mapping human behaviour with immersive expereiences by jon dodd
DESCRIPTION
How do we develop products, services and websites that provide customers with a rich, immersive and satisfying experience? What are the little peculiar human behaviours that we need to be aware of and tap into? Jon holds a DPhil. in Visual and Computational Neuroscience from Oxford University. As an academic he researched (amongst other things) how you and your brain judge attractiveness, discern the shapes of shampoo bottles, and make decisions when shown visual illusions (he can also tell you a thing or two about how faces indicate age, gender and trustworthiness and why caricatures work so well). In 1999 he co-founded Bunnyfoot. The premise was (and still is) to help people create great experiences by applying the brainy bits from science and psychology.TRANSCRIPT
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
