1.
The Cognitive Science of Design in 10
minutes or less: A tale of two systems.

2.
A tale of two brain systems…
!
…in 10 minutes or less!

3.
hmm,
donut
What is
moral?
System 1
System 2
unconscious
fast
approximates
conscious
slower
precise

4.
We as Designers underestimate the
power of System 1 and don’t take full
advantage of it.

5.
Within milliseconds our mind is:
- deciding where to look
- identifying object boundaries, images
- associating them with meaning

6.
We largely know what captures attention

7.
We can’t hold on to everything…
http:/
/perception.research.yale.edu/oba/MOT.mov

8.
Our conscious brain is only working with
what our automatic system has
perceived, not the real thing.
http:/
/youtu.be/v3iPrBrGSJM

9.
Thus we get overwhelmed with choice,

10.
we prefer the known,

11.
strongly avoid loss,

12.
and fall back to easy rewards.

13.
So how can we use what is known
about brains to be better designers and
more persuasive?

14.
draw attention
show the ideal
make choice simpler
provide social proof
emphasize likelihood of reward

15.
Intrigue
!15

16.
Aesthetics
!16

17.
Barbeque
by the pool
Narrative
!17

18.
Where’s the
barbeque?
Achievement
!18

19.
Authority
!19

20.
Framing
!20

21.
Mimicry
!21

22.
Scarcity, Loss Aversion
!22

23.
Bottom line: System 1
-
minimize distraction
-
relate to what I know & ideal
-
harness
automatic
processes
draw attention
associate with basic goal

24.
Bottom line: System 2
-
reduce fear of loss
-
provide social proof
-
keep choice simple
make
decisions
easy

25.
New mantra for designers:
harness
automatic
processes
make
decisions
easy

26.
John Whalen
@johnwhalen
User Research
Strategy
User Experience
BrilliantExperience.com