piste map

o Expert help by phone

o Descriptions with

‘personality’

o Snow report

o Snow history

o Snow forecast

o Faceted search

o Scoped sections:

family, luxury

o Deals list

o Refine search

o Email enquiryo Interactive map

o Evocative

descriptions of

resorts

o Best deal: buy now

oWeb cam

o Automatic shotlisting/compare

o Functional description of accom

o Evocative descriptions of accom

o Vote on facebook

o Detailed booking form

o Resort finder

o checklist

o Sample menus

o Long term chalet

avaibility

o Expert summary of the

prev season

o Accom on map

o Saved searcheso Snowboard filter

logic

al

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BARTLE MMORPG PLAYER MODEL

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| 21 October 2009 | Usability and information architecture

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TAKE HOME

Use the rules of perception, interaction/usability, persuasion and emotion to inform and form customer models and interaction

Ideally incorporate strategically within an iterative user centred design methodology

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@jonbunnyfoot

jon@bunnyfoot.com

0845 644 0650

THANKS