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There’s no multitasking
world stimuli
attention
Dunning-Kruger Effect
Y-Values
0
5
10
15
20
0 7,5 15 22,5 30
normal behaviour
biased behaviour
Fatal design
Forgotten Child Syndrome
U.S. Child Vehicular Heatstroke Deaths
0
13
25
38
50
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011...
Dissociative Amnesia
Study Your Users
Moral Design
Design for our true selves
d.ruggeri@idibgroup.com
Twitter: @hafricah
Facebook: @neurome & @hafricah
Donatella Ruggeri
NEUROPSICOLOGA, UX RESEARCH & ...
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?
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Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?

We’re used to think we need to design devices or interfaces that help the user achieve a goal without any friction. Under this “Don’t make me think” motto, even if we call it a Human Centred Design, sometimes we forget to take into consideration how the human brain really works.

When we perceive that a user is thinking differently than we expected we call it a bias. So bias has become another word for error, but a kind of error which existence we are often not willing to accept and, moreover, an existence we unconsciously deny. The real error, though, lies in this negation and we cannot have a true Human Centred Design until we acknowledge such behaviours as normal, good and not evil.

Donatella Ruggeri - Moral Centered Design. Siamo pronti a progettare esperienze per il nostro vero sé?

  1. 1. There’s no multitasking world stimuli attention
  2. 2. Dunning-Kruger Effect
  3. 3. Y-Values 0 5 10 15 20 0 7,5 15 22,5 30 normal behaviour biased behaviour
  4. 4. Fatal design
  5. 5. Forgotten Child Syndrome
  6. 6. U.S. Child Vehicular Heatstroke Deaths 0 13 25 38 50 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 4849 Source: PEDIATRICS Vol. 116 No. 1 July 2005
  7. 7. Dissociative Amnesia
  8. 8. Study Your Users
  9. 9. Moral Design
  10. 10. Design for our true selves
  11. 11. d.ruggeri@idibgroup.com Twitter: @hafricah Facebook: @neurome & @hafricah Donatella Ruggeri NEUROPSICOLOGA, UX RESEARCH & DESIGN @ iDIB Group
  • KimForest1

    Jun. 24, 2019

We’re used to think we need to design devices or interfaces that help the user achieve a goal without any friction. Under this “Don’t make me think” motto, even if we call it a Human Centred Design, sometimes we forget to take into consideration how the human brain really works. When we perceive that a user is thinking differently than we expected we call it a bias. So bias has become another word for error, but a kind of error which existence we are often not willing to accept and, moreover, an existence we unconsciously deny. The real error, though, lies in this negation and we cannot have a true Human Centred Design until we acknowledge such behaviours as normal, good and not evil.

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