1. Brain Secrets everyUXer needs to know @johnwhalen #brainsecrets 1

2. BrilliantExperience.comUser Research Strategy & Ideation User ExperienceMobile Apps@johnwhalen #brainsecrets 3. Im going to trynot to geek out. 3 4. N50 error-relatednegativity... 4 5. ...or doh!5 6. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary 7. Cognitive Vision PhD:NeuroscienceScience LinguisticsMath in BrainPhD Cognitive ScienceJohns Hopkins UnivPost Doc at UCLAduring Dot.Com boom John Whalen Professor in Psychology CEO, UX Lead Brillian ExperienceUsability/ UserAccessibility ExperienceOnlineInformationStrategyArchitecture 7 8. 8 9. We dont experiencewhat is in the real world. 9 10. http://www.youtube.com/user/Quirkology 10 11. http://www.youtube.com/user/Quirkology 10 12. We experience our brainsversion of the world. 11 13. Cogito ergo sum12 14. (I cant trust my senses,but I know I existbecause of my thoughts.)13 15. Oh, you mean like The Matrix ...okay now I got it!14 16. We use two majorthinking systems 15 17. System 1:conscious, focused, deliberate16 18. System 2:unconscious, fast, estimates 17 19. We as UXers underestimate the power of System 2 and dont take full advantage of it.18 20. Lets explore some of ourautomatic processes so you cansee what I mean. 19 21. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary 22. What captures your attention? 21 23. Your eyes move in saccades.http://bit.ly/tobiiglasses 22 24. Your visual acuity and colorperception drop off rapidly. 23 25. Your visual acuity and colorperception drop off rapidly. 24 26. 25 27. Your brain is looking for: contrast, color,line orientation, motion.Your eyes move there to learn 26 28. Now lets consider memory.Wait, what are we considering? 27 29. Stare at the white dot. What happens toother spot during rotation? http://perception.research.yale.edu/MIB-Disappearance/MIB-Basic.mov 28 30. Stare at the white dot. What happens toother spot during rotation? http://perception.research.yale.edu/MIB-Disappearance/MIB-Basic.mov 28 31. Okay, how many things CAN we hold in memory?http://perception.research.yale.edu/oba/MOT.mov 29 32. Okay, how many things CAN we hold in memory?http://perception.research.yale.edu/oba/MOT.mov 29 33. About 4. 30 34. About 4. 30 35. Now lets look at picture memory.Draw a rectangle on a piece of paper.Ill give you 20 seconds to look at a picture.Sketch it exactly as it appears. 31 36. http://sites.sinauer.com/wolfe3e/chap7/boundexF.htm 32 37. Lets see how you did. 33 38. Typicaldistortion Actual34 39. http://www.simonslab.com/videos.html 35 40. http://www.simonslab.com/videos.html 35 41. http://www.simonslab.com/videos.html 36 42. http://www.simonslab.com/videos.html 36 43. Phew, thats a lot!Lets review, shall we? 37 44. We quickly loose acuity and coloroutside of our gaze.Contrast, color, lineorientation and motiondetermine where we looknext.Much of what we seeis constructed.Review 38 45. Our system fills in the gaps.But if memory is impaired,it is very difficult to detecta change.So: Use visual cues to lead your audience.Tell a story to allow anticipation. Review39 46. Our system fills in the gaps.But if memory is impaired,it is very difficult to detecta change.So: Use visual cues to lead your audience.Tell a story to allow anticipation. Review39 47. How are we doing?40 48. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary 49. System 2:unconscious, fast, estimates 42 50. How could we use whatwe know to be persuasive?43 51. BA CLikeability, Free, Commitment 44 52. Intrigue 45 53. Aesthetics 46 54. Barbequeby the poolNarrative 47 55. Wheres thebarbeque?Achievement 48 56. Authority 49 57. Framing 50 58. Anchoring 51 59. Mimicry 52 60. Scarcity, Loss Aversion 53 61. Reducing Effort 54 62. Creating Ownership 55 63. Phew, thats a lot!Lets review, shall we? 56 64. Likeability capture them with visualsFree give something away to ask for return favorCommitment ask for small commitment to build bigger onesIntrigue gradually reveal information make me lookEndowment if Ive worked harder its more valuable to meAesthetics more aesthetically pleasing feels more usableNarrative tell me a story about how this fits my lifeAchievement show me that Ive made an accomplishmentReputation the brands reputation countsAuthority official recognition importantSocial Proof if everyone else is buying oneLoss Aversion how do I know Im not going to lose on the deal?Status Quo must overcome how things are today w/ shopperEffort how hard is it to check out?Scarcity if I might not be able to get one I want it moreLoss Aversion dont want to lose out on the dealOwnership let me be in control during the buying process57 65. 1. Introduction2. Attention / Vision / Memory3. Decision Making / Persuasion4. Summary 66. We dont experiencewhat is in the real world 59 67. We experience our brains processing of the world. 60 68. We use two majorthinking systems 61 69. System 1:conscious, focused, deliberate62 70. System 2:unconscious, fast, estimates 63 71. We can only keep trackof a few things at a time. 64 72. We can only keep trackof a few things at a time. 64 73. We fill in a lot of details. 65 74. We fill in a lot of details. 65 75. We fill in a lot of details. 65 76. UXers need to capture attention, and tell stories we can follow.66 77. Likeability capture them with visuals Free give something away to ask for return favor Commitment ask for small commitment to build bigger ones Intrigue gradually reveal information make me look Endowment if Ive worked harder its more valuable to me Aesthetics more aesthetically pleasing feels more usable Narrative tell me a story about how this fits my life Achievement show me that Ive made an accomplishment Reputation the brands reputation counts Authority official recognition important Social Proof if everyone else is buying one Loss Aversion how do I know Im not going to lose on the deal? Status Quo must overcome how things are today w/ shopper Effort how hard is it to check out? Scarcity if I might not be able to get one I want it more Loss Aversion dont want to lose out on the deal Ownership let me be in control during the buying process Then use a number oftechniques to persuade our audiences to act.67 78. By making System 2 happy.68 79. Thank you! #brainsecrets 69 80. Thank you! #brainsecrets 69 81. John Whalen@johnwhalenUser Research Strategy User Experience Mobile BrilliantExperience.com