Designing For Brains: Let's Be Honest, People Suck (PVDUX)
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UX Designer Marissa Epstein *really* loves learning what makes people tick. Traditional psych studies can show us a lot about our users and the weird flaws that come with being human. Its not our fault that were emotional, impulsive, forgetful, and hard-wired to take the easy way out. But it is our responsibility to adapt to these shortcomings as interaction designers. In this session, Marissa will use fundamental principles of cognitive and behavioral psychology to show you how humans think, behave, and experience the world. And shell probably rant a little.
Designing For Brains: Let's Be Honest, People Suck (PVDUX)
- 2. Marissa
- 5. The principles of human psychology will remain the same, which means that the design principles based on psychology will remain unchanged. DONALD NORMAN
- 6. SORRY IM NOT SORRY
- 7. UXReactions
- 8. Elderly Eleanor I dont even know what that is, but dont worry about it. Age: 82 Location: Madison, ME Education: High School Occupation: Retired PERSONA 1
- 11. PERSONA 2 Average Joe Im still figuring out how to set it up. Age: 57 Location: Boca Raton, FL Education: Bachelors Occupation: Architect
- 12. Average Joe Im still figuring out how to set it up. Age: 57 Location: Boca Raton, FL Education: Bachelors Occupation: Architect Elderly Eleanor I dont even know what that is, but dont worry about it. Age: 82 Location: Madison, ME Education: High School Occupation: Retired
- 13. Rogers, Bohlen, Beal, 1957 TECHNOLOGY ADOPTION CYCLE InnovatorsEarlyAdopters EarlyM ajorityLate M ajorityLaggards >
- 15. ADD CURB CUTS
- 18. 1. DISCOVER & EXPERIENCE !
- 19. Were thinking great literature... the users reality is much closer to billboard going by at 60 miles an hour. STEVE KRUG
- 20. PHOTORECEPTORS OF THE EYE Rods Rods Cones
- 21. WE OFTEN DONT NOTICE UPDATES AND OTHER STUFF ON A PAGE
- 22. VS
- 24. OUR ATTENTION SPANS ARE .
- 25. 1/2 OF USERS WILL GIVE UP IF SOMETHING TAKES 3+ SECONDS
- 26. GIVE IT A SECOND!! Its going to space! Will you give it a second, to get back from space? LOUIS CK
- 27. OUR ATTENTION ONLINE SPANS JUST A FEW MINUTES, IN 8 SECOND CHUNKS
- 28. WE FOCUS TO A MINIMUM AND RELY ON INCOMPLETE INFORMATION
- 31. WE KEEP THE SALIENT CUES & GENERALIZE THE REST
- 34. JAKOB NIELSEN How users read on the web: they dont.
- 35. HUMANS ARENT WIRED FOR READING
- 36. WERE SKIMMERS
- 37. USERS HAVE TIME TO READ 20% OR LESS OF THE PAGE
- 39. Keep feedback close.! 1. Create visual hierarchy.
- 40. Use sound or motion for bigger cues. ! 1. Create visual hierarchy. 2. Keep feedback close.
- 41. Use white space.! 1. Create visual hierarchy. 2. Keep feedback close. 3. Use sound or motion for bigger cues.
- 42. Reduce extraneous options.! 1. Create visual hierarchy. 2. Keep feedback close. 3. Use sound or motion for bigger cues. 4. Use white space.
- 43. Break things down.! 1. Create visual hierarchy. 2. Keep feedback close. 3. Use sound or motion for bigger cues. 4. Use white space. 5. Reduce extraneous options.
- 44. ! 1. Create visual hierarchy. 2. Keep feedback close. 3. Use sound or motion for bigger cues. 4. Use white space. 5. Reduce extraneous options. 6. Break things down. Visuals > copy.
- 45. Make copy legible.! 1. Create visual hierarchy. 2. Keep feedback close. 3. Use sound or motion for bigger cues. 4. Use white space. 5. Reduce extraneous options. 6. Break things down. 7. Visuals > copy.
- 46. Body Size Line height Line Length Size Line height Size Line height Size Line height 16px(1em) 1.375em 60-75 48px(3em) 1.05em 36px(2.25em) 1.25em 28px(1.75em) 1.25em 16px(1em) 1.375em 60-75 40px(2.5em) 1.125em 32px(2em) 1.25em 24px(1.5em) 1.25em 16px(1em) 1.25em 35-40 32px(2em) 1.25em 26px(1.625em) 1.15384615em 22px(1.375em) 1.13636364em Desktop Tablet Phone H1 H2 H3 JASON PAMENTALS WEB TYPE SCALE http://bit.ly/jprwt
- 47. Use simple, clear wording.! 1. Create visual hierarchy. 2. Keep feedback close. 3. Use sound or motion for bigger cues. 4. Use white space. 5. Reduce extraneous options. 6. Break things down. 7. Visuals > copy. 8. Make copy legible.
- 48. 2. THINK & UNDERSTAND ?
- 50. MENTAL MODELS Conceptual models people hold in their minds, formed by how a person believes things work
- 54. DRAWING OUR OWN MAPS CAN LEAD US TO MISUNDERSTANDING
- 55. MENTALMODELS
- 60. AFFORDANCES Actionable properties between the world and a person
- 62. PERCEIVED AFFORDANCES Qualities of an object that suggest how it might be used
- 63. SIGNIFIERS Some sort of indicator or signal in the physical or social world, that can be meaningfully interpreted
- 65. CLICK ME
- 67. ? 1. Leverage existing patterns. Put stuff where users expect.
