Design for How People Think: Using Brain Science to Build Better Products
236Design for How People Think: Using Brain Science to Build Better Products
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Overview
Corporate leaders, marketers, product owners, and designers will learn how cognitive processes from different brain regions form what we perceive as a singular experience. Author John Whalen shows you how anyone on your team can conduct "contextual interviews" to unlock insights. You’ll then learn how to apply that knowledge to design brilliant experiences for your customers.
- Learn about the "six minds" of user experience and how each contributes to the perception of a singular experience
- Find out how your team—without any specialized training in psychology—can uncover critical insights about your customers’ conscious and unconscious processes
- Learn how to immediately apply what you’ve learned to improve your products and services
- Explore practical examples of how the Fortune 100 used this system to build highly successful experiences
Product Details
ISBN-13: | 9781491985458 |
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Publisher: | O'Reilly Media, Incorporated |
Publication date: | 04/23/2019 |
Pages: | 236 |
Sales rank: | 782,217 |
Product dimensions: | 6.00(w) x 8.90(h) x 0.60(d) |
About the Author
Table of Contents
Preface xi
Part I Rethinking "The" Experience
Chapter 1 The Six Minds of Experience 3
Vision, Attention, and Auromaticity 4
Wayfinding 4
Language 4
Memory 5
Decision Making 5
Emotion 6
The Six Minds 6
Activity 7
Chapter 2 In the Blink of an Eye; Vision, Attention, and Automaticity 9
From Representations to Experiences 9
Unconscious Behaviors: Caught You Looking 12
Visual Popout 14
Oops, You Missed That! 15
Our Visual System Creates Clarity When There Is None 16
Ceci N'est Pas une Pipe: Learning What Someone Understands Something to Be, Not What Might Actually Be There 16
Further Reading 17
Chapter 3 Wayfinding: Where Am I? 19
The Ant in the Desert: Computing Euclidean Space 19
Locating Yourself in Physical and Virtual Space 21
Where Can I Go? How Will I Get There? 22
Testing Interfaces to Reveal Metaphors for Interaction 25
Thinking to the Future: Is There a "Where" in a Voice Interface? 28
Further Reading 29
Chapter 4 Memory/Semantics 31
Abstracting Away the Detail 31
Stereotypes of Services 36
The Value of Understanding Mental Models 38
Acknowledging the Diversity of Types of Mental Models 39
Riddle Answer Key! 39
Further Reading 40
Chapter 5 Language: I Told You So 41
Wait, Didn't We Just Cover This? 41
The Language of the Mind 42
"What We've Got Here Is Failure to Communicate" 44
Revealing Words 44
I'm Listening 46
Chapter 6 Decision Making and Problem Solving: Enter Consciousness, Stage Left 47
What Is My Problem (Definition)? 48
How Might Problems Be Framed Differently? 49
Finding the Yellow Brick Road to Problem Resolution 52
When You Get Stuck En Route: Subgoals 52
Further Reading 53
Chapter 7 Emotion: Logical Decision Making Meets Its Match 55
Too Much Information Jamming Up My Brain! Too Much Information Driving Me Insane! 56
Spock, I Am Not 57
Competing for Conscious Attention 58
Getting to Deep Desires, Goals, and Fears 59
Further Reading 60
Part II Exposing Secret
Chapter 8 User Research: Contextual Interviews 63
Why Choose a Contextual Interview? 63
Empathy Research: Understanding What the User Really Needs 65
Recommended Approach for Contextual Interviews and Their Analysis 70
Common Questions 74
From Data to Insights 75
Exercise 78
Concrete Recommendations 81
Further Reading 81
Chapter 9 Vision: Are You Looking at Me? 83
Where Are Their Eyes? Eye-Tracking Can Tell You Some Things, But Not Everything 84
Quick, Get a Heat Map 88
Go with the Flow 89
Real-World Examples 91
Concrete Recommendations 94
Chapter 20 Language: Did They Just Say That? 95
Recording Interviews 96
Prepping Raw Data: But, But, But 96
Reading Between the Lines: Sophistication 96
Real-World Examples 98
Concrete Recommendations 102
Chapter 11 Wayfinding: How Do You Get There? 103
Where Do Users Think They Are? 104
How Do They Think They Can Get from Place A to Place B? 105
What Are Those Expectations Based On? 106
Real-World Examples 107
Case Study: Distracted Movie-Watching 109
Concrete Recommendations 110
Chapter 12 Memory: Expectations and Filling in Gaps 111
Meanings in the Mind 112
Putting It All Together 113
Real-World Examples 114
What You Might Discover 117
Concrete Recommendations 119
Chapter 13 Decision Making: Following the Breadcrumbs 121
What Am I Doing? Goals and Journeys 122
Gimme Some of That! Just-in-Time Needs 122
Chart Me a Course: The Decision-Making Journey 124
Real-World Examples 124
Concrete Recommendations 127
Chapter 14 Emotion: The Unspoken Reality 129
Live a Little (Finding Reality Essence) 130
Analyzing Dreams (Goals, Life Stages, Fears) 131
Getting the Zeitgeist (Person versus Persona-Specific) 133
A Crime of Passion (In the Moment) 135
Real-World Examples 136
Concrete Recommendations 138
Part III Putting the Six Minds to Work in Your Designs
Chapter 25 Sense-Making 141
Affinities and Psychographic Profiles 141
Language 143
Emotion 147
Wayfinding 149
Finding the Dimensions 152
Challenging Internal Assumptions 155
Ending an Outdated Practice: See/Feel/Say/Do 156
Concrete Recommendations 160
Chapter 16 Putting the Six Minds to Work: Appeal, Enhance, Awaken 161
Appeal: What People Say They Want 161
Enhance: What People Need 163
Awaken; Realizing Loftier Goals 165
Concrete Recommendations 171
Chapter 17 Succeed Fast, Succeed Often 173
Divergent Thinking, Then Convergent Thinking 173
First Diamond: Discover and Define ("Designing the Right Thing") 174
Second Diamond: Develop and Deliver ("Designing Things Right") 175
Learning While Making: Design Thinking 177
Don't Mind the Man Behind the Curtain: Prototype and Test 179
Test with Competitors/Comparables 182
Concrete Recommendations 183
Further Reading 183
Chapter 18 Now See What You've Done? 185
Empathy on Multiple Levels 186
Evidence-Driven Decision Making 189
Experience Over Time 191
Multiple Vantage Points 192
Concrete Recommendations 193
Chapter 19 How to Make a Better Human 195
Symbolic AI and the AI Winter 196
Artificial Neural Networks and Statistical Learning 197
I Didn't Say That, Sin! 198
The Six Minds and AI 199
I Get By with a Little Help from My (AI) Friends 200
Concrete Recommendations 202
Appendix A Recommended Reading 203
Index 207