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EkatErina SolomEina
Psychology and UX design
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@Flondonacademy @theMindgym @outreachdigit
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DesignUser Experience
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https://www.youtube.com/watch%3Fv%3DcbEKAwCoCKw
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98% or more of all brain activity is completely unconscious
Michael Gazzaniga
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Users brain
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Designers brain
TesTers brain
Users brain
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Designers brain
TesTers brain
Users brain
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Users brain
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1. sensaTion
2. PercePTion
3. Decision making
4. reacTion
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1. sensaTion
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exTernalbannErs
CTa
app iCon
inTernalroUTinEs
plaCEs
pEoplE
EmoTions
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because of uncertainty
social ignorance
or Proof
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2. PercePTion
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minDfUlness flow
meaning
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7 plus or minus 2 rule is not always true
3-4 iTems
aT a Time
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proximity similarity closure simmetry
visUal gesTalT
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proximiTy similariTy
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ClosUrE simmETry
[ ] { } ( )
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interruption speed (67 milliseconds)
change blinDness
http://www.gocognitive.net/sites/default/files/change_blindness.v.0.93_0.swf
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familiariTy & clariTy
= illUsion of
TrUTh
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from 12 to 10 to 8 second
aTTenTion sPan
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small chunks of text angry face vs happy face
we reaD only 20%
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3. Decision making
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and how to stay happy
To choose or noT To
choose
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making decisions diminishes will power
make a choice
vs have a choice
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The aroma of warm bread spread tantalizingly out of the bakery.
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b_ _ T_r
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older people = walk slower money = more selfish big leader portraits = more obedient How happy are you?
Priming
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4. reacTion
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pain is more when we dont know why
PeoPle neeD feeDback
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exPeriencing self vs.
remembering self
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TesTers brain
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reduce social desirability bias and ecological validity
DonT leaD Them
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and other distractions
swivel chairs
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and matching them with conceptual models
menTal moDels
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Designers brain
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pleasure + purpose
haPPiness & creaTiviTy
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stick to3-7 members, introverts + extroverts
PeoPle
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and innovation catalists
PiraTes
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To be creative forget about others
brain
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Find yoursriTUals
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The Uberfication of everything is turning San Francisco into an assisted living community for the young.
Startup L. Jackson
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Predictibly Irrational Dan Ariely
Influence: The Psychology of Persuasion Robert Cialdini
Cognitive ergonomics Don Norman
Thinking, Fast and Slow Daniel Kahneman
Drive Daniel H. Pink
book lisT
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QUesTions?
stay connected
EkatErina SolomEina
@FlondonacadEmy @thEmindGym
@outrEachdiGit
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