- 68. ?Map expectations with card-sorting. 1. Leverage existing patterns. 2. Put stuff where users expect.
- 69. ?Add obvious signifiers. 1. Leverage existing patterns. 2. Put stuff where users expect. 3. Map expectations with card-sorting.
- 70. ?Research your user base. 1. Leverage existing patterns. 2. Put stuff where users expect. 3. Map expectations with card-sorting. 4. Add obvious signifiers.
- 71. 3. DECIDE & ACT
- 73. Self-actualization Esteem Love Safety Physiological food, water, shelter, sleep... health, law, protection... friends, family... achievement... peace, growth... HIERARCHY OF NEEDS Maslow, 1943
- 74. DESIGN HIERARCHY OF NEEDS Creativity Proficiency Usability Reliability Functionality no value low value moderate value high value highest http://www.smashingmagazine.com/2010/04/26/designing-for-a-hierarchy-of-needs/
- 75. KANO MODEL Dissatisfaction Satisfaction Unfulfilled Fulfilled Must-Haves Delighters Wants Kano, 1984
- 76. HENRY FORD If I had asked people what they wanted, they would have said faster horses.
- 77. WERE IRRATIONAL
- 79. CRITICAL DECISIONS TAKE 100 SECONDS TO MAKE
- 80. TOO MANY JAMS Iyengar, Lepper, 2000
- 81. WERE JUDGMENTAL
- 82. IT TAKES .2 SECONDS TO FORM A FIRST IMPRESSION, SO THAT BABY BETTER SING
- 83. WE FUCK UP
- 84. WE SATISFICE Choosing the first reasonable option, not the best one
- 85. WE SLIP Memory or motor malfunctions
- 86. WE MAKE MISTAKES Misunderstanding rules or knowledge
- 87. WE BLAME OURSELVES FOR BAD UX & DONT SEND USER FEEDBACK Learned helplessness: a condition of powerlessness arising from persistent failure
- 88. Aim for delight.
- 89. Reduce choices. 1. Aim for delight.
- 90. Confirm progress and succes. 1. Aim for delight. 2. Reduce choices.
- 91. Test to reduce mistakes. 1. Aim for delight. 2. Reduce choices. 3. Confirm progress and succes.
- 92. Plan for them anyway. 1. Aim for delight. 2. Reduce choices. 3. Confirm progress and succes. 4. Test to reduce mistakes.
- 93. ! ? Not great. HOW HUMANS DO STUFF
- 94. WE NEED TO ADAPT AS DESIGNERS
- 95. PERSONA 3 Millenial Marissa Clicking the logo takes you home, its common sense! Age: 26 Location: Providence, RI Education: Bachelors Occupation: UX Designer 28
- 97. UNDERSTAND & PRIORITIZE YOUR USERS NEEDS
- 98. HAD ENOUGH?
- 99. COMBINE PSYCH & UX FOR HOLISTIC PROBLEM-SOLVING
- 100. PUT ON THAT PSYCHOLOGISTS HAT
- 102. APPENDIX 1. Definition of UX design:http://uxdesign.com/ux-defined 2. Bounce rate:https://blog.kissmetrics.com/speed-is-a-killer/ 3. Attention spans 1. Total task:http://www.telegraph.co.uk/education/ universityeducation/6972191/Students-have-10-minute-attention- span.html 2. Micro-task:http://www.statisticbrain.com/attention-span- statistics/ 4. Online cart abandonment:http://baymard.com/lists/cart- abandonment-rate 5. Relying on incomplete descriptions:http://www.amazon.com/ Exploring-Psychology-9th-David-Myers/dp/1464111723/ ref=la_B000AP7O54_1_3? s=books&ie=UTF8&qid=1431470120&sr=1-3 6. White space & comprehension:http://www.smashingmagazine.com/ 2009/09/24/10-useful-usability-findings-and-guidelines/
- 103. APPENDIX, CONT. 7. Skipping web content:http://www.nngroup.com/articles/how-little- do-users-read/ 8. Wired for language:http://www.amazon.com/Designing-Mind-Simple- Understanding-Interface/dp/012375030X 9. Low literacy:http://www.nngroup.com/articles/writing-for-lower- literacy-users/ 10. Errors & loss:http://www.amazon.com/The-Design-Everyday-Things- Expanded/dp/0465050654 11. Sections & functions of the brain:http://www.amazon.com/Exploring- Psychology-9th-David-Myers/dp/1464111723/ ref=la_B000AP7O54_1_3? s=books&ie=UTF8&qid=1431470120&sr=1-3 12. Unconscious processing:http://www.amazon.com/Exploring- Psychology-9th-David-Myers/dp/1464111723/ ref=la_B000AP7O54_1_3? s=books&ie=UTF8&qid=1431470120&sr=1-3
- 104. APPENDIX, CONT. 13. Critical decisions:http://www.amazon.com/Designing-Mind-Simple- Understanding-Interface/dp/012375030X 14. First impressions 1. Speed:http://www.dryfive.com/first-impressions-in-2-seconds 2. Credible sites:https://credibility.stanford.edu/guidelines/ 15. Blaming ourselves:http://www.amazon.com/The-Design-Everyday- Things-Expanded/dp/0465050654 16. Loss & mistakes: http://www.amazon.com/The-Design-Everyday- Things-Expanded/dp/0465050654 17. Enjoyable experiences:http://abookapart.com/products/designing- for-emotion