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@mrjoe
How to design with science
January 8, 2015
Joe Leech
Waving einstein
How to
design with
science and not
destroy the...
Hi, I’m @mrjoe
but you can
call me Joe
@mrjoe
⅓ ⅓⅓
Research DesignDigital
Strategy
@mrjoe
[Newton] has destroyed
all the poetry of the
rainbow, by reducing it
to the prismatic colours.
– John Keats
@mrjoe
The product goes
live and it's lost
it’s magic
The team
/ client
continually
questioning your
choices
Being
microma...
@mrjoe
It started with a need
6
http://
www.cxpartner
s.co.uk/cxblog/
the_myth_of_th
e_page_fold_ev
idence_from_us
er_test...
@mrjoe
Here’s the data, from an eyetracking study. It shows
2 designs, one to the left with stuff crammed above
the fold. T...
@mrjoe
Design is not so
much a design issue
as a power struggle.
– Alan Cooper
Alan cooper, created visual basic amongst
o...
@mrjoe
Design is the process of
choosing and organising code
words, images and messages
into a form that communicates
and ...
Talk stories.
@mrjoe
Here’s some research I did many years
ago for the trainline. What does this
photo show?
This one photo saved countl...
@mrjoe
2.
1.
It tells us two things.
1. When people travel they are often
carrying loads of stuff
2. most people have a pho...
@mrjoe
I didn’t see them [the asterisks].
There’s nothing that explains
what they mean.
How did you hear about us?
*
How o...
@mrjoe
How did you hear about us?
How old are you?
Optional
We don’t mark mandatory, we mark
optional.
It’s enough to get ...
Talk business.
@mrjoe
h‫מּ‬p://www.slate.com/articles/technology/technology/2014/06/
online_advertising_effectiveness_for_large_brands_onli...
@mrjoe
You’re f---ing with
the magic!
– Mel Karmazin, Viacom executive
h‫מּ‬p://www.slate.com/articles/technology/technolog...
@mrjoe
http://
justinmrao.com/
lewis_rao_nearim
possibility.pdf
On the Near Impossibility of Measuring the
Returns to Adve...
@mrjoe
The 5 basic business models.
19
http://mrjoe.uk
Advertising
Affiliate
feesSelling
Subscription
/ Licensing
Market
pla...
@mrjoe
Strong ideas,
weakly held.
http://mrjoe.uk/strong-ideas-weakly-held/
Talk data.
@mrjoe 22
5 years ago. I was a single man. At a point in life where it was becoming
harder to meet new people. Someone sug...
@mrjoe
http://blog.okcupid.com/
index.php/the-4-big-myths-of-
profile-pictures/
I went in search of data, OK Cupid has a bl...
@mrjoe
Classic
-Conversion (sales / visits)

-Product page conversion
(sales / visits to product page)

-Funnel analysis

...
@mrjoe
I had a recent debate over whether a
border should be 3, 4 or 5 pixels
wide, and was asked to prove my
case. I can’...
@mrjoe
Classic
-Conversion (sales / visits)

-Product page conversion
(sales / visits to product page)

-Funnel analysis

...
@mrjoe 27
Data shows
confidence in the
design
@mrjoe http://www.cxpartners.co.uk/cxblog/multi_variant_testing_and_the_flying_squirrel/
The squirrel evolved bit by bit to...
@mrjoe
The soaring eagle. Elegantly drifting
through the air with little effort. The
eagle also evolves, little by little t...
@mrjoe
Sore like an eagle
don’t leap like a
squirrel
http://www.cxpartners.co.uk/cxblog/multi_variant_testing_and_the_flyin...
Talk theory.
@mrjoe
James Vicary, in 1957, flashed up hungry eat
popcorn, thirsty drink coke as single frames
during a movie showing.
@mrjoe
58%A reported 58% increase in sales of popcorn.
But it was later found out to be a hoax. He made it up to
prop up h...
@mrjoe
Some examples, but there is no proof.
http://www.badabingrecords.com/2011/03/the-subliminal-
scares-a-short-history...
@mrjoe
Strikingly, there
was no
significant effect.
http://www.bbc.co.uk/news/magazine-30878843
The media’s obsession. They ...
@mrjoe
There are resources out there that help with theory. This is
from Ribot, alumni of my psychology for designers
work...
@mrjoe
PsychologyForDesigners.com
Or you can buy my book, I show you how to find a theory
and apply it to design. How to us...
@mrjoe
Title Text
38
A designer
who doesn't
understand
psychology
is going to be no
more successful
than an architect
who ...
@mrjoe
The biggest myth
ever perpetuated
in the design field
is that good
design sells 

itself. – Mike 

Montiero
Talk objectively.
@mrjoe
'I feel the design,
minimalist in style,
reflects a modern
design aesthetic’
- The Designer
@mrjoe
‘Well I feel more that
it’s a website and not
a f#cking coffee table.’
- The Product
Manager
@mrjoe
'I feel the design,
minimalist in style,
reflects a modern
design aesthetic’
- The Designer
What was wrong with that...
@mrjoe http://www.gensleron.com/storage/post-images/cities/reinventingaclassicreuniontowerobservationdeckreopens/1.jpg
Whi...
@mrjoe
Art: …works to be appreciated
primarily for their beauty or
emotional power.
– Merriam Webster Dictionary
@mrjoe
http://
www.ise.bgu.ac.il/
faculty/noam/papers/
00_nt_ask_di_iwc.pdf
Art does support design. Pretty things are eas...
@mrjoe
What is beautiful is
usable.
1. Talk stories
2. Talk business
3. Talk data
4. Talk theory
5. Talk objectively
@mrjoe
mrjoe.uk
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@mrjoe http://www.cxpartners.co.uk/cxblog/multi_variant_testing_and_the_flying_squirrel/ The squirrel evolved How to design with science: and not destroy the magic (Joe Leech)

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Publié le

@mrjoe http://www.cxpartners.co.uk/cxblog/multi_variant_testing_and_the_flying_squirrel/
The squirrel evolved bit by bit to fly. Small incremental
improvements that allowed him to jump further, land better, and
eventually to glide. The squirrel has reached a point where he isn’t
going to get better at flying (called a local maximum).

Publié dans : Design, Technologie
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