empathy: your secret weapon in designing for the web

Download Empathy: Your secret weapon in designing for the web

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This is the presentation I gave at UX Brighton (2013). Behind every screen sits a user, waiting to be engaged. Whether you reach them or not will depend on how you make them feel, more than anything else. In this presentation, Nathalie will explore how the primal, emotional and rational systems in the brain can be used as a metaphorical model to build persuasive online experiences. And show why mirror neurons and empathy are the hidden driving force behind effective design.

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  • EMPATHY YOUR SECRET WEAPON IN DESIGNING FOR THE WEB THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 1
  • 1 2 3 4 5 INTRODUCTION THREE SYSTEMS BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 2
  • 1 2 3 4 5 INTRODUCTION THREE SYSTEMS BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 3
  • 1 2 3 4 5 INTRODUCTION THREE SYSTEMS BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 4
  • 1 2 3 4 5 INTRODUCTION THREE SYSTEMS BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 5
  • 1 2 3 4 5 INTRODUCTION THREE SYSTEMS BRAIN EMPATHY GETTING ON THE SAME WAVELENGTH FIVE STEPS: USE EMPATHY ONLINE THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 6
  • 1 INTRODUCTION THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 7
  • WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 8 All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 9 All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • WEB PSYCHOLOGY The empirical study of how online environments influence our attitudes and behaviours THE WEB PSYCHOLOGIST @THEWEBPSYCH @THEWEBPSYCH 10 All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
  • neuroscience behavioural economics cognitive psychology neuroaesthetics THE WEB PSYCHOLOGIST @THEWEBPSYCH HCI WEB PSYCHOLOGY cross-cultural psychology user experience social psychology All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 11
  • ITS ABOUT CONTEXT PSYCHOLOGY INDIVIDUAL CULTURAL THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 12
  • 3 SECRETS TO ONLINE SUCCESS THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 13
  • 1 KNOW WHO YOURE TARGETING 2 COMMUNICATE PERSUASIVELY 3 SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 14
  • 1 KNOW WHO YOURE TARGETING 2 COMMUNICATE PERSUASIVELY 3 SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 15
  • 1 KNOW WHO YOURE TARGETING 2 COMMUNICATE PERSUASIVELY 3 SELL WITH INTEGRITY THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 16
  • 2 THREE SYSTEMS BRAIN THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 17
  • PRIMAL THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 18
  • PRIMAL THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 19
  • PRIMAL THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 20
  • PRIMAL THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 21
  • PRIMAL THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 22
  • PRIMAL THE WEB PSYCHOLOGIST @THEWEBPSYCH COMMON TO ALL ANIMALS BASIC VITAL FUNCTIONS RISKY vs SAFE (FFF) SEX FOOD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 23
  • KEY POINTS THE WEB PSYCHOLOGIST @THEWEBPSYCH CUES FOR SEX IMAGES OF FOOD MOTION CONTRAST & CONCRETE END EXPERIENCES SCARCITY All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 24
  • THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 25
  • EMOTIONAL THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE RISK & REWARD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 26
  • EMOTIONAL THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE RISK & REWARD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 27
  • EMOTIONAL THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE RISK & REWARD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 28
  • EMOTIONAL THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE RISK & REWARD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 29
  • EMOTIONAL THE WEB PSYCHOLOGIST @THEWEBPSYCH LIMBIC SYSTEM ANCIENT & AUTOMATIC AMYGDALA FEAR, RELEVANCE, TRUST THALAMUS HAPPY, SAD, DISGUSTED VTA DOPAMINE RISK & REWARD All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 30
  • KEY POINTS THE WEB PSYCHOLOGIST @THEWEBPSYCH EMPATHY MIRROR NEURONS PLEASURE & PAIN BODY LANGUAGE STORY-TELLING All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 31
  • THE WEB PSYCHOLOGIST @THEWEBPSYCH All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 32
  • RATIONAL THE WEB PSYCHOLOGIST @THEWEBPSYCH UNIQUE TO HUMANS HIGHER COGNITIVE FUNCTIONS PLAN, ORGANISE, PROBLEM-SOLVE SOCIAL LEARNING & INNOVATION LANGUAGE, ABSTRACT THOUGHT All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 33
  • RATIONAL THE WEB PSYCHOLOGIST @THEWEBPSYCH UNIQUE TO HUMANS HIGHER COGNITIVE FUNCTIONS PLAN, ORGANISE, PROBLEM-SOLVE SOCIAL LEARNING & INNOVATION LANGUAGE, ABSTRACT THOUGHT All material THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution. 34
  • RATIO